Hey it’s Edoardo from ElediaMails,
If I had to rebuild an e-commerce brand’s email marketing from scratch tomorrow…
I’d start with the Welcome Flow.
Why?
Because it’s the highest-leverage automation in your account:
It’s triggered by every new subscriber
It’s the first impression your customers get of you
It turns strangers into paying customers in days, not weeks
Let’s look at what a perfect welcome flow should have.
🪑 Why your welcome Flow Matters
When someone signs up for your list, they’re at their highest point of interest in your brand.
They just found you, they’re curious, and they’re deciding whether you’re worth their time (and money).
It’s your chance to:
Build trust
Show what makes you different
Get them to buy for the first time
Your Welcome Flow is not a “nice-to-have.” It’s your most important automation.
For some brands, it drives 20–40% of total email revenue on autopilot.
But only if you set it up right.
🧩 The Structure of a High-Converting Welcome Flow
Here’s the 6-email sequence we’ve seen work again and again for e-commerce brands:
Email #1 – Provide Offer (Send immediately)
Thank them for joining
Deliver your offer above the fold (Could be a % or $ discount)
Highlight 2–3 bestsellers to click into right away
Email #2 – Brand Story (1 day later)
Founder note or short story
Mission, values, what makes you different
Link subtly to product pages
Email #3 – Product Suggestions (1 day later)
Curated product list based on your hero collections
Choose one theme (Pontietally based on what they looked at)
Each section with a clear CTA
Email #4 – Social Proof (2 days later)
Reviews, testimonials, UGC
Show products in use
Link directly to the items shown
Email #5 – Us vs. Them (2 days later)
Comparison chart against competitors
Make the differences clear — features, quality, service, price
End with urgency to claim the offer
Email #6 – Last Chance Offer (2 days later)
Final reminder before the offer expires
Include countdown or expiry date
Direct, no-fluff CTA to shop now
⏱️ Timing Tips
First email: Send immediately
Then space each send by 1–3 days
If you sell lower-ticket items, tighter spacing usually converts better
Always test: Timing changes can change conversion rates by double digits
🎨 Why Design Matters Here
The Welcome Flow isn’t just about the copy, it’s also about how your emails look and feel.
Bad layouts, generic templates, or stuffed mobile design can kill your first impression.
That’s why I’ve pulled together a free swipe file of the best Welcome Flow email designs we’ve seen:
High-impact layouts
Smart product display sections
Brand story formats that actually get read
✉️ Email of the Day
Your Welcome Flow sets the tone for your relationship with every new subscriber.
Get it right, and you’ll convert more customers from day one while building a stronger brand in the process.
Until next time!
Edoardo
P.S. If you’re an e-commerce brand looking to scale to 7-figures and above we’re offering you a FREE audit where we’ll go through your Klaviyo account to see if there’s any room for improvement.
If you’re interested, then simply click here.