🧠 Build a Welcome Series That's Guaranteed to Convert

Welcome back to the 43rd edition of Nord Media

When you go on a first date with someone, you don’t immediately tell them you love them, right?

(If so, I applaud your confidence)

You probably go on a few more dates, meet their friends, perhaps their family, go on a few outings, and THEN profess your grand feelings for them.

This same concept can be applied to consumers. 

Profit margins in Ecom are shrinking, largely due to rising acquisition costs. 

Customers aren’t landing on your site and hitting "buy" right away. They face more resistance than ever and have thousands of other brands competing for their attention.

Without strategies to warm up your audience and build trust, low sales are inevitable.

And if you rely heavily on paid ads to secure first-time purchases, that’s a fast track to bleeding profits.

You can’t just snap your fingers and expect people to buy. First, they need to know you exist—and trust you enough to choose your brand.

So, how do you fix this?

With a killer Welcome Flow Series.

Today, we’re breaking down how to build a welcome series that automates and predictably converts customers during the pre-purchase decision journey.

Let’s get into it:

The Problem With Most Welcome Flows

Many Welcome Flows fall short because they're too brief yet overloaded with information.

Brands often try to pack everything about their story, products, and mission into just 2–3 dense emails.

But modern customers, with their short attention spans, won’t wade through heavy, overwhelming content.

Instead, they need concise, bite-sized information delivered gradually over time.

A welcome flow should generally lead to one of two outcomes:

Outcome A: Convert customers who were just curious and might have left your site.

Outcome B: Prime future customers for purchases now that all objections have been addressed.

Sometimes, people don’t need your product right away—but that can change.

That’s why it’s crucial to stay top of mind for when they’re ready.

We achieve this with regular email campaigns and high-intent abandonment flows.

The goal is to consistently provide value, build trust, and guide them toward a purchase. If they abandon their cart, our abandonment flows are ready to step in and do the heavy lifting.

How Long is a Welcome Series Flow?

We recommend sending 7–10 emails over 14 days.

The exact number depends on factors like your business type (SaaS, content outlet, etc.) and model (trial, freemium, paid-only, etc.).

Your goal is to strike a balance—enough emails to build trust and highlight your product’s key features and benefits, without overwhelming your audience or making them feel bombarded.

What Kind of Emails Should Be Included in Your Welcome Flow?

Email 1: Welcome and Deliver Incentive

Make a strong first impression by introducing your brand briefly and delivering exactly what they came for—the discount.

• Highlight the discount and make it easy to redeem.

• Introduce your unique selling propositions (USPs).

• Include a touch of social proof.

• Feature your bestsellers to spark interest.

Keep it short and to the point—most people are here for the discount and a quick overview of your brand. The design should be clean, simple, and focused on driving clicks.

Subject Line Ideas:

• "Welcome to [Brand Name]!"

• "Here’s [Discount]% off—just for you!"

• "Welcome aboard!"

• "Your [Discount]% off code is ready to use!"

• "Say hello to your welcome gift!"

Email 2: Share Your Story

Build a deeper connection by sharing your brand’s background and mission, making customers feel more invested in your journey.

• Share your founding story.

• Highlight your mission and values.

• Add a personal touch (show a founder or team member).

• Gently remind them of the discount.

At this stage, customers haven’t purchased because your brand feels distant or unfamiliar. This email helps humanize your business, building trust and priming them for future purchases.

Subject Line Ideas:

• "A note from our founders"

• "Meet the people behind [Brand Name]"

• "Our story—why we do what we do"

• "This is who we are"

• "Get to know us better"

Email 3: Highlight Bestsellers

Showcase your most popular products and simplify decision-making for customers.

• Feature your bestsellers prominently.

• Explain why they’re customer favorites.

• Reinforce their value with standout features or benefits.

• Include a reminder of the discount.

Customers love options but often feel overwhelmed when choosing. Highlighting your top products makes their decision easier and helps them see what others already love about your brand.

Subject Line Ideas:

• "Our bestsellers, just for you"

• "What everyone’s loving right now"

• "Top picks from [Brand Name]"

• "Our customers’ favorite products"

• "What makes us stand out"

Email 4: Create Urgency

Encourage immediate action by emphasizing urgency and reminding customers about their discount.

• Highlight the limited-time nature of the discount.

• Offer risk reversals (like free returns or guarantees).

• Add testimonials for credibility and trust.

