Your welcome sequence is your most important flow.

It's the first time prospects get a "personal" experience with your brand and determines whether you create a long term customer or another dead lead.

After auditing over 50 ecom brands, there are common mistakes that most of them make.

Here are the top 3.

1) Irrelevant brand stories

Stories are the best way to build a relationship with your audience.

But here's the thing...

They need to be relatable.

Nobody cares that the CEO spent 5 years travelling and had a psychedelic experience that helped them come up with the brand.

That said, readers looking to build muscle will care if the CEO started skinny, tried many supplement brands and create their own as none met their needs.

Your brand story should get readers engaged.

But make sure it's a story they should care about.

Boring stories = high churn.

High churn = fewer sales.

Fewer sales = unhappy clients.

2) Too many discount emails

Much like first dates, first impressions are crucial in your welcome sequence.

And here's where many brands go wrong.

In an attempt to push sales they focus on the discount in every email.

While this generates initial sales, it attracts the wrong kind of customer who buys based on offers, not product merit.

This decreases repeat orders and causes high customer churn rates.

While discounts are great incentives, remember to focus on product benefits, stories and future pacing too.

3) Overly long emails

Imagine you start dating someone.

The first date goes great and you plan a second.

But suddenly you receive a paragraph from your date...

It's 5 paragraphs long, each with 4 long sentences about why they're so great.

This is essentially how most brands send welcome sequence emails.

Big, boring bands of text bragging about how great they are.

There's too much focus on them and too few benefits for the reader.

Spin this on its head.

Write about how the product benefits the reader using as few words as possible.

You want them to understand why they should choose you without being overwhelmed.

P.S. This applies to all emails.

You want to keep fluff to a minimum while optimizing copy that actively engages your reader.

Apply these 3 concepts and your copy will already outperform 90% of the emails written by agencies.

If you want a more welcome sequence tips drop me an email and I'll send them over.

Have a great week,

Copy "optimise your welcome flow" Maverick