Email Marketing: How & Why to Auto Resend Welcome Email 1 to Non Openers (Email Marketing Tip)

Hey guys, so I'm going to dive into basically resending the first welcome email to anyone that didn't open it. Before we go into that and whatnot, I'll explain the why. Typically, like in a welcome series, I've noticed that the first email by far has the most opens, clicks, and revenue placed. You know, in the example on my screen, this is just for people that opt into my personal newsletter, specifically from my Twitter bio. So there's about 400 people from the last 30 days that opted in. I'm going to use this kind of as an example of how you can do this as well. But I really kind of wanted to take one step back. I do have a pretty helpful guide I created specifically on the welcome series for non-buyers for e-commerce brands. So if you haven't checked out this guide, hit me up for the link where you can go to my website and you can find it up here at the top. But what is the welcome series for non-buyers at a high level? Essentially, it's a way to educate and nurture people that are on your list. That way, you could build trust to ultimately ask for a sale. So typically, people enter your list through some kind of subscription form, whether that be a pop-up, fly out, or some kind of embedded form. Typically, most brands have a dollar off or percentage off offer, right? Enter your email for 10% off. Maybe it's a free shipping offer. Other times, it's a content play, whatever it might be. The more people you can acquire onto your list, the better. Use this welcome series for non-buyers as a way to educate them, as mentioned. Typically, I do about a four-part welcome series. Again, at any given point in time, someone converts off of email one, email two. They'll get booted from the flow and say, go to a post-purchase. But check out this guide, right? It has a lot of really great info on what kind of content buckets to focus on. So for the first email, focus on welcoming people to your list, introduce your brand, say thank you, and give any kind of discount code, if applicable. I kind of talked about some subject lines here. Talk about when to send it, right? So for the first email, send it right away. People join your list, and they expect to receive it pretty immediately. So don't wait. In this example, I go through kind of this welcome series that I put together for a company called Magic Spoon, which is a serial brand. So anyway, just check out this guide. It goes through a bunch of other things. But in this bonus insight, and this is kind of really what I'm getting to, this is going to be the highest engaging email. This typically is going to be the highest performing email. It might even generate more revenue than the other few emails combined, potentially. For this flow, for this email, you should be hitting at least 30% to 50% open rate on this first email. Some of our clients are even hitting a 70% to 80%. Again, I'm not an e-commerce brand here, so it's a little bit different. But for about the 400 people that have joined my list from my Twitter bio, they get a specific welcome email that has a 64% open rate and a 25% click-through. And because I didn't want to give away, you know, any specific brands that we work with and their stats, just because I want to maintain their privacy, I just took a screenshot of one of the brands that I set this thing up for, so that way you could see. So basically what we're going to do is we're going to take this winning first welcome series, we're going to auto-resend it to anyone that didn't open it with the new subject line. So here, right, the subject line is welcome to the fam, exclamation, has, you know, 47% open rate, 8% click-through, almost a 10% conversion, and then the total of, you know, $6,630. Basically, what we're going to do is we're going to have this split based off whether someone has opened an email or not. If they have opened that email, great, they're going to move down to email two. If they haven't opened that email, I like to re-send that to anyone, just with a different subject line. The reason you want to send it with a different subject line is if you send it with the same subject line, it's going to stack in their inbox and show that you sent it twice. Basically, no one that's going to receive this email has seen the first email, so we're basically sending them another email as if they hadn't done it, and they just ran into our list. So I'm just going to walk you through how to set this up. So if I wanted to send a second email, right, or wanted to re-send this email, we'll go through here. We'll add a time delay. Let's just go one day. Then we'll add this conditional split. So again, you know, wait one day, add the conditional split. In this case, if someone has done or not done, opened an email at least once, you know, over all the time to start this flow, right, we're going to say only at least once all the time, and then we're going to go right here to message. But for this, we need to pull the code of this email. So we go over here to manage variations. We're going to pull that code at the top. We go here, done. You also could technically type it in. I didn't do a very good job with my naming convention for this particular thing, so it might be a little bit confusing, but we'll go message, type in the code here, and you can see that code brought up the title of this email. We'll save. So if someone has opened this email at least once, then they'll go down the yes path. So they'll receive a unique welcome email too. However, if they did not open that, I'm just going to go over here. I'm going to clone this, go over here on the no side, and, you know, I'll just change this to something like resend of 101. Then I have to go in and just change both the subject lines so they're not the exact same, again, as this one. So we can literally go here, welcome to my list, right? Again, if we're running an A-B test, we're going to change this one to welcome, you know, you're in, right? You're preferred, whatever we want to say. So we'll do that, right? So that takes you from here to wait one day, add the split, and we're going to add a time delay right here at the very bottom. So we're going to clone this, add this here, and then what we'll do is, you know, we'll pretend that this is a unique email. We'll go here, right? And then we'll just drag this across like that. So that's kind of a little secret trick. Again, you can see that this first email did super well. We were able to squeeze an additional $2,000 in revenue and some pretty decent engagement from that same email. Again, that first email prints money. Do that same type of thing, drop people into welcome emails two, three, and four. I typically don't do this for any other emails in the welcome flow other than this one, just because the engagement is so high. But we do this for, you know, dozens and dozens of our brands. And then depending on the size, that's anywhere from extra $500 all the way up to, you know, tens of thousands of dollars, depending on the size and depending on how much revenue this initial email does. So hope that was helpful. That's kind of my trick of the week, my tip of the week.