A month ago, I landed a new 8-figure e-commerce client.
I won’t disclose their name because I want to respect their privacy. However, I want to share three discoveries from working on their welcome sequence.
Let’s dig in:
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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First, the numbers
The old Welcome Flow:
- 10 emails
- Revenue Per Recipient = $0.12
My new Welcome Flow:
- 3 emails
- Revenue Per Recipient = $1.99
3 Tips to Optimize Your Welcome Flow
Yes, that’s a 16-fold improvement.
(and there is room for more because some of the split tests the client wants are pulling down my metric at this moment)
So, here are three things I did:
- Using Plain-text emails
My new welcome flow has zero images. I’m not using any fancy design. I’m not even using “personalization.”
Here’s the interesting thing:
When I remove the design, I make room for the stories.
~ The origin story that frames the industry’s problem
~ The USP story that answers the #1 objection
~ The relationship story that anchors an Aspiring Identity
And subscribers voted with their wallets.
BONUS TIP: The plain-text template in Klaviyo is horrible. It renders correctly on a mobile device but is ugly on a computer. So, double-check the readability on your computer, too.
- Making the subject line clear, not clever
This is one of the biggest mistakes when it comes to e-commerce marketing.
Most brands try to imitate Nike, M&M, and Coca-Cola. However, these billion-dollar companies are playing a very different game.
They do NOT care if you “get the ad” immediately.
Because they are spending hundreds of millions a year to put that same ad in front of you a hundred more times… before the end of the week.
Do you have that budget?
No?
Then stop trying to be a smarty pant.
I found the same problem in my client’s account.
They were trying to be cute (and clever) in their subject line. However, it confused the subscribers—resulting in a lower engagement.
So, I added more words to the subject line to clarify it.
*GASP*
Yes. Read that again.
I ADDED more words and made the Subject Line LONGER.
This went against every single “email marketing best practice” in the world, yet I’m getting a 10% Click Rate (not even the Click-Through Rate) with a 7.3% Place Order Rate.
(I tested their original SL with the same email, and I got 3.8% CR plus 3.8% Place Order Rate)
Lesson?
Stop following “gurus’ advice” blind.
- Shortening the flow
Here’s the caveat…
I always advocate for longer flows. Because the more you send, the more you take home. So… why did I go against my own advice?
Because of my broadcast/campaign strategy.
When I took over their account, I established a strategy for emailing four to seven times a week from then on.
(EVERY WEEK)
This means…
I’m not relying on the Flows as much.
I have timely, entertaining content going out consistently.
I am ALWAYS top of mind.
Lesson?
Start looking at your email marketing strategy as a whole.
It’s a system.
(you cannot throw an F1 engine into a Toyota Altis without destroying the car)
BONUS TIP: This does NOT mean you shouldn’t repurpose the winning campaigns into your welcome flow as a cash-generating asset. This means you should not blindly build the flow without proven data on the campaign. (Most brands are creating their flow backward)
I’m still in Chinese New Year mode, so that’s all for today.
Next Step
What to level up your email marketing strategy to turn customers into repeat customers every month using simple story emails… without writing a single word yourself?