$100M Email Welcome Flow

Happy Tuesday!

It’s Michael from The DTC Letters.

In today's newsletter, we are going over how to set up your brands Welcome Flow so you can ensure it’s primed to generate you millions of dollars over the course of your brands life.

And if you haven’t already, check out this new training I posted on YouTube on How I Added $114k In 30 Days To An Ecom Brand With Klaviyo Email Marketing (link)

Let’s get into it!

The Best Links

Here are some of the best links I've found since last time I emailed you:

• Amped.io (the best pop-up software) got bought out by Mailchimp (link)

• What a proper Ecom Back-end looks like (link)

• This client has generated $64k from just one post purchase email (link)

The Welcome Flow

Why Your Welcome Flow Matters?

The Welcome flow plays a few roles for your brand.

This flow is meant to:

• Lower your customer acquisition costs (CAC)

• Introduce your brand to the customer

• Show them your products

• Prime them to purchase for the first time

We all know first impression matter and your welcome flow is just that.

Now that you understand the goal of this flow, lets get into how to get it to convert to sales.

Everything Starts With You Pop-Up

A Welcome Flow means nothing if it never gets sent out to anyone, which is exactly why we have to first discuss your popup.

Whether you use Amped or Klaviyo for your pop-up (Amped is great but unfortunately got bought out by Klaviyo’s ugly step sister Mailchimp) your pop-up can easily bring in 6-12% of your site traffic into your email list.

To increase your pop-up CVR, test these 2 things:

• Your Offer

• Time Delays

Testing your offer is going to be the best thing for you to do unless you get crazy site traffic (then images, copy, small tweaks can make a difference too)

Test out these offers here are see what works best for CVR as well as you brands profit margins:

- $ amount off
- % off
- B2G1
- Free gift w/purchase
- Free digital product
- % off first subscription order
- Free shipping

Now that you’ve got your Pop-up converting 6-12%+ of your site traffic to your email list, your welcome flow is going to starting sending out a ton more emails to potential customers.

So lets get into how to structure your welcome flow!

How to Structure Your Welcome Flow

Things to keep in mind when creating this flow:

• Keep prospects engaged by mixing content and offers

• Build your brand image in the prospects mind

• Be aggressive here to convert more 1st timer buyers (especially in the first 48 hours)

• Don’t make your flow too short

Flow trigger:

• Someone Joins Your Email List

Flow Filters:

• Someone "viewed a product" zero times since starting this flow

• "Added to cart" zero times since starting this flow

• "Checkout started" zero times since starting this flow

• "Placed Order" zero times since starting this flow

Email 1: Brand intro + Delivery offer + USPs
Email 2: Founder story / brand story (include offer)
Email 3: Reviews / Social Proof / Featured in (include offer)
Email 4: Reminder of offer + show products
Email 5: USPs Highlight aka why buy from your brand
Email 6: Increase offer / add incentive
Email 7: Behind the Scenes Content
Email 8: Last chance to claim offer

Through some time delays in there and you’ll successfully indoctrinate your prospects into your brand and prime them to become 1st timer buyers.

How I Can Help You

If you like this newsletter and want to work with me, there are a few ways we can do so:

1. You can apply to work with my Agency, AdSumo Digital (link)

2. I will be posting free weekly training videos on my Youtube channel (link)

3. I have over 7,000 tweets on scaling your DTC brand using your brands Email List (link)

4. If you are looking to better monetize your DTC brands email list, we have worked with brands in several niches from Health & Wellness to Luxury brands and helped Country Life Natural Foods increase their email list revenue add $1.6M in EXTRA yearly revenue in less than 90 days. (Apply Here)

or, so can just reply to this email.

I reply to absolutely everybody who replies to me :)