It’s been a while since I’ve updated you on the welcome series battle I’m having in one of my client’s Klaviyo accounts.
If’n you don’t recall - my client went “behind my back” to hire an agency to battle our welcome serieses mono e mono.
My welcome series, as I expected, smoked theirs.
But since I’m driving to Florida without much else to do, I figured to give the ole flow a peek since it’s been a couple of weeks since claiming my victory.
And I noticed something bizarre in the A/B test of the flow…
Something that, while bizarre to me, is commonplace in the wild world of ecommerce because of companies like HubSpot who litter “content” and “best practices” and “how to” articles on the interwebs to take advantage of Google’s SEO rules.
Despite following all of Google’s SEO rules to a T… these articles aren’t any better than the keyword-stuffed articles of yesteryear. They might offer a sliver of more value to the readers, but the truth is, companies as big as HubSpot (you should see their ludicrous office in Boston… totally millennial-fied cringe that looks more like a college campus than a place of work) can pay to scam the SEO system.
The end result, in this example at least, is companies following HubSpot’s “best practices” for welcome series—even though HubSpot’s welcome series itself is trash and they don’t rely on email to handle the bulk of their bottom line the way my clients do.
Which means this:
The agency’s emails have not made single sale after the first email. Meanwhile, my welcome series continues to make sales trickle in for nearly two weeks.
Why?
Simple:
I don’t follow HubSpot’s best practices for welcome series. Or any company’s blog post on the same topic. Just because you know how to squeeze juice from the SEO tree doesn’t mean you actually post helpful and valuable content inside.
A lesson many businesses have to learn the hard way.
Anyway, after the first email in the agency’s series, it’s the typical “best practice” advice, which is why I knew they would have a hard time converting any sales after their first email—but even I admit I was shocked that they’ve converted ZERO people into customers in the second, third, or fourth email.
This ain’t just the last week or the last 30 days either. This is an all-time state.
And they barely even get clicks!
After the first email, they shared an “origin story” which is so cookie-cutter that only 5 people have clicked on it (meanwhile, the origin story email I wrote converts at a clip of 14% or higher). Next up is a lame “what our customers say” email that has garnered, checks notes, 2 measly clicks. And their final email is a “last chance to save” email that also converted zero and only resulted in one measly click ever.
No bueno.
Now, my first email in the series converts muuuuch higher than any other email. Tis the case with welcome flows.
The difference?
My other 10 emails also convert.
Want to learn my secrets or better yet, apply them to your own business?
Hit reply - and when I’m back in the office, I’ll get back to you (it will be a few days).
John
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