Hey, it’s Edoardo from ElediaMails
If you’ve already read our guide then you saw that we’ve touched upon the welcome flow. But, let’s go a bit deeper and see how you can turn it into a revenue-driving machine.
Key takeaways:
Don’t overcomplicate the structure of the welcome flow. There’s no need to micro-segment and send more than 10 emails
All of your emails should push towards the first purchase BUT you should also build trust with your customer. Don’t just send simple reminders.
Include your offer in every email you sent
📈 Why Your Welcome Flow is Your Conversion Rate Bandaid
Nowadays, your audience doesn’t immediatelly convert.
Ads - such as Facebook, Google, and TikTok - are still great to get traffic. But you need a back-end set up that makes sure that traffic stays with you.
While this way your ad cost won’t decrease you’ll make every visit to your website much more worth it - with an enhanced CVR and ROI.
With a strong sign-up form and welcome flow your initial conversion rate not only increases, but you also have customers that retain.
👋 How You Want To Welcome Your Audience
Let’s take a look at the structure of the welcome flow, more in depth.
Welcome your audience
Your first email will be your highest converting one, so it needs to be set up correctly. Best practices include:
No wait time → Send the email immediately
Include the discount and CTA in the header (70% of conversions happen within the first scroll)
Include a welcome message and ideally product collections or bestsellers
A good example can look like:
A personal message
Instead of only including designed emails, you should also include a plain-text email from the team/owner.
Having a persona that directly communicates with the audience, with an unformal tone, is a great way to boost conversions and engagement - not only in flows, but also as campaigns.
Other type of emails
While the welcome flow should be adapted to your brand, some emails always tend to convert really good. These include: Testimonials, FAQ and Us vs. Them.
Other good ideas are:
One Benefit/Feature
How it’s made
Brand Value
UGC
Some good examples of emails look like:
Last chance email
Your final email should be a last chance email to create urgency and showcasing what they’ll miss.
This works best when your code is actually about to run out (you have custom codes for your audience), or it looks personalized.
🔈 Some Tips
Your Welcome Flow should have at least 4 emails but aim for 6 to 8
Test send times (1 vs 2 day delays), subject lines, offers, and content of email
If a campaign performs really well, add it to your welcome flow
Don’t overcomplicate it. 80% of the results comes from 20% of the work
If you have any questions or if you have any content suggestions feel free to reply to this email.
Until next time!
Edoardo
As always: If you’re an e-commerce brand looking to scale to 7-figures and above we’re offering you a FREE audit where we’ll go through your Klaviyo account to see if there’s any room for improvement.
If you’re interested, then simply click here.