How an up to date welcome sequence with 85% OR helps Stripo customers get began — Stripo.e-mail

In our welcome e-mail sequence, we modified every little thing from the logic of the emails to the design of the blocks — and it really works. 

On this case, we describe what was performed and what outcomes it introduced. And most significantly, we present all of the parts of our welcome e-mail sequence — we give the recipe, examined and prepared to be used.

What’s the welcome e-mail sequence in Stripo, and why is it wanted?

The welcome emails in Stripo are a sequence of emails despatched to customers who’ve registered in Stripo. It would not matter which tariff plan you select — paid plan or free one — instantly after registration, you’ll begin receiving our welcome emails.

This sequence helps the person:

• perceive the performance — how one can use Stripo appropriately, what options are there basically, and when they are often useful;
• study in regards to the academic supplies we’ve got for customers, e.g., the Academy, the place you may get basic abilities for working with the editor;
• begin utilizing templates and modular e-mail design;
• get useful content material from the weblog and different channels, ready particularly for these new to Stripo and with step-by-step manuals.

That’s, the person receives as a lot introductory info as doable, which can assist them shortly perceive what Stripo is and how one can use our editor successfully.

For Stripo, the welcome e-mail sequence has the next targets:

• retain the person as a result of the sooner they perceive the editor, the extra doubtless they are going to stay our person;
• switch the person from the free plan to the paid plan and select a tariff plan that can permit fixing all issues.

Why we determined to vary all the welcome e-mail sequence

There’s an unstated rule: if it really works — do not contact it. Our earlier welcome sequence of two emails labored effectively, however we needed higher outcomes.

Among the many the reason why we determined to enhance the sequence had been the next:

1. There have been many modifications within the product itself — this needed to be mirrored within the welcome sequence.
2. The design of the web site and emails within the common e-newsletter has modified, so it was logical to replace the creation of the welcome emails as effectively.
3. Evergreen content material on the weblog has been up to date, new webinars have appeared, and rather more — it was mandatory so as to add this in order that new customers get it.
4. It was essential to implement person segmentation. This is a vital first stage of person interplay, and we will promote higher at this stage. We realized that we don’t phase the viewers in welcome emails into paid and free, and accordingly, we do nothing to promote to those that have but to purchase — one thing needed to be performed about this.

Cardinal modifications we made within the welcome sequence

So, we determined to not waste time on lengthy makes an attempt however to make all of the modifications we needed so as to add to take our welcome e-mail sequence to a brand new stage. Subsequently, we selected a considerably dangerous path of cardinal modifications, nevertheless it was price it.

We ship all emails inside per week as a result of there’s a statistic that if an individual doesn’t begin utilizing Stripo throughout the first week, they’re unlikely to stick with us.

We modified the logic, the variety of emails, and the topic traces

Beforehand, there have been two emails within the sequence, and now it consists of 5 emails, not counting set off emails. Listed below are the emails that at the moment are included within the welcome sequence.

E-mail 1: Your first day with Stripo!

On this e-mail, we present step-by-step how one can use Stripo. We offer 5 beneficial hyperlinks so you may have all the required info directly, and we encourage you to begin working with the editor instantly.

(Supply: Stripo e-mail)

E-mail 2: Your Weekly Reads from the Stripo Weblog📗

This one is an e-mail with weblog articles, the place we’ve got collected evergreen content material — a variety of what’s going to provide help to begin working with Stripo. This content material should stay related over time as a result of the e-mail sequence is created as soon as and despatched routinely with out modifications.

(Supply: Stripo e-mail)

E-mail 3: A part of the massive group❤️

On this e-mail, we’ve got collected success tales from our customers, during which they share how Stripo hurries up e-mail creation, requires much less effort to create letters, and makes e-mail advertising efficient. We hope this e-mail conjures up our new customers to make use of Stripo to its full potential, serves as social proof, and additional builds belief within the instrument.

(Supply: Stripo e-mail)

E-mail 4: Discover ways to use Stripo like a PRO🎓

On this e-mail, we’ve got collected academic sources as a result of Stripo creates a variety of such content material to assist customers construct efficient emails utilizing all trendy performance: AMP, gamification, surveys, and rather more.

