KLAVIYO
WELCOME SERIES GUIDE

What is Klaviyo Welcome Series and Why It Matters

Klaviyo welcome series is the foundation of email revenue for D2C brands. Most brands either never set it up or use the default templates — both are leaving significant revenue on the table.

Done correctly, Klaviyo welcome series should account for 20-40% of your total email-attributed revenue. It is the highest-ROI email work you can do.

• Default vs. optimised: Klaviyo's out-of-the-box welcome series recovers a fraction of what a properly configured setup does
• Vertical specificity: Fashion, beauty, supplements and home goods all need different timing, copy, and conditional logic
• Integration depth: The more data points you feed into Klaviyo, the smarter your welcome series becomes

How to Set Up Klaviyo Welcome Series Correctly

The setup that Sorted uses for 100+ D2C brands follows a proven framework. Here are the key components:

• Trigger configuration: Set up the correct event triggers — not just the default Klaviyo events but custom events from your Shopify store
• Timing optimisation: The default timing windows are wrong for most verticals. Fashion abandonment requires different timing than supplements or home goods.
• Copy and design: Mobile-first, single-column layouts with identity-led copy outperform product-feature-heavy emails consistently
• Conditional splits: Segment by purchase history, AOV bracket, and traffic source to serve relevant content to each subscriber
• Exit conditions: Suppress correctly to avoid emailing people who have already purchased or unsubscribed from related flows

Benchmarks and What Good Looks Like

After managing Klaviyo for 100+ brands, here are the benchmarks for a well-configured welcome series:

• Open rate: 40-55% for the first email in the sequence (below 35% suggests deliverability or subject line issues)
• Click rate: 2-5% across the sequence (below 1.5% suggests design or copy issues)
• Revenue per recipient: $0.80-$2.50 depending on vertical and AOV
• Flow contribution: Welcome Series should generate 20-40% of total Klaviyo flow revenue

If your current setup is below these numbers, a Sorted audit will identify exactly why. Book at sorted.agency/contact.