What’s A Welcome Flow?

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A Welcome Flow is the first point of contact between your brand and a new email subscriber subscriber. Once a website visitor opts-in to your email list through your website pop-up, the Welcome Flow introduces the lead to your brand & products.

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# Of Emails: 5

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Flow Length: 5-10 days

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What’s the goal of a Welcome Flow?

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To get non-purchasers to make their first purchase by introducing them to the brand & guiding them towards the product(s) they should purchase which:

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1. Converts more new email subscribers into paying customers (which means more revenue!)
2. Gets potential customers to make their first purchase faster (ie. the amount of time it takes someone to go from being aware of the brand to becoming a customer)
3. Gets more revenue out of each lead you drive to your website (which means lower CPAs & more value from your website traffic)
4. Generates a higher average order value (AOV) for first-time customers by introducing them to more products that they may be interested in

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Welcome Flow Emails

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Email #1: Welcome

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An email to welcome the subscriber to your brand & share the key reasons and products customers buy from you which can include:

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1. A letter from the founder about the brand mission, origin, or story
2. Reminding them of their welcome discount from the website pop-up
3. Sharing your brand values & what makes your products unique
4. Showcasing your best selling products & collections

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Email #2: Product Catalog/Spotlight 

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An email to show customers the different types of products you sell to guide them through selecting their first purchase which can include:

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1. Top 3-5 product recommendations 
2. Top 3-5 collection recommendations 
3. Main benefits & features of the product(s)
4. How to select the best product for them
5. Directing them to an on-site quiz

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Email #3: Social Proof

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An email to establish credibility & trust in your products & brand which can include:

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1. User-generated content (UGC) of customers using your product  
2. The # of 5-star reviews you have
3. Written testimonials from customers about your product/brand 
4. Before & after photos of a customer using your product
5. Authority proof such as your product being features in magazines or used by influencers

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Email #4: What Makes Us Different 

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An email to educate customers on why they should buy from you & address objections which can include:

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1. “Us vs Them” content to compare your product against competitors or no-name versions
2. How your product is formulated 
3. The ingredients, fabric etc. that makes your product high quality
4. Written testimonials from customers about your product/brand 
5. Your brand value propositions

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Email #5: Brand/Product Education 

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An email to build a brand relationship, keep them engaged & share what makes your company unique which can include:

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1. The story behind why you created this brand & products 
2. The people behind the brand
3. Key features about your product that make it unique 
4. Your brand values & philosophy
5. 1-3 blog posts that give value to the customer

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