The Anatomy of a Welcome Series
When was the last time a brand made you feel truly welcomed? A well-crafted welcome series can do just that. Done right, it sets the tone, builds trust, and drives action. We’ve seen firsthand how a thoughtful welcome series can turn casual browsers into loyal customers. But there’s more to it than a friendly greeting.
A good welcome series can make your brand unforgettable from the very first click. And every detail counts, from crafting a sharp subject line to weaving in personalised content.
In this blog, we’ll break down the anatomy of a welcome series—from structure to strategy, whether you’re starting from scratch or fine-tuning an existing flow. Let’s get into it.
Why welcome emails matter
Your welcome email is your brand’s first handshake. A moment to introduce yourself, set expectations, and spark curiosity. It’s not just a nice-to-have. Studies show that welcome emails can have a 4x higher open rate than standard campaigns, generating up to 320% more revenue than other promotional emails. This makes them some of the most impactful messages you’ll send.
Your welcome series is your chance to show customers who you are and what you’re about while guiding them toward their next step, whether that’s exploring your products, completing a purchase, or simply getting to know your brand. An excellent welcome email doesn’t just inform; it starts a relationship with every customer.
Get it right, and you’ll set the tone for meaningful, ongoing interactions. Miss the mark, and you risk losing their attention altogether. It’s that simple and that important.
Image Source: Really Good Emails
Key elements of a welcome email
Don’t just say hello.
A great welcome email balances warmth with strategy.
These are the key elements we think every welcome series should have and how to implement them effectively:
1. Subject line (SL) and preview text (PT)
Your subject line and preview text are your first impression (of your first impression). They need to grab attention and give a reason to open the email.
Example SL: "Welcome to [Brand Name]: Your welcome offer inside"
Example PT: "Get to know us and claim your 10% discount."
Tips:
Keep the subject line under 40 characters for mobile readability.
Make the preview text a continuation of the subject line, offering more context.
Add personalisation like a first name to speak directly to your customer. Leverage integrations to maximise quiz impact. Make sure you collect first names in your catch-all pop-up when growing your list.
2. Header
Your header should immediately make your recipient feel welcome and introduce the email’s purpose with a hint of your brand’s unique personality.
Example Header: "Welcome to the Family" or "Start Your Journey with Us"
Tips:
Use a clean, bold design with your logo prominently displayed.
Ensure the copy sets the tone for the rest of the email.
Clearly display your welcome discount if you’re offering one. If this is a first-time buyer offer, feature it in the header.
3. Body Content
This is where you deliver your main message—an introduction, a thank-you, or an incentive.
Briefly share your brand story: "We started [Brand name] with the aim of [...]"
Highlight value: "As a new subscriber, enjoy [offer]."
Display urgency/ exclusivity on the offer.
Keep the tone on-brand, approachable and customer-focused.
When it comes to special offers, make sure to highlight the offer you’ve promised. Keep the discount code visible and avoid being too generic. If you’re using Klaviyo, you can generate unique codes customised for each recipient. Though welcome offers are usually in the form of discounts, it’s not bound to be that way. Welcome offers need not be focused on discounts, they can be in the form of a free item or instead of percentage-off, you may also explore amount-off.
4. Call-to-Action (CTA)
Your CTA guides readers to their next step. It should be clear, actionable, and relevant to the message.
Example CTA: "Shop Now," "Discover Your Benefits," or "Learn More".
Place it where it’s easy to spot, with contrasting buttons or text.
Tips:
Use action verbs like "Explore," "Claim," or "Start."
Don’t overwhelm the email with too many CTAs—stick to one or two.
Trial and test your copy, colours and placement to see what works best with your audience.
5. Personalisation
Incorporate elements that make the email feel tailored. Address recipients by name and, if possible, recommend products or highlight benefits based on their sign-up details.
Example: "Hi [Name], as a [specific interest/customer type], we think you’ll love our [product/service]."
How to personalise your welcome email with Klaviyo
Personalisation isn’t just a buzzword. Want to create welcome emails that resonate? You have to be personalising. Klaviyo makes it easy to take customer data and turn it into tailored experiences. Here’s how to get started:
1. Leverage zero-party data
Klaviyo integrates seamlessly with tools like Octane AI or your sign-up forms to collect zero-party data (information customers willingly provide). Use this data to personalise:
Names: Address customers for a warm introduction.
