Give A Big, Warm Welcome…
… to your brand new customers! An effective welcome series is crucial for all DTC brands. It provides an opportunity for you to introduce your brand, its values, and its product or service offering. Think of a welcome series like a warm hug! (or handshake, if your brand doesn’t embody a hugger persona.)
Brand Overview
Below you’ll find the welcome series I completed for Pinhole Press; a fun and fresh lifestyle brand that specializes in photo gifts and games for kids. Pinhole Press’ brand voice is wholesome, sweet, optimistic, and conversational. Their target audience consists of mostly millennial moms.
Project Ownership
I managed the completion of this welcome series from beginning to “send”, owning all aspects of the project with the exception of the designs of the emails themselves. This project required me to come up with content ideas, copy, and creative direction autonomously. I also managed all aspects of the flow’s setup, segmenting, testing, and reporting in Klaviyo.
Challenges
Pinhole Press’ welcome series needed a facelift. Its previous welcome series emails were underperforming in clicks, open rates, and attributed revenue. The welcome series also wasn’t functional on mobile devices.
Results
58.33% open rate across all three emails
7.4% CTR across all three emails
+42% increase in revenue attributed to the welcome series
Email #1 of the welcome series is intended to do three very important things. 1.) Introduce new customers to the brand in order to begin forming a connection. 2.) Teach new customers about the brand to build trust, and... 3.) Provide customers with a discount code to make a purchase! This email has a 73% open rate, 20% click rate, and 17% placed order rate.
Email #2 of the welcome series is intended to further build upon the foundation of trust that was started in email #1. By reading customer testimonials that are verified by Google, potential customers can soundly feel empowered to make a purchase. This email currently has a 48% open rate, 14% click rate, and 13% placed order rate.
Email #3 is designed to help customers who may be struggling with personalizing their photo gift. In general, marketing for a business that offers personalized products makes it a lot harder to inspire conversions or encourage impulse buys. Education and excellent customer support are key in making it all happen. This email boasts a 54% open rate, 17% click rate, and 10% placed order rate.