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[MUSIC PLAYING] As an e-commerce store, you want that new subscriber to turn into a customer. To do this, you need to understand not only their intent but what matters to them at this stage. After all, they are new to your brand and your messaging communicate reasons they should feel comfortable buying from you. These might include things like friendly return policies, satisfaction guarantees, the price and speed of shipping, product quality or fit or brand ethos.
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These can be communicated in your email header, in the body of your email, in your hero image, or wherever. You get the idea. It doesn't matter where you put them as long as they're visible to the new subscriber. Take a moment right now and write down your brand's value ads and competitive differentiators. Integrate these into all of your messages. Another thing to utilize in your messages is user generated content, include top rated products, customer favorites or show star ratings and customer testimonials in your messages to help influence purchases.
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After all, people are influenced by others' actions. Now that which value as to reinforce in your messaging, it's time to build your messages. For message one, it's an introduction with intent. These messages can be short and sweet. Welcome the new subscriber. If you offer an incentive provide it. Use nice imagery that reinforces your brand, highlights some of your products or categories, and most importantly, remember that the goal is to generate a sale.
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Be sure to include a call to action. For message two and beyond, continue introducing your brand products, including your value adds in UGC. Introduce other products or categories like most popular or top rated. And if you've offered them an incentive, remind them of it. Promoting this value ad driven content should be your guiding light for your welcome series. The trick is to not overthink your messages and help us subscribers make a purchase decision.
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The gourmet olive oil company, Island Olive Oil is an example of how to focus on customer intent. Island Olive Oil is a Shopify customer who uses Omnisend to send their marketing emails. There are three part welcome series is laid out as such. Message one is an introduction to the store, company owners, and product overview via short video. The video feeds into the intent and informs the shopper why their products are better.
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Message two is sent the following day and describes their mission, features or best selling products, and offers a sneak peek at video recipes. Featuring top sellers as a form of social proof and guides the users to more trusted products to purchase while the recipes add value to the shopper. The branding themselves is trusted olive oil experts while still focusing on the sale. Their third and final message is sent one day after message two and features the most popular gourmet products along with gifting options.
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After all, maybe the new subscriber shopping for a nice gift for someone. Again, they're focusing on the sale by directing non buyers towards specific products and are integrating social proof into their messages. All in all, this series tells the brand story and educates consumers on why premium olive oil is better, caters to customer intent, builds brand value by offering recipes, and more importantly, guides them along a specific purchase journey.
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And the best part, even though it runs in the background, the series generates a revenue per email list more than 3,000% greater than their scheduled promotional campaigns. By focusing your messages on what matters to your consumers and fitting your products into that story, you won't have to overthink what to put in your messages. It's all right in front of you.
