This document discusses increasing customer engagement through a welcome email series. It outlines how Zazzle analyzed customer data to identify key segments and then tested welcome emails tailored to each segment. The initial welcome email did not work well but refining the approach to send targeted, multi-part emails respecting a customer's entry point led to positive results, including increased revenue, orders, product creation, and seller stores. The key is using data to understand customers, testing hypotheses, applying learnings quickly, and continuously optimizing based on additional testing.

1. Increase Engagement
with a Welcome Series
`
Patrick Briggs

2. Why a Welcome Series Matters
• Drives repeat purchases and greater LTV
• Paces customer engagement and
onboarding process
• Communicates brand story and offering
breadth

3. Zazzle’s Problem
Infinite Choice = Infinite Confusion
• 20+ BILLION individual items
to shop
• 100+ product lines to
customize and purchase
• Community of 300,000+
Sellers to join

4. Our Challenge
Repeat
Customer
“I’m so proud of you!
I just signed up for your
email…now what?”
- Mom
Turn interested and first customers into repeat customers without 15
minute calls to my cellphone

5. 1st Step: Data Collection
Key questions
– Who were our best
customers? Looked at HV/
LTV customers.
– What traits did they exhibit?
– How did they become HV
customers?

6. Four Key Segments Emerged
• No Order (0)
Signs up for Zazzle without placing an order.
• Shoppers ($)
Finds a product in our marketplace. Limited understanding of
Zazzle tools.
• Creators/Customizers ($$)
Designs products on Zazzle with personal photos and text.
Moderate understanding of Zazzle tools.
• Sellers ($$$)
Creates products to sell in Zazzle’s marketplace. Advanced
understanding of Zazzle’s complete toolset and product offering.

7. 2nd Step: Hypothesize & Test
Our if/then hypothesis: Sellers
$$$
“If we can convert shoppers to Creators
creators and creators to sellers
Shoppers
then we will drive better
retention rates” No Order
$
Test, test, test! Barriers to Entry

8. One Welcome Email = “Picard
Maneuver”
Didn’t Work. Why?
– Overwhelming, tried to tell the
entire company story…
– No single call to action
– Not relevant to customer’s
actions on the website
– Didn’t engage with personality
or story

9. 3rd Step:
Be Nimble and Apply Learnings
Revised our attack: “Tailor messaging to respect the
customer’s first engagement point and type.”
No Order Shoppers Creators
Day 1: Day 1: Day 1:
Welcome Email Welcome Email Welcome Email
Day 2: Day 3: Day 3:
Shop Email Create Email Sell Email
Day 3: Day 5: Day 5:
Create Email Sell Email Shop Email
Day 6:
Sell Email

10. Welcome Series - Part One
• Simple, high energy,
welcoming message
• Sets customer expectations
for emails
• Clear, simple call to action

11. Welcome Series - Part Two
• Drives customer to search
(find content for anyone)
• No excess words.
Communicates breadth with
simple imagery
• Repeated, simple call to action

12. Welcome Series - Part Three
• Emotional example of product
use
• 1,2,3 messaging conveys ease
of product creation
• Customer testimonial
promotes trust

13. Welcome Series - Part Four
• Imagery and testimonial
convey ease and opportunity
• Engaging copy drives click
through
• Multiple calls to action

14. 4th Step: Continue Testing
• We don’t have all the right
answers the first or even
second time
• We’re still testing and
optimizing
• We expect the total process
to take 4-6 months

15. How Did It Go?
22% Increase in
revenue
3% Increase in
AOS
46% 514% Increase in
Seller stores
Increase in
products
Increase in
17%
created
orders

16. Summary
• Use data to discover core
customer traits
• Hypothesize strategies to
move them into the
engagement funnel
• Be nimble, apply early
learnings and optimize
• Continue to test and
optimize