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A bi-weekly email that focuses on eCommerce & SaaS marketing, email strategy & copywriting, storytelling, harnessing good energy, and finding ways to build purpose-based businesses while ​
​Living Our Values Every day.

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Dear Reader,

Last week, I signed up for 65 email lists/newsletters.

And you know how many welcome emails I got?

3.

And 2 out of 3 were just single emails… not even the start of a series.

C’mon eComm brands! YOU CAN DO BETTER.

Welcome emails are the highest converting automations you can set up for your business.

They’re the most likely to be opened.

They start building trust with your cold/warm audience right off the bat.

And they run in the background while you run your business: set ‘em up once and forget about ‘em. (At least for a while… I recommend revisiting/updating them at least 2x/year.)

If you don’t have a killer welcome sequence already set up, waste no time, do it now.
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Welcome sequences: by the numbers (for the nerds 🤓)

Open Rate: The open rate for welcome emails (which are/should be part of a 4-7 part series) is nearly always over 50% and has been reported as high as 91.43% (Hive.co).

Read Rate: Welcome email read rates are 42% higher than the average email (Campaign Monitor).

Click-Through Rate: Welcome emails have a 26.9% CTR (Hive.co).

Welcome emails have an average 4x the open rate of a standard email marketing campaign (InboxArmy).

Welcome emails have 4x the click rate and 23x the conversion rate of regular marketing emails (Klaviyo).

84% of B2C welcome emails successfully reach inboxes worldwide (Statista).

Welcome emails can create a 196% lift in unique click rate (Entrepreneur).

Welcome emails with offers can boost revenue by 30% per email compared to welcome emails without offers (Invesp).

And if you’re looking for reasons to embrace and implement personalization…

90% of consumers find custom content useful (Demand Metric).

74% of marketers say targeted personalization increases customer engagement (eConsultancy).

Personalized email messages improve clicks by ~14% and conversions by ~10% (Aberdeen).

Relevant emails drive 18x more revenue than broadcasted ones (Emma).

Personalized email marketing generates a median ROI of 122% (eMarketer).

Enough said. The proof is in the numbers y’all.
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The job: what welcome emails do

Most customers first get introduced to your online brand on your website. That’s where they’ll get a feel for your brand’s personality, your “voice,” and your messaging style.

What comes next? EMAILS.

You absolutely MUST be consistent with your brand voice and tone in your emails (as well as other communications like social media and packaging).

Welcome emails’ job is to…

• Build customer trust in your brand
• Introduce products
• Get conversions
• Gather customer preferences

Keep in mind this might not all happen in a single email. That’s why you send a series of emails: each with one goal in mind.
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Welcome emails: components

Subject line

Start off on the right foot with a warm welcome in the subject line.

This is your first chance to get the “open.”

Don’t blow it.

Preview text

Never ignore this precious inbox real estate!

Follow the theme of your subject line and dangle a bit more intrigue about the body of your email. Do it in 40-140 characters.

Body copy

Stick to ONE main idea for each email (more ideas on content below 👇). Always remember: when you confuse, you lose.

CTA

Write a clear call to action for each email. Ensure it’s a prominent, easy-to-see button. Don’t bury it!

It’s okay to repeat the same CTA in various sections of your email… just make sure they’re all telling the reader to do the same thing.

If your goal is to get them to book a call, don’t also give them the option to reply to the email, text you, or shop now.

Keep your focus dialed in.
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Welcome emails: what to write

After you define the goal of your initial email (and the subsequent emails in the welcome sequence), map out what you’re going to write.

You can tell your brand’s story and share your mission and values to build trust with new fans of your brand.

Or show your products and how they improve people’s lives.

Or share a special offer or discount for new subscribers.

You might share social proof — people love to see what others have to say about your product or service.

And you might give them the option to self-segment. Ask them what type/how much content they’d like to receive in their inboxes.

Whatever you do, decide the single goal of each email and stick to ONE idea with ONE call-to-action.

Don’t overload your new subscribers with all.the.things in a single email.
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Welcome emails: a few more details

When to send ‘em

74% of consumers expect a welcome email as soon as they subscribe (WordStream).

So — don’t disappoint them!

Make sure your first welcome email is automated to be sent immediately.

Why?

Because new leads are most engaged within 48 hours of subscribing (VerticalResponse).

How to personalize ‘em

Personalization is THE email marketing word for 2022. With stats like the above, it’s a strategy all brands should implement.

Some ways you can personalize your emails (beyond using [first_name], are:

• Birthdays
• Anniversaries (or sale-aversaries)
• Product preferences
• Interests & hobbies
• Demographic information

If you use this type of data… don’t be creepy about it. Rather than using third-party data, gather info directly from your subscribers and customers. (Klaviyo calls this Customer-First Data.)

Get your personalized data from sign-up forms instead.

How many to send

Welcome sequences typically consist of 4-7(ish) emails.

But that’s not a hill you should die on.

Determine what points you want to make.

Test what works for YOUR audience.

Perhaps you try sending more emails… and if the last two emails aren’t getting comparable open rates, it might be too many. So eliminate them. Or, if your subscribers are super-engaged after five emails, try adding another one or two.

Optimization is an ongoing process.

When to send ‘em

It’s best to send the first email immediately when someone subscribes.

After that, try the Fibonacci sequence: send each one 1, 2, 3, 5, then 8 days later.

How to design ‘em

Your email design will partially depend on your brand guidelines: color palette, images, fonts, and use of emojis and GIFs.

Some of it will be testing — what works for your audience?

For some products, the images do a big part of the selling.

For others, the copy is what deepens the connection with your potential customers.

Determine your strategy, try it, measure the results, then tweak your emails to optimize opens, clicks, and conversions.
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WELP, I didn't intend for this email to be so long.

Guess there's more to welcome sequences than either of us knew?!

Hit me up if you have any questions about how to build out your welcome flow or what to write. Just reply 😉 and I promise to get back to you. (I read all my emails.)
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Thanks for reading! See you in your inbox in two weeks.

With love,​
​Lindsay

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❤️ 🤩 5 things I’m loving right now 🤩 ❤️
​Or, how I’m filling my emotional bank account.

🎧 In my ears: Digging this Lof-Fi Music for Writing playlist. (Thanks Jess.)

👀 For my eyes: The G Word with Adam Conover on Netflix. His style is a little strange, but it’s super interesting.

😋 On my lips: Fruity summer cocktails. All of ‘em.

🚌 Places to visit: I’m getting ready to cross a few things off the bucket list in the good U S of A… stay tuned for more.

💌 Fave emails: This week, please send me yours! Show me a brand that’s killing it on email marketing. After seeing so many fails (ok, opportunities for improvement), I’m hungry for the good stuff.

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✨When you're ready, here are 3 ways we can work together to make some email magic✨

​Book a VIP Day. Ideal for when you need a project done quickly. Hire me for a day to get up to 7 emails for a sequence/flow/automation or 7 campaign emails.

Start with the eComm Email Essentials. Get a 30-point Klaviyo audit, email flow strategy, and copy for the top 3 flows: Welcome, Abandoned Cart, and Post-Purchase.

Hire me as Your Email CMO. In this ongoing partnership, you get a direct line to my email-obsessed brain, a steady flow of emails to fill your cue, and fans that fall in love with your brand over and over again.

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