The Welcome Flow Formula
STEP 04 — NURTURE
Build Email #2
Outcome: By the end of this step, you’ll have built the second email in your Welcome Flow — designed to build trust, deepen the subscriber’s connection with your brand and give them another reason to consider making their first purchase.
They’ve received their welcome offer, but they haven’t purchased yet. Now we have an opportunity to show them why your brand — and your products — are worth choosing.
This email isn’t about shouting the discount at them again. It’s about building desire, answering questions and giving them another reason to come back.
Watch Me Build It
Follow along as I build AERA’s second Welcome Flow email, using brand and product storytelling to nurture our new subscriber while keeping their welcome offer gently in the picture.
Build Your Welcome Offer
1. Choose Your Email #2 Angle
Decide what your subscriber most needs to see, understand or believe before they feel ready to purchase.
2. Write Your Subject Line + Preview Text
Give them a reason to open that doesn’t rely entirely on the welcome discount.
3. Build Trust in Your Brand
Tell them more about who you are, what makes your brand different and why that matters to your customer.
4. Showcase Your Products
Help them understand what to buy and why — through hero products, best sellers, product benefits, categories or another relevant pathway.
5. Add Trust Builders
Depending on the brand, this could include reviews, testimonials, press, guarantees, product credentials, FAQs or other proof that helps reduce hesitation.
6. Remind Them About Their Welcome Offer
Their offer is still available. Include a reminder without allowing the discount to become the entire purpose of the email.
7. Test Your Email
Check the copy, design, links, offer and customer journey on desktop and mobile.
The Details That Matter
Give this email a job.
Don’t throw your entire About page, product catalogue and FAQ section into one email. Think about what would genuinely help your customer move closer to purchasing.
Show, don’t just tell.
“Premium quality” doesn't mean much on its own. Demonstrate what makes your product or brand worth choosing.
Think about their objections.
What might be stopping them from purchasing? Email #2 is a great opportunity to quietly answer those questions.
Keep the offer present, not dominant.
There’s another email coming specifically to create urgency. This one has a different job.
Email #2 Inspiration
This section can eventually explore different directions depending on the business:
THE BRAND STORY
Why you exist and what makes you different.
THE BEST SELLERS
Help someone new quickly understand where to start.
THE PROBLEM + SOLUTION
Connect the customer's problem with how your product helps.
THE SOCIAL PROOF
Use reviews and customer experiences to build confidence.
THE EDUCATION
Help them understand something important about your product/category that makes buying easier.
Your Email #2 doesn't need to use all of these. Choose the angle that best helps your customer take their next step.
You’re done when…
✓ I've chosen a clear purpose for Email #2
✓ I've written my subject line and preview text
✓ I've given subscribers another reason to choose my brand
✓ I've included a useful pathway to my products/store
✓ I've considered the questions or objections that could be preventing a purchase
✓ My welcome offer is still easy to find
✓ My calls to action are clear
✓ I've checked desktop and mobile
✓ I've tested all links
✓ I've sent myself a test
✓ I'm ready to build Email #3
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.