Em, what's the function of a welcome sequence?

Lately, I've been wondering…

About what, you might ask?

Well, it's gonna seem stupid when I tell you, but hear me out.

Em, do Ecom brands know what, uh… the function of a welcome sequence is?

It's a stupid question, I know. But stick with me for a minute and it'll make sense to you.

You see, I started thinking about this when I broke down the ads and emails for an ecom brand in the supplements niche and sent it to their CMO.

And one of the things I pointed out was that the Welcome Email was causing Email Fatigue.

Now, that's a term I just made up so if you ever use it, always give credit to whom it is due (ya definitely know what I mean 😏)

Now, Email Fatigue is a unique type of confusion that occurs when your ad, email, or VSL is asking too much of a reader.

…Click this link, enter your details to receive more updates from us, sign up for text updates, check out our collection here, read our founders story here, our mission statement here….

Like it's just soooooo confusing.

And this potential customer is left wondering, what exactly do I do first?

Suddenly, something else catches their attention and then poof… they're gone for good.

And isn't it surprising that this brand (which shall remain unnamed) is losing lots of potential customers, probably to a competitor because they have the World's most confusing welcome email?

Like… why pack 7 emails worth of work into one?

Anyway, I'm pressed for time so I'd stop here.

Tomorrow, I'll tell you the story of how an Old time A-List copywriter discovered that allowing customers to make more decisions means less sales for a company and how that applies to Ecom brands today.

JAI