Welcome email series
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The first emails a new subscriber gets are the ones they are most likely to open, because they just asked for them. A welcome series uses that moment to say who you are, give people what you promised and show them what to do next. Our email marketing and automation page explains how we run this for clients. Below you get the structure, a template, and the legal basics.
What a welcome series is
Klaviyo's help page defines it as a sequence of emails sent right after someone subscribes, introducing new subscribers to your brand and offering. In Klaviyo the flow starts when a contact is added to a list, and a contact receives a list-triggered flow only once, even if they resubscribe later.
Mailchimp has the same idea. Its help article on welcome automations says a welcome message can introduce you, thank people, or offer a special promotion. If you are choosing between the two tools, see Klaviyo vs Mailchimp.
How many emails and how far apart
There is no official right answer. Klaviyo's guide recommends three emails over about a week:
- Email 1: sent immediately, with no delay after the trigger.
- Email 2: sent 3 days after sign-up.
- Email 3: sent 4 days after email 2, about a week after sign-up.
It also suggests testing different delays and messages. The five-email template below stretches that a little for shops that sell higher-priced items or services. Cut it to three if your list is small or your product is simple.
A 5-email welcome series template
This is a template, not a real campaign. Replace everything in [brackets] and drop any line that is not true for your business. We attach no results to it.
| Timing | Subject line (template) | Job | |
|---|---|---|---|
| 1 | Straight away | Welcome to [brand]. Here is [what they signed up for] | Deliver the promise, set expectations |
| 2 | Day 2 | Why we started [brand] | Your story in five lines |
| 3 | Day 4 | Our most-loved [product or service] | Show your best sellers or top service |
| 4 | Day 6 | Questions people ask before ordering | Remove doubts: delivery, returns, pricing, contact |
| 5 | Day 8 | Ready when you are, [first name] | One clear next step, with an offer only if you want one |
Email 1: the welcome
Send this at once. If you promised a discount code, a guide or a download, put it in the first screen. Say how often you will write. Invite people to reply.
> Subject: Welcome to [brand]. Here is [what they signed up for] > > Hi [first name], > > Thanks for joining. [Deliver the promise here: code, guide or link.] > > We will write [once a week / twice a month], and only when we have something useful. You can reply to this email at any time and a person will read it. > > [Button: Start here]
Email 2: the story
People buy from people they can picture. Keep it short and specific, with one photo of the real team or workshop. Do not claim awards, numbers or customers you cannot show.
> Subject: Why we started [brand] > > Hi [first name], > > [Two or three sentences on the problem you noticed and what you do about it.] > > [One sentence on what makes your approach different, in plain words.]
Email 3: the best of
Show three products or services, each with one line on who it is for. Link each one. This is where a store sends people to a bestseller collection and a service business links to its main page.
> Subject: Our most-loved [product or service] > > [Item 1] for [type of customer] > [Item 2] for [type of customer] > [Item 3] for [type of customer]
Email 4: the doubts
Answer the questions that stop first orders: delivery time, returns, sizing, payment, how to reach you. Pull them from your inbox, not from your imagination.
> Subject: Questions people ask before ordering > > Delivery: [time and cost] > Returns: [policy in one line] > Help: [contact and reply time]
Email 5: the next step
Make one request. For a shop, that is a first order. For a service, it is a call or a quote. If you offer an incentive, give it an end date you will keep.
> Subject: Ready when you are, [first name] > > If you would like to try [product or service], [offer or next step]. It is open until [date]. > > [Button: Take the next step]
Extras worth setting up
- Split by source. People who joined from a lead magnet need different copy from people who joined at checkout.
- Stop the series at purchase. Someone who has already bought should move to a post-purchase flow. Our guide to abandoned cart emails covers the other flow most shops start with.
- Reply address that works. A no-reply sender removes the easiest way to get feedback.
- Plain text version. Always set a sensible one.
Consent and GDPR basics
Send a welcome series only to people who agreed to hear from you. A few points that apply in the EU and UK:
- You must be able to prove consent. GDPR Article 7 says the controller must be able to demonstrate that the person consented, and that withdrawing must be as easy as giving consent.
- Consent has to be a clear action. The ICO's PECR guidance says pre-ticked boxes, silence or inactivity do not count, and that you should keep records of who consented, when and how.
- People can object at any time. Article 21 gives people the right to object to direct marketing, and their data may no longer be used for it once they do.
- Every email needs an easy opt-out. In the US, the FTC's CAN-SPAM guide requires a clear opt-out, a valid postal address and prompt handling of opt-outs, within 10 business days.
- Double opt-in is a good habit. Klaviyo's guide says every list is double opt-in by default and recommends keeping that on for your main list.
This is general information, not legal advice. Rules differ by country, so check the ones that apply to you.
FAQ
How many emails should a welcome series have?
Klaviyo's guide recommends three over about a week. Many shops use between three and five. Start small, then add an email only when the data shows people still reading.
What should the first welcome email contain?
What you promised at sign-up, plus a short note on what to expect. If the sign-up form offered a code or a guide, put it at the top. A long brand history belongs in email 2.
Should I include a discount?
Only if it fits your margins. If you do, give it a real expiry date. The template above works with or without one.
Do I need double opt-in?
Not always by law, but it is good practice. Klaviyo turns it on by default for lists and recommends keeping it for your main list. It also helps you prove consent.
How long should the delay between emails be?
Klaviyo's guide uses no delay, then 3 days, then 4 more days. Test shorter and longer gaps with your own list.
Which tool should I use?
Klaviyo suits shops that want store data in their emails. Mailchimp is easier to start with. Our comparison goes through both.
How OnePDA can help
We write the welcome flow by hand for your products and tone, set up the sign-up forms with consent captured properly, and test every email before it goes live. The setup of the three core flows is €490, and management is €390 a month, both excluding VAT where it applies. You keep the account and the data, and you pay the email tool directly. We do not promise a revenue number or an open rate. Read about the Klaviyo agency service or the wider email marketing and automation page.