As an e-commerce entrepreneur, you probably know that emails are very effective when communicating with your consumers. The fact is, the coronavirus pandemic created a surge in email marketing as e-commerce brands strive to stay on top of their consumers’ minds.
Let’s take a look at the statistics;
According to HubSpot, email generates an astounding 3,800% ROI making it one of the most effective options for eCommerce brands.
78% of marketers have seen an increase in email engagement over the last 12 months
35% of marketers send their customers 3-5 emails per week.
In summary, you have all the reasons to send more emails today than before the pandemic.
And one of the email series you have to prepare for your e-commerce brand is a welcome flow.
What is a welcome flow?
A welcome flow is a set of automated emails you sent to subscribers as soon as he/she signs up to receive your emails.
A welcome flow is your opportunity to make a good impression. Well, your website does the first impression but your emails will tell your subscribers more about your brand, your community, your products, and a whole lot MORE.
The purpose of a welcome email flow is to warmly welcome a subscriber to your brand tribe and make him or her stay. That’s why a single welcome email will not be enough. A recommend 4-5 automated emails in your welcome flow as it is sufficient to set your relationship with your subscribers on top of other email campaigns and flows you need to implement.
But what exactly you need to put in each email? In this blog post, I’ll show you a 5-email welcome flow that you can use for your brand. I’m using Klaviyo since its one of the most preferred email automation platforms by most e-commerce brands. But you can also use the email template on other email automation platforms like MailChimp.
Special Note: These templates are for a hypothetical e-commerce clothing company.
Welcome Email Flow For Any E-Commerce Brand
Welcome Email Series #1: Welcome Email
The first email is of course a ‘welcome’ email. The purpose of the first email is to welcome new subscribers to your brand.
You can include a brief description of your company, your vision, your brand story, and purpose. Picture this, you meet a new friend and you want to make a quick introduction about yourself. From an email marketing perspective, the welcome email does this.
Also, always say ‘thank you’ to your new subscribers for opting in. Let them know that you are grateful because they gave you one of their most important digital asset….their email addresses!
Let them know what to expect as they become part of your community. What benefit will they get from your emails? How it will help them achieve their goals or resolve their problems?
Here’s a sample of a welcome email.
As the business owner, you can use your own signature on this email. It will help your subscribers know that they are receiving emails from a real person.
Welcome Email Series #2: Email Containing Your Discount
Subscribers opt-in to your email subscription because they want your offer. Most e-commerce brands offer discounts on the first order, free shipping, free gift-wrapping, or free gift cards in exchange for email addresses. So when they opt-in, the first thing they expect to receive is your offer.
Your email containing the offer ( this can also be your first email) should detail the discount and how to use it. If the discount code or gift cards have an expiration date, you should tell them that on this email.
Welcome Email Series #3 Email containing customers feedback or testimonials
Your next email should tell your new subscribers what your loyal customers have been said about you. In this way, you establish your brand as someone they can trust and rely on.
Welcome Email Series #4 Email inviting customers to connect with you on social media
Let your new subscribers know where they can find you aside from email. And the best way to connect is through social media.
Do you have a Facebook community group where your new subscribers can connect with your brand advocates and loyal customers? Let them know in this 4th email.
Is your brand on Instagram, Pinterest, and YouTube? Share the link to them so they can follow you on these social media platforms.
Bring your subscribers on social media because there are a lot of things happening on these platforms too.
Welcome Email Series #5 Features Bestselling Products
The last email you can include in your welcome flow is a curated email containing your best-selling products. A gallery of your top-selling products will entice your subscriber to visit your website and shop.
Include a reminder to use the discount code or your offer to get your products.
Here’s a Klaviyo Welcome Email Series for an e-commerce brand. When it comes to email marketing, always test and measure. An email list is dynamic so it’s important you know what works and what needs to improve. Hope this helps your brand! Let me know in the comment below how this helps your email marketing efforts.
Would you like to add an email to this flow? Please feel free to share.