Module 1, Lesson 1: Customer intent

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This lesson explains what a welcome series is, performance metrics, and why traditional “best practices” limit your sales potential.

We’ll also discuss why focusing on customer intent is the key to increasing sales.

[MUSIC PLAYING] Let's talk about a welcome series. A welcome series is an automated set of messages a company sends the brand new email subscribers. For example, Mary visits your website and is presented with a pop-up asking you to subscribe to receive emails. When Mary submits her email address, that triggers a series of automated messages to be sent to her. This is the welcome series. These messages see over 50% conversion rate, meeting more than half of the people who click on them go on to make a purchase.
They're also responsible for 13% of all email orders but account for less than 1% of the total number of emails sent-- talk about powerful. With common best practices, these messages inform a subscriber about the brand, such as with the founder's story. Introduce the brand social networks, and ask them to manage their preferences. While this is all well and good, it's not practical in today's environment.
And more importantly, it limits your sales potential. Now, why is that? Because it ignores the intent of the new subscriber. The most important question you need to ask yourself is, what is the intention of the customer who just signed up? Is it really to learn about your founder's story, your social networks and to fill out a form about their interest? Likely not.
Answering that one question about customer intent will help you create a welcome series that not only connects with your audience but guides them along their path to purchase.

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