I am often asked, “How can our brand stay relevant in overseas markets?” When I suggest, “Have you considered email marketing?” I often get a puzzled look and the response, “Does that actually work?” While Meta and TikTok are the popular kids on the block, email marketing is often forgotten as an option for Korean brands like the underdog in the room. However, the surprising truth is that email marketing remains one of the most powerful tools for driving business results. Global giants like Amazon and Netflix actively use email to communicate with their international users. In this article, we will explore the advantages of international email marketing and how to structure the first emails sent to your subscribers.
We are seeing more and more small and medium-sized brands in Korea experiencing explosive growth. Why? It’s thanks to the synergy between differentiated branding and the consumers who support it. The first step in building this relationship is email marketing. As of 2023, email marketing boasts a high ROI, known to generate $36 in revenue for every $1 invested. The initial setup costs are also lower compared to paid advertising, making it an attractive marketing tool for smaller businesses. Above all, because the emails a brand sends play a pivotal role in forming profound relationships with customers, their importance in international marketing strategies cannot be overstated. So, how should our brands deliver messages to unfamiliar international customers?
We often hear about the importance of first impressions in our daily lives. How should you write a welcome email to someone who has kindly subscribed to your newsletter because they are interested in your brand? Is a single email enough to appeal to a subscriber? Solving these questions is precisely what a Welcome Email Flow is for. An email flow is a series of automated messages sent to subscribers or customers based on specific triggers or actions. A welcome flow typically sends an average of 4–6 emails in sequence, triggered by the action of [subscribing to the email newsletter].
According to Klaviyo, a global email marketing platform, welcome flow emails typically achieve 4 times higher click-through rates and 23 times higher conversion rates than standard promotional emails (you can see just how powerful that first impression is!). An effective welcome flow is essential for setting the tone of your first impression and building a long-term relationship with customers. This process strengthens brand perception and is a crucial step in driving initial engagement. Each email should align with the customer's interests and needs, leading to increased loyalty and long-term revenue growth.
Before you start drafting your email flow, here are some details to consider:
Have you considered the details above? If so, let’s dive into the practical side and take a closer look at key metrics and action items.
You can track the performance of your welcome flow emails by monitoring these key metrics:
To improve your key performance metrics, your emails must be engaging. While there are many ways to boost appeal, I will introduce some simple and easy-to-apply methods. Use these strategies to evolve your brand's welcome flow.
1. Compelling Subject Lines:Your subject line plays a critical role in getting your email opened. 47% of recipients decide whether to open an email based on the subject line alone. Try brainstorming fun and engaging subject lines.
2. On-Brand Email Content:Effective content should clearly answer the subscriber's question: “What are you offering me as a new customer?”
3. Striking Visual Elements:
Email design depends on your goals. If you want to showcase products and offer readers various choices, an image-centric design featuring high-quality product photography is essential. Consider adding video elements to your emails as well; Google reports that over half of shoppers find online videos helpful when deciding on a brand or product purchase.
4. Compelling CTA:
An effective welcome email must clearly indicate the next step. This action doesn't necessarily have to be a purchase (though that is the ultimate goal). The CTA within the email can encourage specific actions, such as taking a quiz, browsing products, or participating in a survey. Make sure your CTA is prominently displayed.
5. Timing:
Email flows allow for automated delivery at the optimal time. Typically, the first email should be set to arrive immediately after subscription. Afterward, based on user behavior, you should aim to maintain interest by sending follow-up emails at 2–7 day intervals to those who haven't opened the initial email or are hesitant to make a purchase.
Let’s take a look at some excellent examples of welcome email flows. We will examine real-world brand strategies that have successfully built customer relationships and driven sales.
1. Away: Luggage Brand
Email Subject: We’re Away. Let’s meet up.
Away’s welcome email prioritizes its brand story. Following the brand philosophy, it showcases user reviews, product testing information, and key product strengths (such as wheel USP and design) to the user.
The key elements of this email are as follows:
2. Amore Global Mall: Beauty Brand
Email Subject: Welcome! Claim Your 10% Discount
The welcome email from Amore Global Mall leads with its benefits. Given the competitive landscape and the fact that many international customers may not yet be familiar with K-beauty, the brand highlights an immediately usable welcome coupon first, followed by an introduction to the Amore Group. For those who do not make a purchase after the first email, follow-up emails are sent. One of these is designed actively to nudge the customer toward their first purchase by featuring a real-time countdown of the coupon's expiration date.
The key elements of this email are as follows:
You can find more details about our marketing operations for the Amorepacific global mall in our Disrupt case study.
Email marketing remains an essential tool for brands in 2024. However, marketers continue to face challenges such as determining the best days and frequency for sending emails, crafting compelling subject lines and body copy, conducting effective A/B testing, and understanding user interests. Email marketing is a field where attention to detail and expertise truly shine. As a global marketing agency, Disrupt can support your brand's growth as a partner with exceptional expertise in digital marketing, including email. We provide comprehensive services that include strategic audience segmentation, effective flow construction, rich content delivery, and performance analysis and optimization.
Why not leverage email marketing to get ahead of your brand's international competitors? From Shopify web development to efficient email subscriber management, join forces with Disrupt to expand your global reach.
*Disrupt is an official service provider for the Export Voucher and Innovation Voucher programs.
Account Executive
