The Challenge
When the client contacted us, they already had an email channel in place. However, the company had a problem: they lacked communication points with potential customers (subscribers) who were added to the email list after subscribing.
What does this mean? Often, potential customers would visit the website, get interested in the brand, and then subscribe to the newsletter. At the same time, they wouldn’t go as far as filling out a portugal number dataset request due to a lack of information or motivation. At this point, the manager is unable to contact them to explain the service and address any questions they may have. As a result, customers lose interest in the brand over time and forget about it.
There is a simple and effective solution to this problem — proactively initiate communication through a series of welcome emails.
Based on this, we defined the main goals of our work on the project:
Develop a strategy for a welcome email series.
Design templates for the triggered email chain.
Create and launch a trigger script in Hubspot's email service.
The Strategy
A welcome email series is a key component of email communication with customers. Here's a little background on why it's important.
A welcome email series is a series of automatic welcome emails that a new customer receives after subscribing to your newsletter. The series allows you to start communicating with a new potential customer in a timely manner before they lose their first interest in the brand. The goal? Motivate them to place an order.The main benefits of a welcome email series:
It is one of the trigger chains that brings the most conversions and drives the subscriber to the target action, provided the strategy is correct.
You will save time and resources in developing and sending bulk emails to introduce the brand.
It allows you to personalize communications as each contact is influenced by a different funnel. It works automatically and counts the time of sending from the moment of subscription.
When creating the welcome series for marfacabinets.com, we took into account the specifics of the service niche that differentiate it from e-commerce or SaaS:
A service exists only at the moment of its provision, making it important to prove to the customer that it's easy and convenient to use.
The process of providing a service is unique and depends on many subjective factors. Therefore, it is important to showcase previous results and successful case studies to prove quality and efficiency.
Services are provided by people, and the experience and qualifications of specialists are considered important quality indicators. Therefore, it is necessary to introduce the customer to the brand team.
What did our team do?
The goal of the marfacabinets.com welcome series is to create brand loyalty and encourage customers to order furniture. To do this, we needed to increase trust and loyalty and remove any doubts about the process of ordering and receiving products.
To begin, we outlined the following stages of work:
Update the marfacabinets.com master template for the development of future promotions and triggered emails.
Conduct a comprehensive analysis of the market, competitors, niche characteristics, target audience, and sales funnel. Based on this, develop a strategy for the welcome trigger series.
Design trigger templates, and create and integrate a trigger script.
Developing a master email template
A master email template is an email template that matches the style of your website or brand, and it helps you keep all emails consistent in design. The master template contains the necessary blocks that may be needed for different sections, promotions, and newsletters.