Growth Newsletter #023

Most marketers set up a welcome email automation that greets new customers immediately after signup.

But people reflexively discard them: more spam.

Welcome emails are a critical opportunity to move leads down your funnel.

Here's how you get people to open and read your welcome emails:

• Delay your welcome email by 15 to 45 minutes. The time delay removes the subscriber's mental connection between their signup and your email. This bypasses the reflex to ignore.
• Set the email sender name to someone within your company, rather than your business name. An email from Julian Shapiro is more likely to get opened and read than an email from Demand Curve. It's more human.
• Write a unique subject line. Don't simply write "Thanks for joining!" Instead, write something that will people want to click. Allbirds writes "Welcome to the Flock." Grammarly includes "You + Grammarly = Ready for Action."

You should optimize every part of your funnel, and welcome emails are no exception.

Negative reviews can actually improve checkout conversion.

For context, reviews are a big deal:

• 93% of consumers claim product reviews impact purchase decisions
• The social proof of having 50+ product reviews increases conversion. Shoppers trust peers more than they trust brands.

Negative yet constructive reviews can outperform your best positive review for generating sales. When a partially negative review weighs your cons versus your pros, and concludes that the product was worth purchasing anyway, that sounds authentic and honest.

Here's what you can do:

• Make sure your post-purchase email flow contains a request for reviews. The more reviews you have, the better.
• Don't bury slightly negative reviews. If someone leaves a 4-star review and offers a fair (and insignificant) critique, showcase it towards the top of your product page. Be human.

Here’s what a good welcome email can do:

• Introduce/build your brand.
• Set expectations.
• Ask for replies and engage in dialogue.

Replies send a positive signal to Google, so they’ll deliver more of your emails to inboxes instead of spam folders.

See the full-resolution image on Twitter here.