[ad_1]
In our welcome electronic mail sequence, we modified every little thing from the logic of the emails to the design of the blocks — and it really works.
On this case, we describe what was executed and what outcomes it introduced. And most significantly, we present all of the elements of our welcome electronic mail sequence — we give the recipe, examined and prepared to be used.
What’s the welcome electronic mail sequence in Stripo, and why is it wanted?
The welcome emails in Stripo are a sequence of emails despatched to customers who’ve registered in Stripo. It does not matter which tariff plan you select — paid plan or free one — instantly after registration, you’ll begin receiving our welcome emails.
This sequence helps the consumer:
perceive the performance — find out how to use Stripo appropriately, what options are there on the whole, and when they are often useful;
be taught in regards to the instructional supplies we’ve got for customers, e.g., the Academy, the place you may get basic expertise for working with the editor;
begin utilizing templates and modular electronic mail design;
get useful content material from the weblog and different channels, ready particularly for these new to Stripo and with step-by-step manuals.
That’s, the consumer receives as a lot introductory data as potential, which can assist them shortly perceive what Stripo is and find out how to use our editor successfully.
For Stripo, the welcome electronic mail sequence has the next objectives:
retain the consumer as a result of the quicker they perceive the editor, the extra doubtless they’ll stay our consumer;
switch the consumer from the free plan to the paid plan and select a tariff plan that may enable fixing all issues.
Why we determined to alter all the welcome electronic mail sequence
There’s an unstated rule: if it really works — do not contact it. Our earlier welcome sequence of two emails labored nicely, however we wished higher outcomes.
Among the many the reason why we determined to enhance the sequence had been the next:
There have been many modifications within the product itself — this needed to be mirrored within the welcome sequence.
The design of the web site and emails within the common publication has modified, so it was logical to replace the creation of the welcome emails as nicely.
Evergreen content material on the weblog has been up to date, new webinars have appeared, and way more — it was crucial so as to add this in order that new customers get it.
It was essential to implement consumer segmentation. This is a crucial first stage of consumer interplay, and we are able to promote higher at this stage. We realized that we don’t section the viewers in welcome emails into paid and free, and accordingly, we do nothing to promote to those that have but to purchase — one thing needed to be executed about this.
Cardinal modifications we made within the welcome sequence
So, we determined to not waste time on lengthy makes an attempt however to make all of the modifications we wished so as to add to take our welcome electronic mail sequence to a brand new degree. Due to this fact, we selected a considerably dangerous path of cardinal modifications, however it was value it.
We ship all emails inside per week as a result of there’s a statistic that if an individual doesn’t begin utilizing Stripo inside the first week, they’re unlikely to stick with us.
We modified the logic, the variety of emails, and the topic traces
Beforehand, there have been two emails within the sequence, and now it consists of 5 emails, not counting set off emails. Listed below are the emails that at the moment are included within the welcome sequence.
E-mail 1: Your first day with Stripo!
On this electronic mail, we present step-by-step find out how to use Stripo. We offer 5 worthwhile hyperlinks so you will have all the mandatory data directly, and we encourage you to begin working with the editor instantly.
(Supply: Stripo electronic mail)
E-mail 2: Your Weekly Reads from the Stripo Weblog📗
This one is an electronic mail with weblog articles, the place we’ve got collected evergreen content material — a range of what’s going to make it easier to begin working with Stripo. This content material should stay related over time as a result of the e-mail sequence is created as soon as and despatched mechanically with out modifications.
(Supply: Stripo electronic mail)
E-mail 3: A part of the large group❤️
On this electronic mail, we’ve got collected success tales from our customers, by which they share how Stripo hastens electronic mail creation, requires much less effort to create letters, and makes electronic mail advertising efficient. We hope this electronic mail evokes our new customers to make use of Stripo to its full potential, serves as social proof, and additional builds belief within the device.
(Supply: Stripo electronic mail)
E-mail 4: Discover ways to use Stripo like a PRO🎓
On this electronic mail, we’ve got collected instructional assets as a result of Stripo creates a number of such content material to assist customers construct efficient emails utilizing all trendy performance: AMP, gamification, surveys, and way more.
(Supply: Stripo electronic mail)
E-mail 5: Let’s be higher collectively
That is the final electronic mail within the sequence by which we ask for suggestions. Within the survey, we included 5 questions, asking customers to inform which options of Stripo they used, what they preferred, what difficulties arose, and whether or not they had been able to suggest us.
