🧠These Overlooked Elements of Your Welcome Flow Are Draining You

Welcome back to the 61st edition of Nord Media

Before we get started -

Now let’s get to it:

Imagine you’re visiting a friend’s house for the first time. You ring the doorbell, and when they answer, they either:

1. Greet you warmly, invite you in, offer you a drink, and make you feel at home.

2. Open the door, give you a quick nod, and leave you standing awkwardly while they go back to what they were doing.

Which experience makes you want to stay longer?

Your welcome flow works the same way. 

It’s the first interaction a potential customer has with your brand, and it sets the tone for your entire relationship.

 An impactful welcome series doesn’t just introduce yourself. It makes people feel like they belong.

Over the years, I’ve developed a proven welcome flow strategy that has generated $100M+ in revenue for my clients. 

And today, I’ll break down the exact process I use to turn first-time visitors into high-quality, long-term customers. 

This system will help you build a powerful acquisition funnel.

Let’s dive in.

Why Most Welcome Flows Are Subpar

A great welcome flow can turn casual visitors into loyal customers, but a lot of brands don’t do it right. 

Here’s why:

1. Too much, too soon: Many brands try to cram their entire story, product lineup, and mission into just 2–3 dense emails, overwhelming potential customers.

2. Short attention spans: Modern consumers don’t have the patience to sift through heavy, information-packed emails. They need concise, digestible content delivered over time.

3. Lack of a clear goal: A welcome flow should achieve one of two key outcomes:

• Convert curious visitors who might have otherwise left.

• Prime future customers by addressing objections and keeping them engaged.

4. Forgetting the long game: Not everyone is ready to buy immediately but that doesn’t mean they won’t be in the future. Staying top of mind is critical.

5. No follow-up strategy: Once the welcome flow ends, what’s next? Regular email campaigns and high-intent abandonment flows to ensure that when customers are ready, your brand is their first choice.

A strong welcome flow ultimately nurtures, educates, and builds trust, setting the foundation for long-term customer relationships.

My Proven Welcome Flow That’s Driven $100M+ in Revenue

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 “

Important A/B Tests to Run for a High-Converting Welcome Flow

Optimizing your welcome flow requires continuous testing to see what resonates best with your audience. 

Some of the most impactful A/B tests you should be running:

• Subject Lines & Preview Texts: The first impression starts in the inbox. Test different tones, urgency levels, and personalization strategies to see what drives the highest open rates.

• Your Welcome Offer: Does your audience respond better to $10 off or 10% off? Even small changes in offer presentation can significantly impact conversions.

• Featured Products in Emails: Highlighting bestsellers vs. new arrivals vs. personalized recommendations. Test which approach leads to more clicks and purchases.

• Text-Based vs. Graphic-Based Emails: Some audiences prefer clean, text-driven emails that feel personal, while others engage more with visually rich, design-heavy emails. Experiment to find what works best.

• Linking to Specific Products vs. Collections: Should you guide users to a single high-converting product or a curated collection? Test different approaches to determine what keeps them engaged and drives sales.

By consistently testing and optimizing these elements, you can fine-tune your welcome flow to maximize conversions and long-term customer value.

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

Your welcome flow is the foundation of your entire customer acquisition strategy. 

Done right, it sets the tone for the relationship, builds trust, and ultimately drives revenue. 

But if it’s poorly executed, you risk losing potential customers before they ever get the chance to engage with your brand.

Keep in mind that not everyone buys right away. 

A strong welcome series keeps you top of mind so that when they’re finally ready to purchase, they choose you over competitors.

Happy building. 

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Thank you for reading! I appreciate you.

Sincerely,
Kody