Client
Industry:
Tea
Business Model:
Online publication
Location:
Number of Employees:
1-10
Services Used:
Date:
September 25, 2021
Context
Dan Bolton is focused on growing the Tea Biz blog and podcast, a resource offering premium content to tea professionals.
Goal
Dan wants to grow Tea Biz's email list to build trust, offer value, and entice people to purchase a Tea Biz subscription.
Approach
Steeped Content created ten automated emails in a Welcome Sequence for people who have just joined Tea Biz's email list.
- Each email in the Welcome Sequence aimed to build a connection between Tea Biz and new subscribers.
- Purpose of Email 1: Establish a personal connection and create excitement.
- Purpose of Email 2: Get people to follow Tea Biz on social media.
- Purpose of Email 3: Encourage people to subscribe to the Tea Biz podcast.
- Purpose of Email 4: Offer social proof by showcasing professionals in the tea industry who like and value Tea Biz.
- Purpose of Email 5: Entice people to engage with Tea Biz's best content.
- Purpose of Email 6: Position Tea Biz content as a valuable resource and introduce the Tea Price Report, a paid offering.
- Purpose of Email 7: Give subscribers a chance to get to know three noteworthy tea professionals featured on Tea Biz, and reference the Tea Price Report, a paid offering, as a resource.
- Purpose of Email 8: Offer a limited-time discount to entice people to purchase the Tea Price Report.
- Purpose of Email 9: Showcase the benefits of the Tea Price Report, and ask people to buy the offering.
- Purpose of Email 10: Remind people their discount is about to expire and encourage them to purchase the Tea Price Report.
Results
One Email Sample From The Sequence
61%
The open rate of this sample email in the welcome sequence.
165%
The open rate increase between this sample email and the typical open rate for the Tea Biz audience (23%).
"The welcome sequence Mackenzie developed exceeded my expectations. The sequence's average open rate (44%) was just about double the average open rate of the Tea Biz email list (23%). Her automated emails' strong performance had clear business value."
Dan Bolton
Editor and Producer, Tea Journey and Tea Biz
