Why a simple thank you email fails to retain subscribers

Acquiring Customers Is Hard. Losing Them Is Easy. Most businesses—whether eCommerce or SaaS—spend a fortune on ads, influencers, and outreach to get new customers.  But what happens after the first sale or sign-up?  For many, the answer is… nothing. And that’s why they struggle with retention.  Retention isn’t just about keeping customers—it’s about keeping them engaged, happy, and spending more over time. After 20 years in marketing, I’ve seen what works.  For Product-Based Businesses (eCommerce, DTC, Retail) 🔹 Personalized Post-Purchase Sequences – A simple “thank you” email isn’t enough. Instead:   ✅ Follow up with product care tips, how-tos, and customer stories.   ✅ Offer exclusive discounts or early access to new products.   ✅ Gather feedback to show customers their opinions matter.  🔹 Loyalty & Rewards Programs – Customers love to feel appreciated. The best programs:   ✅ Offer points not just for purchases, but also for referrals, reviews, and social shares.   ✅ Provide VIP perks—early access, limited-edition drops, or surprise gifts.   ✅ Focus on emotional loyalty, not just transactional rewards.  🔹 Subscription & Replenishment Offers – Make repeat purchases effortless.   ✅ Automate reminders for products they may be running low on.   ✅ Offer a subscribe-and-save model for recurring purchases.   ✅ Create exclusive subscriber-only benefits.  For SaaS Companies:  🔹 Onboarding That Reduces Drop-off – First impressions make or break retention.   ✅ Guide new users with interactive tutorials and milestone-based check-ins.   ✅ Provide immediate value—don’t overwhelm them with features they don’t need yet.   ✅ Use behavioral emails and in-app nudges to keep engagement high.  🔹 Community & Education – People stay when they feel invested.   ✅ Build an engaged user community (private groups, webinars, AMAs).   ✅ Offer ongoing education (courses, use cases, best practices).   ✅ Showcase real customer success stories to inspire further usage.  🔹 Proactive Customer Support – Don’t wait for churn to happen.   ✅ Identify users at risk (e.g., those who haven’t logged in for weeks).   ✅ Send personalized re-engagement campaigns before they cancel.   ✅ Provide live chat or dedicated support for power users.  Retention isn’t a one-time effort—it’s a strategy.  If your business is struggling with repeat purchases or high churn, it’s not just about your product. It’s about how you engage your customers after the sale.  How is your retention strategy working right now?  #digitalmarketing #technology #management #entreprenuership #marketing

I subscribed to 10 luxury hotel newsletters, each charging +$1000 / night. The results were cold. Not a single one sent a proper welcome sequence. These are brands you'd expect to deeply understand hospitality. After the first "thanks for signing up" email, there was nothing. This is a missed opportunity, especially considering that hotels that nurture guests via email see ~45% more direct bookings and ~80% increase in return rates (Revinate, 2024). This isn't just a marketing problem; it's a huge breakdown in the customer journey. A lack of a welcome sequence means you're missing a critical opp to build a relationship from the very first interaction. You can solve this by designing a strategic, multi-step email sequence that makes guests feel valued and excited about your brand, even before they book their stay. 3 Steps to a Winning Customer Sequence- Warm Welcome: Your first email should go past a simple "thanks." Immediately introduce your brand's unique story and what makes it special. Use this opportunity to set the tone and make a strong personal first impression. Real Value: The next emails should provide real value. This could be a local's guide to the area, a peek into the unique amenities of your hotel, or an intro to the experiences guests can expect. This builds a connection and trust, making your brand feel less like a transaction and more like a trusted partner in their travel plans. Personal Journey: Make the emails feel tailored. Instead of a generic blast, customize your list based on interests or previous stays. This level of personalization shows guests you see them as individuals, not just another name on a list. There's no reason why we can't cure the online customer journey experience in travel newsletters and messaging. How was your last experience with a newsletter from a hotel? #luxurytravel #luxurytraveladvisor