By now, the customer has had time to learn about your brand. Adding urgency paired with social proof nudges them toward making a purchase.

Subject Line Ideas:

• "Your welcome discount ends soon!"

• "[Time-sensitive] Don’t miss your [Discount]%"

• "Act fast—your offer expires soon"

• "Final call to save [Discount]%"

Email 5: Stand Out from Competitors

Clearly differentiate your brand and explain why customers should choose you over others.

• Compare your brand to competitors.

• Highlight your unique selling propositions (USPs).

• Share how you solve problems better than anyone else.

Customers often compare options before committing. This email helps them see why your brand is the right choice, giving them the clarity they need to decide.

Subject Line Ideas:

• "Why [Brand Name] is different"

• "What sets us apart from the rest"

• "Us vs. them: the facts"

• "Choose [Brand Name] with confidence"

Email 6: Build Trust with Testimonials

Reinforce your brand’s credibility through social proof and customer satisfaction stories.

• Feature glowing testimonials from happy customers.

• Highlight media mentions or awards.

• Share content that proves your brand’s legitimacy.

Even if customers aren’t ready to buy immediately, this email reassures them that your product is reliable and worth their investment.

Subject Line Ideas:

• "What our customers are saying"

• "See why others love [Brand Name]"

• "Don’t just take our word for it"

• "Trusted by thousands—and counting"

Email 7: Final Urgency Push

Give customers one last chance to use their discount before it expires.

• Use urgency-focused visuals and messaging.

• Clearly state the expiration timeline.

• Keep the design simple and the call-to-action prominent.

At this point, customers have all the information they need. Adding strong urgency can drive action before they miss out.

Subject Line Ideas:

• "Last chance for [Discount]% off!"

• "Your discount expires today!"

• "Don’t let this deal slip away"

• "Final hours to save big"

Email 8: Add a Personal Touch

Send a warm, text-based follow-up to show you care and offer assistance.

• Keep it casual and personal in tone.

• Remind them about their discount.

• Offer resources or assistance to address any hesitation.

A personal email can help re-engage hesitant customers, showing them there’s real support behind your brand.

Subject Line Ideas:

• "Need any help?"

• "Just checking in—how can we assist?"

• "Let’s make this easy for you"

• "Here to help with any questions"

Optimize!!!

If you’ve followed my advice before, you know I’m all about one thing: 

Test, test, and test some more.

Setting and forgetting your Welcome Flow is a surefire way to miss opportunities.

 Nothing works perfectly right out of the gate, which is why ongoing testing is essential.

These tests won’t transform your business overnight, but small, consistent improvements will compound into significant results over time.

Important A/B Tests to Run:

• Subject Lines and Preview Texts

• Your Welcome Offer (e.g., $10 off vs. 10% off)

• Featured Products in Emails

• Text-Based Emails vs. Graphic-Based Emails

• Linking to Specific Products vs. Collections

How to Set Up A/B Tests in Klaviyo Flows:

1. Go to your flow in Klaviyo.

2. Click on the email you want to test.

3. Select "A/B Test" and set your variables.

4. Monitor results and adjust accordingly.

Metrics to aim for:

Welcome Email #1 Metrics:

• Open Rate: 60%

• Click Rate: 15%

• Placed Order Rate: 8%

Welcome Emails #2–8 Metrics:

• Open Rates: 40%

• Click Rates: 3–5%

• Placed Order Rates: 0.5%

If any of your emails fall below these metrics, it may be time to test a new angle.

Closing Thoughts

Building an effective Welcome Flow involves understanding your audience and meeting them where they are. 

Think of it as a conversation, not a pitch. 

Each email should answer their unspoken questions: 

• Why should I trust this brand? 

• How will their product make my life better?

You don’t need to achieve perfection from the start.

Keep testing, analyzing, and improving. 

Pay attention to what resonates with your audience—every open, click, and purchase is a clue. 

Over time, these small insights can turn your flow into a powerful conversion tool.

If it isn’t performing as well as you’d like, don’t get discouraged. 

Testing and tweaking are part of the process. 

What matters most is that you’re showing up consistently for your audience and creating an experience that feels genuine and valuable.

Now it’s your turn.

What’s working in your Welcome Flow? What’s not? 

Let me know—I’d love to hear about it.

Connect with me on social 👇
LinkedIn • Instagram • Twitter 

Thank you for reading! I appreciate you.

Sincerely,
Kody