The Welcome Flow Formula
STEP 01 — CAPTURE
Capture the Right Leads
Outcome: By the end of this step, you’ll have a live, tested Klaviyo sign-up form collecting the right customer information and feeding subscribers into the correct list.
Your Welcome Flow can only work if people are entering it in the first place. In this step, we’ll build the sign-up experience that captures new leads, gives them a compelling reason to subscribe, and sets up the data you’ll use throughout your wider Klaviyo strategy.
Watch Me Build It
Follow along as I build AERA’s sign-up form from scratch — including the offer, form fields, optional second step, success message, teaser and final testing.
Build Your Sign-Up Form
1. Decide on your offer
Explain the incentive options and that they need to give people a reason to subscribe.
2. Create Step 1 of the form
First name + email.
3. Add an optional Step 2
Phone number + birthday/birth month.
4. Create the success message
Send them to their inbox. Don’t reveal the code here.
5. Set up the teaser
Make sure it can be closed and doesn’t block important actions.
6. Choose the correct list
Make sure subscribers are flowing into the right Klaviyo list.
7. Test the full experience
Submit a test lead and check the profile, fields and list membership in Klaviyo.
The Details That Matter
• Give people a genuine reason to subscribe.
• Collect first name if you want personalisation later.
• Collect mobile and birthday data while you have the opportunity, but keep that second step optional.
• Don’t show the offer code on the success message — encourage that first email open.
• Always test the teaser on mobile.
• Check that it isn’t sitting over Add to Cart, navigation or other important actions.
• Keep another permanent sign-up point on your site, such as the footer or homepage.
Sign-Up Form Inspiration
15% Off
Good for brands where a percentage discount feels meaningful and easy to understand.
$20 Off
Useful when a fixed dollar value feels more tangible.
Free Shipping
Can work well where shipping is a known objection.
Free Gift With Purchase
Useful for brands wanting to protect margin while adding perceived value.
Digital Download
Good when you want to grow your list without leading with a discount.
You’re done when…
✓ I’ve chosen my sign-up offer
✓ My form collects first name and email
✓ My optional second step is configured, if I’m using one
✓ My success message directs subscribers to their inbox
✓ My offer code isn’t displayed on the success screen
✓ My teaser has been checked on desktop and mobile
✓ My form doesn’t block important website actions
✓ Subscribers are entering the correct Klaviyo list
✓ I’ve submitted a test signup
✓ My test profile and captured data appear correctly in Klaviyo
WANT TO TAKE IT FURTHER? — OPTIONAL
Bonus: Grow Your List with Meta Lead Generation
Your Klaviyo sign-up form isn't the only way to bring new people into your Welcome Flow. If you're using Meta advertising, you can also use paid traffic to actively grow your list.
Using Meta To Grow Your List
Two ways this can work
1. Meta Ad → Website → Klaviyo Sign-Up Form
Your Meta ad sends someone directly to your website, where they can browse your products and encounter the Klaviyo sign-up form you've just created.
If they subscribe, they'll be added to your chosen Klaviyo list and enter your Welcome Flow in exactly the same way as any other website visitor.
Meta Ad → Website → Sign-Up Form → Klaviyo List → Welcome Flow
The benefit of this approach is that you're also bringing potential customers onto your website, where they can explore your brand and products — and potentially purchase without signing up at all.
2. Meta Lead Ad → Klaviyo → Welcome Flow
Meta Lead Ads allow someone to submit their details directly within Facebook or Instagram, without needing to visit your website first.
Through Klaviyo's Meta integration, you can connect a Meta lead form to a Klaviyo list so those new leads are automatically added to Klaviyo.
Meta Lead Ad → Klaviyo List → Welcome Flow
If you map your Meta lead form to the same list you're using for your website sign-up form, those subscribers can enter the same Welcome Flow you've built throughout this Formula.
Alternatively, if you're running a campaign with a different offer or purpose, you may want those leads to enter a separate list and receive a different flow.
The important thing is to be intentional about where those leads are going and what happens next.
Before You Send Traffic...
If you're collecting leads through Meta, test the complete journey before spending money sending people through it.
Check that:
• Your Meta and Klaviyo accounts are connected
• The correct Meta lead form is connected to Klaviyo
• Leads are being added to the correct Klaviyo list
• That list triggers the Welcome Flow you want them to receive
• You've submitted a test lead through the Meta form
• Your test profile appears correctly in Klaviyo
• The information you collected has populated correctly on the profile
• Your test profile enters the correct Welcome Flow
• Welcome Email #1 arrives as expected
Don't assume it's working just because everything looks connected. Submit a test lead and follow the same journey your customer will.
The Details That Matter
If you're using the same Welcome Flow for both your website sign-ups and Meta leads, make sure the offer and messaging still make sense for both audiences.
For example, if your website pop-up promises 15% off your first order, but your Meta Lead Ad promises something completely different, dropping both audiences into an email that immediately says “Here's your 15% off!” could create a confusing experience.
Sometimes one list and one Welcome Flow will work beautifully. Sometimes a different campaign needs its own journey.
Follow the customer experience from beginning to end and make sure what they receive feels like a natural continuation of what they signed up for.
A QUICK NOTE: This isn't a lesson in how to create, target or optimise Meta advertising — that's a whole other area of expertise! The focus here is on the Klaviyo side of the customer journey: making sure the leads you generate through Meta are reaching the right place in Klaviyo and receiving the right email experience once they get there.