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

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

What’s the welcome electronic 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 does 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 consumer:

• perceive the performance — easy methods to use Stripo appropriately, what options are there basically, and when they are often useful;
• study concerning 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 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 consumer receives as a lot introductory data as potential, which is able to assist them shortly perceive what Stripo is and easy methods to use our editor successfully.

For Stripo, the welcome electronic mail collection has the next objectives:

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

Why we determined to alter your entire welcome electronic mail collection

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

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

1. There have been many modifications 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 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 rather more — it was essential so as to add this in order that new customers get it.
4. It was essential to implement consumer segmentation. This is a vital first stage of consumer 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 executed about this.

Cardinal modifications we made within the welcome collection

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 electronic mail collection to a brand new degree. Due to this fact, we selected a considerably dangerous path of cardinal modifications, 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 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 electronic mail, we present step-by-step easy methods to use Stripo. We offer 5 precious hyperlinks so you might have all the mandatory 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’ve got collected evergreen content material — a range 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 robotically with out modifications.

(Supply: Stripo electronic mail)

E-mail 3: A part of the large group❤️

On this electronic mail, we’ve got collected success tales from our customers, by which they share how Stripo accelerates electronic mail creation, requires much less effort to create letters, and makes electronic mail advertising and marketing 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 device.

(Supply: Stripo electronic mail)

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

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

(Supply: Stripo electronic mail)

E-mail 5: Let’s be higher collectively

That is the final electronic mail within the collection by which we ask for suggestions. Within the survey, we included 5 questions, asking customers to inform which options of Stripo they used, what they appreciated, what difficulties arose, and whether or not they have been able to suggest us.

(Supply: Stripo electronic mail)

We strengthened the collection with set off emails

We had been supporting set off emails earlier than. For instance, if the consumer 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 consumer 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: “When you’ve got issues with export or nonetheless want ESP, we’ll assist.”

Together with the brand new welcome collection, we’ve got created one other set off electronic mail. If the consumer has not but signed up for a paid subscription in the midst of the welcome collection, we ship them an electronic mail the place we attempt to promote a paid plan — we present some great 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 electronic mail)

Within the new welcome collection, we determined to focus exactly on overlaying the essential wants of customers and upsetting the consumer 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 fashionable and light-weight, 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 slightly 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 in a different way to draw consideration relying on the precedence:

• major 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 look in numerous emails — if the consumer 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 tackle and provided to contact them. It was not very handy for customers and required plenty of 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 data on easy methods to work within the editor, step-by-step, with screenshots.
2. Risk 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 collection was useful. If suggestions shouldn’t be collected, we don’t know what is definitely occurring with customers.

(Supply: Stripo electronic mail)

How the important thing metrics of the brand new welcome electronic 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 checks. Due to this fact, we are actually actively analyzing and accumulating 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 collection 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 wish to spotlight the next:

1. OR indicators of all collection 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 collection.
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 collection.
3. CTR indicators are saved inside 13.8% (first electronic mail) to 3-3.5% for different emails.
4. The OR and CTR indicators are greater than the benchmarks in our trade.

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 middle and a name with assist.