# Changed One Thing... Added $180k/mo (Email Welcome Flow)

Channel: Max Sturtevant
Video: https://www.youtube.com/watch?v=ZDt675Hu8Eo
Duration: 12 min
Language: English
Words: 2992
Transcript page: https://viewrankai.com/tools/youtube-transcript/ZDt675Hu8Eo

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[0:00] I changed one thing about this eight-figure brand's welcome flow, and it took revenue from $33,000 in January to $210,000 in March. Today, I'm revealing the biggest lever that you can pull in your email welcome flow. One change that you can make to potentially have 6x returns like this eight-figure brand I made [music] this change for. Just like any other brand, this eight-figure brand was spending a ton of money on ads. People would go into the website, see some sort of email pop-up form with an offer, and they then go into the email welcome flow to hopefully convert those [music] people. The problem here was that their pop-up form

[0:27] was significantly underperforming, and their welcome flow was significantly underperforming. I saw this when I audited their account, and I knew there was just one lever that we needed to pull to have crazy returns. I make changes like this for brands all the time, so please, after I share this with you, implement this for your brand right now. Now, most brands don't even know that their welcome flow or their pop-up form is underperforming. But, say a brand does notice that they want their welcome flow to perform better, they always start with tweaking subject lines or altering some of the content or adding more emails. But, most of the

[0:52] time, those might only bring you back 10% extra revenue. But, I don't give a about 10%. I am trying to look for the 6x, the 5x, the 10x. And really, the only way that you can have that big of an impact is by testing your offer. And that was the exact case for this brand that helped us take their welcome flow from $33,000 to $210,000 in a given month. Now, we need to look at the pop-up form and the welcome flow, and look at it as one cohesive unit. This brand was driving a ton of traffic towards the pop-up form with a very mediocre offer. And then, the welcome

[1:21] flow, once again, had that mediocre offer. It's not that it was a bad offer, it was a free gift with your purchase. It was a really valuable free gift, worth something like $30. But, the thing is, it wasn't perceived as a high-value gift. And that's all that matters in the eyes of the customer. If you can test your offers and find one that the customer perceives as much more valuable, then they're going to be much more likely to enter into your pop-up form, and then enter into your welcome

[1:42] flow, and then potentially purchase. [music] Now, I'm going to get into the exact offers, but I want to show you some of the numbers behind this. First, so this brand has been in a downturn, that's why they brought us on, and we're already starting to turn things around. You can see the blue revenue here is email revenue, and this is all just like total store revenue. You can see in

[1:55] March the big jump that the brand took. You can see email revenue jumping from $579,000 in February to $968,000 in March. February was actually our first month, so before us, they were at $450,000. So, we pretty much doubled it. Now, we're at 40% of total store revenue. And that was off the back of this huge offer test that we did. Now,

[2:10] we can look at the list growth here. Now, I want you to ignore the red parts because we did some mass list cleaning for this brand. You can see before us, their form brought in 9,400 people in December, and then 7,900 people in January. That's not a lot of people. And halfway through February, we implemented our form, and already, we took a jump from 7,900 to 22,000. And in March, having a full month of having this form live, we brought in 59,000 email leads, compared to January where there was 7,900. Even if we changed nothing about the welcome flow, and we just optimized this pop-up form, and we

[2:42] get 8x the amount of people into our email list, pretty fair to assume that your email revenue is going to increase as a result. Same ad spend, but just more leads into your email list to convert. And that is a big reason why we saw such a big difference. Optimizing the pop-up form and testing the offer just gets you so many more people to sell to. And now, I want to also show the welcome flow. So, we recreated the

[3:01] welcome flow with this new offer test. You can see what their welcome flow is doing. You can ignore the name, it says $50 off for some reason, but the offer that they were running is a free gift. You can see in December, 49,000, and then January, it was $33,000. But then, February, we get ours in place, and the first month, $151,000,