You just spent six figures on acquisition this quarter. Your welcome email is probably your best-performing email. What if I told you it’s actually your biggest source of lost revenue? Brand spend on ads, SEO, creatives, affiliates - whatever it takes to get people through the door. But if your welcome flow converts at 5 to 10%, you’re pouring water into a leaky bucket. I’ve audited hundreds of email programs over the last few years... In 90% of the cases, the welcome flow drives the most revenue. And in almost every case, it’s where the brands lose the most money. Why? Because even if it outperforms other flows, it still fails to convert 80%+ of signups. Let’s put that in perspective: If you spend $500K/year on acquisition and your welcome flow recovers just 5% more, that’s $300K annually ($25k month) in pure additional profit. Not bad? Thought so. And yet, most brands: ❌ Send a generic "Thanks for signing up!" email ❌ Offer a weak, one-time discount and hope for the best ❌ Stop engaging before trust is built And then they wonder why their email revenue is so low. Here’s how to fix your welcome flow today: ✅ Own the conversation. The first 24 hours are your best shot to build trust. Use storytelling, urgency, and objections to keep them engaged.  ✅ Send a second email. Use the surprise, connect, delight framework, which means you follow up with a plain text from the team 1 hour after they receive the main welcome flow. ✅ Keep testing. 80% of conversions are on day 0, 15% on the first 14 days, and then 5% by day 30. The more initiative you take, the higher your chances to convert. ✅ Stack irresistible offers, and no, this doesn't (only) mean discounts. Pair it with a reason to act now that complements the purchase, including post-purchase incentives (e.g., unlock a $, GWP, or access with your purchase). ✅ Extend the sequence. Most welcome flows are 3-5 emails, which is a recipe for losing money. To maximize conversions, try 7-10 emails over the first 14 days. If your welcome flow isn’t converting 20%+ of signups into customers, you’re missing out. We tested this with a DTC brand doing $24M+/year. A few tweaks to their welcome flow added $582K in extra revenue in 6 months. There was no extra ad spend - just better execution. If you’re serious about turning more signups into sales, you should fix this now. And that's a wrap, comment below your favourite welcome tactics!

The best welcome emails don’t sell. They set the stage. When someone joins your newsletter, they’re engaged. The biggest mistake you can make is sending a vague “Thanks for subscribing!” and hoping they stick around. Or worse…sending nothing at all. You can use that moment to start building a real connection. Here’s the framework I use for welcome emails: You can deliver it all in one email, or spread it out across a short sequence. 𝗣𝗮𝗿𝘁 𝟭: 𝗧𝗵𝗲 𝗶𝗻𝘁𝗿𝗼 Set expectations. → Who you are → What kind of emails they’ll get → How often you’ll show up → Bonus: give them a quick-win resource as a thank you 𝗣𝗮𝗿𝘁 𝟮: 𝗧𝗵𝗲 𝘀𝘁𝗼𝗿𝘆 This is where connection starts. Why do you do what you do? What brought you here? What do you believe in? 𝗣𝗮𝗿𝘁 𝟯: 𝗧𝗵𝗲 𝗰𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗯𝘂𝗶𝗹𝗱𝗲𝗿 A client story. Overview of your results. Some testimonials perhaps. This is where people start thinking: “Hmm, maybe they can help me too.” 𝗣𝗮𝗿𝘁 𝟰: 𝗧𝗵𝗲 𝗶𝗻𝘃𝗶𝘁𝗲 End with a clear next step - book a call, opt in to a free course or reply to the email. Whatever makes sense for where they are. The goal isn’t to sell. It’s to move someone from curious to engaged without pressure. If your welcome sequence is just ticking a box, it’s probably costing you leads (and in the long run, subscribers too). Need a hand writing one that actually works? I’m writing these every week - drop me a message if you want to chat.

“We already have a post-purchase flow set up.” Oh great, so you’ve got a one-size-fits-all post purchase customer journey… That sends 4 emails in the first 7 days... Then ghosts your customer forever? That’s not a post-purchase strategy. That’s a polite thank you followed by radio silence. Meanwhile: → Your customers are wondering how to actually use the product → Your subscribers are cancelling because they’ve got “too much” → Your LTV is flatlining and you’re blaming ad performance Here’s the truth: A post-purchase journey isn’t a checkbox. It’s your biggest opportunity to drive retention, upsell, and build loyalty. The best brands treat it like a second welcome flow. Segmented by product, tailored to intent, And evolving past the first week. Because the sale isn’t the end. It’s just the beginning. Still happy with those 4 emails?

Most email lists die in the first 7 days. Here's why ⤵️ → They’re left out in the cold. Most newsletter signups experience this: 1) They download your freebie 2) Gets a basic "thank you" email 3) Then silence until your next newsletter No wonder subscribers go cold. Those first 7 days? They're EVERYTHING. Here's what I do instead: (if you want to sell products through your list) Build a 4-7 email welcome sequence that: - Delivers your lead magnet - Shares your best content - Asks engaging questions - Tracks their interests You have someone’s full attention after they’ve just signed up to your list. Don't waste that window of opportunity. And the best part? Set it up once, it works forever.