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

In our welcome electronic mail sequence, we modified the whole lot from the logic of the emails to the design of the blocks — and it really works. 

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

What’s the welcome electronic 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 does 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 accurately, what options are there normally, and when they are often useful;
• study in regards to the instructional supplies we now have for customers, e.g., the Academy, the place you may get elementary expertise for working with the editor;
• begin utilizing templates and modular electronic 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 data as doable, which can assist them rapidly perceive what Stripo is and how one can use our editor successfully.

For Stripo, the welcome electronic mail sequence has the next targets:

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

Why we determined to vary your entire welcome electronic mail sequence

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

Among the many explanation why we determined to enhance the sequence have been the next:

1. There have been many adjustments 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 properly.
3. Evergreen content material on the weblog has been up to date, new webinars have appeared, and way more — it was vital so as to add this in order that new customers get it.
4. It was essential to implement person segmentation. This is a crucial first stage of person interplay, and we are able to promote higher at this stage. We realized that we don’t section 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 executed about this.

Cardinal adjustments we made within the welcome sequence

So, we determined to not waste time on lengthy makes an attempt however to make all of the adjustments we needed so as to add to take our welcome electronic mail sequence to a brand new stage. Due to this fact, we selected a considerably dangerous path of cardinal adjustments, however 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 electronic mail, we present step-by-step how one can use Stripo. We offer 5 beneficial hyperlinks so you might have all the required data directly, and we encourage you to start out working with the editor instantly.

(Supply: Stripo electronic mail)

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

This one is an electronic mail with weblog articles, the place we now have collected evergreen content material — a range of what is 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 adjustments.

(Supply: Stripo electronic mail)

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

On this electronic mail, we now have collected success tales from our customers, during which they share how Stripo hastens electronic mail creation, requires much less effort to create letters, and makes electronic mail advertising efficient. We hope this electronic mail evokes 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 electronic mail)

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

On this electronic mail, we now have collected instructional sources as a result of Stripo creates numerous such content material to assist customers construct efficient emails utilizing all trendy performance: AMP, gamification, surveys, and way more.

(Supply: Stripo electronic mail)

E-mail 5: Let’s be higher collectively

That is the final electronic 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 preferred, what difficulties arose, and whether or not they have been able to suggest us.

(Supply: Stripo electronic mail)

We strengthened 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 electronic 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 electronic mail: “You probably have issues with export or nonetheless want ESP, we’ll assist.”

Together with the brand new welcome sequence, we now have created one other set off electronic mail. If the person has not but signed up for a paid subscription in the course of the welcome sequence, we ship them an electronic 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 many others. 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 electronic mail)

Within the new welcome sequence, we determined to focus exactly on overlaying the fundamental wants of customers and frightening 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 now have 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 turn out to be extra trendy and lightweight, permitting us to exactly draw consideration to these essential blocks.

Due to the truth that we develop the emails in our editor, altering the design of all emails after making a fundamental template takes somewhat 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 primary 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 look in numerous emails — if the person didn’t see it the primary time, we might 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 electronic mail handle and provided to contact them. It was not very handy for customers and required numerous sources to course of emails by the assist unit.

Now it appears to be like like this:

1. The hyperlink to the assistance middle is a information base that accommodates 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 electronic mail)

Added a response block to every electronic mail

In every welcome electronic 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 shouldn’t be collected, we don’t know what is definitely taking place with customers.

(Supply: Stripo electronic mail)

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

We have to study extra about our customers and what they want at every second. However it’s only doable to know with checks. Due to this fact, we at the moment are actively analyzing and gathering data on how every electronic mail and its elements work.

All key metrics are enhancing month over month.

We began sending the brand new welcome sequence in January 2023, so we now have 5 months of outcomes. Emails are despatched in 1-2 days in the course of 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 identical 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 electronic mail rises to 87.5% and is the very best amongst all emails, that means customers learn your entire sequence.
3. CTR indicators are stored inside 13.8% (first electronic mail) to 3-3.5% for different emails.
4. The OR and CTR indicators are increased than the benchmarks in our business.

What will 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 middle and a name with assist.

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