Hello, and welcome to Boosting the Basics – a series where we take standard email Flows provided by Klaviyo and make some changes to them, to boost your Brand’s engagement and revenue.
Today, we’re focusing on the Welcome Flow.
In today’s highly competitive Pet industry, first impressions are essential. An optimized Welcome email sequence can introduce new subscribers to your Brand and encourage them to make their first purchase.
This post will guide you through the steps of optimizing your Welcome Flow in Klaviyo, using the GRAS Method to help create a welcoming and impactful customer journey.
Given
Klaviyo has a couple of pre-built Welcome Structures.
Let’s take a look at the most standard one…
We can see that the Flow will be triggered as soon as someone is added to the main list – in this example, known as “Newsletter”.
After that, we find a very simple structure:
- A welcoming message
- An invitation to follow the Brand on social media
- A showcase of the best sellers
This initial flow provides a very basic structure that can be used to contact subscribers once they have provided us with their email addresses.
However, to fully optimize this sequence, it’s beneficial to go beyond this initial setup to build a deeper relationship and guide subscribers more effectively toward their first purchase.
Although it is not specified anywhere, for the sake of simplicity, let’s assume that the lead magnet here is a standard 10% discount.
This means that the website is offering a coupon for 10% off the first purchase for people who subscribe to email marketing.
Required
The Welcome Flow should accomplish two main goals:
- Introduce the new subscriber to the Brand and its unique story.
- Motivate the subscriber to make their first purchase (ideally using the Welcome discount offered)
The Welcome Flow will focus on making this discount appealing while sharing the Brand’s values and benefits and resonating with the subscriber.
We don’t want you to see your Brand as a “simple logo that sells products”.
Analysis
With the objectives set, let’s look at how we can modify Klaviyo’s default Flow to create a more engaging experience.
Let’s start by considering expanding the sequence. Five emails should give us enough room to cover key touchpoints.
Here’s an example structure:
- Welcome Message and Discount:
- The initial message should greet the subscriber, introduce the Brand, and share the Welcome discount.
- Company Story and Values:
- This email shares the Brand’s origins, mission, and the team’s love for Pets
- Keep it relatable, focusing on values Pet owners can identify with
- What to Expect from the Brand:
- Here you should describe what the subscriber can look forward to.
- Examples:
- High-quality products
- Eco-friendly packaging
- Excellent customer support
- Subtle Product Showcase:
- This email highlights the Brand’s best-selling products and reminds them of their unused discount
- One extra thing: it should be targeted at subscribers who haven’t made a purchase yet.
- This email highlights the Brand’s best-selling products and reminds them of their unused discount
- Message from the Founder:
- Conclude with a personal message, ideally from the founder, giving the Brand a “human” touch.
- This could include information about ongoing Brand initiatives (such as Pet adoption support or environmental efforts)
By crafting a sequence like this, you ensure the messages are relevant and valuable, avoiding overly promotional content.
Each email should be easy to read, relatable, and feel genuine, helping to foster a sense of community and belonging.
Solution
Based on this analysis, here’s a structured plan for an enhanced Welcome sequence:
Email 1: Welcome and Discount
A warm, official Welcome message where the subscriber receives the promised discount coupon, along with a thank you for joining the Brand family.
Highlight a few subscriber benefits to set expectations.
Email 2 and 3: Company Story and Core Values
Emails 2 and 3: Brand History and Core Values
These messages introduce the Brand’s history and guiding principles.
Tell the story in a way that shows the subscriber you understand the joy of Pet Parenting, demonstrating that your products are made by Pet lovers for Pet lovers.
Combine the story of how your company was founded, along with its core values, commitments, initiatives, and achievements.
Email 4: Product Showcase with Targeted Discount Reminder
Configure this email so that it only reaches people who have not yet made a purchase.
Adding a reminder about the discount’s expiry can add urgency without feeling pushy.
Email 5: Behind-the-Scenes Insight or Founder’s Note
The final message offers a personal touch, such as a note from the founder or an inside look at the Brand.
This could be an update on new product launches, behind-the-scenes photos, or upcoming events.
These contents build a sense of community and make subscribers feel that they are part of an exclusive circle.
Here’s an example of how an improved Welcome Flow looks like:
Each email in the sequence should be purposeful; if any feel redundant, feel free to remove or condense them.
Similarly, if a message grows too long, consider breaking it up into different emails.
Just remember: try to keep your emails relevant, concise, and engaging.
Beyond the Basics
Of course, many more adjustments can be made to Welcome Flow!
From adapting it to a single Lead Magnet (giveaway, info products…) to including alternative paths depending on the preferences/provenance of the new subscriber.
However, the basis remains the same: an optimized Welcome Flow does more than deliver a discount.
It tells your Brand’s story, resonates with Pet Parents, and motivates them to make that crucial first purchase.
When subscribers receive messages beyond generic promotion (messages that feel personal and exclusive) they’re more likely to see your Brand as a trusted partner for their Pet’s needs.
A carefully crafted Welcome Flow will be the first step to turning first-time subscribers into loyal customers.