How an up to date welcome sequence with 85% OR helps Stripo customers get began — Stripo.e-mail

In our welcome e-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 achieved and what outcomes it introduced. And most significantly, we present all of the elements of our welcome e-mail sequence — we give the recipe, examined and prepared to be used.

What’s the welcome e-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 would 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 — easy methods to use Stripo accurately, what options are there normally, and when they are often useful;
  • study in regards to the instructional supplies we now have for customers, e.g., the Academy, the place you may get elementary expertise for working with the editor;
  • begin utilizing templates and modular e-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 info as potential, which is able to assist them rapidly perceive what Stripo is and easy methods to use our editor successfully.

For Stripo, the welcome e-mail sequence has the next objectives:

  • retain the consumer as a result of the quicker they perceive the editor, the extra possible they may stay our consumer;
  • switch the consumer from the free plan to the paid plan and select a tariff plan that can enable fixing all issues.

Why we determined to vary the whole welcome e-mail sequence

There’s an unstated rule: if it really works — do not contact it. Our earlier welcome sequence of two emails labored properly, however we wished higher outcomes.

Among the many the explanation why we determined to enhance the sequence had been the next:

  1. There have been many adjustments within the product itself — this needed to be mirrored within the welcome sequence.
  2. The design of the web site and emails within the common e-newsletter has modified, so it was logical to replace the creation of the welcome emails as properly.
  3. Evergreen content material on the weblog has been up to date, new webinars have appeared, and rather more — it was needed so as to add this in order that new customers get it.
  4. It was essential to implement consumer segmentation. This is a vital first stage of consumer interplay, and we will 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 achieved about this.

Cardinal adjustments we made within the welcome sequence

So, we determined to not waste time on lengthy makes an attempt however to make all of the adjustments we wished so as to add to take our welcome e-mail sequence to a brand new stage. Subsequently, we selected a considerably dangerous path of cardinal adjustments, nevertheless it was value it.

We ship all emails inside every 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 here are the emails that at the moment are included within the welcome sequence.

E mail 1: Your first day with Stripo!

On this e-mail, we present step-by-step easy methods to use Stripo. We offer 5 useful hyperlinks so you may have all the mandatory info without delay, and we encourage you to start out working with the editor instantly.

Example of the first welcome email

(Supply: Stripo e-mail)

E mail 2: Your Weekly Reads from the Stripo Weblog📗

This one is an e-mail with weblog articles, the place we now have collected evergreen content material — a range of what is going to aid you 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 adjustments.

Example of welcome email with blog articles

(Supply: Stripo e-mail)

E mail 3: A part of the massive workforce❤️

On this e-mail, we now have collected success tales from our customers, wherein they share how Stripo accelerates e-mail creation, requires much less effort to create letters, and makes e-mail advertising efficient. We hope this e-mail conjures up our new customers to make use of Stripo to its full potential, serves as social proof, and additional builds belief within the device.

Welcome email with customer success stories

(Supply: Stripo e-mail)

E mail 4: Learn to use Stripo like a PRO🎓

On this e-mail, we now have collected instructional sources 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 rather more.

Example of email with educational content

(Supply: Stripo e-mail)

E mail 5: Let’s be higher collectively

That is the final e-mail within the sequence wherein we ask for suggestions. Within the survey, we included 5 questions, asking customers to inform which options of Stripo they used, what they favored, what difficulties arose, and whether or not they had been able to advocate us.

Email with customer survey

(Supply: Stripo e-mail)

We strengthened 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 e-mail: “Did one thing not work out for you? E book the decision with help.”

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 e-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 now have created one other set off e-mail. If the consumer has not but signed up for a paid subscription in the midst of the welcome sequence, we ship them an e-mail the place we attempt to promote a paid plan — we present some great benefits of paid packages, for instance, the variety of exports, joint work with colleagues, and so on. However we encourage you to make use of these alternatives to create highly effective emails.

Topic line: Take advantage of out of Stripo

Example of trigger email

(Supply: Stripo e-mail)

Within the new welcome sequence, we determined to focus exactly on masking the essential wants of customers and scary 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 change into extra trendy and light-weight, 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 just a little time. How the design modified was proven intimately on this case.

Added the prioritization of CTAs

Our welcome emails could have a number of CTAs, however we designed them in another way to draw consideration relying on the precedence:

  • main CTA — the primary 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 seem in several emails — if the consumer didn’t see it the primary time, we’d 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 help e-mail handle and supplied to contact them. It was not very handy for customers and required a number of sources to course of emails by the help unit.

Now it appears to be like like this:

  1. The hyperlink to the assistance middle is a information base that accommodates all the knowledge on easy methods to work within the editor, step-by-step, with screenshots.
  2. Chance of reserving a demo — a 30-minute name with help, throughout which you may get solutions to questions with a display screen demonstration.

This strategy relieves the burden on help as a result of customers both discover the solutions themselves or request a name.

Example of CTA block

(Supply: Stripo e-mail)

Added a response block to every e-mail

In every welcome e-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 is just not collected, we don’t know what is definitely taking place with customers.

Reaction module in the welcome email

(Supply: Stripo e-mail)

How the important thing metrics of the brand new welcome e-mail sequence modified

We have to study extra about our customers and what they want at every second. However it is just potential to know with assessments. Subsequently, we at the moment are actively analyzing and amassing info on how every e-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 now have 5 months of outcomes. Emails are despatched in 1-2 days through the week.

Among the many outcomes, we want to spotlight the next:

  1. 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.
  2. The OR of the final fifth e-mail rises to 87.5% and is the very best amongst all emails, which means customers learn the whole sequence.
  3. CTR indicators are saved inside 13.8% (first e-mail) to 3-3.5% for different emails.
  4. The OR and CTR indicators are larger than the benchmarks in our trade.

What will we plan subsequent?

We began actively engaged on set off letters. We carried out what labored within the welcome sequence into set off emails — for instance, the assistance middle and a name with help.

This use case was coauthored with Alina Samulska-Kholina, a copywriter at Stripo.

Create your welcome emails rapidly with Stripo

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