Hi there,

A properly optimized welcome flow should generate 5 to 10% of your brand's total monthly revenue.

Not just email revenue. Total revenue.

For a brand doing $500,000 per month, that's $25,000 to $50,000 from one automated flow.

Most brands leave that money on the table.

The modern customer doesn't buy on the first visit.

According to Google, customers need about seven touchpoints before they purchase.

New brands launch every day. Customers compare you to competitors before they commit.

If you don't build trust and stay top of mind, they'll forget you and buy from someone else.

The welcome flow is your chance to build trust, overcome objections, and guide them to their first purchase.

All on autopilot.

After auditing over 150 ecommerce brands, here's what I see:

Most brands send 2 to 3 emails and stop.

That's not enough time to build trust.

You need at least 5 emails.

Brands try to tell their entire story, showcase all products, and give social proof in one email.

People skim emails. They don't read.

One email = one goal = one call to action.

A lot of brands treat the welcome flow like a discount delivery system.

They send the code and keep reminding people to buy.

If someone doesn't trust you, reminders won't convert them.

Build trust first.

Here's the structure I use for 7 to 9 figure brands:

This email has one job: deliver the discount and get them to click.

What to include:

This email will have the highest open rate and conversion rate of your entire flow.

Aim for 60%+ open rate and 8%+ conversion rate.

Explain why they should buy from you and not a competitor.

What to include:

This builds trust by showing you're not just another brand.

People trust other people more than brands.

Show them real customers love your products.

What to include:

This removes doubt.

Combine social proof with product benefits.

Reinforce why your products work and show proof they deliver results.

What to include:

This guides them on what to buy first and removes remaining objections.

You've built trust. You've shown them why to buy.

Now create urgency.

What to include:

Important: Use real urgency.

Don't use "WELCOME10" that never expires.

Use a dynamic coupon code in Klaviyo that expires in 48 hours.

Fake urgency kills conversions.

Email 1:

Emails 2 to 5:

Total flow conversion rate: 6 to 12%

For every 100 people who join your list, 6 to 12 should become customers through the welcome flow.

If your flow converts below 6%, you're leaving money on the table.

Most brands set up their welcome flow once and never touch it again.

That's a mistake.

Test different offers. Test different subject lines. Test different angles.

Small improvements add up to tens of thousands per month in extra revenue.

Hope this helps.

Best,
Luca

Use these resources to help improve your brand’s email marketing.

Bonus: Watch the YouTube video below on this exact topic 👇