{"id":1522658,"date":"2023-06-19T07:52:59","date_gmt":"2023-06-19T11:52:59","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1522658"},"modified":"2023-07-14T13:17:16","modified_gmt":"2023-07-14T17:17:16","slug":"an-email-welcome-page-drives-more-sales","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/an-email-welcome-page-drives-more-sales","title":{"rendered":"Email Welcome Pages Drive More Sales"},"content":{"rendered":"<p>Shoppers who sign up for an email list are taking the initial step to become loyal customers. So marketers don&#8217;t want to miss the opportunity to improve engagement from that first moment.<\/p>\n<h3>The Welcome Page<\/h3>\n<p>Imagine an everyday shopping experience. A consumer visits the ecommerce site of an outdoor gear company in search of a backpack. As soon as that shopper scrolls down the home page, an email subscription pop-up appears.<\/p>\n<p>The pop-up pitches a 10% discount, and our shopper <a href=\"https:\/\/www.practicalecommerce.com\/6-ways-to-convert-new-visitors-to-email-subscribers\">signs up<\/a>. But what happens next is a missed opportunity. On many ecommerce websites, the pop-up disappears, dumping the shopper back on the home page.<\/p>\n<p>No honest thank you. No explanation of how to get the promised discount. And no further engagement.<\/p>\n<div id=\"attachment_1522659\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1522659\" class=\"wp-image-1522659 size-large\" title=\"Screenshot of a pop-up reading &quot;Gret 10% Off Your Order.&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-pop-up-form-570x430.png\" alt=\"Screenshot of a pop-up reading &quot;Gret 10% Off Your Order.&quot;\" width=\"570\" height=\"430\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-pop-up-form-570x430.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-pop-up-form-300x226.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-pop-up-form-768x579.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-pop-up-form-288x216.png 288w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-pop-up-form-150x113.png 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-pop-up-form-500x377.png 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-pop-up-form.png 800w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1522659\" class=\"wp-caption-text\">A pop-up can collect email addresses. But it&#8217;s a missed opportunity when it vanishes.<\/p><\/div>\n<p>A better experience for the shopper and the business is often a welcome page. This page serves a few purposes:<\/p>\n<ul>\n<li>Provides more information about how to apply the discount,<\/li>\n<li>Describes what to expect from the email subscription,<\/li>\n<li>Captures information about the subscriber,<\/li>\n<li>Moves the sale forward.<\/li>\n<\/ul>\n<p>Let&#8217;s consider how a new subscriber welcome page might achieve each of these.<\/p>\n<h3>Discount Clarity<\/h3>\n<p>Some ecommerce marketers argue that shoppers understand how email discount offers work: sign up and the code arrives by email a few minutes later.<\/p>\n<p>What if the experience was better? Imagine a shopper subscribes and is sent immediately to a page that, first, shares the discount code and, second, includes a short (30-second) welcome video that explains how to apply the code \u2014 without having to check email.<\/p>\n<p>The process minimizes friction. The shopper is ready to buy now.<\/p>\n<div id=\"attachment_1522664\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-page-code-e1687172744119.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1522664\" class=\"wp-image-1522664 size-large\" title=\"A hypothetical welcome page with the heading &quot;Thanks for Subsribing &amp; Welcom to the Outdoor Life Newsletter&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-page-code-e1687172744119-570x409.jpg\" alt=\"A hypothetical welcome page with the heading &quot;Thanks for Subsribing &amp; Welcom to the Outdoor Life Newsletter&quot;\" width=\"570\" height=\"409\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-page-code-e1687172744119-570x409.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-page-code-e1687172744119-300x215.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-page-code-e1687172744119-150x108.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-page-code-e1687172744119-500x359.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-page-code-e1687172744119.jpg 766w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1522664\" class=\"wp-caption-text\">A welcome page delivers the discount code and greets a potential long-term customer.<\/p><\/div>\n<h3>Set Expectations<\/h3>\n<p>The page sets expectations just below the welcome message, discount code, and video.<\/p>\n<div id=\"attachment_1522663\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-confirmation-e1687172896377.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1522663\" class=\"wp-image-1522663 size-large\" title=\"A welcome page with a paragraph at the bottom stating the email schedule and a reminder to confirm the address.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-confirmation-e1687172896377-570x365.jpg\" alt=\"A welcome page with a paragraph at the bottom stating the email schedule and a reminder to confirm the address.\" width=\"570\" height=\"365\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-confirmation-e1687172896377-570x365.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-confirmation-e1687172896377-300x192.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-confirmation-e1687172896377-768x492.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-confirmation-e1687172896377-150x96.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-confirmation-e1687172896377-500x320.