I remember watching an episode of Last Week’s Tonight titled:
Doping
John Oliver ended the show with a comedy skit –
(it’s hilarious—go ahead and watch it first)
This video talks about why people dope—despite the risks. It’s a surefire way to collect the quick win. However, this is also where…
A short-term gain can lead to long-term (or even permanent) loss.
And that’s the idea I want to discuss today.
(ft. Black by Blue Brave, Ralph Christian Watches, Sakura Box)
RECAP OF THE CHALLENGE [100WSC]
Before we dive in, here’s a quick recap for newcomers:
A while ago, my mentor told me that if you want to become the best in the world, all you have to do is do the thing EVERY SINGLE DAY.
Fine.
Here’s my journey to becoming the World’s #1 Welcome Sequence Guy For Ecommerce with the 100 Welcome Sequences Challenge [100WSC]
(you can read more on my site)
Full disclaimer
These are welcome sequence samples I wrote for a particular brand without first talking with anyone on the team. I’ll be reaching out to the owners to encourage a real test, but I won’t have real data for every flow
With that being said…
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Welcome Sequence Tip
Recently, I discussed the optin process with another email marketer—the step right before our welcome sequence.
N.Y: “Wuyen, I noticed how double optin slows down list growth at the brand’s beginning. Do you implement this when your clients are under 10k subscribers?”
ME:
“I always suggest double optin no matter the size (but not all clients are open to it). I believe in the micro-commitment.
Just to be clear…
I’m talking about free subscribers, not paid customers here.
A lot of brands think they have a ‘confirmation’ problem.
But that’s not true.
What they have is a lack of clear instruction.
I’ve researched hundreds of e-commerce newsletters—finding 90%+ of them do NOT tell people to check their inbox for confirmation.
‘Thank you, you’re subscribed.’
(me: wait… that’s it?!)
The logic is:
They want people to stay—at the store—to shop. Most brands give people the optin discount codes on the website, avoiding the confirmation.
Some brands even go as far as…
Delaying the first welcome emails for TWO hours to avoid distraction.
When they do this…
They can’t complain subscribers aren’t confirming.
(also, this is what’s causing a high bounce/unsubscribe/spam rate)”
N.Y: “Thanks for this logic. Will have to alter my thought process around the opt-in mapping. Used to advise prospects to make it frictionless for the prospects to start shopping as soon as they opt-in. Will rethink this.”
ME:
“I understand the logic behind not creating friction.
I can’t say it’s ‘wrong.’
I’ll admit –
You will probably lose a few short-term conversions when you ask people to confirm their email addresses first.
But let’s look at the stats…
In any market, only 1% of the target market will be ready to buy at any given moment. But most (85%+) of your sales will happen 90+ days later.
This means…
Building a better relationship with your subscribers is much (much) more profitable in the long game.
This also means…
I’m happy to give up a few low-hanging sales to ‘train’ my subscribers to look for, open, and read my emails.
Again, micro-commitment matters.
Not to mention…
Most ready-to-buy prospects will still buy after seeing the welcome email. Just add one CTA link at the top of that email, and don’t make it hard to act.”
N.Y: “Got you! Learning from your replies. Thanks”
There you go.
Now it’s time to rethink your optin process.
Welcome Sequence SampleS
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