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From sign-ups to superfans: nurturing new subscribers for long-term engagement

From sign-ups to superfans: nurturing new subscribers for long-term engagement
AlexandraPalau
Partner - Silver
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Have you ever had a subscriber sign up, open a few emails, and then poof—they disappear like your favorite pair of socks in the dryer? (Seriously, where do they go?)

Well, let’s talk about how to stop that from happening.

In this post, I’m sharing how you can turn those shiny new subscribers into loyal superfans with a nurturing sequence that feels less like a sales pitch and more like a genuine connection.

Sound good? Let’s go!

Why nurturing subscribers matters

Okay, here’s the deal: getting someone to sign up for your email list is the easy part, but keeping them engaged is where the real connection happens. If you only reach out when you want to sell something, you risk losing their attention.

Here’s the good news: nurturing your subscribers can increase their lifetime value, build trust, and keep your open rates from tanking. According to Klaviyo’s latest email marketing benchmarks, welcome email open rates average 54.34%—way higher than your typical email campaign.

If you keep the momentum going with a thoughtful sequence, you’ll stay top of mind with subscribers who are genuinely excited to hear from you.

Building a subscriber-centric nurture sequence

Let’s break this down into bite-sized steps. I’ll use beauty brands as an example since they’re all about creating loyal customers who keep coming back for more (hello, skincare routines!).

Step 1: The welcome email series

First impressions matter. When someone joins your list, don’t just toss them a “thanks for signing up!” email and call it a day. Your welcome series sets the tone for your relationship.

Here’s what your series might look like:

Email 1: Warm hello + what’s next
Share your brand story, what makes you unique, and what your new subscribers can expect from being on your list. Keep it authentic—this isn’t the time for corporate jargon. Imagine saying, “Hey, welcome to the family! Here’s what’s in store for you…”

Email 2: Value-driven content
Share something helpful or exciting. For a beauty brand, this could mean a guide to building a nighttime skincare routine or tips for maximizing your products’ benefits.

Email 3: Subtle product introduction
Highlight a product with a story. Instead of “Buy this now,” try “Meet our bestseller that’s changing the skincare game.” Bonus points if you include customer reviews or testimonials.

Pro tip: Your welcome series doesn’t have to stop at 3–5 emails. With evergreen, engaging content, you can extend the series to create an ongoing journey for new subscribers. By doing this, you can exclude new subscribers  from your regular Klaviyo  campaign sends until they finish the welcome series, keeping their experience tailored and cohesive. 

Step 2: Delivering value beyond the welcome series

After your welcome series, the goal is to keep your subscribers engaged without overwhelming them. Here are a few ideas:

  • Exclusive content: Share how-tos, behind-the-scenes peeks, or expert tips. For example, “3 Secrets to Glowing Skin in Winter” could resonate with beauty lovers.
     
  • Engagement opportunities: Run a poll asking subscribers to vote on your next product launch or share their favorite beauty hacks. People love feeling involved.
     
  • Storytelling emails: Showcase how your products are made or the mission behind your brand. If you use sustainable ingredients, let your audience know!
     

Step 3: Rewarding loyalty

Subscribers stick around when they feel valued. Period. Reward their loyalty with perks like:

  • Early access to new products
  • Free samples with purchase
  • Exclusive invites to virtual events (like a skincare masterclass!)

And don’t forget to call out their VIP status. A simple “Your support means the world to us—thank you for being a VIP in our community” goes a long way.

Step 4: Strategic product highlights

Let's be real: you want to sell your products, but there’s a right way to do it. Focus on:

  • Storytelling over discounts: Share how your product solved a real problem. For instance, “How [Insert Product] Helped Me Conquer Winter Dry Skin.”
     
  • Curated recommendations: Suggest products based on subscriber behavior. If someone bought a moisturizer, suggest a complementary serum.

My 4 recommendations for sustaining engagement

Here are a few best practices for keeping the love alive over time:

  1. Consistency is key: Whether you email weekly or bi-weekly, stick to a schedule.
  2. Personalization wins: Use segmentation to tailor content. For example, send skincare tips for dry skin to those who purchased hydrating products.
  3. Keep testing: A/B test your subject lines, images, and CTAs to see what resonates most.
  4. Stick to a re-engagement strategy: If someone hasn’t opened an email in a while, send a “We miss you” message with a gentle nudge.

Tools to simplify your strategy

Klaviyo makes nurturing sequences a breeze with features like:

  • Automation: Set up flows triggered by sign-ups so you don’t have to send emails manually.
  • Segmentation: Target subscribers based on behavior, purchase history, or preferences.
  • Reporting: Track open rates, click rates, and revenue to see what’s working.

Measuring your success

Let’s talk numbers. These are the metrics to watch:

  • Open rates: Is your content catching attention?
  • Click rates: Are subscribers engaging with your CTAs?
  • Conversion rates: Are your emails driving sales or other actions?
  • Retention rate: Are subscribers staying on your list over time?

Pro tip: Benchmark your results against industry averages. According to Klaviyo’s latest email marketing benchmarks, brands see an average open rate of 52.04% on email flows.

