What’s A Welcome Series?

Feel like you’re not bagging as many sales, or not booking in as many clients as you thought you would when sending out your weekly newsletters? Have you got a “Welcome Series” in place? Oh.. you don’t? We’ll don’t worry mate, you’ve come to the right place! Wtf is a “Welcome Series”?

I’m so glad you asked,

So you’ve got a sign-up on your website, or somewhere to register interest right or join the gang right? Then what happens? Do your visitors get a cute little automated thank you email straight to their inbox? Or just a discount… A “Welcome Series” the perfect opportunity to introduce your brand or service to your visitors! You don’t want to do this ALL in one email, that can be totally overwhelming and tbh - annoying. A “Welcome Series” introduces you and what you have to offer over a few days! Selling to cold customers is hard. People are way more inclined to buy or sign up to something they feel like they KNOW. The BEST part about a having a “Welcome Series” in place is - it’s all automated! Once you have this bad girl set up, that’s it! She’ll just send away, and keep your customers loved!

So how many do you need?

Anywhere between 3-5 is a great set up in my opinion ( and what previous client stats have shown ) Obviously the first one is the introduction, just a quick “Hey! Thanks for signing up! Here’s your discount code or resource ect” Then the next email a day or two later can be a longer intro! Who are you? What are you offering? The third can be a cheeky reminder about that offer you gave them in the first one and maybe even “don’t forget to keep up with us on Instagram, Facebook, Pinterest ect. The fourth? How about a “Birthday EDM” Ask your subscribers if they’d like to enter their birthday and send them something nice when the time comes! A discount or a special offer or even just a super cute Birthday Card email! People love that. The fifth and final email in your automated series is usually sent out if they haven’t bought anything from your store or booked any of your classes or services. This is just a nice check in email - “Hey, we noticed you haven’t shopped with us in a while…” Offer something here, or allow them to unsubscribe.

Get Personal

Use this introductory series to really get personal with your subscribers! You can use all your other newsletters to sell, but these ones should be a little bit different. Tell them about your brands values. A great example is a client I have that set up a beautiful series, with the second email talking all about her sustainable packaging and organic cottons that her brand uses and why this is important to her! I LOVE THAT!

How long should I make my email?

Less is more! I know, I know, you want to show ALL THE THINGS in one email because you’re excited and you want to show everything off! But less is MORE and here’s why.

People usually only scroll about four times when reading an email on their phone or computer. So, to get maximum click-throughs on your products, classes or services - keep it simple! Highlight the BEST of the of whatever you’re trying to promote, because if your email is 5 meters long I can guarantee you whatever is on the bottom won’t get clicked! Which is why you gotta break up your “Welcome Series” into a 3-5 emails - Don’t go looking spammy when you first pop into your new subscribers inbox, they’ll unsubscribe quick smart!

Time for the stats

“Multiply the emails, amplify the results”

Don’t just take my word for it. Mailchimp has a great post about how a “Welcome Series” has boosted sales for the brand Ban.do. Here’s a little snippet so you can see for yourself.

“Ban.do’s welcome series is still new, but Sarah is pleased with the early results. “It’s really fresh,” she says, but the open rate is still significantly higher than the open rate for a regular campaign. Thus far, the series has an average combined open rate of 38.6%—with the first email still pulling in a whopping 51.7% open rate. “I feel like that’s a good sign, and then the sales we’ll start seeing come in.”

And she was right—in just two months, revenue from the extra emails has begun to build. In fact, the second and third emails have already brought in a substantial increase in sales.

In the case of both welcome automation series, ban.do has the opportunity to nurture new relationships between themselves and their customers. They’re able to deepen the connection from just email, or a singular purchase—they encourage shoppers to get to know them and invite them to stay a while.”

What are you waiting for!

If you’d like to chat about having a “Welcome Series” custom designer for your brand please get in touch! They’re actually one of my FAVOURITE jobs to do! Or if you’d like to start off with a template to see how they go, take a look here!

Lucy x