The Welcome Flow Formula
STEP 06 — AUTOMATE
Set Up Your Flow Logic
Outcome: By the end of this step, your three emails will be connected into a working Klaviyo Welcome Flow with the right trigger, timing and filters — so the right people receive the right emails at the right time.
You've built all the pieces. Now we're going to make them work together.
This is where your Welcome Flow becomes an actual automation — welcoming new subscribers automatically and knowing when someone should stop receiving it because they've purchased.
Watch Me Build It
Follow along as I connect AERA’s three emails into a complete Welcome Flow, including the trigger, timing and filters that control the customer journey.
Build Your Automation
1. Set Your Flow Trigger
Connect the Klaviyo list receiving your new subscribers to your Welcome Flow.
2. Add Email #1
Set your first Welcome Email to send immediately after someone enters the flow.
3. Set the Timing for Email #2
Work backwards from your offer expiry to determine where your nurture email should sit.
4. Set the Timing for Email #3
Schedule your final email to arrive approximately 48 hours before the subscriber's offer expires.
5. Add Your Purchase Filters
Make sure someone who purchases doesn't continue receiving emails encouraging them to make their first purchase.
6. Review the Complete Customer Journey
Look at the flow from beginning to end and make sure the timing makes sense for the offer you've created.
7. Test Your Flow Logic
Confirm that subscribers enter correctly, emails are scheduled appropriately and purchasers leave the journey when they should.
The Details That Matter
Build your timing around your offer — not the other way around.
For AERA, we're demonstrating a 10-day offer:
Day 0 — Email #1
Deliver immediately.
Around Day 5 — Email #2
Nurture midway through the offer period.
Around Day 8 — Email #3
48-hour expiry reminder.
Day 10 — Offer expires
But 10 days isn't a rule.
A lower-cost, lower-consideration product may need less time. A higher-value purchase that requires more thought may need longer.
The Formula stays the same. The timing adapts to the customer.
And don't keep selling the first purchase to someone who's already made it.
Once they've converted, their customer journey has changed. That's where your post-purchase experience and wider email strategy should take over.
Your Welcome Flow at a Glance
SIGN UP
↓
EMAIL #1 — DELIVER
Immediately
↓
EMAIL #2 — NURTURE
Midway (excluded from send if they have purchased)
↓
EMAIL #3 — CONVERT
48 hours before expiry (excluded from send if they have purchased)
↓
OFFER EXPIRES
You’re done when…
✓ My Welcome Flow is triggered by the correct list
✓ Email #1 sends immediately
✓ Email #2 timing makes sense for my purchase cycle
✓ Email #3 sends approximately 48 hours before my offer expires
✓ My timing aligns with my coupon expiry
✓ I've added the appropriate purchase filters
✓ Purchasers stop receiving first-purchase messaging
✓ I've reviewed the complete customer journey
✓ I've tested my flow logic
✓ I'm ready to QA and launch
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.