Welcome flow

Use case description

Welcome flow delivers personalized greetings to customers consenting to newsletters. This system initiates customer journeys with customized content based on their previous brand interaction, fostering brand recognition and driving potential purchases. Moreover, its impact positively escalates key business metrics such as Revenue per Visitor (RPV) and customer lifetime value, building robust brand loyalty.

Use case items

With this use case, you’ll get an:

• Welcome flow email

• Evaluation dashboard: A comprehensive dashboard provides insights into user behavior, campaign performance, and overall engagement metrics. The dashboard allows you to evaluate the effectiveness of your marketing strategies and make data-driven decisions.

How to deploy the use case

After downloading the use case, follow these steps.

Meet the requirements

Check if the data in your project meets the requirements. The Use Case Center lists requirements for each use case during the deployment process.

Understand the use case logic

When a customer subscribes to receive email communication from your brand, these are the first three welcome emails the customer gets within the first week after subscribing.

The campaign is triggered when the customer subscribes to the emailing, gets consent, and we check that the email is valid and consent is in place. Additionally, to prevent repetitiveness, the scenario checks if the customer has not received a welcome flow campaign before.

Since you want the customers to get to know your brand, the flow is built over 6 days and consists of 3 emails. The aim of each email is as follows:

• 1st: Welcome customers and introduce your brand
• 2nd: Introduce your unique selling points
• 3rd: Let them know about your top-selling products (based on the recommendation engine Best Sellers in last 14 days)

Follow the description and labels in the scenario in case of uncertainty.

Adjust the use case

Now that you understand the use case logic, you can set up the use case according to your needs.

Email settings

Access the email and go to the Settings tab to adjust the email settings.

If you decide to customize the email settings, follow this detailed guide to make the adjustments.

Design and copy

Customize the email visuals and copy to reflect your company's brand identity.

Follow this guide to adjust the email template with products in the email node.

A/B test

A/B test the use case to better understand the email performance and revenue generated.

This use case's A/B test traffic distribution is set to variant A at 50 % and the control group at 50 %. This means 50% of customers will receive the email (variant A), while 20% (the control group) will not. We recommend keeping this distribution as it brings quick and statistically significant results.

Learn more about the dos and don'ts of modifying A/B test.

Test and run the use case

Test a use case before deploying it. Testing ensures you don't send unfinished or imperfect campaigns to your customer base.

Once the testing is over, run the use case. Open the banner and click Start to launch the campaign.

Evaluate the results

Remember to run the use case for a few days to see the impact.

After this initial period, use the prebuilt evaluation dashboard to measure and analyze relevant data.

1. Open the evaluation dashboard
2. Enter the email's name. For example, Welcome flow.
3. Set the attribution window for revenue in hours, for example, 24.
4. Click Refresh to see the results.
5. Check campaign results regularly to optimize performance.

Other resources

Learn how to enhance and optimize email performance with different tips and tricks from Bloomreach experts.