Here’s A Welcome Email Series That Increases Customer Lifetime Value
Do you have a welcome email series?
If not, you need one. Without a welcome series, your new prospects will go cold fast. On the other hand, with a well-crafted welcome series, you will engage them immediately and maximize their lifetime value.
Listen today and get an 8-email welcome series that increases conversions and customer lifetime value.
In this episode, you’ll discover:
- a welcome series that cranks up conversions and customer lifetime value
- the 2-email kickstarter that gets you past the promotions tab and into the inbox
- how to indoctrinate potential customers into your brand so they buy more in the long run
- how to build trust, rapport and connection with your potential customers
- if you should use an incentive to get potential customers onto your list
People on this episode:
Mentioned in this episode:
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Welcome to ReEngager Podcast for online retailers and e-commerce stores. You’re about to discover how to increase sales by 15 to 30% or more with email marketing. If you’d like to learn more about ReEngager and how we help online stores like yours add millions to the bottom line, go to reengager.com. That’s R-E-E-N-G-A-G-E-R.com.
Hello and welcome to another episode of the ReEngager Podcast. I’m John McIntyre, and I’m your host. And today, today the topic is the welcome series. Now it’s probably worth stepping back for a little bit, and just recounting what’s happened over the last few episodes if you’ve listened to them.
In episode 1, that was all about email marketing as the opportunity. As what, the value, the potential improvement in your business – or in the business that you work with. What’s going to happen when you start to implement these email marketing programs? Now if that didn’t get you excited, I don’t know what will. So that’s where we started. Then we had an episode with, with someone from Leesa. David Wolfe, the CEO. A company that’s gone to 45 million dollars. 45 million dollar valuation in just 8 months. Now since then, we’ve been through looking at cart abandonment, and also pop ups. And also we spoke to Matt Paulson about his email marketing strategy. That was a great, great interview – great episode. Suggest you check that out if you haven’t already.
Now today, want to bring some of these concepts together. Because so far – been a few interviews and some broad stroke things. Today I want to get into the welcome series. Which is, this is this is what you’re going to send when someone – obviously they sign up at your website. They haven’t bought anything, but they sign up. And they’re – it’s like what’s next? Are you just going to blast them with a discount? It’s like, “Hey thanks for signing up, here’s your 10% discount, bye.” And then hit them up with another newsletter a week later, and just get boom, boom. Just smack them over the head with like a, with a big club – like you’re a neanderthal. Like boom, boom, boom, boom. This is what, by the way – this is what most companies do. So if you can actually start to differentiate yourself, you will stand out, okay? And that will – if you can stand out, that will produce an effect on the bottom line, okay? You will start to get chosen over your competitor. So it’s a great thing to do.
Now, what is the welcome series? Well the idea here is that someone’s visited your website, probably for the first time. They haven’t bought anything. And then we hit them with an exit intent pop up, which is what I mentioned in the last – one of the last few episodes. And then they’re on the list, okay? Now what you can do is just blast them. Like I said, blast them with a discount. But what I would suggest, and what’s a much better strategy – is going to be creating some kind of welcome series. Now whatever you did offer them on the pop up to get their email address in the first place, obviously you’re going to have to give that to them, okay?
Okay, so email 1, let’s talk about that. I’ve got an outline right here of a potential series that you could put together. It’s not really templatized, but it – got 8 emails here that you could hand this off to someone on your team, take this to your boss. Do whatever you need to do. Get something like this put together, okay? Email 1. Email 1 is the welcome email. “Welcome to so and so’s store,” okay? “Here’s what we’re all about. Here’s what our mission is,” okay? Now this is – this might take some work, okay? Obviously give them the incentive. So remind them, “Here’s your discount code, Here’s your buyer’s guide. Here’s your – here’s the package we’ve been talking about. Here’s the blog post that we said we’d give you.” Whatever it is that you offered to get on the list, give that to them first.
Now, the next thing. Give them a bit of information about who the company is. Get them excited about working with you and doing business with you. This is where a great copy writer’s going to come in handy. ‘Cause you want to get something that people are really going to be excited about. Now I’m going to have some examples of this on the – I’ll have some, yeah I’ll make sure to put some examples in the show notes at reengager.com for this episode. So you can go check those out. But the basic idea is, stand out, give them a message that says this is like, “This is us, this is our USP. This is–” USP’s a unique selling proposition. “This is why we’re different from all the other companies out there in this industry, and this is why you should do business with us.” Okay? That’s what you need to do in email 1.
Now, here’s something that a lot of companies don’t do. And I’ve seen, I’ve used this to great effect in my own – in previous businesses that I’ve– My own business, previous clients that we’ve worked with. Is, ask for them to reply. Now how to do this is, it’s going to be context or niche or industry dependent. You want to say something like, “Look–” At the end of the email, if you’re selling kitchen knives, you would say something like, “Look, if you’re signed up here, you’re obviously looking for some kitchen knives. You obviously love to be in the kitchen,” okay? “So tell us, what is your favorite meal? And if you tell us, you’ll go in the draw to win something.” You don’t necessarily have to have that, “You’ll go into the draw to win.” But ask them some kind of question that’s going to appeal to them that’s relevant to that industry. Relevant to that niche, relevant to that product. And then say – tell them exactly what to do. Tell them, “Hit reply and tell us. We’ll read–” And you don’t have to reply to all these emails. You would get a great response if you did though. You’d say, “Yeah, we read all our emails.” Okay? And then you can, if you’d like, you can get the response higher by saying, “If you answer, you’re getting into the draw to win so and so,” okay?
