Stand With Ukraine Donate Now

Pre-Purchase Flow
Guide for Non-Buyers

Hey there,

In this article, I’ll be breaking down each email of a Welcome Series for Non-Buyers. 

Before we dive in though, I think it’s important to mention how we capture emails for the Welcome Series in the first place.

We collect emails through various subscription forms:
– Popups
– Flyouts
– Embedded forms

Email popups conversion rates:

– 2% to 6% seems to be the average form conversion rate before we start working with clients

– Most of our clients are seeing 6% to 10% form conversion rates on average after we come in and work on them.

– A number of our best-performing clients are seeing 15% to 18% form conversion rates after we come in and work on them.

Our typical popup behavior:

– Show when a visitor is exiting

– Show after 6 to 10 seconds of page load

– Show after scrolling 60%

– Show again after 14 days (or even 4 if we want to get aggressive) -> this will only show for people who are unknown (we don’t have their email)


Welcome Series Overview:
 
The first few emails your subscribers receive after joining your email list are some of the most important messages of the customer lifecycle.

These emails get your subscribers accustomed to engaging with your brand and set the tone of your relationship.

The Welcome Series is consistently one of the top revenue-producing flows across all of our clients.

Important Note: I’m a big believer in always testing. Low-hanging fruit that helps move the needle is A/B testing subject lines. So for this Welcome Series + all others, please make sure you’re constantly testing subject lines.

 

WELCOME EMAIL 1

Content Buckets to focus on:
– Welcome
– Brand Introduction
– Thank You
– And discount code if applicable

 

General subject line ideas:
– Welcome!
– Welcome (more info inside!)
– Welcome to [INSERT BRAND NAME]
– You’re part of the family now
– Fantastic. You are in!

When to send this email:
– Immediately after someone subscribes to your list

The subject line used in the email example below:
– Welcome to the Ossa Frames

>>> Welcome Email 1 Example <<<

Bonus insight:
– It’s not uncommon for this first email in the welcome series to outperform the other few emails in this flow combined.

– You should be hitting at least a 30%-50% open rate on this first email. Some of our clients are even seeing as high as a 70%-80% open rate.

WELCOME EMAIL 2

Content Buckets to focus on:
– Brand Story
– Unique Quality Standards
– Benefits of Shopping with Your Company

General subject line ideas:
– You heard it here first
– Learn more about us
– Here’s our story
– Level up your [INSERT WORD] game… (i.e. Ossa Frames could say: Level up your fashion game)

When to send this email:
– 1 to 2 days after email 1. You’ll want to test which time delay is optimal for this email. For some of our brands sending this email 1 day later performs the best and for others, a 2-day delay outperforms a 1-day delay.

Note: You’ll only want to send this email if people don’t convert from email 1.

The subject line used in the email example below:
– This will remind you of your favorite childhood cereal

>>> Welcome Email 2 Example <<<

Bonus insight: 
– You should be hitting a 20%-40% open rate on this second email. Some of our clients are even seeing as high as a 50%-60% open rate.


WELCOME EMAIL 3

Content Buckets to focus on:
– Social Proof (customer reviews, press, celebrity/brand endorsements, retail footprint, etc)
– Display Popular Products

General subject line ideas:
– Our customers say it best
– Have you treated yourself lately?
– The Love is Real
– Word on the street

When to send this email:
– 2 to 3 days after email 2. You will want to test which time delay is optimal for this email.

Note: You’ll only want to send this email if people don’t convert from the prior two emails.

The subject line used in the email example below:
– Don’t Just Take Our Word For It

>>> Welcome Email 3 Example <<<

Bonus insight: 
– You should be hitting a 20%-35% open rate on this third email. Some of our clients are even seeing as high as a 40%-50% open rate.


WELCOME EMAIL 4

Content Buckets to focus on:
– Focus on the community element.

General subject line ideas:
– We’re All in this Together
– Let’s Get Social
– Let’s Be Friends
– We’re All Here for You
– Meet our Team

When to send this email:
– 3 to 4 days after email 3. You will want to test which time delay is optimal for this email.

Note: You’ll only want to send this email if people don’t convert from the prior three emails.

The subject line used in the email example below:
– Meet the Founders of Magic Spoon

>>> Welcome Email 4 Example <<<

Bonus insight: 
– You should be hitting a 20%-30% open rate on this fourth email. Some of our clients are even seeing as high as a 30%-40% open rate.

We thoroughly hope you enjoyed this guide and learned a few things that you can begin applying to your business today. As mentioned, the Welcome Series for Non-Buyers is consistently one of the top revenue-producing flows across all of our clients, so I hope this is or becomes true for your business as well.

All the best,

Dido Team

P.S. If you don’t already, please drop me a follow on Twitter. Excited to continue crushing it with you all!