After breaking down a losing and winning email, Chase Dimond walks you through the perfect welcome flow. In this episode you'll get subject lines, body copy, timing, and automation triggers to have a profitable welcome flow that keeps your store open and welcoming new customers 24/7.

You'll even learn what to do when someone doesn't open your winning first email.

Ideal Welcome Flow

The best thing that can happen during a welcome flow is that someone converts! If that happens, make sure you stop sending them the welcome flow, and instead, send them to a post purchase flow. The welcome flow should go out over the span of about a week, week and a half. The goal is to get people to understand your brand and who you are.

Welcome email 1.

Typically has the highest open rates with 30-50% with rates as high as 80%. Keeping the content of the welcome flow fresh with timely events like PR, news, or holiday updates. For example, the last day to order before the holidays. Especially during a global viral pandemic.

Welcome email 2. 

Typically send 1-2 days after the first email, you’ll want to test your own data to see what works best for your brand. At a minimum it should hit 20-40% open rate, and as high as 60%. This email should focus on the brand story, and the benefits of buying from you. Answer your customers, What’s in it for me? Testimonials and quotes like “97% of our revenue comes from repeat or referral customers”. Whatever your competitive advantage is, now is the time to show it.

Typically subject lines for a second email can be things like

• Learn more about us
• Here’s our story
• Why we started Company, and why people like you are glad we did
• Level up your (sneaker/sock/cereal/podcast) game

Welcome Email 3. 

This is where to show social proof and best products. Some of the best social proof are. Typical open rates for this email are 20-35%, still strong but starting to drop. The third email should come out another 2-3 days after the second email. Some of the best ways to showcase social proof are: 

• Customer Reviews
• Press mentions
• Celebrity endorsements or brand mentions 
• Retail footprint

Great subject lines can include

• What our customers say
• Have you treated yourself lately
• See why Celeb/Press Name called us (quote from them)
• Not ready to buy online, shop in store

If you do get some PR, don’t just use that to drive the sale, use it for social proof to increase your conversion rate. It will provide a boost, but you can keep telling people about it forever.

Welcome Email 4.

 If people haven’t purchased yet, get them into your community. The call to action here can be to join a Facebook group, follow on Instagram. It will go out 3-4 days after email 3.

Great subject lines for a fourth email

• Keep in touch
• Quick question for you
• We read all replies (if you actually do)
• Join the family/community
• Meet the team

But what if someone doesn’t open the first email?

Change the subject line and send it again before sending the second email. You can change the copy a little bit if you want, but make sure you change the subject line. If a customer doesn’t open the emails or purchase, make sure you still send them your campaigns.

Some great campaigns to send them can be.

• Product launches
• Holiday sales
• Company news

If they do click through to a product or start a purchase you can add them to a browse or cart abandonment email.

Mentioned in this episode:

Triple Whale - Whale Mail