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S03, E02 | June 9, 2021

Email Automation Series: List Growth & Welcome Messaging with FiGPiN

GUESTS

Allison Caufield
Senior Marketing Manager
FiGPiN

Heather Wiand
Customer Success Manager
Omnisend

Lucas Walker
Founder
Rolled Up Podcast Network

People respond to welcome emails, pure and simple.

For one, they click on them. Just under 31% of welcome messages were opened in 2020. Our ecommerce statistics report discovered that, of those, an astounding 52% resulted in a purchase.

FiGPiN is one ecommerce merchant taking advantage of this technique to drive sales of its collectible pins. While the company advertises new releases every week, its automated workflows are “gravy on the top,” in the words of Senior Marketing Manager Allison Caufield.

Caufield, a one-woman marketing show, shares how she’s managing it.

We explore how a pop-up form on the website increased the contact list by 16 times, before slicing into the strategy behind the “hello” series and the content within. The three-part approach generates a 22% conversion rate.

There’s the matter of SMS, too—a perfect match for capitalizing on the FOMO (fear of missing out) nature of the FiGPiN fan base.

Plus, we ask some experts (the Omnisend customer success manager who has steered Caufield toward success, and an email marketing industry guru) to discuss their tips for a bang-up welcome series.

“I think that this is really, really important for ecommerce to know that your first email gets such good engagement. Don’t waste that. That should be a hard sales email. Give the discount. That’s what your call to action is. But also just say, ‘Hey, here’s what’s new in our store. Here’s what’s trending this week.
— Lucas Walker, Founder, Rolled Up Podcast Network

We answer the following welcome-related questions and more:

  • Do you concentrate on list growth first, then worry about the welcome series? Or is it best to work on them concurrently?
  • What’s the purpose of a welcome series?
  • The welcome email is nothing new. Why does it have so much staying power?
  • How have best practices for a welcome series shifted over the last decade?
  • What should you avoid when devising your welcome messages?
  • How soon should a welcome email be sent after signup? What’s the right timing if you have more than one message?
  • To offer a discount or not?

Listen to the full story on the Cart Insiders Podcast on Apple PodcastsSpotifyAmazon MusicGoogle Podcasts, or wherever you listen to podcasts.

About the Guests

Allison Caufield, Senior Marketing Manager, FiGPiN
Caufield is currently the Senior Marketing Manager at FiGPiN. With over 10 years of experience in the industry, she has extensive knowledge in the affiliate marketing space and business growth strategies. When not at work, Caufield loves to get outside with her family and explore the Pacific Northwest (when it’s not raining).

Heather Wiand, Customer Success Manager, Omnisend
Wiand works with numerous ecommerce brands, helping them build upon their marketing approach and increase email and SMS marketing sales. She guides them with best practices, automation optimization opportunities, and product support. Wiand also serves as a lead for Omnisend’s new customer onboarding process, aiding them in quickly driving high ROI and setting the stage for long-term success.

Lucas Walker, Founder, Rolled Up
Walker is a serial entrepreneur. He has started three successful businesses in the software, ecommerce, and media spaces. Walker’s experience also includes marketing for an internationally-recognized sales trainer, where he launched the Make It Happen Mondays podcast, oversaw partners around the world, and reviewed over 10,000 ecommerce websites.

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