Creating a welcome email series in Klaviyo

Creating a welcome email series in Klaviyo is a powerful way to engage new subscribers and introduce them to your brand. Here’s a step-by-step guide to setting up a welcome email series in Klaviyo:

Step 1: Define Your Welcome Series Goals

1. Identify Objectives:

• Determine what you want to achieve with your welcome series (e.g., brand introduction, encourage first purchase, build customer loyalty).

1. Plan the Content:

• Outline the content for each email in the series, ensuring each email has a specific purpose and call to action.

Step 2: Create a New Flow

1. Log in to Klaviyo:

• Go to your Klaviyo dashboard.

1. Navigate to the Flows Tab:

• Click on the “Flows” tab.

1. Create a New Flow:

• Click “Create Flow” and select “Create from Scratch” or choose a pre-built “Welcome Series” template.

1. Name Your Flow:

• Give your flow a descriptive name, such as “Welcome Series.”

Step 3: Set the Trigger for Your Flow

1. Choose a Trigger:

• Select “List Trigger” as the event that will start your flow.

1. Select the List:

• Choose the list that new subscribers are added to. This is typically your main newsletter or welcome list.

Step 4: Add Actions to Your Flow

1. Add the First Email:

• Drag and drop an “Email” action into your flow immediately after the trigger.
• Click on the email action to open the email editor.

1. Design the First Email:

• Subject Line: Craft a compelling subject line like “Welcome to [Your Brand]!”
• Email Content: Introduce your brand, highlight key benefits, and set expectations. Include a clear call to action, such as visiting your website or exploring your products.
• Personalization: Use dynamic tags like {{ first_name }} to personalize the email.

1. Add a Delay:

• Drag and drop a “Time Delay” action into your flow after the first email.
• Set an appropriate delay (e.g., 2-3 days).

1. Add Subsequent Emails:

• Repeat the process to add additional emails and delays. Here’s a suggested structure:
  • Email 2: Highlight popular products or services, include testimonials or reviews, and offer a special discount code.
  • Email 3: Share your brand story, values, and mission. Encourage social media follows or engagement.
  • Email 4: Provide helpful content, such as tips, guides, or blog posts relevant to your products or services.
  • Email 5: Remind subscribers of the benefits of your products/services and reinforce the value proposition. Include a final call to action, such as making a purchase.

Step 5: Design Each Email Template

1. Use Klaviyo’s Email Editor:

• Use the drag-and-drop editor to create visually appealing and engaging email templates.
• Include high-quality images, clear headings, and concise copy.
• Ensure each email has a clear and prominent call to action.

1. Personalize Your Emails:

• Use dynamic content blocks to tailor the message to each recipient.
• Include personalized recommendations or offers based on subscriber behavior if applicable.

Step 6: Test Your Flow

1. Send Test Emails:

• Use Klaviyo’s testing feature to send test emails to yourself or your team.
• Check for errors, ensure all links and personalization tags work correctly, and optimize the design and content.

Step 7: Activate Your Flow

1. Turn On the Flow:

• Once you are satisfied with the setup and testing, activate the flow by toggling the switch to “Live.”

Step 8: Monitor and Optimize

1. Track Performance:

• Use Klaviyo’s analytics to monitor the performance of your welcome series. Track metrics such as open rates, click-through rates, and conversions.

1. Optimize Based on Data:

• Make adjustments based on performance data. A/B test different subject lines, email content, and timing to optimize your flow.

Example Welcome Series Flow

1. Email 1:

• Subject Line: “Welcome to [Your Brand]!”
• Content: Introduction, brand highlights, and a clear call to action (e.g., visit the website).

1. Delay:

• Time Delay: 2 days

1. Email 2:

• Subject Line: “Discover Our Best-Sellers!”
• Content: Highlight popular products, include testimonials, and offer a discount code.

1. Delay:

• Time Delay: 3 days

1. Email 3:

• Subject Line: “Our Story and Values”
• Content: Share your brand story and mission, encourage social media follows.

1. Delay:

• Time Delay: 3 days

1. Email 4:

• Subject Line: “Tips and Guides Just for You”
• Content: Provide helpful content relevant to your products or services.

1. Delay:

• Time Delay: 4 days

1. Email 5:

• Subject Line: “Don’t Miss Out on Our Special Offer!”
• Content: Remind subscribers of the benefits, reinforce value proposition, and include a final call to action.

By following these steps, you can set up an effective welcome email series in Klaviyo that engages new subscribers, builds brand loyalty, and drives conversions.