CBD email welcome flows: how to craft the industry’s highest-converting emails

“320% increase in revenue from welcome emails???”

E-com companies can 2x their ROI with 4-6 emails. But only 39% of brands send a welcome email flow. I signed up for 100+ CBD companies’ welcome campaigns and came to the realization:

your CBD brand only has ONE chance to make a first impression in your new subscriber’s inbox.

You will most likely generate more sales from a new subscriber versus a long-time lister or a first-time visitor to your website. Capitalize on the momentum with automated emails welcoming them to your list.

Ask yourself, “what information are you sending your subscriber after they signed up for your email list?”

Messaging is Meaning. Meaning is Money

Engagement is at its highest during the welcome campaign. So craft meaningful experiences to convert your new subscriber into a brand advocate.

You have to know what to say to your new subscriber. Start with addressing their stage of awareness. Move them to the next stage of awareness with an email flow that anticipates their questions and differentiates your brand. Once you set up the triggered flows, watch the money pile grow as you bring your newbie up to speed.

Optimize your:

• Subject lines
• Preheader text
• Mircocopy
• Body copy
• CTA button
• Deliverability

Your email list is like building a universe. It is always thickening, expanding, growing, and tightening your online business. Your messaging has to align from your pop-up to your final email in your welcome campaign. Let’s start with how you are getting their email address.

How to find what to say to sell more CBD

Build your welcome email flow around your copywriting. The hardest part is determining what messaging will go in your welcome campaign. First, impressing your new subscriber with email 0 isn’t complicated. They are human so start by introducing your brand and highlighting your offer.

Avoid generic copywriting because you lose out on a golden opportunity to increase your ROI. From the data and your research, you should have a good idea of what to say.

Start with the rule of one to transform your new subscribers’ experience.

Define your one reader

Think about the problem that keeps them up at night. Write in your one reader’s inner dialogue to show them how your one offer solves that problem.

Set the tone. Exceed their expectations by letting them know what type of content they will get and how often they will get it. Humanize your brand by speaking to their:

• buyer’s journey
• behavior
• what they need from your CBD products

Make your new subscriber feel something, “speak to the heart and the mind will follow.”

Deliver on your promise with your CBD email welcome flows

Since you’re offering a discount, you are encouraging your subscriber to think about what you want them to buy. Cross-sell your most popular item or upsell a CBD product bundle you want to push.

A couple of your emails can focus on your brand’s story making an emotional connection with them since people don’t like to be sold to. Introduce them to who your brand is and what your products do. Empower every email with testimonials.

Be unique. Or you may increase the chances of your new subscribers hitting the dreaded unsubscribe button.

Add value to your CBD email welcome flows

Showcase the biggest benefit of your CBD product to show your subscriber the immediate and long-term impact of using it. Anticipate and address their objections. Present the 5-inch benefit and then the 5-mile benefit.

Provide a value by:

• Sharing your most viewed blog posts
• Cross-selling your other CBD products
• Upselling a bundle
• Limited-time offers

Your email welcome flow can sweeten your one offer with free shipping if the purchase is made within 30 days.

Back it up your CBD email welcome flows with social proof

Show your new subscriber what current customers are saying about your most liked products.

• Show off product ratings
• Use customer reviews
• Highlight a case study
• Highlight what big publications wrote about brands, products
• Use badges/cerftiications
• Your staff picks

How many emails do you send?

Your welcome series should be 4-6 emails with each email having a specific goal. That’s one goal for each email that adds up to the overall goal: sell more CBD.

Make your offer pop-up

In 2023, nobody is giving away their email address. Determine what you are offering in exchange for their email address. Create urgency with a limited-time offer:

• A discount
• Free shipping
• A free product
• Free merch

In the example below, this CBD company encourages its website visitors to “Spin to Win” with a pop-up.

Pop-ups are the most prevalent way to present your offer to the visitor, but many companies elect to collect the email address in other ways. At the time, this CBD company doesn’t have a pop-up or a footer section to collect the website visitor’s email address. The one reader has to register.

Promise your one reader something in exchange for their email address. That is e-commerce 101.

This CBD company offers 20% off the first purchase and the other offers $4.20 off in the footer of their homepage. Not necessarily in front of the visitor’s eyes.