What to do if someone doesn’t convert during the Welcome Flow

From Lindsay Coulter CEO of Inbox Stars

One of the most underutilized and profitable ecomm email tactics is retargeting leads.

Let’s say someone signs up for your offer, we’ll call it 10%.

They go through the welcome series, maybe open an email or 2, and then that’s it. What happens now?

๐Ÿ‘‰ In most cases, they get put into your standard campaign cycle with never another mention of their 10%, or worse, they never get into your campaign audiences
๐Ÿ‘‰ Let’s say they trigger an abandoned browse. Does it mention their 10%? Is the offer the same? There’s usually no offer.
๐Ÿ‘‰ It’s now been 7 days since they exited your welcome series. They’ve gotten campaigns and triggers that never mention your welcome offer again, and in most programs, no mechanism to reengage them.

Here’s what you SHOULD do:
๐Ÿ‘‰ This audience can receive campaigns, but always put a banner on the email for that group retargeting them with their original welcome offer
๐Ÿ‘‰ Update your behaviorals (browse/cart/checkout abandoned) to a version for first-time customers re-serving the discount they signed up
๐Ÿ‘‰ Create a re-engagement flow after 30 days (test this, ofc) to retarget with the original discount, and since it’s been such a long window, I’d give them an even better offer to push them over the finish line.

You can even ask this group to take a survey of why they didn’t purchase, but I find that if they’re not excited enough to buy after all *that*, they typically won’t take a survey either.

You can find the original post on LinkedIn

Our Take:

There’s a lot of good advice in this post. ๐Ÿ˜

Statistically speaking most people that join your list convert within the first 7-12 days of signing up via a popup.

1. They should make it into your campaign audiences regardless of their actions in your welcome flow

2. You should segment all your campaigns by purchasers and non-purchasers whenever possible

3. We really like the call out when it comes to pre-set flows, there should be one for people who have purchased and those that haven’t specifically so you can insert that code front and center, it’s lazy to combine them with a conditional split keep your data clean

4. Deeper discount might be chasing ghosts at that point, we’ve run tests with this and they don’t really convert more past a certain point think 30 days, instead just send them the next big sales campaign and new product release or back in stock (this is also a reason for not purchasing)

Other suggestions, have a weekly newsletter that talks about the lifestyle not the brands products. We’ve found feeling connected to the lifestyle is enough to get someone to come back and consider a purchase.

Usually people sign up and don’t purchase for a few reasons, with timing being the largest one, in looking at thousands of surveys, price is rarely something people are directly concerned about, having played with lots of tests around it, it doesn’t quite move the needle like we thing it does and it encourages a bit of price anchoring for people that aren’t likely to be good fit long term for the brand.

It’s hard to get timing right, so instead just look to be present and top of mind related to normal activities someone would take within the lifestyle segment.

#emailforecommerce #emailmarketing #ecommerce


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