Your welcome series is more than a greeting. It is your first impression and one of the highest-performing automations in e-commerce. With the right flow, you can engage new subscribers, build trust, and drive first-time purchases.
Structure of a High-Converting Welcome Flow
A well-crafted welcome series can turn new subscribers into loyal customers. Here’s a proven structure that blends brand storytelling with conversion strategy:
Email 1: “Thanks + What to Expect”
Send immediately after signup. Reinforce your brand’s value, explain what content they will receive, and include a clear call-to-action.
Email 2: “Brand Story + Social Proof”
Send one day later. Share your origin story, core values, and customer reviews to create an emotional connection.
Email 3: “Bestsellers or Personalized Picks”
Highlight top-selling products or personalize based on signup behavior. Use product blocks and smart recommendations.
Email 4: “Limited-Time Offer”
Create urgency with a discount, free shipping, or bundle offer. This email helps convert hesitant shoppers into paying customers.
Want a welcome flow that converts? As your Klaviyo Consultant, we’ll help you design, segment, and optimize your welcome series to turn first-time subscribers into loyal customers. Book your Klaviyo welcome flow audit today.
Frequently Asked Questions (FAQs)
Why is a welcome flow important in Klaviyo?
It sets the tone for your brand, builds trust early, and is one of the most profitable automations in e-commerce when done right.
How many emails should be in a welcome flow?
Most brands see success with 3 to 5 emails. Four is a great start to balance storytelling, education, and promotional nudges.
Can I add SMS to my welcome series?
Yes. Klaviyo supports SMS, allowing you to build flows with conditional splits for SMS subscribers and customize the timing accordingly.
Should I offer a discount in my welcome flow?
It depends on your strategy. Many brands include a one-time discount or free shipping offer to boost first-time conversions.
How do I personalize product suggestions in Email 3?
Use Klaviyo’s product recommendation blocks, synced with your store data, or segment based on browse behavior and purchase history.
