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In this article, we'll be breaking down everything you need to know about welcome series emails.
The first few emails your subscribers receive after joining your email list are some of the most important messages of the customer lifecycle.
These emails get your subscribers accustomed to engaging with your brand and set the tone of your relationship.
The Welcome Series is consistently one of the top revenue-producing flows across all of our clients.
Important Note: Iām a big believer in always be testing. Low hanging fruit that helps move the needle is A/B testing subject lines. So for this Welcome Series + all others, please make sure youāre constantly testing subject lines.
But first, let's explain a little bit about how we collect emails through various subscription forms:
- Popups
- Flyouts
- Embedded forms
Email popups conversion rates:
- 2% to 4% seems to be the average form conversion rate before we start working with clients
- Most of our clients are seeing 6% to 8% form conversion rates on average after we come in and work on them
- A number of our best-performing clients are seeing 11% to 13% form conversion rates after we come in and work on them
Our typical popup behavior:
- Show when a visitor is exiting
- Show after 6 to 10 seconds of page load
- Show after scrolling 60%
- Show again after 14 days (or even 4 if we want to get aggressive) -> this will only show for people who are unknown (we donāt have their email)
Now, let's get into the welcome series emails.
Content Buckets to focus on:
- Welcome
- Brand Introduction
- Thank You
- And discount code if applicable
General subject line ideas:
- Welcome!
- Welcome (more info inside!)
- Welcome to [INSERT BRAND NAME]
- Youāre part of the family now
- Fantastic. You are in!
When to send this email:
- Immediately after someone subscribes to your list
Subject line used in the email example below:
- Welcome to the Land of Magic Spoon
>>> Welcome Email 1 Example <<<
Bonus insight:
- Itās not uncommon for this first email in the welcome series to outperform the other few emails in this flow combined.
- You should be hitting at least a 30%-50% open rate on this first email. Some of our clients are even seeing as high as a 70%-80% open rate.
Content Buckets to focus on:
- Brand Story
- Unique Quality Standards
- Benefits of Shopping with Your Company
General subject line ideas:
- You heard it here first
- Learn more about us
- Hereās our story
- Level up your [INSERT WORD] gameā¦ (i.e. Magic Spoon could say: Level up your cereal game)
When to send this email:
- 1 to 2 days after email 1. Youāll want to test which time delay is optimal for this email. For some of our brands sending this email 1 day later performs the best and for others, a 2-day delay outperforms a 1-day delay.
Note: Youāll only want to send this email if people donāt convert from email 1.
Subject line used in the email example below:
- This will remind you of your favorite childhood cereal
>>> Welcome Email 2 Example <<<
Bonus insight:
- You should be hitting a 20%-40% open rate on this second email. Some of our clients are even seeing as high as a 50%-60% open rate.
Content Buckets to focus on:
- Social Proof (customer reviews, press, celebrity/brand endorsements, retail footprint, etc)
- Display Popular Products
General subject line ideas:
- Our customers say it best
- Have you treated yourself lately?
- The Love is Real
- Word on the street
When to send this email:
- 2 to 3 days after email 2. You will want to test which time delay is optimal for this email.
Note: Youāll only want to send this email if people donāt convert from the prior two emails.
Subject line used in email example below:
- Donāt Just Take Our Word For It
>>> Welcome Email 3 Example <<<
Bonus insight:
- You should be hitting a 20%-35% open rate on this third email. Some of our clients are even seeing as high as a 40%-50% open rate.
Content Buckets to focus on:
- Focus on the community element.
General subject line ideas:
- Weāre All in this Together
- Letās Get Social
- Letās Be Friends
- Weāre All Here for You
- Meet our Team
When to send this email:
- 3 to 4 days after email 3. You will want to test which time delay is optimal for this email.
Note: Youāll only want to send this email if people donāt convert from the prior three emails.
Subject line used in email example below:
- Meet the Founders of Magic Spoon
>>> Welcome Email 4 Example <<<
Bonus insight:
- You should be hitting a 20%-30% open rate on this fourth email. Some of our clients are even seeing as high as a 30%-40% open rate.
I thoroughly hope you enjoyed this guide and learned a few things that you can begin applying to your business today.
As mentioned, the Welcome Series for Non-Buyers is consistently one of the top revenue-producing flows across all of our clients, so I hope this is or becomes true for your business as well.
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