Pre-Purchase Flow
Guide for Non-Buyers

Hey there!

Welcome to the Pre-Purchase Flow: Guide for Non-Buyers.

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

Before we dive in, though, you might be wondering how we find emails to target with a Welcome/ Pre-Purchase Series campaign in the first place. We collect emails through various subscription forms, including popups, flyouts, and embedded forms.

Let’s focus on pop-ups as an example.

Here are some key stats about email pop-ups conversion rates:

2% - 6%

seems to be the average form conversion rate before we start working with clients.

6% - 10%

After we work with clients, many start seeing 6% to 10% form conversion rates on average.

15% - 18%

After we work with clients, many start seeing 6% to 10% form conversion rates on average.

How do we typically handle popups? We show popups:

When visitor is exiting your site.

When a site has been loading for 6 to 10 seconds.

When a visitor has scrolled 60% of your site.

A few days after your visitor has been on your site.

Pop-ups (among other methods) are incredibly helpful to solicit emails, pique interest, and maintain engagement.

Aggressive targeting will show a popup 4 days after a visit, but it can be up to 14 days.

Now that we have an understanding of how we compile contacts, let’s jump right into the Welcome Series emails.

 

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/Pre-Purchase Series is consistently one of the top revenue-producing flows across all of our clients.

But, despite their well-performing history, here’s a note: At DIDO, we’re huge believers in consistent testing. The best low-hanging fruit in email marketing is A/B testing subject lines, so make sure you’re doing this in your Welcome Series (and all other campaigns, of course!).

In our Welcome/Pre-Purchase Email Series, we're focusing on four main emails:

Welcome/Brand Introduction
Brand
Story
Social
Proof
Community
Building

By leveraging all four of these emails in a Welcome Series and implementing DIDO’s writing tips and tricks you’ll be well on your way to high open rates and stronger revenue generation.

Welcome email 1

The first email in the Welcome/Pre-Purchase series focuses on welcoming your new customers and introducing your brand. This email should be sent immediately after someone subscribes to your mailing list.

The copywriting for your first Welcome email should focus on the following 4 content buckets:

  • Welcome
  • Brand Introduction
  • Thank You
  • Discount code (if applicable)
  • Subject Lines for your first Welcome/Brand Introduction email could look like the following:

  • Welcome to the [BRAND NAME] family!
  • You're part of the family now
  • Welcome (More info inside!)
  • Fantastic — You're in!
  • We're glad you're here, [SUBSCRIBER NAME]!
  • Take a look at the example below of a Welcome/Brand Introduction email that we wrote for OSSA Frames.

    While you’re crafting this email and the rest of your campaign, don’t forget that your first email might outperform the rest… and that’s ok! Typically you can expect a 30-50% open rate for this first email, but some of our clients have even seen up to 80% open rates. People are excited to join your brand’s journey, so make sure to capitalize on that with this first Welcome/Brand Introduction email.

    Welcome email 2

    The copywriting for your second Brand Story email should focus on the following 3 content buckets:

  • Brand Story
  • Unique Quality Standards
  • Benefits of Shopping with Your Company
  • Subject Lines for your second Brand Story email could look like the following:

  • You heard it here first
  • Learn more about [BRAND NAME]
  • Here's the [BRAND NAME] Story
  • Level up your [INSERT NICHE] game (i.e. if you're a fashion company, "Level up your FASHION game," etc.)
  • Take a look at the example below of a Brand Story email that we wrote for  NU Beauty

    This second Welcome/Pre-Purchase email is typically expected to underperform compared to email #1. Brand Story emails are expected to hit a 20% – 40% open rate, but some of our clients see up to 60% open rates.This second email is your best chance to “wow” your customer if they didn’t convert from the first email. Hook them now, or risk losing them.

    Welcome email 3

    The third email in the Welcome/Pre-Purchase series focuses on social proof, sharing popular products and reviews or endorsements. This email should be sent 2 to 3 days after your Brand Story email. Again, you will want to experiment with time delays for this email, determining whether a 2-day or 3-day delay works best for your audience. This third email should only be sent if the recipient did not convert from Emails 1 or 2.

    The copywriting for your third Social Proof email should focus on the following 2 content buckets:

  • Social Proof (customer reviews, press, celebrity/brand endorsements, retail footprint, etc)
  • Display Popular Products
  • Subject Lines for your third Social Proof email could look like the following:

  • Our customers say it best
  • Have you treated yourself lately?
  • [CELEBRITY NAME] said what about [PRODUCT NAME]?
  • We're proud to have ## 5-star reviews on Google (or other platform)
  • See what people just like you are saying
  • Take a look at the example below of a Social Proof email that we wrote for GDEFY.

    For this third Welcome/Pre-Purchase email, you can expect to see a 20% – 35% open rate, although some of our clients see open rates up to 50%. In this email, you really want to drive home the evidence of why your brand deserves their attention, whether it’s in the form of endorsements or strong reviews.Sometimes your brand’s word is not enough and people need to see proof prior to committing or converting.

    Welcome email 4

    The fourth email in the Welcome/Pre-Purchase series focuses on building a sense of community and ensuring your consumers feel welcome and included by your brand. This email should be sent 3 to 4 days after email 3, but again, experimentation for time delay is key. This email should be sent as a final communication to people who did not convert after the first three emails.

    The copywriting for your fourth Community-Focused email should focus on the following content bucket:

  • Focus on the community element.
  • Subject Lines for your fourth Community-Focused email could look like the following:

  • We’re All in this Together
  • Let’s Get Social
  • Let’s Be Friends
  • [BRAND NAME] is Here for You
  • Meet the [BRAND NAME] Team
  • Take a look at the example below of a Social Proof email that we wrote for SalonPro.

    For this fourth (and final) Welcome/Pre-Purchase email, you can expect an open rate of 20% – 30% although some of our clients see open rates up to 40%. This email is your last chance to prove why your brand is worthy of a customer’s conversion, so give this one everything you’ve got!

    We hope you enjoyed this guide and learned a few things that you can apply to your business’s Welcome/Pre-Purchase campaigns. Keep in mind that the Welcome Series for Non-Buyers is consistently one of the top revenue-producing flows across all of our clients, providing an incredible opportunity to showcase your brand and your products.

    All the best, DIDOTeam

    P.S. If you don’t already, give us a follow on Instagram. Can’t wait to continue crushing the email marketing game with you all!