Ecommerce Email Marketing 101: Creating a Welcome Series That Converts
Welcome to our new series, Ecommerce Email Marketing 101, where we’re breaking down the top email marketing automations you need for your brand.
Your brand’s welcome series is quite possibly the most important email flow you can setup. A strong welcome email series can boost engagement, increase sales, and build customer loyalty. Welcome emails generate 3X more revenue per email than other email, making them essential for ecommerce success. But it isn’t just about revenue. Your welcome series is often the first point of entry to your brand, your opportunity to bring subscribers into your brand world. It can lay the groundwork for creating a lifelong customer.
Why It Matters:
Builds Trust: Introduces your brand story and values.
Encourages Purchases: Provides incentives to convert subscribers.
Boosts Engagement: Keeps your brand top of mind.
Goal:
Convert new subscribers and get them back to the site to purchase. 74% of subscribers expect a welcome email immediately in their inbox – so it’s critical that you have this flow up and running.
Formula for Success:
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Subject: “Your Exclusive 10% Discount Awaits!”
🎁 Encourage a first purchase with a time-sensitive discount.
👋 Thank subscribers and introduce your brand.
📩 Set expectations for future emails.
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Subject: “See Why Customers Love [Brand Name]”
⭐ Share testimonials and highlight top products.
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Subject: “Why We Started [Brand Name]”
❤️ Build an emotional connection by sharing your mission.
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Subject: “Join Our VIP Community”
📲 Encourage social media follows and loyalty program sign-ups.
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Subject: “Last Chance to Save 10%!”
🎁 Remind customers to use their discount before it expires.
Common Mistakes
❌ Sending too many or too few emails
❌ Making the content all about YOUR PRODUCT
❌ Including too many CTAs or details
❌ Being overly promotional instead of providing value
❌ Ignoring mobile optimization
❌ Failing to track performance and adjust strategies
Best Practices
✔️ Send the first email immediately, followed by spaced-out messages over 5-7 days.
✔️ Clear, simple offer up front (don’t hide it!)
✔️ Have an amazing unique selling proposition and that is communicated well
✔️ Address barriers to purchase
✔️ Show the people behind the brand
✔️ Personalize emails using names and browsing behavior
✔️ Exclude new subscribers from campaign content while in flow
KPIs to track
Total # of recipients
Click rate
Placed order rate
Unsubscribe rate
Engagement at each step in the flow
Don’t let pay-to-play be the linchpin of your business. Capture the attention, loyalty and sales of your ideal audience with smart, expertly optimized email marketing. Not sure if your email marketing is moving the needle? Book your free strategy session to see how we can help.