The High-Converting Welcome Series Flow

Hey, it’s Emiel from The Email Standard.

Today, I want to discuss the Welcome Series flow strategy we’ve implemented for over 30+ DTC brands, generating millions of dollars of revenue.

A good Welcome Series flow will enable you to cut your CPA in half and triple your overall email revenue.

Are you ready? Let’s dive in!

Why A High-Converting Welcome Flow Is Important

Getting customers to your store is a must, but it sure costs a ton.

You can't just expect people to magically show up and start shopping.

They need to find your brand and trust it before making a purchase.

So, what's our go-to move?

Paid ads on Meta, Google, TikTok—everyone's doing it.

But let me tell you, this is where the budget starts bleeding.

Ad prices are through the roof, and we're all at their mercy.

Cut the ad spend? Your traffic and sales will nosedive.

Here’s the tough part: even after spending big, customers don’t always buy.

They're easily distracted with so many options out there.

You spend to get them to your site, and then they just vanish, often to a competitor.

And to bring them back? You shell out even more on ads, hoping they’ll stick around this time.

This constant spending cycle drives up your acquisition costs, turning what should be a manageable expense into a major financial headache.

It’s clear we’re stuck in a pricey loop.

The undeniable solution? Email Marketing.

It's not just cost-effective; it reaches virtually everyone.

How do you convert skeptics into believers through email?

With your Welcome Series flow.

This isn't just an introduction—it's your strategic move to build trust and drive sales.

What Often Goes Wrong With The Welcome Series Flow

When I audit Klaviyo accounts from DTC accounts, these are typical things I see go wrong with the Welcome Series flow:

• The flow is way too short

• Offering way too much information in 1 email

• Offering way too many CTAs in 1 email

• Confusing Welcome Series with Post-Purchase

So what is the right way of doing it?

• Having at least 7 emails in the sequence

• Make the emails short and snappy

• Only have 1 CTA per email (can be more CTA buttons)

• Welcome Series = new subscribers, Post-Purchase = new customers

How To Set Up The Flow In Klaviyo?

Check out this video I made for you for a walk-through »

How To Structure Your Welcome Series

This is the typical structure we like to use:

Want a full breakdown?

This was just the tip of the iceberg.

Do you want a full blueprint of the ultimate Welcome Series flow, which includes the exact content of each email, subject line ideas, A/B testing angles, and more?

Check out the Welcome Series Blueprint here »

How I Can Help

1. Check out my tweets, which goes in-depth on email marketing on a daily basis (link)

2. Check out my free YouTube videos, with in-depth videos on Klaviyo, specific flows, and much more (link)

3. Are you looking for ways to increase the revenue of your eCommerce brand? Book a call with me now and let’s discuss our Email & SMS Marketing services (link)

or, you can just reply to this email.

See you next time!

Emiel from The Email Standard