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Increase Engagement with a Welcome Series
Patrick Briggs
Why a Welcome Series Matters
• Drives repeat purchases and greater LTV
• Paces customer engagement and onboarding process
• Communicates brand story and offering breadth
Zazzle’s ProblemInfinite Choice = Infinite Confusion
• 20+ BILLION individual items to shop
• 100+ product lines to customize and purchase
• Community of 300,000+ Sellers to join
Our Challenge
“I’m so proud of you! I just signed up for your
email…now what?”- Mom
Repeat Customer
Turn interested and first customers into repeat customers without 15 minute calls to my cellphone
1st Step: Data Collection
Key questions
– Who were our best customers? Looked at HV/ LTV customers.
– What traits did they exhibit?
– How did they become HV customers?
Four Key Segments Emerged• No Order (0)
Signs up for Zazzle without placing an order.
• Shoppers ($)Finds a product in our marketplace. Limited understanding of Zazzle tools.
• Creators/Customizers ($$)Designs products on Zazzle with personal photos and text. Moderate understanding of Zazzle tools.
• Sellers ($$$)Creates products to sell in Zazzle’s marketplace. Advanced understanding of Zazzle’s complete toolset and product offering.
2nd Step: Hypothesize & Test
Our if/then hypothesis:
“If we can convert shoppers to creators and creators to sellers then we will drive better retention rates”
Test, test, test! Barriers to Entry
$
$$$
Shoppers
Creators
Sellers
No Order
One Welcome Email = “Picard Maneuver”
Didn’t Work. Why?
– Overwhelming, tried to tell the entire company story…
– No single call to action
– Not relevant to customer’s actions on the website
– Didn’t engage with personality or story
3rd Step: Be Nimble and Apply Learnings
Revised our attack: “Tailor messaging to respect the customer’s first engagement point and type.”
CreatorsNo Order Shoppers
Day 1:Welcome Email
Day 3:Create Email
Day 5:Sell Email
Day 1:Welcome Email
Day 3:Sell Email
Day 5:Shop Email
Day 1:Welcome Email
Day 2:Shop Email
Day 3:Create Email
Day 6:Sell Email
Welcome Series - Part One
• Simple, high energy, welcoming message
• Sets customer expectations for emails
• Clear, simple call to action
Welcome Series - Part Two
• Drives customer to search (find content for anyone)
• No excess words. Communicates breadth with simple imagery
• Repeated, simple call to action
Welcome Series - Part Three
• Emotional example of product use
• 1,2,3 messaging conveys ease of product creation
• Customer testimonial promotes trust
Welcome Series - Part Four
• Imagery and testimonial convey ease and opportunity
• Engaging copy drives click through
• Multiple calls to action
4th Step: Continue Testing
• We don’t have all the right answers the first or even second time
• We’re still testing and optimizing
• We expect the total process to take 4-6 months
How Did It Go?
514% Increase inSeller stores
22% Increase inrevenue
46%
Incr
ease
inpr
oduc
ts
crea
ted
3% Increase inAOS
17% Increase inorders
Summary
• Use data to discover core customer traits
• Hypothesize strategies to move them into the engagement funnel
• Be nimble, apply early learnings and optimize
• Continue to test and optimize
