The first 45 days after someone joins your email or SMS list is when they're most interested and evaluating your brand. Send a generic welcome and go silent, and you waste that momentum. Most brands spend energy on post-purchase nurturing while ignoring the pre-purchase flows that could actually convert these hot leads.
Why do you think the first 45 days matter so much?
Yeah, I'd say it's because when someone joins your email or maybe even your SMS list, that's going to be the highest intent moment that you're going to get for a while or maybe even ever.
Do you think higher intent than when they're browsing your site?
Yeah, I'd say think about it like this. So someone made the conscious decision to give you their email or their phone number, and they're basically saying, hey, I'm interested enough to hear from you.
No, that's true. They're like raising their hand ultimately.
Yeah, that's right. And in that moment, they're doing what I guess psychologists call kind of expectation building. You know, They're imagining what your product's like. They're comparing you to other brands, and they're going to decide whether or not they can trust you. So if you don't nurture in that moment, and if you just send like a generic welcome email and then you disappear, you're wasting the hottest lead you'll potentially ever have. Because after this kind of really core 45-day window that we're talking about, you know, if they haven't bought, their expectations shift, right? They go from, I'm really excited to learn about this company, to, I don't really know if I need this.
Yeah, no, that's definitely a mind shift change that is occurring. And, you know, most brands are buyer-first. They only care when the people who have purchased, right?
Right. And, you know, maybe their flows for kind of post-purchase are great, but often their pre-purchase flows are very subpar.
