If there’s one email flow every eCommerce brand must get right, it’s the welcome series.

Why? Because this is the moment your customer is most engaged, most curious, and most likely to buy. And yet… it’s also one of the most rushed, under-optimised flows I see when auditing accounts in Klaviyo.

So, I’m sharing my go-to welcome series framework — the exact approach I use for Shopify brands who want stronger conversions without sounding desperate or discount-heavy.

Just imagine it now… subscribers joining your list and actually buying within days. 💫

Step 1: The Sign-Up Form That Does the Heavy Lifting

Your welcome flow can only convert if your sign-up form is doing its job first.

Here’s what I recommend (and what I see working consistently):

✓ Popup timing that respects the shopper

• Trigger the popup after 30 seconds
• If they close it, show a teaser reminder instead of disappearing forever

This keeps your brand present without feeling pushy.

✓ Keep step one friction-free

First name + email only
That’s it. No overwhelm. No over-asking.

You can always collect more later — once trust is built.

✓ Optional second step (only if you’ll actually use it)

• SMS opt-in
• Birthday capture

If you’re not planning to use this data strategically, skip it. Clarity always converts better than clutter.

✓ A strong success step (this part matters)

Your success message should:

• Prompt them to check their email immediately
• Use Klaviyo’s Go To Inbox button

• Create urgency:
  “Your welcome offer is waiting — but it won’t last long.”

This step is where anticipation turns into action.

Step 2: An Offer They Can’t Ignore (But Your Margins Can Handle)

Let’s be clear: the goal isn’t to give away profit.

The goal is to create a no-brainer first purchase.

Before choosing your welcome offer, ask:

• Can my margins support this?
• Does this incentivise buying now, not “later”?
• Does it align with my brand positioning?

When done right, a welcome offer feels generous and strategic.

Step 3: The Welcome Email Flow Structure That Converts

Now for the emails themselves. This is where I see the biggest missed opportunities.

Email 1: Lead with the offer

This email should be:

• Very offer-forward
• Clear about what they get
• Easy to shop

Include:

• Your welcome discount
• A short brand intro (keep it light)
• Direct links to shop bestsellers or hero collections

This email does the heavy lifting.

Email 2: Build the brand connection

Now that attention is captured, this is your moment to:

• Tell your story
• Highlight what makes your products different
• Build trust through quality, values, or social proof

This email deepens confidence — especially for considered buyers.

Email 3: Create urgency (without panic)

Theme:
“Don’t miss out — your welcome offer expires soon.”

Remind them:

• What they’re getting
• When it expires
• Why now is the best time to buy

Urgency works when it feels calm and confident, not frantic.

Step 4: The Filters That Protect Your Customer Experience

This is non-negotiable.

Make sure:

• Email 2 and 3 only send if the subscriber hasn’t ordered
• Once someone purchases, they exit the welcome flow immediately

Nothing kills trust faster than receiving “Still thinking?” emails after checkout.

Final Thoughts: Simple, Strategic, Effective

A high-converting welcome series doesn’t need to be complicated.

It just needs to be:

• Thoughtfully timed
• Strategically structured
• Built around how real people make buying decisions

And when done right? It becomes one of the most reliable revenue drivers in your entire email ecosystem.

Want Help Setting This Up Properly?

If you’re not sure whether your welcome flow is actually working — or you want expert eyes on your setup — my Klaviyo Success Blueprint spots are now open for late January.