How many emails should your new customer welcome campaign include?

Welcome emails are one of the most effective emails you can send when it comes to trust building.

A Repeat Customer Insights customer emailed me a question about them:

How many emails do you recommend in a Welcome Series, when someone purchases and or just signs up and should they be different?

In an ideal world, I’d recommend a different welcome email series for customers and non-customers (i.e. customer welcome vs email list welcome).

The length will depend on your store, products, and the customer’s buying cycle. Larger purchases, one-time purchases, and customers who like to research before buying will need longer campaigns.

You’d want two emails at a minimum and probably up to 3-4 weeks of emails depending on how often you send.

It’ll also depend on your regular emailing schedule and if you want to combine welcome and regular emails. If you don’t send the regular emails to the welcome emailers then it should be shorter than if you interleave the two.

For example:

  1. Welcome #1
  2. Welcome #2
  3. Regular emails

Versus interleaving:

  1. Welcome #1
  2. Regular email
  3. Welcome #2
  4. Welcome #3
  5. Regular email

Interleaving gives you the benefits of sending sales and timely emails to a larger group, but at the cost of potentially emailing too frequently.

You can use the Customer Purchase Latency report inside of Repeat Customer Insights to get a better idea on the timings of emails. You want to design your campaign to put offers in front of customers based on when they are actually buying.

Eric Davis

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