Change in Welcome Flow Structure for 40% conversion boost

The brand had a well converting 5 email welcome flow getting more than 5% conversion rate. 

Brand’s prior welcome series targeted Innovators and Early Adopters well, however, they were missing to effectively nurture the potential customers who needed a bit more research, information, and time to make the purchase decision. 

3 of the Emails were mainly focused on the discount they gave in the pop-up.

We have changed the welcome flow of this home goods brand to 8 emails going over more in the brand's story and the results their product would bring to the customer. 

Flow had 2 emails going for 4 weeks. 

Result: 

It helped to increase the conversion of welcome series to 7.8%, leading to 82 extra purchases from the flow over the month. 

Why it worked: 

Product required extensive research and an above average decision making period for customers. 

New welcome emails went through the necessary points for customers gradually over a long period. It helped to be in the mind of customers along their pre-purchase journey (alternative product research) resulting in new customers from the “Early Majority” group.