How to Set Up a Shopify Welcome Series in Klaviyo

Your welcome series is the most important automation in your Klaviyo account. New subscribers have just raised their hand and said they're interested in your brand — and your welcome series determines whether that interest turns into a purchase. Get it right and you'll see 30-40% of new subscribers convert within 30 days.

The Five-Email Welcome Series Structure

The most effective welcome series for Shopify brands typically runs over 7-10 days with five emails. Each email has a distinct purpose:

1. 1Email 1 (immediate): Deliver the welcome offer and introduce the brand — keep it simple, clear, and focused on the discount code
2. 2Email 2 (Day 2): Tell your brand story — why you exist, what makes you different, who your founders are
3. 3Email 3 (Day 4): Social proof — reviews, press coverage, customer photos, bestsellers
4. 4Email 4 (Day 6): Address objections — answer the questions that stop people from buying: returns policy, delivery times, sizing, ingredients
5. 5Email 5 (Day 9): Final urgency — the welcome discount is expiring soon; here are your bestsellers

Setting Up the Flow in Klaviyo

In Klaviyo, go to Flows → Create Flow → Build Your Own. Set the trigger to 'List: Subscribed to list' and select your main newsletter list. Key configuration steps:

• Add a profile filter: 'Has not placed an order' — skip the welcome series for existing customers who subscribe
• Use time delays between emails, not fixed calendar dates, so the sequence always starts correctly regardless of subscribe time
• Enable 'Smart Sending' to prevent welcome emails overlapping with campaign sends in the first 24 hours
• Add a conditional split after Email 1: if 'Placed Order', exit the flow — don't continue sending to people who've already converted

Copy and Design Tips

• Email 1 subject line: lead with the offer — '10% off inside' outperforms 'Welcome to [Brand]' every time
• Keep Email 1 short and focused — one CTA, one purpose, one click to the discount
• For the brand story email, plain text or minimal design often outperforms heavily designed templates
• Include a postscript (P.S.) line in each email — it's one of the most-read parts of any email
• Use your brand's conversational voice — welcome emails are relationship-building, not sales collateral

Performance Benchmarks

Healthy welcome series metrics to aim for: Email 1 open rate 50-70% (the offer drives curiosity), Email 2-5 open rates 30-45%, overall flow conversion rate (subscribers who purchase within 30 days) 20-35%. If your Email 1 open rate is below 40%, your subject line or sender name needs work.

“The welcome series is your brand's first impression at scale. Every pound you invest in getting it right pays dividends for as long as your list keeps growing.”