The welcome flow is the highest-return Klaviyo flow you will ever build. New subscribers open welcome emails at rates of 45 to 55 percent, making them the most-read emails you send. If your welcome flow is not converting 12 to 20 percent of new subscribers into first buyers, this guide will fix that.
Welcome Flow Trigger Setup
Trigger: "Subscribed to List" event in Klaviyo. Your pop-up tool (Klaviyo forms, Privy, or another) adds subscribers to a specific Klaviyo list when they opt in. The welcome flow triggers automatically when someone is added to that list. Ensure your flow has a trigger filter that excludes existing customers: "Placed Order zero times" or "Has not purchased in the last 365 days." Sending a welcome flow with a discount offer to someone who just bought feels tone-deaf and wastes the discount.
Five-Email Welcome Sequence
Email 1 (immediate, 0 to 5 minutes): discount delivery and first impression. Subject: "[First name], here is your [X]% off." Content: the discount code prominently at the top, a single sentence about what your brand does, 3 hero product images, and a clear CTA to shop. Keep this email short. The subscriber joined for the discount. Deliver it immediately and clearly. Open rate target: 50 to 60 percent.
Email 2 (day 2): brand story. The founding moment, the problem that created the brand, the reason this specific product exists. 3 to 4 short paragraphs maximum. Personal and specific. "In 2022, our founder could not find a supplement that did not make her sick. So she formulated one." This email does not ask for a purchase. It builds the relationship that makes purchases happen. Open rate target: 35 to 45 percent.
Email 3 (day 4): social proof and proof points. Lead with a specific customer outcome. "Sarah lost 12 pounds in 8 weeks." Show the stars and review count. Feature 3 reviews that address the most common first-purchase objection. Include product images. This email targets the subscriber who was interested enough to open the first two emails but has not bought yet. Open rate target: 25 to 35 percent.
Email 4 (day 7): discount expiry and objection handling. The discount has been available for a week. Create genuine urgency: "Your offer expires in 48 hours." Below the urgency message, include an FAQ section that addresses your top 3 purchase objections (shipping time, returns policy, and one product-specific concern). This combination of urgency and objection resolution is the highest-converting email in most welcome sequences. Open rate target: 20 to 30 percent.
Email 5 (day 10): final attempt and alternative offer. For subscribers who still have not purchased, try a different product angle. If previous emails featured your hero product, feature an entry-level or differently positioned option. "If [hero product] is not quite right, here is what customers on a tighter budget love." This email serves subscribers who are interested but found a friction point in the primary offer. Open rate target: 15 to 20 percent.