Table Of Contents:

• Introduction
• How to Set up Welcome Series in Klaviyo
• Overview of Triggers, Messages, and Time Delays
• Content to Include In Your Welcome Series
• Best Practices For Welcome Series Email Design
• Key KPIs to Track for a Successful Welcome Series
• Conclusion

• Introduction
• How to Set up Welcome Series in Klaviyo
• Overview of Triggers, Messages, and Time Delays
• Content to Include In Your Welcome Series
• Best Practices For Welcome Series Email Design
• Key KPIs to Track for a Successful Welcome Series
• Conclusion

Introduction

Introduction

Email marketing is an essential tool for any eCommerce store, and one of the most important email flows that you need to have - is the Welcome Series. In this blog post, we will break down everything you need to know about designing, setting up, and writing emails in your Welcome Series to generate over 5% of your eCommerce store's total revenue.

How to Set up Welcome Series in Klaviyo

How to Set up Welcome Series in Klaviyo

To start building out your flows, if you already have a Klaviyo account, you need to log in and click on the Flows section. Then, click on Create Flow, and choose the Welcome template. Rename it anything you want, and set the trigger for the list that you want to use for signups and embedded forms.

Overview of Triggers, Messages, and Time Delays

Overview of Triggers, Messages, and Time Delays

The trigger is the customer behaviour or data activity that starts the flow. For example, for the Welcome Series, the trigger for sending the first email - is people who subscribed to your email list through your signup forms.

The next step is to set up your messages, time delays, and other splits. You can see in the Welcome template that there are three messages, and in between them, there are time delays of three and four days.

The number of messages you have in your Welcome Series will depend on your brand, but we recommend having at least six. Start by following up with one-day gaps between your initial messages, and then towards the end of the flow, have two-day gaps.

Content to Include In Your Welcome Series

Content to Include In Your Welcome Series

Now that you have the structure of your Welcome Series, it's time to start generating ideas and writing emails. Here are some ideas for content that you should include in your Welcome Series emails:

• Welcome email - deliver an offer from your signup form (ex: 10% off first purchase) and welcome your new subscribers.
• Resend offer - same as the first email, but with a different subject line and preview text. Send to subscribers who didn’t open the first email.
• Founder’s story - tell your brand's story and give your subscribers a behind-the-scenes look at what makes your brand unique.
• Best-sellers - showcase your best-selling products or categories and give subscribers a reason to purchase.
• Social proof - include customer reviews or testimonials to build trust with your new subscribers.
• The offer is expiring - remind subscribers that they have a discount for their first purchase and add urgency (ex: Offer expires tomorrow).

It's important not to make your welcome series too long. Keep it to a maximum of 6 or 7 emails. You're pushing people further down your marketing funnel, which is great, but they will also receive other flows and other emails as they start to go down that funnel. Be mindful that it's not just a welcome series they're receiving.

If you set up Welcome Flow properly, emails 1, 2, and 6 will generate themajority of your revenue; 3, 4, and 5 will help push people and give them more information and help them make their first purchase.

Best Practices For Welcome Series Email Design

Best Practices For Welcome Series
Email Design

When designing your Welcome Series emails, it’s essential to ensure that your email perfectly captures your brand’s image, has product-focused messaging, has a bold offer, and the design matches your website and socials.

A design that is consistent with your brand messaging will make it easier for your customers to recognize your brand and remember you.

The design also should be mobile-optimized. Make sure that your offer is above the fold - so it's the first thing your audience sees. After pushing the offer, welcome your customers to the family and showcase your products. Use curated picks to show them what they can expect from your brand, and make it easy for them to purchase by including clear calls to action.

Key KPIs to Track for a Successful Welcome Series

Key KPIs to Track for a Successful
Welcome Series

To ensure that you're maximizing your Welcome Series potential, there are some key performance indicators (KPIs) you should track:

• 5% of total online revenue should come from your Welcome Series: The Welcome Series is a highly converting flow, particularly for new site visitors who are still unsure about making their first purchase. Therefore, it should account for a significant portion of your online revenue.
• Open rate: Aim for a 60% open rate for your Welcome Series emails. This rate may vary based on factors such as the offer, sender domain, and subject lines. If your open rate is significantly lower than 60%, analyze and make changes.
• Placed order rate: The goal is to have a 5% placed order rate, but this may also vary based on factors like the product's price point or average cart value. Keep in mind that a higher cart value may result in a slightly lower conversion rate.
• A/B test subject lines: If your open rate is low, consider A/B testing different subject lines. Tactics such as adding emojis, mentioning the offer in the subject line, or using a catchy name can help grab subscribers' attention.

• 5% of total online revenue should come from your Welcome Series: The Welcome Series is a highly converting flow, particularly for new site visitors who are still unsure about making their first purchase. Therefore, it should account for a significant portion of your online revenue.
• Open rate: Aim for a 60% open rate for your Welcome Series emails. This rate may vary based on factors such as the offer, sender domain, and subject lines. If your open rate is significantly lower than 60%, analyze and make changes.
• Placed order rate: The goal is to have a 5% placed order rate, but this may also vary based on factors like the product's price point or average cart value. Keep in mind that a higher cart value may result in a slightly lower conversion rate.
• A/B test subject lines: If your open rate is low, consider A/B testing different subject lines. Tactics such as adding emojis, mentioning the offer in the subject line, or using a catchy name can help grab subscribers' attention.

Conclusion

Conclusion

Creating a winning Welcome Series is essential for any successful eCommerce business' email marketing strategy. By following this step-by-step guide, you'll be able to design, set up, and optimize your Welcome Series in Klaviyo to start generating over 5% of your store's total revenue. However, perfecting your Welcome Series and building your overall email marketing strategy requires a certain level of expertise.