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Email marketing: welcome series emails

So you’ve used email marketing tools to send email, are comfortable with designing effective newsletters and you track email open rates for your campaigns. So what’s next? This article on welcome series will show how you can produce more effective and meaningful results than just knowing who opened your email or clicked on a link.

Whilst a single welcome or activation email is useful, a welcome series is a more effective strategy to continually engage, connect and up-sell with your subscriber over time. Let’s admit it, we’ve often purchased something online, then months later cannot recall where we bought it, right? This lack of recall could, and very often does, drive your hard-won customer to the competition. A Welcome series can help avoid that. Let’s look at an example of how this might work:

Show me the example!
Amy buys a pair of running shoes online on Monday. Great, she gets an activation email with the usual shipping and returns info. All good so far. Now let’s look at how a Welcome series differs to sending repetitive promotional emails that could drive Amy away from your product.

On Wednesday Amy get’s the running-shoes and goes for her first 10k in them; all is good. The next day she gets an email asking “How was your run?” and reminds her of the basic steps to share her running experience online.

3 weeks later Amy gets an email survey asking for feedback “How are the running shoes working for you?” and “Here’s some great stories from other runners just like you” . A special offer for a sports bra is included; f this were Keith, he’d have an offer on running socks.

6 months later Amy get’s an email with an offer on the latest running shoe and because she’s purchased before, a coupon code is included that she can redeem online or bring in-store.

The right sequence
So how do we do that, without sending the same email to every subscriber or worse, in the wrong order? With Autoresponders, you can set these messages up ahead of time and create the rules that will only send the relevant email at the right time and importantly, in the right sequence. And knowing gender with integrated apps like Rapleaf saves some embarrassment too; Keith would not be too impressed with a Sportsbra email !

These welcome series emails can be completely automated if your email platform supports this and can be easily integrated with your transaction systems. Communications which are relevant to your subscribers’ preference and behaviours are more likely to result in repeat purchases from you -not your competition.


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