Essential eCommerce email sequences (part 1 of 10): Welcome sequence
Let's get to it!
After reading this post, you'll know what a welcome series is for, what you need to build it, what emails to write, and the triggers + filters to set.
(In Klaviyo, sequences are called "flows." I use these two terms interchangeably.)
Why a welcome sequence?
This sequence is usually the first email introduction to your brand—so make it count! Welcome emails have the highest open rates.
What you'll need
Offer
This can be a discount, free shipping, free product with purchase, bundle deals, giveaway, etc.
List
A list of where emails go for this particular offer and form.
Form
I recommend a popup. Create separate forms for desktop and mobile.
Desktop - Activate exit intent
Mobile - Activate at 50% to 70% scroll
Email Template
Well-designed emails that look consistent across the board. Magic Spoon sends world-class emails: here's a sample.
Once you have all these, now it's time to look at the copy.
Sample welcome sequence emails
Try to space 1-2 days in between. Test what works for your audience.
Welcome - Say hello, give offer info
Product - Why your product is the best
Product reviews
About the founder/company
Follow us on social
Triggers and Filters
Trigger: When a prospect signs up using your form
Filter: Prospect did not add to cart, start checkout, or place an order since starting the flow.
Notes:
This is a basic setup. There are other things to consider like SMS or segmenting past customers trying to get more deals. Don't try to get this 100% perfect right off the bat - get your MVP sequence up ASAP and tweak as you go.