Preferences: Tailor product recommendations based on their quiz answers or preferences shared during sign-up.
Example:
"Hi [First Name], start your journey with [Brand Name]. Based on your preferences, we’ve curated these products just for you."
2. Dynamic blocks for personalised content
Klaviyo’s dynamic blocks allow you to display content tailored to customer data. Examples include:
Product recommendations: Highlight items they might like.
Location-based offers: Share regional discounts or shipping info.
Example:
A customer interested in skincare might see: "Discover hydration heroes." Another might see: "Your essentials for radiant skin."
3. Use segmentation for targeted messaging
Klaviyo’s segmentation tools let you group customers based on their actions, attributes, and signup source, enabling more personalised messaging. For example:
Social media signups: If customers sign up through a page promoted on Instagram or other socials, tailor content to highlight your brand story, lifestyle inspiration, and engaging visuals.
Discount-driven signups: Customers signing up via a discount-focused page, such as a BFCM campaign, may respond better to offers and urgency-driven content aimed at quick conversions.
Regular pop-up signups: These customers might benefit from a balanced mix of content—both brand-focused education and incentives to convert.
4. Personalised flows for deeper engagement
Klaviyo enables you to build automated flows that adjust based on customer behaviour. so that each recipient gets the most relevant experience. By building "paths" within the same flow, you can tailor the content to their engagement levels:
Klaviyo allows you to create automated flows that adapt based on customer behaviour, so that each recipient gets the most relevant experience. By building "paths" within the same flow, you can tailor the content to their engagement levels:
Non-engaged path: If a customer doesn’t open the initial email, follow up with a stronger hook, like a subject line emphasising an exclusive offer (e.g., “Your 10% Discount Inside”).
Engaged path: If a customer opens the email or views a product, guide them with personalised recommendations based on their browsing behaviour or preferences.
Example Welcome Flow:
Email 1: Welcome + exclusive offer.
Path 1 (Non-engaged): A more direct follow-up with a discount-focused email.
Path 2 (Engaged): Highlight complementary products they’ve viewed or categories that align with their preferences.
Email 3: Share reviews, social proof, or how-to guides tailored to their interests.
5. A/B Testing for maximum impact
Klaviyo makes it easy to test personalisation strategies. Experiment with:
Subject lines: Include the customer’s name vs. a general greeting.
Product recommendations: Curated items vs. bestsellers.
CTAs: “Explore your picks” vs. “Shop your favourites.”
Pro tip: Adding a banner strip with the discount code and offer above the hero image can enhance conversation rates by up to 17%.
Recommended number of emails
A single email often isn’t enough to introduce your brand effectively. Instead, a series of 3-5 emails allows you to engage your recipients gradually:
Email 1: Warm welcome with an exclusive offer. This should be sent out immediately after someone signs up for your email list.
Email 2: Brand story or introduction to bestsellers.
Email 3: Social proof—reviews, testimonials, or user stories.
Email 4: Highlight unique features or benefits.
Email 5: A friendly nudge to take action, such as a reminder to use their offer.
Tips: Space out the emails over 7 to 15 days (1 to 2 days between your first emails) to maintain interest without intruding.
Final Thoughts
You can create a welcome series that goes beyond simple greetings by combining thoughtful design, strategic personalisation, and integration tools like Klaviyo. This is your opportunity to showcase your brand's uniqueness while guiding customers toward their next step.
One of the most valuable pieces of data you can leverage in your welcome series is the signup source. The type of content a subscriber wants to see is directly influenced by where they subscribed. Use this to your advantage. Exit intent pop-ups capture a different browsing behaviour than social media signup pages, and tailoring your flow accordingly ensures relevance and resonance.
Start small, test what works, and let the data guide your next move. Remember, it’s not about perfection. Make your audience feel valued from the very beginning, and your first impression will make an impact.
Get in touch for more guidance on fine-tuning your flows from our boutique team of experts.