(Supply: Stripo electronic mail)
We bolstered the sequence with set off emails
We had been supporting set off emails earlier than. For instance, if the consumer has not completed making the template, they obtain an electronic mail: “Did one thing not work out for you? Guide the decision with assist.”
Or the consumer created however didn’t export the e-mail to an ESP for sending. For us, export is the first indicator of product use effectivity and a key exercise marker. We ship an electronic mail: “When you’ve got issues with export or nonetheless want ESP, we are going to assist.”
Together with the brand new welcome sequence, we’ve got created one other set off electronic mail. If the consumer has not but signed up for a paid subscription in the course of the welcome sequence, we ship them an electronic mail the place we attempt to promote a paid plan — we present the benefits of paid packages, for instance, the variety of exports, joint work with colleagues, and so forth. However we encourage you to make use of these alternatives to create highly effective emails.
Topic line: Take advantage of out of Stripo
(Supply: Stripo electronic mail)
Within the new welcome sequence, we determined to focus exactly on protecting the essential wants of customers and upsetting the consumer to particular actions. This motion set off will already trigger subsequent emails relying on the actions. These set off emails are already designed to assist extra exactly.
Modified the design
Now we have up to date the design of the emails to match the brand new web site design and the brand new templates of our promo emails. It has turn out to be extra trendy and lightweight, permitting us to exactly draw consideration to these essential blocks.
Due to the truth that we develop the emails in our editor, altering the design of all emails after making a fundamental template takes a bit of time. How the design modified was proven intimately on this case.
Added the prioritization of CTAs
Our welcome emails might have a number of CTAs, however we designed them in another way to draw consideration relying on the precedence:
main CTA — the principle motion “Get began” is highlighted with a button that takes an individual to the editor (collects 51% of conversions);
secondary CTAs — hyperlinks to articles, movies, or any helpful supplies — these are simply hyperlinks, not buttons.
All hyperlinks are designed to look in numerous emails — if the consumer didn’t see it the primary time, we might serve it once more as a result of it’s essential.
Added two new calls to actions
Beforehand, when customers had issues utilizing Stripo, we gave our assist electronic mail tackle and supplied to contact them. It was not very handy for customers and required a number of assets to course of emails by the assist unit.
Now it seems to be like this:
The hyperlink to the assistance middle is a information base that incorporates all the knowledge on find out how to work within the editor, step-by-step, with screenshots.
Risk of reserving a demo — a 30-minute name with assist, throughout which you may get solutions to questions with a display demonstration.
This method relieves the burden on assist as a result of customers both discover the solutions themselves or request a name.
(Supply: Stripo electronic mail)
Added a response block to every electronic mail
In every welcome electronic mail, we added a block asking if it was useful to trace the response and perceive whether or not our welcome sequence was useful. If suggestions shouldn’t be collected, we don’t know what is definitely occurring with customers.
(Supply: Stripo electronic mail)
How the important thing metrics of the brand new welcome electronic mail sequence modified
We have to be taught extra about our customers and what they want at every second. However it is just potential to grasp with assessments. Due to this fact, we at the moment are actively analyzing and gathering data on how every electronic mail and its elements work.
All key metrics are enhancing month over month.
We began sending the brand new welcome sequence in January 2023, so we’ve got 5 months of outcomes. Emails are despatched in 1-2 days in the course of the week.
Among the many outcomes, we wish to spotlight the next:
OR indicators of all sequence emails — from 47% to 87.5%. On the similar time, the OR of the primary two emails elevated by 8 and 19.7%, respectively, in comparison with the 2 emails of the previous welcome sequence.
The OR of the final fifth electronic mail rises to 87.5% and is the very best amongst all emails, that means customers learn all the sequence.
CTR indicators are stored inside 13.8% (first electronic mail) to 3-3.5% for different emails.
The OR and CTR indicators are larger than the benchmarks in our business.
What can we plan subsequent?
We began actively engaged on set off letters. We applied what labored within the welcome sequence into set off emails — for instance, the assistance middle and a name with assist.
This use case was coauthored with Alina Samulska-Kholina, a copywriter at Stripo.
Create your welcome emails shortly with Stripo
[ad_2]