Welcome scenario: greeting email

What is a welcome series

A welcome email series is a sequence of 2-4 emails sent to newly registered users. After registering on the site or subscribing to the newsletter, the user receives the first welcome letter.

Tasks of a welcome series:

1. Thank a subscriber for their interest in the brand. This way we show that his or her subscription, registration and other first interactions with the brand are important to us that we are ready to send him thanks.

2. Introduce them to your company. A short story about the brand, its policy, which also includes encouraging active customers, will increase a number of recognition.

3. Get more information about a potential customer to personalize offers. For example, you can leave a feedback form in which you ask the client to tell you about his or her preferences.

A welcome series includes:

• email to confirm subscription;

• thanks for subscribing or registering;

• introducing a subscriber to your company;

• list of products with valid promotions.

How to create an effective welcome scenario

Let's create a welcome series for online store users.

Step 1. Prepare email templates

We have listed email types you can use for the first interaction. Their goal is to introduce your customer to the brand. You can send an email at a time or combine them in one email.

Let's create the following templates for online store users:

• Registration confirmation. Ask the user to confirm their email address to make sure that they really want to receive your newsletters.

• Thanks for registering. Send it after the user has confirmed registration. As a thank you, give your new subscriber a promo code for the first purchase. Also, add a list of popular products to your email.

Step 2. Create and set up a new scenario

Go to «Scenarios» and click «+ Create» to add a new automation scenario to the platform:

In the window that opens, select the database from where the profiles will be captured in the scenario, and the re-entry mode. Then click the «Continue» button. These settings can be changed later.

Set up reentry mode defines the behavior of the scenario when repeatedly capturing a client profile. Select one of the modes:

• Disable reentry for the customer profile — in this case, the profile can only enter the scenario once, and even if it leaves it, it cannot enter it again. Never.

• Disable reentry for already engaged customer profiles — If the profile is currently already in the scenario, it cannot enter it again, but as soon as it exits, it can.

• Restart the scenario for customer on reentry — as soon as the scenario capture condition occurs - the profile position in the scenario will be reset to the beginning, and it will follow the scenario again.

• Process each profile entry in the scenario separately — no matter how many times the profile is present in the scenario, it will be captured again when the capture condition is met. Both captures will be processed completely.

For the welcome scenario, we recommend choosing the mode «Disable reentry for the customer profile».

Fill in the basic scenario settings, name, description, and now let's move on to the «profile capture». The trigger determines the conditions for the profile to enter the scenario. A trigger is the starting element that starts the scenario. You can set up to 10 triggers in one scenario.

In any scenario there is a «Default profile capture» element. This element is a built-in scenario feature and cannot be deleted. Double-click on it to read the description. You can read more about how the trigger works in the documentation.

To add a trigger, click «+ Element» and select the element from the «Triggers»:

Next, we move on to creating a chain. The chain consists of elements. One element is one step in the scenario.

Step 3. Send a client to the scenario and send an email to confirm registration

This step is usually associated with a double opt-in process.

We recommend that you use it. How does it work? The user specifies their email address and then follows your link to confirm it. This method helps to protect your database from inactive or invalid email addresses. If you send too many emails to inactive addresses, you risk losing your domain reputation. This will cause your emails to go to spam.

Read more about how to set up double opt-in the Altcraft Platform in this guide.

Let's say the client enters your scenario with help «Subscription add/update» element. Select «Subscription add/update» from the list and add it to the scenario:

The element settings window opens. You need select a resource and a channel. Select the «Website» and the «Email».

Now let's set up profile capture. We indicate that the trigger will be triggered when a «Subscription to a new resource» will be activated. The configured element looks like this:

Next, we will set up sending a confirmation email. Select «Channels» and click on the «Email» element. Set up your campaign by specifying the email channel, the resource and the confirmation template. Click «Save».

So, you have just sent the first email to your new subscriber asking them to confirm their email address. It is most likely that the user will not read it immediately. So, add the «Pause». Wait one day:

In 24 hours, check whether the user has confirmed their registration. To do this, add the «Condition» element. Select the selection by «Subscription confirmation» — «exists».

At this stage, your scenario looks like this:

Step 4. Remind the user about the registration confirmation

If the user has not confirmed the registration yet, you can remind him or her of the registration confirmation by sending another email:

Sometimes the user does not confirm the registration at all. In this case, it is better not to bother them with your reminders. Perhaps they will come back to your website in the future. Now let's move on to a more positive development.

Step 5. Send a welcome email

If the user has confirmed their registration, send them a welcome email. Thank the subscriber for their interest and encourage them to take further action. For example, provide a link to a free webinar, prepare a list of useful articles or give them a promo code for the first purchase. Let's use the third option.

Add the «Promocode» and select the loyalty program you want to use:

To send a promo code via email, you need to add a dynamic variable to your welcome email template. If the template is ready, add the «Email» node to the scenario. Specify the email channel, the resource and the template. To engage the subscriber, add not only a promo code to your email but also a list of popular products.

Please note that a welcome email is a must, regardless of whether you received the registration confirmation immediately or only after a reminder. To avoid duplicating branches in the scenario, connect the «Condition» element and the «Promocode» element.

Now the series is complete. Let's take a look at the result.

Step 6. Activate the scenario

Make sure that the scenario works. If you have not activated the scenario using the toggle switch in the main settings, open the list of scenarios in the platform and click on the activation icon:

Step 7. Evaluate the effectiveness of your scenario

If you want to view a detailed report on your newsletters within the welcome scenario, go to «Analytics» → «Channels».

How to make a welcome email better?

1. Make it clear who the letter is from.

2. Come up with an interesting subject. It is the first thing the recipient will see.

3. Use images or GIF animations to attract attention.

4. Stick to one corporate style.

5. Add a call to action and social network buttons.

6. Do not forget about the unsubscribe link. This is required by the CAN-SPAM Act.

7. Adapt your emails for different devices. Litmus will help you do this ;)