Hello,
Today I will share a case that illustrates the importance of having a work method when the results differ from what we expected.
I changed the welcome message flow for a client, modifying the message to request responses from subscribers.
The system sends an automated message with the answers to frequently asked questions upon receiving a response.
However, the new version of the welcome message needs to perform better than the previous one. So, I created a third version and set it to observe for two weeks.
In addition, to use the FAQ message created, we will send it slightly modified the next day to everyone who doesn’t respond to the initial message. It’s an alternative way to provide valuable content to the subscribers and create the desired engagement.
The work method consists of testing hypotheses and validating them (or not) always based on providing value to the list subscribers.
Please find below the email I sent to the client.
“Hi _______ and _______,
The automation is live, and the system will send the FAQ email whenever we receive a response to the welcome message.
However, we are still waiting for responses from what I’ve seen.
I analyzed the performance of the welcome message v2 (with the question) and noticed that it performs worse than v1.
I created a v3 and will let it run for at least two weeks to understand its performance.
If it performs worse than v1, we’ll revert to the original version.
I’d like to propose an idea for the welcome flow: let’s wait until the morning of the following day, and if the person hasn’t responded, we’ll send the same FAQ message with a slight modification (image below.)
This is the text, in case you want to rewrite it: “About 80% of the questions we receive pertain to one of the topics below, so we thought this email might be helpful for you.”
(This system will work even if we decide to return to the original welcome message.)
What do you think?
Kind regards,
Fabrício Yutaka Fujikawa
Email Deliverability Specialist”
If you have questions regarding email marketing automation, deliverability & strategy, leave your comment below, and I will reply.
