eCommerce email sequence deep dive series: Welcome (1 of 10)

Jun 19

Welcome emails, especially the first one, have the best open rates. Ever.

The reader just signed up (fresh in the memory) and they have high motivation to engage with you. It's the start of a great friendship!

So do this right!

Read the Primer for info on subject lines, length, etc.
Read the VoC guide on how to research before writing your copy.

Goals

Welcome emails are not just for delivering promo codes. Depending on how your reader joined your list, you'll need a different sequence.

Some of the most common ones:

Note: This is a sample. You may need to add more or remove emails, vary the time lapse, the message etc.

Email #1: Code Delivery - Send within 5 minutes of signup
Sample: Piecework
- Subject: Welcome to BUSINESS, Here's your X% OFF, etc.
- Deliver promised code - Try to put that info at the top because that's what people are opening your email for.
Email #2: Why Your Product is the Best - Send 1 day after Email #1
Sample: Life Elements
- Talk about how your product will help your reader and what makes your product unique/the best choice.
Email #3: Product Reviews - Send 2 days after Email #2
Sample: Magic Spoon
- A great time to showcase testimonials and/or reviews.
Email #4: About the Founder/Team - Send 2 days after Email #3
Sample: Supergoop!
- Humanizing your business by telling the company story and/or the CEO's can help start building a rapport + and relationship with your reader.
Email #5: Follow us on social - Send 3 days after Email #4
Sample: Handy
- Share the many places the readers can find you!

Don't forget to remind your reader of their discount code in every email.