A welcome series that works

One of the most common misses we see from great brands with brilliant teams is the Welcome Series.

Thanks to super tools like Klaviyo and Drip, it is easier than ever to get started with good looking flows.

What is missing from these starting points is ensuring you answer the question “Why am I sending this email?” for EVERY email.

Without clarity of purpose, emails, like most things, are a waste.

Stop wasting effort and get thoughtful with your welcome series.

How to structure your flow

• Start with a short, clear welcome email introducing your brand.
• Add an email highlighting your key product offering and/or what you want your users to do.
• Jump into a founder/mission oriented email.
• Send some helpful content about:
  Products: some “how to use” content can be great here.
  New technology: show what people are building with your tool.
  Something that needs user education: short and clear information on what you are building and why its great.

• We love a plain text email asking for something. This can be a “How can I help” style of question or something more specific like “what are your wellness goals that our amazing vitamin might help with?”. Be sure you have a process for who is handling these replies!

• Add a pretty product email to remind new users what they are there for!

Aligning your team around the goals for this series and each email in the flow is important. Welcome Series often are overtaken with sales goals. Some of the emails in a welcome series can drive towards a conversion - but if all of them are, you are missing an opportunity to connect new people to your brand.

Even if you don’t identify as a brand - think of this as the time to connect your organization’s vision to new potential users, customers, and evangelists.

Best practices for welcome series

Welcome people!

Let them know what they can expect from your brand. If you’re a new company, introduce yourself. Established brand? Make sure your welcome series sets the right brand tone for the moment your company is in.

One purpose per email.

Some emails are going to be pushing a product - that’s fine - avoid pushing 8 product types and also asking them to follow on social and add their digits to get your texts all from the same email.

Get users early

The first ~15 days post signup are when people are most likely to purchase - so get in the key emails during that time.

Include a plain text email from a junior team member.

Ask a direct question at the end. Make sure your support team is actually going to answer these ;) You won’t believe the reply rate we get on this type of email - and we’ve proven it increases retention and NPS for customers who receive this type of email. It is so impactful.

💡 Bonus points - A/B test a few names for the sender - sounds odd, but it can really boost your open and reply rate.

Don’t burry the lead

Avoid pretty emails that have too many CTAs. It’s so hard to resist those beautiful product imagery emails, we know! More than 1-2 buttons/links just doesn’t work though.

Maintain a brand voice

This is your time to let new people get to know your brand. Don’t have a defined voice/tone? Let’s fix that - click here for a free guide we made to help with this.

Hire an expert like us 😉

Book a few minutes to learn if we can help.

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Here’s to better welcome flows for all!

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