Last Updated on November 29, 2021 by Rovamedia

The fastest way to grow revenue for your brand WITHOUT paid ads is to set up a welcome flow for non-buyers. Avg industry open rate: 26.5% Our client avg: 50%+ I’m going to lay out the exact blueprint we use to consistently help our clients outperform industry averages.

Before I dive into the specific in and outs of how to set up your welcome series You need to set up subscription forms on your website so you can capture emails 3 types of forms:

  • Pop-ups
  • Fly outs
  • Embedded forms

Email popups conversion rates:

The secret to non-obnoxious popups is making the offer at the right time. For instance, when you’re targeting new visitors, wait until they’ve been on your site for five seconds or they’ve scrolled 75% of the way down the site, whichever comes first. This gives them time to land and see what you’re all about. In those first few seconds, maybe something will catch their eye that they’d be stoked to get at a discount.

> Brands average 2% to 4% before working with us
> Most clients are seeing 6% to 8% on avg after working with us
> Some of our best-performing clients are seeing 11% to 13% conversion rates after working with us

How to set up pop up behavior (conditions you can use to trigger the form to appear):

> When a visitor is exiting
> After 4-6 secs of page load
> After scrolling 30%

Welcome series overview

> First set of emails subscribers receive after joining your list
> A consistent top-revenue performing flow for our clients
> Goal: Get subscribers to engage with your brand and set the tone of the relationship

Pro tip: Test everything. Subject lines/CTAs etc

Welcome Email # 1 Content to focus on:

> Welcome
> Brand Introduction
> Thank You
> And discount code if applicable

Subject line ideas:

> Welcome!
> Welcome (more info inside!)
> Welcome to [INSERT BRAND NAME]
> You’re part of the family now
> Fantastic. You are in!

When to send :
> Immediately after someone subscribes to your list

The subject line used in the example:
Welcome to the Land of Magic Spoon

Aim to hit 30-50% open rates. Some of our clients get up to 70-80%.

Welcome, Email # 2 Content to focus on:
> Brand Story
> Unique Quality Standards
> Benefits of Shopping with Your Company

Subject line ideas:
> You heard it here first
> Learn more about us
> Here’s our story
> Level up your [INSERT WORD] game… (eg Level up your Yoga game)

When to send :
> 1-2 days after email #1. Test time delay for optimization.
> Only send if ppl don’t convert from email #1

The subject line used in the example:
This will remind you of your favorite childhood cereal.

Aim to hit 20-40% open rates. Some of our clients get up to 50-60%.

Welcome Email # 3

Content to focus on:
> Social Proof (customer reviews, press, celebrity/brand endorsements, retail footprint) > Show Popular Products

Subject line ideas:
> Our customers say it best
> Have you treated yourself lately?
> The Love is Real
> Word on the street

When to send :
> 2-3 days after email #2. Test time delay for optimization.
> Only send if ppl don’t convert from prior 2 emails

The subject line used in the example: Don’t Just Take Our Word For It

Aim to hit 20-35% open rates. Some of our clients get up to 40-50%.

Welcome Email # 4

Content to focus on:
> Focus on the community aspect

Subject line ideas:

> We’re All in this Together
> Let’s Get Social
> Let’s Be Friends
> We’re All Here for You
> Meet our Team

When to send :
> 3-4 days after email #3. Test time delay for optimization.
> Only send if ppl don’t convert from prior 3 emails

The subject line used in the example:
Meet the Founders of Magic Spoon Aim to hit 20-30% open rates.

Some of our clients get up to 30-40%.

Flyouts conversion rates

As Privy puts it, flyouts are another type of display, often triggered by specific actions visitors take. For example, you can have a flyout appear after the visitor puts an item in their cart, suggesting another item that goes with it. Flyouts are helpful for upselling and cross-selling, and they’re ideal for mobile. 

Flyout forms usually allow customers to close out the form when needed so it’s not too invasive but will catch the user’s attention.

Embedded forms conversion rates

This type of form stays static, always in one location on the site. An embedded form can usually be found in the footer or on a contact page of the website. Customers typically expect to see this on sites, especially if they don’t see a pop-up or flyout.

Linking to external forms in emails has one significant advantage: compatibility. You will not have to test or guess if your survey will be displayed and functional across the multitude of desktop, mobile, and webmail clients.

On the other hand, a call-to-action creates an additional step for users, and that will negatively impact your engagement rates. The average click-through rate is somewhere between 5-7%, so if you add a button, the overall success rate of your email campaign would drop to around 2-3%.

There are quite a few good tools to create forms online and then share links to them in an email, with the examples of GetFeedback, Woofoo, or Microsoft Forms as Enovapoint opines.

Conclusion: Swing into action

When designing a popup, make sure the CTA and headline are bright, clear, and eye-catching. A good way to think about it is that someone who closes your popup should at least know what the offer was just from a glance. 

Treat every product page as its own landing page and use it to tell your story. 

Think of ways to go beyond product descriptions in the written content accompanying each product. This could be reviewed, which are basically free written content, or explainers on how to use or clean the product.

Are your Conversion rates tend to be depressingly low? How low? Well, a good rate would be 2-3%. So, in the best-case scenario, 98% of people you bring to your site, often through paid ads, will leave without buying anything. 

Fortunately, there are plenty of things you can do to improve your odds. Tools like popups can help you put your offers and discounts front and center to snag first-time buyers, and abandoned cart sequences can help you convert the people who add something to their cart and bounce without checking out. 

The hardest sale to make is the first one. We all know discounts and offers can help motivate that purchase. Here’s how you can share discounts and offers right where visitors can see them – even if they’re on their way out the door. 

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