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. 

This week, I talked about creating a welcome series that ignores outdated best practices and instead focuses on a new subscriber’s purchase intent. Let’s do a quick recap of the week. 

• When it comes to your welcome series, ditch the traditional best practices of manage preference forms, your life story, and social media invites. Instead, focus on the intent of the new subscriber. In most cases, that intent is to shop. Use your series to influence their purchase.
• Reinforce your value-adds such as free shipping and returns, product quality, satisfaction guarantees, extended return policies, or any other competitive differentiator in each of your messages. This holds true for all messages, not just your welcome series.  
• Introducing top-rated or customer favorite products to your new email subscribers can not only build consumer confidence but also guide them along their purchase journey.   
• Use customer testimonials in your emails — and even in a stand-alone email. Based on the content of the email itself, the testimonials could be about specific products or about the company and value-adds, such as product quality or exceptional customer service.

By doing this, you could have a welcome series that looks like this:

• A welcome message that welcomes the customer, highlights value-adds and introduces the top categories and new arrivals.
• A second message showcasing top-rated categories or products, complete with star ratings — all while reinforcing value-adds.
• A third message using customer testimonials about products and why the company is great to continue building consumer confidence — and, oh yeah, subtly reinforces those value-adds.

As you can see, we covered a lot in one week, but this is just the beginning. Join me next week where we will continue our welcome series discussion. Hey, you didn’t think I could get through it all in one week, did you?

I’d love to see your welcome series, so be sure to share them with me on Twitter or Linkedin — or just let me know your brand name and I’ll sign up for them myself. 

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