Kathie of Bluchic has a successful online store selling beautiful, feminine WordPress templates. She has a steady stream of income, organic traffic, and leads on her list but she wanted assistance with a welcome sequence that felt more clear and converted higher.
Before she said it felt confusing and every time someone signed up for her list (even if they signed up multiple times), they’d go through the exact same sequence making their engagement and the conversions go down significantly. So we worked together to create a welcome series that worked better for her business.
Average open rate: 43%
Average open rate of final email in sequence: 37%
Doubled monthly sales rate after one month
Month 3 was on its way to triple the sales rate
Here are the keys to why it worked
The first issue I spotted with Bluchic’s sequence is that though they clearly had lead magnets for several segments, they were all getting the same content delivered. This meant people who’ve been in business for years were actually seeing content for beginners. Not great. So we strategically divided up their lead magnets to fit 3 specific segments and attached each one to a more focused email sequence.
2. No inbox overload
The way Bluchic’s email strategy was originally, someone could sign up for 4 things in one day and receive the exact same email 4 times. That’s not good. So instead we used custom fields to mark who has been through the sequence and who hasn’t. This way we make sure they only go through the sequence once -- whether they sign up again today or 2 years from now.
3. Right conversion event
The key to making sales in an email sequence is to have the right conversion event. Since Bluchic is an e-commerce site at the core, we used a coupon code as a means to get them their first sale. This way they were able to offer a one-time incentive to purchase their great product. It’s what they had before, so we didn’t change that part of the strategy … just enhanced it.
4. Objections-based education
Once we knew our segments, we outlined valuable content based on the needs of the segment and what might actually keep them from buying. We also used that as an opportunity to share about the unique features of their themes vs. some other stores so it was easy for Bluchic to be a go-to resource and a preferred vendor.
5. Social proof
With many sales and influencers who have used their products, it was easy to pull some great social proof for WHY their themes rose above the rest and were the perfect fit for the types of businesses or blogs that were utilizing them. This helped others understand why they couldn’t wait any longer to use their products.
In the end, even with heavier sales messaging at the end of the 7 email sequence, the final reading rate was higher than before. Meaning people stuck around because of the value, the stories, and to really be convinced and they're more likely to continue to be engaged after the sequence is over.
That created a powerful response that lead to doubling their sales numbers in the first month alone -- earning back their investment immediately -- and doubling their conversion rate as well for more scalability as their list continues to grow.
Want to discover how we might be able to help you increase and/or automate your sales with email? We invite you to schedule your free consultation.