We started by deciding to offer new subscribers a 15% Off Welcome Offer as an incentive to purchase. Leveraging Bronto’s Coupon Manager App, the initial welcome series email delivered a unique code that would expire seven days after the email was opened, creating a sense of urgency.
We expanded the existing email series from two generic emails into six total emails personalized to the subscriber journey, with four possible paths based on user behavior. The second email in the series highlights handpicked products aligning with the category that the subscriber clicked in the first email.
Dynamic segments capture information as new subscribers click throughout the emails. This information about user behavior is later utilized to send emails that are relevant to subscriber preferences and interests. These user behavior segments increase clicks and email engagement overall.
After the launch of the new welcome series, our key metrics increased significantly, with both revenue and overall engagement up substantially from the older email series.
In revenue for new welcome series.
In revenue-per-email (RPE) for first welcome email.
In clickthrough rate (CTR) for new welcome series.