The Anatomy of an E-commerce Welcome Email Series
E-Commerce Email

The Anatomy of an E-commerce Welcome Email Series

Sam Barraza
Sam Barraza
E-Commerce Email Expert
The Anatomy of an E-commerce Welcome Email Series

Running an online store can be a ton of fun, but let's be real - it can also be a lot of work. Welcoming potential customers to their brand may seem not seem like the most intuitive or revenue generating item on the task list.

We're here to say that building a Welcome Email Series automations not only is worth it - but it's a money maker.

Our own e-commerce client has seen a total placed product value of $3,554 from implementing a Welcome Email Series automation strategy.

So if you want to make your life a little easier and boost your business revenue, read on to learn more about why we think every e-commerce business needs a Welcome Email Series automations. 

Our purpose here is to turn as many subscribers into new purchasers using this series comprised of 4 emails.

Here's the exact strategy we use, that is running live for a client right now in their Klaviyo account.

Email #1

Timing

An immediate response is key in this step. It is essential to send the first email promptly after someone subscribes to your list in order to reassure them that they have made a wise choice by joining your email list. 

As demonstrated below, we have configured our system to send the first email as soon as someone is added to the "New Subscriber" segment.

A Klaviyo flow has been captured in this screenshot, displaying a trigger that initiates when a new subscriber joins a list. The first email of the welcome series is then immediately sent without any delay.

Email Content: “Warm Welcome”

So, what do you say once you’ve set up your send time? The first email in your Welcome Email Series must fulfill two purposes: 

  1. Welcome new subscribers to your community 
  2. Let them know what to expect from your newsletter moving forward

This email is also the perfect opportunity to gently demonstrate how your products look or work without sounding too “salesy.” Remember, you don’t want to scare anyone away too soon - so keep it simple and stay true to your brand. Here is how the first email of our client's Welcome Email Series looks

This screenshot showcases the design of the initial email in the welcome email series.

This email combines various elements to create a cohesive and engaging experience for the subscriber. The branded copywriting and visuals, such as the logo and colors, help to establish familiarity with the brand's style and identity. 

Meanwhile, the other copywriting explains what the subscriber can expect to receive in future emails, and the product catalog showcases the appearance of our client's products.

The First Email Benchmarks

The first email in the Welcome Email Series has set the bar high, with a staggering 65.7% open rate and an impressive 11.8% click rate. These amazing numbers show that our client’s subscribers are not only opening and reading their email, but they're also taking action by clicking through to their website and placing orders. In fact, these results have translated into a total of $1.92K in placed orders!

A Klaviyo flow has been captured in this screenshot, displaying the analytics of the first email of the welcome series.

Email # 2

Timing

The second email in a Welcome Email Series is intentionally sent 2 days after the first email in order to both give your new subscriber a short breather from your brand while maintaining the momentum and reminding your new subscribers of your brand. This "nudge" serves to keep your company top of mind and encourage engagement with your content.

Sending the second email 2 days after the first also allows you to gauge the effectiveness of the first email and make any necessary adjustments to your approach.

This screenshot showcases a Klaviyo flow, highlighting the initial email of the welcome series. The flow has been designed with a 2-day delay before the second email is dispatched, allowing subscribers ample time to engage with the first message.

Email Content: “Our Bestsellers”

The second email in the Welcome Email Series is the perfect chance to showcase your brand and give your subscribers a taste of what you have to offer. One way to do this is by featuring a "Best Seller" catalog, which allows you to show rather than tell why your products are the best in the market. 

This email is your opportunity to put your best foot forward and give your potential customers a glimpse of why your current ones love you so much. Don't hold back - this is your chance to impress and win over your new subscribers! 

Here’s a look at the second email in our client’s Welcome Email Series:

This screenshot showcases the design of the second email in the welcome email series.

This email showcases our client’s top-performing items and highlights the unique features and benefits of our client's brand. This way, we aim to win over their new subscribers and turn them into loyal customers.

The Second Email Benchmarks

The second email in the Welcome Email Series has truly knocked it out of the park, with a whopping 58.6% open rate and a solid 7.5% click rate. These fantastic numbers are the result of perfectly timing the send of the email. 

By sending this email 2 days after the first in the series, we were able to maintain the momentum and keep our client’s brand top of mind with their subscribers. This "nudge" served to remind them of their company, ultimately leading to a total of $1.54K in placed orders!

A Klaviyo flow has been captured in this screenshot, displaying the analytics of the second email of the welcome series.

Email #3

Timing

The third email in the Welcome Email Series is all about striking the perfect balance between staying top of mind with our client’s subscribers and avoiding spamming them with too many emails. That's why we've spaced out this email by sending it 4 days after the second one.