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-confirmation-e1687172896377.jpg 800w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1522663\" class=\"wp-caption-text\">A paragraph informs the new subscriber about the emails and reminds her to confirm.<\/p><\/div>\n<p>A shopper signed up for email notifications in exchange for a quick discount code, but the merchant aims to keep this shopper engaged for the long haul with content and offers.<\/p>\n<p>So set that expectation. Let the subscriber know the sending schedule. For example, the outdoor gear retailer might write, &#8221; We deliver expert outdoor tips and tricks on Tuesdays, and Thursday&#8217;s messages are the deal of the week.&#8221;<br \/>\n<\/p>\n<h3>Collect Info<\/h3>\n<p>The welcome page can also <a href=\"https:\/\/www.practicalecommerce.com\/email-marketers-should-know-subscribers-better\">capture additional information<\/a>, such as the subscriber&#8217;s interests \u2014 kayaking, backpacking, or trail running.<\/p>\n<p>Then use a link trigger to add those interests to the shopper&#8217;s profile for future marketing messages.<\/p>\n<div id=\"attachment_1522662\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-question-e1687173106325.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1522662\" class=\"wp-image-1522662 size-large\" title=\"A section on the welcome page reading, &quot;What's your first love?&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-question-e1687173106325-570x373.jpg\" alt=\"A section on the welcome page reading, &quot;What's your first love?&quot;\" width=\"570\" height=\"373\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-question-e1687173106325-570x373.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-question-e1687173106325-300x197.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-question-e1687173106325-768x503.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-question-e1687173106325-150x98.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-question-e1687173106325-500x328.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-welcome-question-e1687173106325.jpg 800w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1522662\" class=\"wp-caption-text\">The welcome page can collect information about the shopper.<\/p><\/div>\n<h3>Make the Sale<\/h3>\n<p>Finally, the welcome page should include a search bar and some form of product navigation to move the sale process forward.<\/p>\n<p>A headline such as &#8220;Put your Discount to Use,&#8221; &#8220;Continue your Journey,&#8221; or similar can keep the shopper on track. Moreover, consider using the collected info to display a series of recommendations.<\/p>\n<div id=\"attachment_1522661\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-continue.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1522661\" class=\"wp-image-1522661 size-large\" title=\"Portion of the welcome page with a site search box and the discount code.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-continue-570x430.jpg\" alt=\"Portion of the welcome page with a site search box and the discount code.\" width=\"570\" height=\"430\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-continue-570x430.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-continue-300x226.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-continue-768x579.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-continue-288x216.jpg 288w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-continue-150x113.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-continue-500x377.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/060923-continue.jpg 800w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1522661\" class=\"wp-caption-text\">Add site search and product navigation to move the sale process forward.<\/p><\/div>\n<h3>Test First<\/h3>\n<p>A subscriber welcome page is <a href=\"https:\/\/www.practicalecommerce.com\/email-marketing-is-like-dating\">a first impression<\/a>. It seeks to reduce sale friction while creating a relationship with a prospect. Use a testing framework to start. Compare your company&#8217;s current email subscription tool with the welcome page approach. Which format leads to more sales?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An email pop-up box produces new sign-ups and then quickly disappears. A welcome page solidifies the relationship and advances the sale process.<\/p>\n","protected":false},"author":391,"featured_media":1523041,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58298],"tags":[],"class_list":["post-1522658","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email Welcome Pages Drive More Sales - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"An email pop-up box produces new sign-ups and then quickly disappears. 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The site has published over 7,000 articles and serves millions of readers worldwide.\",\"foundingDate\":\"2005-07-01\",\"duns\":\"09-076-7155\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"},\"publishingPrinciples\":\"https:\/\/www.practicalecommerce.com\/editorial-policy\",\"ownershipFundingInfo\":\"https:\/\/www.practicalecommerce.com\/about-us\",\"actionableFeedbackPolicy\":\"https:\/\/www.practicalecommerce.com\/contact\",\"ethicsPolicy\":\"https:\/\/www.practicalecommerce.com\/editorial-policy\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/357c476238d0b5e19bd0a0bfacefe722\",\"name\":\"Armando Roggio\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/8800b8ee23c4ea0ef55fd2ffb3dd937d?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/8800b8ee23c4ea0ef55fd2ffb3dd937d?s=96&d=identicon&r=g\",\"caption\":\"Armando Roggio\"},\"description\":\"Armando Roggio is the longtime senior contributor to Practical Ecommerce. 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