Welcome flow teardown.

A welcome flow introduces your store to a new subscriber in the first few days after signup. It starts when someone joins your main list, sends a short run of emails covering your story, best sellers and first order incentive, and exits anyone who buys, so a new customer never sees an offer they have already used.

Trigger and filters.

Added to the main signup list or a segment of new subscribers. Use the list trigger rather than a form trigger so imports, popups and checkout opt ins all enter the same flow.

• Flow filter: has not placed an order since starting this flow
• Flow filter: is not already a customer, or split them into a separate thank you path
• Trigger filter: suppress anyone who joined through a competition if you run a separate flow for it
• Smart sending on, so a welcome never lands on top of a campaign sent the same day

Sequence and timing.

1. 1. Email one: welcome and incentive (Immediately)

   Confirm the signup, deliver the code or promise, and set the tone for the brand.

2. 2. Email two: brand story (1 day later)

   Say why the store exists and what makes the products different.

3. 3. Email three: best sellers (2 days later)

   Show the products most people buy first, using a catalogue block.

4. 4. Email four: proof and reviews (2 days later)

   Reduce doubt with customer words, delivery and returns information.

5. 5. Email five: incentive reminder (3 days later)

   Remind anyone who has not bought that the offer is about to lapse.

Branch logic.

• Conditional split on placed order: buyers leave the flow, non buyers continue
• Split on signup source so popup subscribers and checkout subscribers get different openings
• Split on engagement: if no email has been opened or clicked by step four, send one last email and then stop

Copy outline.

• Welcome

  Thank them, give the code in plain text and a button, state what to expect from you and how often.

• Story

  One short founder or brand paragraph, one image, a single link to the collection that fits the story.

• Best sellers

  Three to four products with one line each on who they suit, no discount shouting.

• Reminder

  A calm note that the code is still valid, plus delivery and returns reassurance.

What to watch.

• Revenue per recipient for each email, to find the step that earns its place
• Click through rate on email one, which signals whether the incentive is landing
• Unsubscribe rate, to see if the sequence is too long
• Share of subscribers who buy before the last email

Common mistakes.

• Sending the offer to people who already bought
• Making the first email slow because of a delay or a missing exit filter
• Five emails that all say the same thing in different words
• Never revisiting the flow after the catalogue or incentive changes

This is a starting structure, not a promise of results. Timing and offers depend on your product, your repurchase window and your list, so test and adjust.

Want this built and tested for you? See our klaviyo email marketing service or book a free audit.