What is Welcome flow?
A welcome flow is an automated series of emails sent to a new subscriber, introducing the brand and guiding them to a first purchase.
It is usually the highest-engagement email a new subscriber will ever get, because they just asked to hear from you.
A good welcome flow says who you are, shows your best products or story, answers common doubts, and makes a first-order offer where it fits the brand. Three to five emails over a week or two is a common range, tuned by testing.
A worked example.
A fashion label's new subscriber gets the welcome email at once, the brand story the next day, best sellers on day three and a reminder of the first-order code on day seven. Someone who buys on day two leaves the flow and enters post-purchase instead.
Common mistakes.
- Opening with a discount before the brand has said anything
- One email only
- No exit once the person has bought
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