TL;DR (Too Long; Didn’t Read)
- The Challenge: A generic welcome flow was underperforming, yielding only $1.04 in revenue per recipient.
- The Solution: We rebuilt the welcome series with dynamic, goal-based content and a personalized approach—showcasing curated product recommendations aligned to each subscriber’s health and fitness goals.
- The Result: Revenue per recipient nearly tripled from $1.04 to $3.57, proving the impact of segmentation, personalization, and a clear discount incentive.
Overview
A leading supplements brand had an existing Welcome Series offering a 20% discount to new subscribers. We replaced this generic flow with a more personalized version that dynamically displayed products based on each subscriber’s stated goal from the pop up submission form (e.g., weight management, immunity, etc.). The outcome was a dramatic lift in revenue per recipient, reinforcing the power of a personalized, multi-email approach in the new customer Welcome Series.
Key Changes
- Dynamic Content: Pulled in different product blocks depending on the user’s goal as indicated in the pop-up form.
- Refined Copy & Design: Added clear, concise messaging plus the 20% discount code in a prominent CTA.
- Social Proof: Added sections showcasing their network of influencers who support the brand.
Results (Provided Data)
- Old Flow: $44,330.04 total revenue, $1.04 revenue per recipient.
- New Flow: $27,678.82 total revenue, $3.57 revenue per recipient.
Although total revenue was higher in the old flow over its entire run (the new flow was still ramping up), the new flow nearly tripled revenue per recipient—demonstrating the power of segmentation and customization in driving deeper engagement and bigger orders on a per-subscriber basis.
Example:
- The old welcome series featured a generic best sellers list for the customer to click on and interact with
- The new flow pulled in dynamic content sections that match the exact product to what the customer already told us they’re interested in
Conclusions
This comprehensive overhaul of the welcome series achieved a remarkable jump in revenue per recipient—over tripling the original figure. By matching product recommendations to each subscriber’s specific goals, we significantly increased average earnings from each new signup. The key drivers were personalization, dynamic content, and a well-placed discount offer. Personalization through the subscriber’s individual health objectives allowed BrickHouse Nutrition to establish deeper trust and close immediate returns.
How can you do this for your brand? Invest in a data-driven, personalized welcome series. You’ll increase subscriber engagement and, most importantly, multiply revenue per recipient. Tailored messaging is the key to unlocking massive conversion potential in your new customer welcome series.
