Picture this: someone has just signed up for your email list on your e-commerce store—yay! They’re interested in what you’re offering, and they’re waiting to hear from you. But instead of hitting them with a generic “Thanks for subscribing” email, why not take the opportunity to build a genuine connection? The welcome series is your chance to make a killer first impression and turn that curious subscriber into a loyal customer.
Today, I’d like to touch on how to craft the perfect welcome series that not only engages new customers but keeps them coming back for more.
Why a Welcome Series is Non-Negotiable
The first few interactions with a new subscriber are critical. You’re setting the tone for your relationship, building trust, and introducing them to your brand’s vibe. It’s not just about welcoming them—it’s about nurturing a relationship.
The thing I like best? You can set it all up once and let automation do the rest!
Here’s why your welcome series is a game-changer:
- Higher open rates: People are most engaged when they first sign up. You should aim for anything above 40%, if that’s not what you are seeing after 300 sends then you need to test your subject lines. A great resource that I live by to see how my subject lines ranks and get suggestions is a free tool called subjectline.com.
- Builds trust early: You’re showing up in their inbox, offering value from the start by delivering the freebie you promised.
- Increases conversions: Subscribers who receive welcome emails tend to spend more.
Now, let’s talk about how to craft a welcome series that wows!
Below you’ll see an example of an 8-part welcome flow.
The lead magnet is a quiz and the
Conversion Rate for Email Sign-Ups = 43.21%
Conversion Rate of Orders from the Quiz Flow = 15.35%
These metrics demonstrate the impact of a thoughtfully designed welcome series in driving e-commerce success.
Example of an 8-part quiz-based welcome flow in Klaviyo
Email 1: The Warm Welcome
Timing: Send immediately after sign-up
Your first email sets the stage. This is where you introduce yourself, your brand, and what subscribers can expect from you. Keep it friendly, personal, and show appreciation for their interest.
Here’s what to include:
- A warm greeting: Welcome them and express excitement about having them on board.
- What to expect: Let them know what kind of content they’ll receive and how often. Set clear expectations.
- A small gift or offer: Let’s be honest people hardly give their emails without knowing they are getting something free in return, so make sure you deliver on what you promised. Freebies that tend to do well for e-commerce, include a discount or free guide/checklist related to your niche/product as a thank you for signing up. (People love a good deal!)
Pro Tip: Make it personal! Use their first name if possible and speak like you’re talking to a friend. Include a signature with your beautiful face on. People buy from people!
Email 2: Your Story & Brand Mission
Timing: 1-2 days after Email 1
Now that the initial hello is out of the way, it’s time to share a bit more about you. This email should introduce your brand’s mission and values—what makes you stand out? Why should they trust and connect with your brand?
Include:
- Your brand story: Share a quick, relatable backstory of how you started and why you do what you do.
- Your mission: What’s your “why”? Whether it’s about offering high-quality products, solving a problem, or supporting a cause, let them in on your purpose.
- Visuals: Don’t shy away from adding engaging visuals like behind-the-scenes photos or a video introducing yourself.
Pro Tip: Make it clear how your mission benefits your customers—what’s in it for them? Be careful to not sound too self-centered you need to always be thinking about your customers first so make sure you weave the story in a way that they keep reading. Don’t write a book, people will not scroll for 5 minutes!
Email 3: Social Proof & Testimonials
Timing: 2-3 days after Email 2
You’ve made your introduction, now it’s time to build trust. This email is where you show your credibility. Highlighting customer reviews, testimonials, or case studies helps reassure your subscribers that they’ve made the right choice in joining your list.
Here’s what to include:
- Customer testimonials: Share reviews or feedback from happy customers who’ve benefited from your products or services.
- Product recommendations: If appropriate, suggest a few top-selling or popular items based on customer feedback.
- A soft call-to-action: Invite them to explore your store or learn more about your top products.
Pro Tip: Include images of happy customers using your products to make it feel more real and relatable.
Email 4: Exclusive Offer or Next Steps
Timing: 2-3 days after Email 3
This is where you guide your new subscriber toward taking the next step—remind them that the free gift you gave them for signing up (discount code) will be expiring soon.
What to include:
- Exclusive offer: A limited-time discount, free shipping, or a gift with purchase. Make it clear that this offer is just for them.
- Urgency: Encourage them to act soon by using language like “limited-time offer” or “expires in 48 hours.”
- Clear CTA: Whether it’s shopping your site, following you on social media, or something else, make the next step super easy for them to take.
Pro Tip: Use urgency sparingly and genuinely—customers can spot fake deadlines from a mile away.
Email 5: Stay Connected & Keep the Conversation Going
Timing: 1 week after Email 4
Now that your welcome series is wrapping up, it’s time to invite your new subscribers to stay connected. This email should be about keeping the conversation going, whether it’s through your regular newsletters, social media, or other touchpoints.
What to include:
- Invitation to follow on social media: Encourage them to connect with you on Instagram, Facebook, or wherever you’re most active.
- Tease future content: Give them a sneak peek of what’s coming up in your emails (exclusive offers, new product launches, etc.).
- A heartfelt thank you: End on a positive note, thanking them again for joining your community.
Pro Tip: Make sure to keep the tone warm and personal throughout the series—it’s about building a relationship, not just a sale.
Final Thoughts On Crafting The Perfect Welcome Series
Your welcome series is more than just a “hello”—it’s a chance to show your new subscribers who you are, what you stand for, and why they should stick around. By providing value, building trust, and adding a personal touch, you’ll turn those casual sign-ups into loyal customers.
So, what are you waiting for? It’s time to set up that perfect welcome series and start building those connections!
And hey, if you’re ready to take the first step toward mastering Klaviyo and growing your e-commerce business, I’ve got something perfect for you: my FREE Quick-Start Checklist for High-Converting Pop-Ups & Welcome Flows.
It’s designed to help you set up the essential building blocks of email marketing in Klaviyo—so you can start capturing leads and turning them into loyal customers.
👉 Download the Quick-Start Checklist now and kickstart your email marketing journey with confidence!
Liezle 🦓
