There are many reasons why a welcome series is one of the most important email marketing campaigns you send. Consumers are at their most engaged, that’s why they signed up after all.
A single welcome email is fine, but it isn’t going to push the needle when it comes to building a deeper relationship with the consumer and warming them to purchase from you.
There’s a reason why the consumer has signed up to your newsletters, they have most probably been on your website with the intent of browsing your products and services or even purchasing something.
If they have signed up but haven’t purchased anything then a nurture campaign is the next best campaign you could send them. This is the best time to entice them to purchase.
Here’s an example of a 6 part nurture campaign that has been proven to increase conversions and drive revenue. But first…
Sarah has just signed up to our newsletter. Our data tells us that she is not an existing customer and has never purchased from us. This might sound complicated – but all you need is a last purchase date.
We would like Sarah to make her first purchase, so our marketing automation sends her on a new journey – the Welcome Nurture Series. If Sarah makes her first purchase at any time during these 10 days she is immediately taken out of the journey.
The 6 Email Welcome Nurture Series
Email 1 – Welcome
When: – Day 1 – Delivered immediately on sign up
Content – Thank Sarah for signing up and include the business mission or proposition
Email 2 – Be useful
When: – Day 3
Content – Deliver something of use to the consumer. Whether that be through content or articulating how your returns policy works these are all ways to give before you ask for something in return.
Email 3 – Strong Call to Action
When: – Day 5
Content – This is when you can go in strong with a “Buy Now” – you could add an offer to incentivise that first order. This is a great time to personalise the products according to what you know about Sarah.
Email 4 – Social Proof
When: – Day 6
Content – Show them how happy your products or services make your customers. Use case studies, testimonials, reviews and stories to articulate
Email 5 – Offer help
When: – Day 7
Content – Re-iterate some of the points you have already made. Talk about some of the other channels you have. Communicate your chat functionalities. You could even increase the offer at this point.
Email 6 – Re-engage
When: – Day 10
Content – At this time you’re ready to learn why they haven’t purchased yet. Send a survey ask some questions about why they signed up initially, how often they might purchase your products, who else in your industry do they do business with etc. All this great insight will help you optimise this journey in the future.
This welcome nurture journey is an example, we would always recommend you test different scenarios, number of emails and how often you send them as this will be dependent on your brand and the different segments.
Once the customer has purchased from you once, the next best personalised journey in the customer lifecycle is the post-purchase. For an example of how you can put together a post purchase email nurture series click here.