The Welcome Flow Formula
STEP 07 — LAUNCH
Test, Launch + Optimise
Outcome: By the end of this step, you'll have tested your complete Welcome Flow, switched it live and know which results to monitor so you can keep improving it over time.
You've built your sign-up form. Created your offer. Written your three emails. Connected the automation.
Now we make absolutely sure it all works — and then we hit GO. 🚀
Watch Me Do It
Follow along as I test AERA's complete customer journey from sign-up through to offer delivery, email automation and checkout before switching the Welcome Flow live.
Get Ready to Launch
1. Test Your Sign-Up Form
Submit the form exactly as a real customer would and check the complete experience on desktop and mobile.
2. Check Your Klaviyo Profile
Confirm your test subscriber entered the correct list and all expected profile data was captured.
3. Test All Three Emails
Check content, personalisation, coupon codes, imagery, links and display.
4. Test Your Offer at Checkout
Make sure your unique coupon applies correctly — including any rules, exclusions, minimum spend and expiry conditions.
5. Test the Customer Journey
Follow the journey from beginning to end rather than testing each component in isolation.
6. Switch Your Welcome Flow Live
Once you're confident everything is working correctly, take your emails out of draft/manual mode and launch.
7. Give It Time + Review the Results
Let your Welcome Flow collect enough data before making changes, then use the results to identify opportunities to improve.
The Details That Matter
Test like a customer, not like the person who built it.
Go to your website. Trigger the form. Sign up. Open the email on your phone. Click the CTA. Add something to cart. Enter the coupon.
Actually experience what you've created.
Check the boring stuff.
Broken links, typos, incorrect prices, weird mobile spacing and expired coupons can undo an otherwise beautiful email very quickly.
Don't optimise based on five people.
Give your Welcome Flow enough volume to produce useful data before deciding something “isn't working”.
Look beyond open rates.
An email can have a fantastic open rate and generate very little revenue. Ultimately, we're building an eCommerce Welcome Flow — we want subscribers to become customers.
What Should You Measure?
Sign-up form
• Form view → submission rate
• Step completion
• Mobile vs desktop performance
Emails
• Delivery
• Opens
• Clicks
• Placed order/conversion
• Revenue generated
Overall flow
• Revenue
• Revenue per recipient
• Conversion rate
• Drop-off between emails
Before You Hit GO
You’re done when…
✓ I've submitted my sign-up form on desktop
✓ I've submitted my sign-up form on mobile
✓ My profile enters the correct Klaviyo list
✓ All expected customer data is captured
✓ I've received and checked all three emails
✓ My unique coupon works correctly
✓ All links and CTAs work
✓ I've checked every email on mobile
✓ My purchase filters work correctly
✓ I've experienced the complete journey as a customer
✓ My Welcome Flow is LIVE 🎉
YOU DID IT
Your Welcome Flow is live.
You've built a complete system to capture new subscribers, introduce them to your brand and give them a strategic pathway towards their first purchase.
But don't set it and forget it.
Let it run. Collect some data. Come back and see what your customers are telling you through their behaviour — then use what you've learned to make it even better.
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.