Mastering Email Welcome Series: A Powerful Tool for E-commerce Growth


Congratulations on taking the first step towards leveraging email marketing to grow your e-commerce business! In this blog post, we’ll explore how you can create a powerful welcome series to captivate your audience, convert prospects into customers, and drive revenue for your e-commerce business. Whether you’re an e-commerce owner or a digital marketing learner, this guide will provide you with valuable insights and strategies to make a lasting impression on your subscribers and encourage them to engage with your brand.

What is A Welcome Series?

Imagine a scenario where someone subscribes to hear from your brand. This moment is pivotal in the customer lifecycle as it presents an excellent opportunity to introduce new, interested prospects to your business and product offerings. By capitalizing on this display of interest through a well-crafted welcome series, you can nurture relationships and drive engagement, ultimately leading to increased sales and customer loyalty.

Importance of List Building before Starting a Welcome Series

Before diving into the intricacies of creating an effective email welcome series, it’s essential to understand the importance of list building and how to grow your subscriber base. Building a strong and engaged email list forms the foundation for successful email marketing campaigns. But at the same time, keeping your list clean is equally important. If you have a bunch of email subscribers on your newsletter list that haven’t been opening your emails, your open rate is going to be low, which will skew your results.

Below are some industry benchmarks for opt-in rates by type of popups:

Understanding Double vs. Single Opt-in Lists

By default, Klaviyo employs a double opt-in system for its lists. This safeguards your deliverability and ensures that contacts added to your lists have valid email addresses or phone numbers. We highly recommend leaving this setting enabled for your main list. The workflow for a double opt-in list is as follows:

  • A contact signs up
  • The contact receives a confirmation text or email
  • After confirming the subscription, they are directed to the opt-in confirmed page
  • The contact is added to the list

How to Setup Welcome Series in Klaviyo?

Steps to create sunset flow in klaviyo:

  • Navigate to the Flows tab in your Klaviyo account.
  • Locate the card for Welcome Series and click “Get Started.”
  • Change the subject and sender information for the message, if necessary.
  • When you first create your Klaviyo account, an empty list titled “Newsletter” is pre-populated in your List & Segments tab. You can either utilize this list for your welcome series flow or create a new one.
  • Click Create Flow in bottom right corner.
  • Modify trigger, delay, conditions and email content as per your brand’s requirement and update Action status.

Designing Your Welcome Series

When constructing your welcome series, you may wonder how many emails to include and how much time to configure between them. For a standard welcome series, we recommend sending three emails over the course of a week, following the cadence used in the pre-built flow of Klaviyo.

Email #1: Send immediately after sign-up to introduce new subscribers to your brand and collect their email preferences.

Email #2: Send three days after sign-up to encourage subscribers to like or follow you on social media.

Email #3: Send four days after sign-up to showcase your best-selling products, enticing subscribers to make their first purchase.

Since your welcome series is the subscribers’ first interaction with your brand, it’s crucial to ensure your email templates exemplify the tone and aesthetics you want to present. You may want to represent your brand’s story and mission, offer promotions and coupons or market your content. Try them out because this is your shot!

Some Example Emails


By crafting compelling content, strategically sequencing emails, and personalizing your messaging, you can leave a lasting impression on new subscribers and convert them into loyal customers. So, what are you waiting for? Harness the potential of email marketing and start building your remarkable welcome series today. Remember, the key to success lies in constant testing, iteration, and a deep understanding of your unique audience.