In this segment, the speaker outlines a practical welcome series workflow for e‑commerce brands. First, any subscriber who makes a purchase during the welcome sequence—whether via email or SMS—should be immediately removed from subsequent welcome messages and placed into a post‑purchase automation, a setup that can be handled in real time with platforms like Omnisend. Second, the second welcome email should shift from social proof to a brand‑story focus, using a mini‑documentary style that taps into current cultural interests in documentaries, podcasts, and audiobooks. The email should feature founder photos, a map or visual of the original garage/basement, an intriguing subject line (e.g., “It all started in my garage”), and a call‑to‑action inviting the reader to meet the founders, without offering a discount. The overall goal is to build credibility and curiosity rather than push a sale.
Chapters
If people convert off of email 1 or SMS 1, don't send them welcome email 2. Don't send them welcome email 3, SMS 2, SMS 3, right? You know, any point in which they convert through the welcome series, they should be booted then into a post-purchase. And that's fairly standard whether you're using like an Omnisend or whatever, as long as you have that kind of the flow logic set up, that should automatically happen in real time as soon as someone makes a purchase. So with that, right, email 2 is going to be really focused on like the story and kind of furthering your credibility. In email 1, we talked about the social proof. We want to start feeding into the kind of the curiosity that someone may have, or if they don't have it, how do we get them to be really curious about your brand? As an example subject line, it could be something like, it all started in my garage, right? Or it started in my basement, or it started, you know, however it starts, something that's kind of mysterious and intriguing. And really, like, this email is going to read like kind of a mini documentary, right? You think about like everything that happens right now on Netflix, for example. Lots of people are, you know, watching documentaries or docuseries, and people even listen to kind of podcasts or audiobooks about, you know, documentaries, It's really part of our culture. So tying that into this email is super important. This will include things like photos of the founders, maybe a map of the garage, right? If you actually started it in your garage or your parents' basement or whatever, hopefully you have a photo of you from there. And if you still work from there or whatever, you want to recreate it, go recreate it. And then having some kind of call to action to meet the founders. And in this email, you don't necessarily need to have the discount, right? Because this is more focused on the brand story and building that credibility. Subscribe to the pod.
