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Welcome Series Setup and Best Practices

  • 21 September 2020
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What Is a Welcome Series Flow and Why Use One?

A welcome series is a sequence of emails sent directly after someone signs up to hear from your brand. This is a critical moment in the customer lifecycle because it's your opportunity to introduce new, interested prospects to your business and product offering. With a welcome series, you should strike while the iron is hot and capitalize on this display of interest.

A welcome series is crucial email automation, and Klaviyo provides a pre-built welcome series out-of-the-box. You will find a standard welcome series listed in the Flows tab of your account. If you want a more advanced welcome flow, you can browse different ideas in our Flow Library.

How Does a Welcome Series Flow Work?

Unlike many other recommended flows, a welcome series is a list-triggered flow. Whichever list you choose should be the list that new subscribers are added to when they sign up. There are four key ways that new contacts can be added to a list to trigger a welcome series:

  • By signing up through a signup form

  • By signing up through a subscribe page

  • By being manually added to a list

  • Via the API

How Many Emails Should I Include?

Based on research from thousands of Klaviyo ecommerce customers, we have found that sending three emails in your welcome flow leads to optimal performance.

What About Timing?

We recommend the following structure for your Standard Welcome Series Flow:

  1. Email #1, send immediatelyIntroduce new subscribers to your brand and collect their email preferences. To send subscribers an email immediately after they opt in, add an email directly after your flow's trigger with no time delay before it.

  2. Email #2, after two daystwo days after they sign up, encourage your subscribers to like or follow you on social media.

  3. Email #3, after four daysFour days after someone signs up, showcase your best-selling products.

How Should I Try to Improve My Welcome Series Flow?

The Browse Ideas tab is a great place to look for new ideas and inspiration when leveling up your welcome series and includes many of the best practices we recommend.

Additionally, we offer additional Best Practices that provide examples/recommendations for targeting different audiences for your welcome flow(s).


4 replies

 

*****EDIT: Solution found - please disregard!**** When I add people manually to my list, it is not triggering the welcome flow. Any ideas? Thank you!

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Hi @veeaubrey - thanks for sharing both your question, and that you have found a solution! As this Community forum is aimed at everyone learning from one another and growing together, if you have the time, we’d love it if you could share your findings so that other members may also see it in the future! 

Thanks so much and hope you’re having a lovely week so far,
-Cass. 

Thanks Cassy - I’m not too sure, but I think because I had one email in the flow accidentally in draft that the whole flow wasn’t sending correctly. I hope that helps!

I’m totally new to this.  Is there a place that helps you understand how to edit each of the welcome emails?  For instance, on the 3rd email under each of the 4 blocks it says “ Read More” with hyperlink.  How do I add the reminder of the information to that block of information?

Is there a very basic step-by-step guide to working on each of the emails?

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