Klaviyo & Email

Welcome Flow

Quick definition

The 3-7 email sequence sent when a new subscriber joins your list. The single highest-ROI flow in most Klaviyo accounts.

What it actually means

A welcome flow introduces a new subscriber to your brand within the first 14 days. The typical structure: brand story (email 1), product education (email 2), social proof / reviews (email 3), discount or incentive (email 4), urgency / scarcity (email 5). Welcome flows convert at 8-15% in well-built setups — 10x the conversion rate of broadcast campaigns. If your welcome flow is one email with a discount code, you are leaving 60-80% of welcome revenue on the table.

Related terms

Flow (Email/SMS)

An automated sequence of messages triggered by a customer action — welcome, abandoned cart, post-purchase, etc.

Segmentation (Email)

Splitting your email list into groups based on behavior, profile, or purchase data so each group receives relevant messaging.

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