[3:17] and then in March, $210,000. The numbers here back this up. Just because we have so many more people entering the list, and then we get them to convert at a higher rate with a better offer. So, here is exactly how you can set up an offer test in your pop-up form and in your welcome flow. So, it all starts with setting up your different pop-up form variations with your different offers. So, here I am inside of Klaviyo. I have right here this variation of a pop-up form. This is a quiz pop-up. If you haven't seen any of my past videos on pop-up forms, you should check them out, but I'm not going

[3:46] to go over that in this video. I'm just going to go over how to technically set up this offer test. So, you can see right here, this is a 10% off form. We start off, we ask the person a question, then we ask for their email address right here for 10% off. Now, talking about this is one thing, but knowing what offers to test and actually setting this up, and tracking it, and optimizing it is another. So, if you want a team who's generating over $250 million through email to manage this for you, then you should book a call with us with the link below. We've helped over 20

[4:10] brands cross the seven-figure mark into the eight-figure mark. We've helped over 200 brands scale of all different sizes. If you want to see what other levers like this I could find with you by auditing your account, then book a call with the link below. So, we have this variation, now we want to come up with

[4:22] our different offers we want to test. And so, for this brand, our offer test was percent off versus dollar off versus the free gift that they were already running. And so, this brand has an AOV of about $250, and their free gift did cost them around like $25. And so, that was approximately 10% off. So, we made the offer 10% off versus free gift, and then for the dollar off, we just took whatever 10% of

[4:45] the AOV is. So, 10% of $250 is $25 off. These are all giving away essentially the same amount of value for the brand, they're just framed differently. $25 off versus 10% off versus free gift. And so, now we need to create our other variations of this pop-up form, which we set up as an AB test. And so, if you go up here in your form builder, now I've already built these out, you can create different quiz variations right here, or different form variations with your different offers. It's super simple, all you have to do is you can click clone variation right here, and then I can

[5:15] name it whatever. I'm just going to go test right here. You could name this whatever dollar off. It's going to take a second after I clone it, but it will load in here in a second. So, you can see right here, I have this new variation called test. It's an exact clone of this prior one. All that I would need to do is adjust the copy to be whatever the new offer is. So, let's say $50 off, whatever the one is, you just want to adjust all of the different parts of the form, and make sure that that's set. I'm going to delete this variation. I'm just going to go through

[5:42] the other ones that we have here. So, we have our 10% off, now we can go to the dollar off one. So, I made this variation, literally just changed this to $10 off, and I made this $10 off, and changed the CTA to this, and then changed every single step to say $10 off. Then, we tell people to check their email for the discount code. You could put the discount code here for that specific offer if you wanted to, but for this case, we really wanted to test the results on email, so we told them to check their email. By the way, I post insights like this every single day

[6:07] inside of my private community. You can see some of the ones that I'm sending in here. It's an active community of email marketers as well as e-com brands. There's a full email marketing course in here, there's a ton of email templates, and I share our top AB tests of the month at my agency in here. If you like the content that I give away for free on YouTube, you would love what I post for paid. Check it out, link is going to be in the description. And then, we can go to the free gift offer right here. Same thing, just adjust the copy. You've got a free gift, you've got a free gift,

[6:32] free gift. It's all right here. So, essentially, we have three near-identical forms, all that is different is the offer. The problem is, if I turned this off right now, everybody would be receiving the same welcome email, and we don't want them to do that. We want them to receive different variations of that welcome email with the offer that they signed up for. And how we are going to do that is we are going to split our welcome flow into different variations depending on what this person opted into. And how we do that is with profile properties. And so, all that we need to do right here is

[7:01] if we go into email, we want to apply a property to somebody if they submit their email in this step right here. So, if you click your button, you will see this section right here of hidden fields. You can see it automatically is going to put in a profile property for the source of where the customer comes from. This is automatically. We can actually add our own property here. So, we're going to add a property to somebody saying offer, the offer this person should get is 10% off. And then, for the people who submit the $10 off form, we're going to do offer is $10 off. So, all that I'm going to do here

[7:32] is I'm going to create a property, and I'm going to name it offer. It looks like I already have offer made inside of the account, so for you, you're just going to create offer. I can click right here. You can see right here, I already have this preset to dollar. And so, somebody's going to get a profile property. Oh, actually, this needs to be percent. Somebody's going to get a profile property where the offer is percent. So, then, we're going to be able to split our welcome flow and have this only show to people who have this property. So, we need to set this up for

