Email marketing is an essential tool for any eCommerce store, and one of the most important email flows that you need to have - is the Welcome Series. In this blog post, we will break down everything you need to know about designing, setting up, and writing emails in your Welcome Series to generate over 5% of your eCommerce store's total revenue.
To start building out your flows, if you already have a Klaviyo account, you need to log in and click on the Flows section. Then, click on Create Flow, and choose the Welcome template. Rename it anything you want, and set the trigger for the list that you want to use for signups and embedded forms.
The trigger is the customer behaviour or data activity that starts the flow. For example, for the Welcome Series, the trigger for sending the first email - is people who subscribed to your email list through your signup forms.
The next step is to set up your messages, time delays, and other splits. You can see in the Welcome template that there are three messages, and in between them, there are time delays of three and four days.
The number of messages you have in your Welcome Series will depend on your brand, but we recommend having at least six. Start by following up with one-day gaps between your initial messages, and then towards the end of the flow, have two-day gaps.
Now that you have the structure of your Welcome Series, it's time to start generating ideas and writing emails. Here are some ideas for content that you should include in your Welcome Series emails:
It's important not to make your welcome series too long. Keep it to a maximum of 6 or 7 emails. You're pushing people further down your marketing funnel, which is great, but they will also receive other flows and other emails as they start to go down that funnel. Be mindful that it's not just a welcome series they're receiving.
If you set up Welcome Flow properly, emails 1, 2, and 6 will generate themajority of your revenue; 3, 4, and 5 will help push people and give them more information and help them make their first purchase.
When designing your Welcome Series emails, it’s essential to ensure that your email perfectly captures your brand’s image, has product-focused messaging, has a bold offer, and the design matches your website and socials.
A design that is consistent with your brand messaging will make it easier for your customers to recognize your brand and remember you.
The design also should be mobile-optimized. Make sure that your offer is above the fold - so it's the first thing your audience sees. After pushing the offer, welcome your customers to the family and showcase your products. Use curated picks to show them what they can expect from your brand, and make it easy for them to purchase by including clear calls to action.
To ensure that you're maximizing your Welcome Series potential, there are some key performance indicators (KPIs) you should track:
Creating a winning Welcome Series is essential for any successful eCommerce business' email marketing strategy. By following this step-by-step guide, you'll be able to design, set up, and optimize your Welcome Series in Klaviyo to start generating over 5% of your store's total revenue. However, perfecting your Welcome Series and building your overall email marketing strategy requires a certain level of expertise.
Our team of email marketing experts will help you create, optimize, and implement an email marketing strategy to boost your eCommerce store's revenue and strengthen customer engagement.
Book a call with us today, and let us scale your business with a winning email marketing strategy.