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

In our welcome e-mail collection, 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 performed and what outcomes it introduced. And most significantly, we present all of the elements of our welcome e-mail collection — we give the recipe, examined and prepared to be used.

What’s the welcome e-mail collection 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 collection helps the person:

• perceive the performance — use Stripo accurately, what options are there usually, and when they are often useful;
• study concerning the instructional supplies we have now for customers, e.g., the Academy, the place you will get elementary expertise 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 potential, which is able to assist them shortly perceive what Stripo is and use our editor successfully.

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

• retain the person as a result of the quicker they perceive the editor, the extra seemingly they’ll 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 alter the whole welcome e-mail collection

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

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

1. There have been many adjustments within the product itself — this needed to be mirrored within the welcome collection.
2. The design of the web site and emails within the common publication 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 way more — it was crucial 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 performed about this.

Cardinal adjustments we made within the welcome collection

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 e-mail collection to a brand new stage. Due to this fact, we selected a considerably dangerous path of cardinal adjustments, nevertheless it was price it.

We ship all emails inside every week as a result of there’s a statistic that if an individual doesn’t begin utilizing Stripo inside 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 collection, and now it consists of 5 emails, not counting set off emails. Listed below are the emails that are actually included within the welcome sequence.

E mail 1: Your first day with Stripo!

On this e-mail, we present step-by-step use Stripo. We offer 5 helpful hyperlinks so you’ve all the mandatory info without delay, and we encourage you to start out 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 have now collected evergreen content material — a variety of what’s going to assist you 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 mechanically with out adjustments.

(Supply: Stripo e-mail)

E mail 3: A part of the large group❤️

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

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

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

(Supply: Stripo e-mail)

E mail 5: Let’s be higher collectively

That is the final e-mail within the collection 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 have been able to suggest us.

(Supply: Stripo e-mail)

We bolstered the collection 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? Guide 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: “You probably have issues with export or nonetheless want ESP, we’ll assist.”

Together with the brand new welcome collection, we have now created one other set off e-mail. If the person has not but signed up for a paid subscription in the midst of the welcome collection, 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 collection, 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

Now we 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 into extra fashionable 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 primary template takes a bit time. How the design modified was proven intimately on this case.

Added the prioritization of CTAs

Our welcome emails could have a number of CTAs, however we designed them otherwise to draw consideration relying on the precedence:

• major 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 e-mail handle and supplied to contact them. It was not very handy for customers and required numerous assets 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 data on work within the editor, step-by-step, with screenshots.
2. Chance of reserving a demo — a 30-minute name with assist, throughout which you will get solutions to questions with a display 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 collection was useful. If suggestions 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 collection modified

We have to study extra about our customers and what they want at every second. However it is just potential to grasp with exams. Due to this fact, we are actually 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 collection in January 2023, so we have now 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 collection 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 outdated welcome collection.
2. The OR of the final fifth e-mail rises to 87.5% and is the very best amongst all emails, that means customers learn the whole collection.
3. CTR indicators are saved inside 13.8% (first e-mail) to 3-3.5% for different emails.
4. The OR and CTR indicators are greater 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 collection 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.