Welcome scenario: greeting email
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.
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.
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.
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.
Let's create a welcome series for online store users.
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.
- 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.
Next, we move on to creating a chain. The chain consists of elements. One element is one step in the scenario.
This step is usually associated with a double opt-in process.
At this stage, your scenario looks like this:
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.
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.
Now the series is complete. Let's take a look at the result.
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:
- Make it clear who the letter is from.
- Come up with an interesting subject. It is the first thing the recipient will see.
- Use images or GIF animations to attract attention.
- Stick to one corporate style.
- Add a call to action and social network buttons.
- Do not forget about the unsubscribe link. This is required by the CAN-SPAM Act.
- Adapt your emails for different devices. Litmus will help you do this ;)