A new subscriber is at peak interest for about 72 hours. They just gave you their email in exchange for something; they have your site open or recently closed; they are deciding whether you are a brand or a newsletter. The welcome series is the only flow where you have their full attention, and most stores spend it on a single discount code. Here is the sequence that consistently earns 25–40% of flow revenue on our accounts.
The five-email structure
| # | Timing | Job | Subject line pattern |
|---|---|---|---|
| 1 | Immediately | Deliver the incentive; set expectations; one hero product | "Your 10% is inside" / "Welcome — here's your code" |
| 2 | +1 day | The brand story in 100 words; why you exist; founder photo | "Why we started [Brand]" |
| 3 | +3 days | Social proof: reviews, UGC, press; best-sellers grid | "2,000+ five-star reviews. Here's why" |
| 4 | +5 days | Education or objection handling: how to choose, sizing, ingredients, FAQ | "Which [product] is right for you?" |
| 5 | +7 days | Incentive expiry reminder; clear deadline | "Your welcome offer ends tonight" |
Every email has a filter: has not placed order since starting this flow. Buyers exit to the post-purchase flow. Nothing is more damaging than "your 10% expires tonight" landing after someone paid full price yesterday.
The incentive question
A percentage off works but trains discount behaviour. Alternatives that convert comparably in our tests: free shipping on first order (cheapest for you), a free sample or gift with first order (consumables and beauty), £X off a threshold (protects AOV), or early access with no discount (premium brands). Whatever you choose, make it expire — 7 days — and honour the expiry. Codes that never expire teach subscribers to wait.
Use a unique code per profile (Klaviyo generates them via Shopify) so the offer cannot be shared to voucher sites within an hour of launch.
Email 1 in detail (it does 60% of the work)
- Code above the fold, large, with a one-tap "Shop now" that applies it via discount link.
- One sentence of what to expect: "A couple of emails a week, only when we have something worth saying."
- One hero product or collection, not the whole catalogue.
- Send immediately. Every hour of delay costs conversion; a same-session purchase is common on consumables.
- Plain-text-looking variant tested against designed — plain often wins on click rate for smaller brands.
Branch by sign-up source
Someone who signed up via an exit-intent pop-up on a product page is different from someone who entered a competition. Use the form ID or source property to branch:
- Product page pop-up: email 1 features the product they were viewing (Klaviyo can pull last Viewed Product).
- Checkout opt-in (already a customer): skip the welcome series entirely; they belong in post-purchase.
- Competition or lead-gen ad: extend the sequence to 7 emails with more education; these subscribers are colder.
- Quiz or preference form: personalise emails 3–4 with the captured properties (skin type, size, pet).
Copy framework for emails 2–4
Email 2 — story. The problem you set out to solve, in the founder's voice, with a real photo. 100–150 words. One link, to the About page or a "start here" collection. On the Sleepy UK account this email has the highest reply rate of any automation, which matters for deliverability.
Email 3 — proof. Three short review quotes with names and product, a UGC image, any press logos, a best-sellers grid of four. Subject line uses a specific number.
Email 4 — education. The question your customer service team answers most. Sizing, "which one do I need", how to use, ingredients, delivery and returns. This is the objection-removal email; it often converts better than email 3.
Timing and sending settings
- Smart Sending off for email 1 (must send immediately), on for 2–5.
- Send emails 2–5 at the recipient's local morning where possible.
- Quiet hours respected for the SMS branch: if SMS consent exists, deliver the code via SMS instantly as well — see the SMS guide.
- Exit condition: placed order, or reached the end. Do not loop.
Benchmarks
- Email 1 open rate: 50–70% (still meaningful here despite Apple MPP inflation because it is a fresh address).
- Series conversion rate (subscriber → purchase within 14 days): 5–8% healthy; 10%+ excellent for consumables.
- Revenue per recipient across the series: £1–£4 depending on AOV.
- Welcome share of total flow revenue: 25–40%.
If email 1 converts and the rest do nothing, emails 2–4 are not doing distinct jobs — rewrite them against the table above. If email 1 itself underperforms, the sign-up form promised something the email does not deliver. Audit the whole account with our Klaviyo audit checklist.
The welcome series is a first date, not a coupon. The code gets them to reply; the next four emails decide whether there is a second one.
Frequently asked questions
How many emails should a welcome series have?
Five over seven days works for most e-commerce brands: incentive, story, social proof, education, and expiry reminder. Colder lead sources (competitions, lead ads) justify six or seven.
Should the welcome email include a discount?
Usually yes — it is the reason most people subscribed — but consider free shipping, a gift with purchase or a threshold offer instead of a flat percentage if you want to protect pricing. Make it expire within 7 days.
What is a good conversion rate for a welcome series?
5–8% of new subscribers purchasing within 14 days is healthy; over 10% is excellent for consumables. Email 1 typically drives more than half of that.
How soon should the first welcome email send?
Immediately. Interest peaks in the first hour; delaying by even a few hours reduces conversion, especially for low-consideration products.
Want this done for you?
Groweyo builds and runs the full e-commerce growth stack for UK brands — Shopify, paid media, Klaviyo, marketplaces and analytics. Free 30-minute consultation, no pitch deck.
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