MarketingSherpa – Email Marketing: Six-email welcome increases revenue 13%, open rate 66%
StudentBeans.com needed more revenue from its email program. The company is an online portal for university students in the United Kingdom, and features a variety of offers and content on its website.
The company’s offers are featured on behalf of other brands, making affiliate commissions a key revenue channel. One of the most powerful ways the team has to promote the offers is through email marketing.
Charlotte Staunton is the digital marketing manager at The Beans Group. About a year ago, her team wanted to increase revenue by encouraging new subscribers to make a first purchase sooner in the relationship. Staunton thought increasing engagement would be the best approach.
“What we wanted to do was increase their engagement level at the beginning, and that would increase the lifetime value of the user,” she says.
But, StudentBeans.com already sent new subscribers a welcome email. How could the team increase engagement further?
StudentBeans.com stretched its welcome email into a six-part series. The emails featured the most popular offers, and the team hoped they would increase engagement and revenue.
The team took five steps:
Step #1. Set the audience and timing
StudentBeans.com acquires new subscribers from a variety of sources:
Partnerships with content sites
- Partnerships with student employment sites
- Homepage sign-up form
- Natural search traffic
Once people join the list, they will receive a confirmation email immediately and a welcome email 24 hours later. The team wanted to maintain this practice, but follow up with a series of five more messages.
The welcome series would span six straight days. Afterward, subscribers would receive StudentBeans.com’s normal weekly newsletter. (Note: As you’ll see below, the team carefully monitored response to make sure the increase in volume did not trigger a negative reaction.)
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