(Supply: Stripo e-mail)

E-mail 5: Let’s be higher collectively

That is the final e-mail within the sequence during which we ask for suggestions. Within the survey, we included 5 questions, asking customers to inform which options of Stripo they used, what they favored, what difficulties arose, and whether or not they had been able to suggest us.

(Supply: Stripo e-mail)

We bolstered the sequence with set off emails

We had been supporting set off emails earlier than. For instance, if the person has not completed making the template, they obtain an e-mail: “Did one thing not work out for you? Ebook the decision with assist.”

Or the person created however didn’t export the e-mail to an ESP for sending. For us, export is the first indicator of product use effectivity and a key exercise marker. We ship an e-mail: “When you’ve got issues with export or nonetheless want ESP, we are going to assist.”

Together with the brand new welcome sequence, we’ve got created one other set off e-mail. If the person has not but signed up for a paid subscription in the course of the welcome sequence, we ship them an e-mail the place we attempt to promote a paid plan — we present the benefits of paid packages, for instance, the variety of exports, joint work with colleagues, and so on. However we encourage you to make use of these alternatives to create highly effective emails.

Topic line: Take advantage of out of Stripo

(Supply: Stripo e-mail)

Within the new welcome sequence, we determined to focus exactly on overlaying the fundamental wants of customers and scary the person to particular actions. This motion set off will already trigger subsequent emails relying on the actions. These set off emails are already designed to assist extra exactly.

Modified the design

We’ve got up to date the design of the emails to match the brand new web site design and the brand new templates of our promo emails. It has change into extra trendy and lightweight, permitting us to exactly draw consideration to these essential blocks.

Because of the truth that we develop the emails in our editor, altering the design of all emails after making a fundamental template takes just a little time. How the design modified was proven intimately on this case.

Added the prioritization of CTAs

Our welcome emails might have a number of CTAs, however we designed them in a different way to draw consideration relying on the precedence:

• main CTA — the principle motion “Get began” is highlighted with a button that takes an individual to the editor (collects 51% of conversions);
• secondary CTAs — hyperlinks to articles, movies, or any helpful supplies — these are simply hyperlinks, not buttons.

All hyperlinks are designed to seem in several emails — if the person didn’t see it the primary time, we’d serve it once more as a result of it’s essential.

Added two new calls to actions

Beforehand, when customers had issues utilizing Stripo, we gave our assist e-mail handle and supplied to contact them. It was not very handy for customers and required a variety of sources to course of emails by the assist unit.

Now it appears like this:

1. The hyperlink to the assistance heart is a information base that comprises all the knowledge on how one can work within the editor, step-by-step, with screenshots.
2. Chance of reserving a demo — a 30-minute name with assist, throughout which you may get solutions to questions with a display screen demonstration.

This strategy relieves the burden on assist as a result of customers both discover the solutions themselves or request a name.

(Supply: Stripo e-mail)

Added a response block to every e-mail

In every welcome e-mail, we added a block asking if it was useful to trace the response and perceive whether or not our welcome sequence was useful. If suggestions just isn’t collected, we don’t know what is definitely taking place with customers.

(Supply: Stripo e-mail)

How the important thing metrics of the brand new welcome e-mail sequence modified

We have to study extra about our customers and what they want at every second. However it is just doable to know with checks. Subsequently, we at the moment are actively analyzing and accumulating info on how every e-mail and its components work.

All key metrics are enhancing month over month.

We began sending the brand new welcome sequence in January 2023, so we’ve got 5 months of outcomes. Emails are despatched in 1-2 days through the week.

Among the many outcomes, we want to spotlight the next:

1. OR indicators of all sequence emails — from 47% to 87.5%. On the similar time, the OR of the primary two emails elevated by 8 and 19.7%, respectively, in comparison with the 2 emails of the previous welcome sequence.
2. The OR of the final fifth e-mail rises to 87.5% and is the best amongst all emails, that means customers learn all the sequence.
3. CTR indicators are stored inside 13.8% (first e-mail) to 3-3.5% for different emails.
4. The OR and CTR indicators are increased than the benchmarks in our business.

What can we plan subsequent?

We began actively engaged on set off letters. We carried out what labored within the welcome sequence into set off emails — for instance, the assistance heart and a name with assist.

This use case was coauthored with Alina Samulska-Kholina, a copywriter at Stripo.