Hi my name's Shaun from Email Experts we help eCommerce brands grow through email
and automated marketing in this video I’ll go over how you can nurture your
new visitors and convert them to become first-time customers
through a welcome series I’ll first show you how to set it up technically
and then the strategy that we recommend to maximize sales through the welcome series
so here's the basic funnel when someone signs up to your website they're presented with a pop-up
prompting them to join the mailing list we went through setting up a pop-up in a
previous video so check that out once they sign up the welcome series is triggered and
if it goes to plan they'll make a purchase okay so first the technical component so in
Klaviyo you will need to find the list that you will use to trigger your welcome series
in this example I’ll be using the newsletter list now I go to flows
so I’ll go to flows click create flow in the top right corner search for welcome
and click welcome series standard just a basic welcome series choose the list that you want to
use to trigger and click create flow now choose how many emails you want to have and the timing
the easiest way to do this is just to click on these little dots and click clone
and we recommend using six emails and you can clone the timing as well and we recommend having
six emails and space them one day apart so with the Klaviyo editor here you can click on any
component and just configure it on the left panel so this is how I’ll do it for the for the days
and you can just drag and drop the different components within the builder
so you want to space it to be six apart and then turn these so that they're one
day apart so here's one that I’ve prepared that is set up in the way that I want it
to be prepared I’ll just zoom out a little bit to get a bit of a sense
of the whole whole thing then I’ll zoom back in so we've got six emails here all one day apart
so now I’ll run through each of the rules first as I mentioned it's triggered when someone subscribes
to newsletter then each customer runs through the series through each email with a day delay
now because the purpose of the welcome series is to encourage customers to make their first
purchase I recommend adding a rule so that when customers make a purchase they stop
receiving the welcome series the way to do that is you click on this trigger at the top here
click over here to flow filters click add a flow filter click a condition when someone has done
or not done something go to placed order now this will be whichever ecommerce platform you're using
click zero times since starting this flow
and the way that this works is that when someone goes through the flow at each email point of the
flow Klaviyo will check back with this flow filter to make sure that it's still true so for example
if someone receives welcome email one and then welcome email two and then makes an order then by
the time they receive get to welcome email three it will check to see if they've placed an order
zero times since starting the flow they will only receive this email if they've placed all the zero
times since starting this flow so we click save sometimes we see people adding a conditional
split after each of the emails for customers who have placed an order or something like that
that's unnecessary when you add the flow filter at the top so I’ll just click delete that conditional
split and finally on the first email and the last email I recommend turning off smart sending so
smart sending is the feature within Klaviyo so just click on the box and click smart sending
until toggle that that's the feature that makes sure that customers don't receive too many emails
at once so if they've received an email earlier in the day then they won't receive an email
that has smart sending turned on we want to make sure that customers don't miss out on the
first and last email so I recommend turning off smart sending for those emails great so that's it
technically it's pretty straightforward you set up your pop-up as we mentioned in the previous
video so customers will float through each message hopefully converting them to subscribers
to configure each message click on the box click edit and that will take you to the Klaviyo editor
again we made a video that runs through how to build a great email design the link to both
videos is below so you're probably wondering what the content of these emails should look
like so as I mentioned there should be six emails all spaced one apart and this is just reflective
of what we just showed in Klaviyo remember the goal of the welcome series is to convert
would-be window shoppers into paying customers to do this you need to overcome the barriers a
customer has in making purchase there are two common barriers all e-commerce businesses face
shipping cost and trust in addition to other barriers that might be specific to your product
or brand for example you may be required to educate your customer about your product
how to use it and its benefits or if you have an expensive product than overcoming price concerns
each email should have a single message and call to action if you add an additional message and
make your email longer then make sure the call to action at the top of the email is really clear
so here's the strategy for the first six emails the first second and last emails should be focused
on the offer customers signed up for it in the first place emails three four and five
are about systematically overcoming the barriers around shipping trust education and other barriers
using social proof of best sellers and reviews and directly addressing the most
common concerns in an FAQ style email so I’ll just run through each of them now
so for welcome one just as I said just deliver the offer it's about fulfilling the promise that
you made in the pop-up about sending them the offer that they signed up for in the first place
so keep the message simple have a really simple email design just with the hero section heading
copy call to action and in that copy section include the discount code if you want to use a
dynamic discount code with Shopify then check out our video on that so then each customer receives
a unique coupon code so here's an example of that where Frank Body just has a really simple
hero image text the button and the coupon code and I’m going to go back to Frank Body because
you don't want to vary vary too much in each of the emails in the discount emails so again
for welcome to it's just the discount reminder again I’ve just used Frank Body here as the
example because you don't want to vary the message too much you just want to remind them that
they signed up in the first place and that you've got an offer for them so email three share the
range talk about best sellers I recommend using the term bestsellers because it appeals to the
social proof so here's an example from Kester Black of best sellers the most popular sellers
and you can populate this within Klaviyo using a product recommendation grid which will make sure
that customers are only seeing products that are still in stock welcome four the main concern here
is addressing common FAQs and again overcoming the barriers that customers may have so choose your
FAQs around questions that customers often have that are specific to your brand but also address
common concerns so like I said the common concerns are shipping trust and then other things specific
to your product so especially around education if your product is complicated or expensive so here's
an example and then from a customer experience perspective I recommend keeping the FAQ short
and then putting a call to action that links to the FAQ section on your website getting customers
to the website will be the most important aspect of this to get them browsing again
welcome five social proof again overcoming these common barriers that customers have and don't
just show any reviews I don't I don't recommend populating them from a feed from Yotpo I recommend
choosing the review specifically to overcome barriers around shipping and trust so showcase
reviews from customers that have talked about the product arriving safely the product arriving well
in good quality and so focus strategically on choosing reviews that address those concerns that
other customers have so here's an example here of a simple layout that allows you to showcase
multiple reviews and finally final offer reminder deliver the offer again use urgency and perhaps
even use a countdown timer and here's an example of a brand that's done that really simple design
making it really straightforward to encourage customers to go back to the website and the
countdown timer using a platform like nifty images will allow you to inject a sense of urgency into
this email design which will hopefully by this stage all of the barriers have been overcome and
and you'll get good conversions on this email and that's it with this welcome series combined with
our other video on adding a pop-up to your website you should be able to convert website visitors to
become email subscribers and email subscribers to become first time customers this video is part of
a series on setting up your core Klaviyo flows check out our other videos we've recorded on the
pop-up and abandoned cart flows please like and subscribe and leave a comment below on any other
email marketing topics you'd like me to cover thanks for watching and I’ll see you next time