How many emails should be in a welcome series?

Three to five is common. Start with an immediate welcome, then a brand story, best sellers and social proof, and adjust based on results.

Should a welcome series include a discount?

It can, especially for the first purchase, but it is not required. Consider your margins, and test an offer against an offer-free version.

What is the difference between a welcome series and an abandoned cart flow?

A welcome series greets new subscribers regardless of whether they have started buying. An abandoned cart flow targets people who began checkout and did not finish.

Klaviyo Welcome Series for Shopify: What to Send and When

1. Set the trigger and consent

The flow triggers when someone joins your list, from a signup form, popup or checkout consent. Make sure only people who have opted in enter it, and that your signup forms say what they are signing up for.

2. The emails to include

Email 1, sent right away: welcome them, deliver anything you promised (such as a discount or guide) and set expectations.
Email 2: your story and what makes the brand different, in a few sentences with a clear next step.
Email 3: best sellers or a guide to choosing the right product.
Email 4: social proof, reviews and answers to common questions.
Optional: a final reminder if an offer is time-limited.

3. Timing

Send the first email immediately, then space the others a day or two apart. Do not overwhelm new subscribers, and test what your audience responds to.

4. Segment where it helps

Split by signup source or interest if your forms collect it.
Treat existing customers differently from new prospects.
Exit people from the flow when they buy, and move them to a post-purchase flow.

See how segmentation works in our Klaviyo segmentation work.

5. Measure and improve

Watch open and click rates, placed-order revenue and unsubscribes per email.
Test subject lines, offers and send times one at a time.
Refresh the content regularly so it stays accurate.

Our welcome series service covers strategy, copy and build, and it works best alongside a good abandoned cart flow.

Frequently asked questions

How many emails should be in a welcome series?: Three to five is common. Start with an immediate welcome, then a brand story, best sellers and social proof, and adjust based on results.
Should a welcome series include a discount?: It can, especially for the first purchase, but it is not required. Consider your margins, and test an offer against an offer-free version.
What is the difference between a welcome series and an abandoned cart flow?: A welcome series greets new subscribers regardless of whether they have started buying. An abandoned cart flow targets people who began checkout and did not finish.