Welcome to another episode of Omnisend’s daily tip series, where in roughly 3 minutes or less we’ll give you actionable tips on ways to improve your email & SMS marketing program and make you better marketers. 

Yesterday we talked about traditional welcome series best practices and how the lack of focus on customer intent may be limiting your sale potential. Today, we’re going to talk about optimizing your messages by catering to that intent!

To turn a new subscriber into a customer, you need to understand not only their intent but what matters to them at this stage. After all, they’re most likely new to your brand. 

In your welcome messaging, communicate reasons they should feel comfortable buying from you. These might include things like:

1. Friendly return policies
2. Satisfaction guarantees
3. Price and speed of shipping
4. Product quality or fit
5. And maybe even brand ethos — IF it is truly a differentiator 

These can be communicated in your email header, in the body of the email, 

in your hero image, in a recovery banner, 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 when you’re finished with today’s tip and write down your brand’s value-adds and competitive differentiators.

Now that you know which value-adds to reinforce in your messaging, it’s time to build your messages.

• For message 1, it’s not an email introduction but also a step in their purchase journey. 
• Welcome the new subscriber. If you offer an incentive, provide it here. 
• Use nice imagery that reinforces your brand. 
• Highlight some of your products or categories. 
• And most importantly, remember that the goal is to generate a sale — be sure to include a call to action.

Promoting this value-add-driven content should be the guiding light for your welcome series. The trick is to not overthink your messages and help the subscribers make a purchase decision. 

By reframing your welcome series approach from “let me tell you about me” to “This is why it is a great decision to be our customer,” you can increase your welcome series revenue.

So your homework today is to write down your company value-adds and competitive differentiator and include them in your messages. Remember, these can be promoted in all your emails, not just your welcome series.

Tomorrow, I’ll be discussing how to build out the remainder of your welcome series with intent-driven content you probably already have lying around but just aren’t using to its potential. 

Thanks for tuning in to this episode of our marketing tips series, Feel free to let me know if you have any questions. Until next time, happy marketing!