Have you ever had a subscriber sign up, open a few emails, and then poof—they disappear like your favorite pair of socks in the dryer? (Seriously, where do they go?)
Well, let’s talk about how to stop that from happening.
In this post, I’m sharing how you can turn those shiny new subscribers into loyal superfans with a nurturing sequence that feels less like a sales pitch and more like a genuine connection.
Sound good? Let’s go!
Why nurturing subscribers matters
Okay, here’s the deal: getting someone to sign up for your email list is the easy part, but keeping them engaged is where the real connection happens. If you only reach out when you want to sell something, you risk losing their attention.
Here’s the good news: nurturing your subscribers can increase their lifetime value, build trust, and keep your open rates from tanking. According to Klaviyo’s latest email marketing benchmarks, welcome email open rates average 54.34%—way higher than your typical email campaign.
If you keep the momentum going with a thoughtful sequence, you’ll stay top of mind with subscribers who are genuinely excited to hear from you.
Building a subscriber-centric nurture sequence
Let’s break this down into bite-sized steps. I’ll use beauty brands as an example since they’re all about creating loyal customers who keep coming back for more (hello, skincare routines!).
Step 1: The welcome email series
First impressions matter. When someone joins your list, don’t just toss them a “thanks for signing up!” email and call it a day. Your welcome series sets the tone for your relationship.
Here’s what your series might look like:
Email 1: Warm hello + what’s next
Share your brand story, what makes you unique, and what your new subscribers can expect from being on your list. Keep it authentic—this isn’t the time for corporate jargon. Imagine saying, “Hey, welcome to the family! Here’s what’s in store for you…”
Email 2: Value-driven content
Share something helpful or exciting. For a beauty brand, this could mean a guide to building a nighttime skincare routine or tips for maximizing your products’ benefits.
Email 3: Subtle product introduction
Highlight a product with a story. Instead of “Buy this now,” try “Meet our bestseller that’s changing the skincare game.” Bonus points if you include customer reviews or testimonials.
Pro tip: Your welcome series doesn’t have to stop at 3–5 emails. With evergreen, engaging content, you can extend the series to create an ongoing journey for new subscribers. By doing this, you can exclude new subscribers from your regular Klaviyo campaign sends until they finish the welcome series, keeping their experience tailored and cohesive.
Step 2: Delivering value beyond the welcome series
After your welcome series, the goal is to keep your subscribers engaged without overwhelming them. Here are a few ideas:
- Exclusive content: Share how-tos, behind-the-scenes peeks, or expert tips. For example, “3 Secrets to Glowing Skin in Winter” could resonate with beauty lovers.
- Engagement opportunities: Run a poll asking subscribers to vote on your next product launch or share their favorite beauty hacks. People love feeling involved.
- Storytelling emails: Showcase how your products are made or the mission behind your brand. If you use sustainable ingredients, let your audience know!
Step 3: Rewarding loyalty
Subscribers stick around when they feel valued. Period. Reward their loyalty with perks like:
- Early access to new products
- Free samples with purchase
- Exclusive invites to virtual events (like a skincare masterclass!)
And don’t forget to call out their VIP status. A simple “Your support means the world to us—thank you for being a VIP in our community” goes a long way.
Step 4: Strategic product highlights
Let's be real: you want to sell your products, but there’s a right way to do it. Focus on:
- Storytelling over discounts: Share how your product solved a real problem. For instance, “How [Insert Product] Helped Me Conquer Winter Dry Skin.”
- Curated recommendations: Suggest products based on subscriber behavior. If someone bought a moisturizer, suggest a complementary serum.
My 4 recommendations for sustaining engagement
Here are a few best practices for keeping the love alive over time:
- Consistency is key: Whether you email weekly or bi-weekly, stick to a schedule.
- Personalization wins: Use segmentation to tailor content. For example, send skincare tips for dry skin to those who purchased hydrating products.
- Keep testing: A/B test your subject lines, images, and CTAs to see what resonates most.
- Stick to a re-engagement strategy: If someone hasn’t opened an email in a while, send a “We miss you” message with a gentle nudge.
Tools to simplify your strategy
Klaviyo makes nurturing sequences a breeze with features like:
- Automation: Set up flows triggered by sign-ups so you don’t have to send emails manually.
- Segmentation: Target subscribers based on behavior, purchase history, or preferences.
- Reporting: Track open rates, click rates, and revenue to see what’s working.
Measuring your success
Let’s talk numbers. These are the metrics to watch:
- Open rates: Is your content catching attention?
- Click rates: Are subscribers engaging with your CTAs?
- Conversion rates: Are your emails driving sales or other actions?
- Retention rate: Are subscribers staying on your list over time?
Pro tip: Benchmark your results against industry averages. According to Klaviyo’s latest email marketing benchmarks, brands see an average open rate of 52.04% on email flows.
You can also compare your current metrics against your own past performance to identify trends and measure improvements. If you’re seeing growth or surpassing benchmarks, give yourself a well-deserved pat on the back!
It’s a wrap!
There you have it—a simple, subscriber-first approach to nurturing your email list. Remember, it’s not just about the next sale; it’s about building relationships that last.
Focus on delivering value, being consistent, and making your subscribers feel like VIPs.
I’d love to hear how you’re nurturing your subscribers. Have a favorite strategy or tip?
Let’s chat in the comments—I’ll see you there!