Definition
A welcome flow is an automated email/SMS sequence triggered when someone joins your list: typically a welcome, brand story and a nudge toward the first purchase.
Also called: Welcome flow, Welcome series, Onboarding flowFrom subscription to first purchase.
Ready for a relevant message
The message can continue when the customer meets the filters and may be contacted.
01A new contact subscribes and meets the flow’s entry criteria.
The warmest moment in the customer journey
A new subscriber is as interested as they'll ever be. They just raised their hand. The welcome flow seizes that moment: it introduces the brand, handles the usual objections, and gives a concrete nudge toward a first purchase while motivation is high. It's often one of the highest-converting flows there is.
Beyond the sale, it sets the tone for the relationship: what the brand stands for, what the customer can expect, why it's worth sticking around. A strong welcome lifts engagement across every later email, and with it, deliverability.
Further documentation
Klaviyo — Getting started with flowsFrequently asked questions
How many emails should a welcome flow have?
Usually three to five, depending on the brand: a warm welcome, brand story and social proof, objection handling, and a concrete nudge toward the first purchase. Enough to build a relationship without overwhelming.
Should the welcome flow include a discount?
Often, if the sign-up was driven by a discount promise in the popup, but not always. For some brands, brand story and social proof convert better than teaching the customer to expect a discount from day one.
From insight to action
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Emails built around customer needs
At Cotonshoppen, email marketing supports the customer journey. The case connects the product range, communication and repeat purchases.
Read the caseKlaviyo and retention
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About the author
Nicklas Segatz Mortensen
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
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