Question · Email & retention
Should I fix my email pop-up or my welcome flow first?
Answered by Nathan Frater ·
The short answer
Fix the pop-up first. If it's converting at 1 or 2%, too few people are getting into your welcome flow for a redesign to make much difference. Keep testing the pop-up until it's converting at around 7 to 8%.
Opt-in rate sits upstream of everything. Low sign-ups mean weaker flows, weaker campaigns and less share of inbox. You can test a welcome flow as much as you want, but if your pop-up is converting at 1 or 2%, you’re polishing an email that hardly anyone receives.
Your open rates can look great and your email revenue can look okay. But if you’re capturing 80% fewer emails than your competitors, you’ve lost the inbox before you’ve written a single email.
So put the testing effort into the pop-up first, and keep going until it’s converting at about 7 to 8%. That one change puts more people into every flow and every campaign you send from then on.
Then go back to the welcome flow. Now there are enough people coming through it for the work to count.