The Welcome Flow Formula
STEP 05 — CONVERT
Build Email #3
Outcome: By the end of this step, you’ll have built the final email in your Welcome Flow — using genuine urgency around your expiring welcome offer to encourage subscribers who haven’t purchased to take action.
Your subscriber has met your brand, explored what you offer and had time to consider their purchase.
Now their welcome offer is coming to an end.
This is where we can turn up the urgency — without turning into a shouty countdown-timer nightmare. 😉
Watch Me Build It
Follow along as I build AERA’s final Welcome Flow email, reminding subscribers that their unique welcome offer is about to expire and giving them one final reason to shop.
Build Your Welcome Offer
1. Lead With the Deadline
Make it immediately clear that their welcome offer is ending soon.
2. Write Your Subject Line + Preview Text
Use genuine urgency to give subscribers a reason to open now rather than leaving the email for later.
3. Bring Back the Offer
Remind them exactly what they have available and when it expires.
4. Give Them a Final Reason to Buy
Reinforce the strongest reason someone should choose your brand/product.
5. Make Shopping Easy
Give them clear pathways back to the most useful places on your site.
6. Keep the Message Focused
This isn't the moment to introduce five new ideas. Deadline, value, action.
7. Test Everything
Confirm the offer, expiry messaging, links and email experience all work as expected.
The Details That Matter
Only create urgency when it's real.
If you say their offer expires, it needs to expire.
Be specific.
“Your offer ends soon” is weaker than giving someone a clear understanding of when it's ending.
Don't manufacture panic.
Urgency and pressure aren't the same thing.
Keep the next step ridiculously obvious.
Someone who is ready to buy shouldn't have to work out where to click.
Email #3 Framework
DEADLINE / URGENCY
↓
WELCOME OFFER
↓
PRIMARY CTA
↓
FINAL VALUE / PRODUCT REMINDER
↓
TRUST BUILDER
↓
FINAL CTA
Again: a framework, not a rigid template.
You’re done when…
✓ My subject line communicates urgency
✓ My offer expiry is clear
✓ The urgency I'm using is genuine
✓ My unique coupon displays correctly
✓ I've given subscribers a clear reason to act
✓ My primary CTA is obvious
✓ I've checked desktop and mobile
✓ I've tested all links
✓ I've sent myself a test
✓ All three Welcome Flow emails are now built 🎉
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.