You can also compare your current metrics against your own past performance to identify trends and measure improvements. If you’re seeing growth or surpassing benchmarks, give yourself a well-deserved pat on the back!

It’s a wrap!

There you have it—a simple, subscriber-first approach to nurturing your email list. Remember, it’s not just about the next sale; it’s about building relationships that last.

Focus on delivering value, being consistent, and making your subscribers feel like VIPs.

 I’d love to hear how you’re nurturing your subscribers. Have a favorite strategy or tip?
Let’s chat in the comments—I’ll see you there!

 

Did this topic or the replies in the thread help you find an answer to your question?

5 replies

DavidV
Partner - Platinum
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  • 2025 Champion
  • 207 replies
  • January 9, 2025

Great article ​@AlexandraPalau! I completely agree with you - show value, explain who you are and why you’re passionate and use the opportunity for educating your customers. It’s a great way to turn your new subscribers into brand loyalists! 

PS: Any tips on my missing socks? 😆


AlexandraPalau
Partner - Silver
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  • Author
  • 2025 Champion
  • 63 replies
  • January 9, 2025

@DavidV JAJAJAJAJAJA! Thanks for the feedback, David. I honestly think the dryer eats them up… 😆

To help out our community, what other strategies have you tried and seen solid results for retention? 


DavidV
Partner - Platinum
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  • 2025 Champion
  • 207 replies
  • January 9, 2025

@AlexandraPalau Maybe all those sock subscription services around the world are secretly run by the whiteware companies 😂

My biggest retention strategies basically come down to the personalisation strategy - hit the right customer with the right message at the right time. It’s super dependant on the vertical you operate in - but let’s take skincare. If I buy a 150ml bottle of a daily serum, how long will this last me? And how does that compare to a 30ml bottle of the same serum? Driving conditional logic in flows so that you can hit them with a replenishment flow at different times based on how long it’s going to last is important.

One of my favourite examples of a post-purchase flow done well is Dyson. I got my first post-purchase email from them over 5 years ago and I still remember it as a consumer - after a month of ownership they sent me a 2 minute video showing me how to wash my filter because it has to be done on a monthly basis. 

Lastly - I’m a big fan of using UGC where-ever you can. Show dynamic reviews in your abandon cart flow for the product you’ve left behind, and incentivise people for leaving you reviews (and give them more if they include a video or photo). A coupon for a review is the easiest way to get the customer to buy again - because they feel they need to use that $10 coupon before it expires! 


MANSIR2094
Problem Solver IV
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  • Problem Solver IV
  • 164 replies
  • January 10, 2025

Hi ​@AlexandraPalau , thank you for this comprehensive overview—it’s incredibly helpful! One of my favorite strategies for nurturing subscribers is combining Klaviyo’s segmentation with personalized product recommendations. By segmenting based on behavior and preferences, I’ve seen a significant boost in engagement and sales.

 

Also, I rely heavily on A/B testing for subject lines and CTAs to continuously refine my approach. It’s fascinating to see how small tweaks can make a big difference!

 

A great addition to nurturing sequences is leveraging personalization alongside automation and segmentation. Personalization goes beyond addressing subscribers by name; it’s about tailoring email content to match their unique journey. For example, using dynamic blocks in Klaviyo, you can show specific product recommendations based on purchase history or browsing behavior. This approach enhances engagement and drives conversions.

 

Additionally, consider incorporating A/B testing into your strategy. Experiment with subject lines, send times, and content styles to determine what resonates best with your audience.


talhahussain
Problem Solver IV
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  • Problem Solver IV
  • 76 replies
  • January 17, 2025

Strategies to Turn New Subscribers into Superfans:

  1. Personalized Onboarding Emails
    Start with a warm, personalized welcome email series. Acknowledge their interests or how they found your brand, and guide them on what to expect. Include value-driven content such as tutorials, product guides, or FAQs.

  2. Segment and Tailor Content
    Use subscriber data (e.g., sign-up sources, purchase history, or survey responses) to segment your audience. Tailor your email content to their preferences, creating relevance and boosting engagement.

  3. Deliver Consistent Value
    Share valuable resources, insider tips, and exclusive content. Whether it's educational blogs, how-to videos, or early access to new products, keeping them engaged ensures they see your brand as more than a product but as a community.

  4. Highlight Success Stories
    Show real-life examples of how others have benefited from your products or services. Customer testimonials or case studies build trust and inspire loyalty.

  5. Engage Beyond Email
    Interact with subscribers through other channels like social media or SMS. Encourage participation in polls, discussions, or exclusive events to deepen the relationship.

  6. Reward Their Loyalty
    Create incentives for subscribers to stay engaged, such as loyalty programs, discounts, or birthday offers. Recognition fosters a deeper bond with your brand.

  7. Track and Optimize
    Continuously monitor engagement metrics like open rates, click-through rates, and feedback to identify what resonates. Use these insights to refine your nurturing strategies.

  8. Ask for Feedback
    Periodically request feedback to show subscribers you value their opinions. Use their suggestions to make improvements and demonstrate that you’re listening.