Now email 2 goes out, I would send that say one day later. Here’s where it gets a little bit complex. You’re going to need the right software for this, or the right company to set this up for you. You want to, number 1, ask for a reply. But this should only really be going to people who either haven’t replied or haven’t used their incentive yet. ‘Cause you’re literally saying, “Hi there, we sent you an email a few hours ago.” Or, “Sent you an email yesterday, and we hadn’t heard back from you. So we’re not sure if you got it, and we’re starting to worry. Can you please just hit reply and let us know that you got the email?” Simple as that.
Now the question here is, why do you want to do this, okay? Why do you want to get a reply to email 1 and email 2? Well, I’m glad you asked. So the thing is, Gmail, Yahoo and all the different email companies, they’re going to grade your emails based on their engagement. Based on the clicks, the opens, the replies that they get. The higher your engagement scores, the more likely you are to skip the promotions tab, skip the social tab, skip the spam box and go to the inbox, okay? So we’re getting these replies to get your sender score way up, and your rep – sender reputation way up. Which is going to increase the long term health of your email database, and ultimately result increased long term revenue, okay? That’s email 1 and 2.
Email 3 and 4, this is where we get into the brand indoctrination. So what we want to do here is expand on the story that we started to tell in email 1. And ideally, the way to do this is to split into 2 parts – part 1, part 2. The reason for that is you’re going to get people opening part 2 just to hear the end of the story. Now again, you’re going to need someone who’s decent. You need a copy writer to do this for you, a storyteller. This is a point where you’re really trying to slide into the slot in someone’s brain. Where they’re thinking, “This company is great. This company’s awesome. This is what they’re there for.” And this is a great way to differentiate yourself from other companies who are just throwing around discounts.
Now if you’re a discount warehouse shopping store or something like that, that’s a different situation. It’s a bit hard to deal with there. You would be telling a story of discounts. But ideally, you’ve got a different story – so discounts aren’t the only thing you can depend on. You can talk about the founder’s story. What was the pain that inspired them to create the product? Did they use it in their own life? Maybe there’s a story about someone who bought the product, and has used and just gotten some amazing results with it? You could tell stories about all the different customers who use your kitchen knives to cook these gourmet meals, and have dinner parties at their place. All these different things, right? And we’re really here trying to – you want to be embedding emotions, or associating emotions with your brand.
Now also, here’s the other part to this. Make sure that you highlight all the different benefits of doing business with you, okay? This is going to be things like free shipping, no hidden costs. All the different shipping features you offer. All the different payment options you offer, okay? This is stuff that stops people from buying down the line. So if you can clear this up with them, you’re going to be increasing conversions in the long term, okay? Once again. But the goal here with email 3 and 4 is to get them sold on your brand. To get them to believe in your brand. Get them to go, “Yeah this company’s great,” okay?
In email 5, we do a product feature. That’s fairly straightforward. Feature a product, talk about why it’s great. (8:59?) Email 6, social proof. This is where you’re going to throw in a testimonial, a case study, a story from a client or a customer – something there. Now, that one, that’s very straightforward. Now email 7 and 8, this is where you’re going to throw in email 7 – promotion. Throw out a discount, okay? They’ve already been through, they’ve been on your series for – by this point, probably a week and a half to 2 weeks. So if they haven’t bought now, right? They also need a little bit of pushing over the edge for that for that first purchase. So we’re going to throw a promotion at them. It could be a discount promotion, it could be a free shipping offer. It could be a bundle offer. Something that has worked in the past, okay? Send that out.
Then you also have just a rule that says, “If they don’t use that offer, respond to that offer within 48 hours, send a follow-up that says, ‘Hey we noticed you haven’t done this. Just remember that you’ve got a code right here. You can go and get 10% off if you go and use it. But it’s only available–‘” You want to have the urgency. “And it’s only available for another, for another hour, for another 2 hours. For another 24 hours,” whatever it has to be, okay? Don’t make it open ended.
So just to recap, to go through that there. Email 1, deliver the incentive, and then ask them a– Tell a bit about the brand, and then ask a question and get them to reply. Email 2, follow up. Tell them that, “We haven’t heard back from you,” and ask them to reply again to increase that sender score. Email 3 and 4. Email 3 is your brand indoctrination part 1. Email 4 is brand indoctrination part 2. Email 5, feature a product – probably the top 1 or top 3 products in your store. Email 6, social proof. Email 7 is the promotion, and email 8 is the promotion follow-up.
Now the ultimate goal here is getting someone to make their first purchase, and getting them sold on the brand. If you set up a campaign like this, you can tweak it, add something in there, take a few things out if you need to. But you need a sequence, a campaign like this. That’s automatic, and that triggers as soon as someone signs up to your website. This is going to add measurable – it’s going to increase revenue measurably, however you want to say it.
So yeah, so that’s today. That’s welcome series. This is something you need. If you’d like to talk to me or someone at ReEngager about what this would look like for your specific business, go to reengager.com, scroll down – and you can reserve a free strategy call, and we can chat all about what this would look like in your business or the business that you work with, okay? And all the show notes, if you’d like to get those are reengager.com too. Thank you for tuning in, I will see you next time.
Hi there, thanks for listening to the ReEngager Podcast today. If you’d like to discover more about email marketing for online retailers and e-commerce stores, go to reengager.com. That’s R-E-E-N-G-A-G-E-R.com. Use our ROI calculator to find out how much you could increase sales with email marketing, or book in for a free strategy session with a ReEngager email marketing expert. Get started now at reengager.com. That’s R-E-E-N-G-A-G-E-R.com.
Intro music by DJ Rkod and George_Ellinas.
photo credit: Welcome to New Jersey