[7:57] our other variations. Let's go to dollar off right here. Let's go to the email step, and if somebody opts in, I'm going to go to this property of offer, and then I am going to go to dollar. Boom, all set here. Now, so anybody who submits this form is going to get tagged with this profile property. Now, let's go to the free gift one. We can go to email, go to this button, add a property, offer, and we're going to have to create a new one. So, I'm just going to type in free gift, and then it's going to give me the option to create free gift. So, somebody who submits this

[8:26] is going to have the property of free gift. Boom, [music] now we are all set. Now, we just need to split our welcome flow based on these offers. So, let's go back to the original account so I can show you how I set it up over there. Right here, you can actually see the original welcome flow AB test that we were running at the beginning of February. You can see these different splits that are going on. We have welcome email number one here, right here, right here, and right here. It looks like we actually ran another variation where it was a mystery discount, but it was $25 off, but we

[8:56] told people in the pop-up form it was a mystery discount. But, this is how we're setting the different splits based on profile property. All that we're doing here is we have a conditional split, and you can see properties about someone, welcome_discount equals 10_off, what we had set up for these specific forms for this brand. Whatever you set the profile properties as, that's where you want to set these splits as. It's super simple, you just drag this conditional split right here, and then you go to properties about someone, and then you do whatever the offer is. So, welcome discount in this case equals whatever

[9:27] the one that the person signed up for. And that's just all that we're doing, and then we put the different variations under their paths. So, this one, it was the welcome discount 10% off. So, anybody who opted into the pop-up form variation of 10% off, you can see it was around 20% of people, and they received this one right here. You can see right here an 8.6% placed order rate, not too bad. And then, we go to the next one where we did $25 off, where this was the other pop-up form variation, where we told people $25 off. And you can see right here, they received the $25 off

[9:54] variation. [music] And look at this difference right here. You can see already that 20% of people went into this. Meanwhile, 62% of people went to $25 off. Why were so many people into $25 off? Because so many more people were opting into the $25 off pop-up form. When people receive the pop-up form of 10% off, it had a much lower submit rate. The $25 off just converted so much better. Think about it. What sounds better? Here's a $20 bill and a $5 bill, just give us your email, or 10% off where you don't know what the value is. So, that's part of

[10:23] the reasons why this worked so, so well. You can see as a result the amount of revenue right here. And then we had the mystery discount right here, which was this. [music] And then we had their free gift offer, which is what they've been running this whole time before we joined, sitting at only a 3.3% place order rate. And so, just by testing the offer, we were able to take their place order rate from 3.3% to 11.3% and get double the amount of people, about 2.5x the amount of people to opt into the email list. And once we ran this test, we were like, "Oh my goodness, like we

[10:53] are doubling down on this." And then that's the winner. Boom. And as a result, that is how we were able to get this much extra revenue. So many more people entering the email list from that offer sounding better, and then them converting at a higher rate, even though we're practically giving up the same amount of value. Super, super interesting, but this is literally business-changing results that is helping them become more profitable off of their ads and has allowed them to funnel a lot more money back into their ads. Now, you might be asking like, "How do you create these different email

[11:19] variations?" It's super duper simple. Here's an example right here. You literally don't need to change anything about your welcome email. Keep it the same besides the offer. For example, for 10% off right here, get 10% off your first purchase using this code. And then for $25 off, get $25 off your first purchase using this code. Then for the free gift, get a free gift by using this code. However you want to do it, you just create three identical variations and then just have a different offer and a different discount code. And boom, that is how we were able to do it. And you can see the overall health of the

[11:48] business since we've been able to take over and really optimize things here. We're now up to 40% total store revenue coming from email up 110%. You can see top-line store revenue up 23% [music] compared to January before us. That's exactly how we took this welcome flow from $33,000 in February to $210,000 in March. [music] So, if you want to see how your email marketing strategy should change from 1 mil to 10 mil to 100 mil, then click this next video and I will see you over

[12:11] there. Thank you so much for watching.

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