This timing allows us to keep their brand fresh in their subscribers' minds without overwhelming them with too much content.

This screenshot captures a Klaviyo flow, featuring the strategically-timed second email of the welcoming series. Designed with a 2-day delay, it provides subscribers the opportunity to fully engage with the previous message before receiving the third email in the series.

Email Content: “Our Story”

The third email in a Welcome Email Series is the perfect opportunity to share your brand story and let your subscribers get to know you a little better. After all, storytelling in marketing is a tried and true technique that has been used to captivate audiences for centuries. And when it comes to making a choice, a compelling brand story can often be the deciding factor for customers. 

That's why we use this email to introduce our client’s values and key selling propositions to their subscribers. We want them to know what makes them unique and why they should choose them over the competition. So sit back, relax, and spin a tale of who you are and what you stand for.

Here’s a look at the third email in our client’s Welcome Email Series:

This screenshot showcases the design of the third email in the welcome email series.

The third email in the Welcome Email Series is all about telling our client's brand story in a way that engages and delights their subscribers. We've combined various elements - such as branded visuals like the image of the evolution of our client's speed loader and branded copywriting in order to build brand identity. 

But here's the twist: we've deliberately left out any call to actions in this email. That's right, no "Buy Now" or "Sign Up" buttons are to be found. Why? Because we want to give their subscribers a break from the "hard sell" and let them get to know our client's brand on a deeper level. 

We believe that by focusing on building a connection with your subscribers rather than just trying to make a sale, we'll create a stronger, more lasting relationship with them. So go ahead, sit back and enjoy the power of storytelling - no strings attached.

The Third Email Benchmarks

The third email in the Welcome Email Series may have scored a slightly lower 57% open rate and 5.6% click rate but don't let those numbers fool you - this email was a total success!

Even with zero product features, this email generated $497 in placed orders, showing that our client’s subscribers are engaged and interested in their products even when they not selling to them!

Plus, by focusing on building a connection with their subscribers rather than simply trying to make a sale, we've set the stage for a long and successful relationship with them. So here's to the power of storytelling and the value of taking a break from the "hard sell"!

A Klaviyo flow has been captured in this screenshot, displaying the analytics of the third email of the welcome series.

Email #4

Timing

The fourth and final email in the Welcome Email Series is the grand finale, and we send it 2 days after the third email in order to stay top of mind with our client's subscribers and build on the momentum we've already created. 

This email is our last chance to make an impact before we shift to our client’s normal weekly newsletter schedule, so we're pulling out all the stops to make it a success.

This screenshot showcases a Klaviyo flow that highlights the precisely timed third email of our welcoming series. With a 2-day delay, it allows subscribers ample time to fully engage with the preceding message, before receiving the fourth and final email in the series.

Email Content: “Social Proof”

The final email in a Welcome Email Series is an opportunity to leave a lasting impression on new subscribers and encourage them to make a purchase. One effective way to do this is by exhibiting customer reviews in the final email. 

By sharing positive feedback from other customers, new subscribers can see that other people have had success with the product or service and that it has delivered on its promises. This can provide the social proof and reassurance that new subscribers might need to feel confident in making a purchase.

Here’s how we encouraged new subscribers to take the next step and make a purchase:

This screenshot showcases the design of the fourth email in the welcome email series.

In our client’s final email of the Welcome Email Series, we wanted to really showcase the various products our client has to offer. We've included branded visuals and customer reviews for each product category to give new subscribers a better understanding of what they have available and how their products have helped others.

Overall, we aimed to make the final email in the Welcome Email Series to be a comprehensive showcase of our client's offerings, with a focus on customer reviews and branded visuals.

Email Four Benchmarks

The final email achieved a 52.9% open rate, 3.4% click rate, and $434 in placed orders. While these numbers are naturally lower than the first emails, it's important to remember that most high-intention customers have already made a purchase earlier in the series. But that doesn't mean the final email wasn't still a huge success!

It's all about keeping those customers engaged and providing valuable content, even if they've already made a purchase. 

A Klaviyo flow has been captured in this screenshot, displaying the analytics of the fourth email of the welcome series.

Conclusion

Well, that's a wrap! We've reached the end of our Welcome Email Series Guide, and what a journey it's been. We hope you've found this guide helpful and that you feel more equipped to create your own successful Welcome Email Series strategy.

Don't be afraid to get creative and have fun with your Welcome Email Series! Use this skeleton as a starting point, and customize it to fit your own brand and audience. With a little bit of planning and effort, you'll be well on your way to creating a successful Welcome Email Series that will help you build relationships with your subscribers and drive conversions. 

Good luck, and happy emailing!