Most Shopify brands have Klaviyo, but very few have a klaviyo welcome series setup that actually works.
A proper Klaviyo welcome series setup takes one afternoon and runs automatically from that point forward.
I see this constantly — a brand with a growing list, a Klaviyo account set up, and zero automated sequences running in the background. Every new subscriber lands on the list and hears nothing. No welcome. No introduction. No reason to buy.
That silence is costing you revenue every single day.
A properly built Klaviyo welcome series converts 15–25% of new subscribers into first-time buyers. The industry average for brands with no welcome series? Zero percent, because nothing is running.
Here’s exactly how to build one — three emails, the right timing, and the specific setup steps inside Klaviyo.
Why your Klaviyo welcome series is the most important flow you’ll ever build
When someone joins your email list, they’re at peak interest. They just found your brand, liked what they saw enough to hand over their email address, and they’re curious about what comes next. That window doesn’t stay open long.
If you don’t show up in the first 48 hours, you’ve missed your best shot at turning a subscriber into a buyer.
The welcome series is the only flow that reaches every single person who joins your list — new subscribers, buyers who sign up post-purchase, people who found you through an ad. Everyone goes through it. That’s why getting it right matters more than any other automation.
The Klaviyo welcome series framework: 3 emails that convert
Email 1 — The welcome (send immediately)
This email goes out the moment someone subscribes. Not an hour later. Immediately.
The goal of this email is simple: make them feel like they made a good decision by signing up.
What to include:
- A warm, human greeting — not “Welcome to our mailing list.” Something that sounds like a person wrote it.
- Two sentences on what your brand does and who it’s for
- What they can expect from your emails (how often, what kind of content)
- One easy, low-commitment action — follow you on Instagram, read your most popular blog post, or see your bestselling product. Not a purchase. Not yet.
What not to do: Don’t pitch on email one. You just met this person. Build the relationship first.
Subject line formulas that work:
- “Welcome — here’s what to expect from us”
- “You’re in, [First Name] — let’s start here”
- “We’re glad you’re here”
Email 2 — The brand story (send on Day 2)
This is the trust-building email. No selling. Just connection.
By day two, your subscriber has had a chance to think about your brand. They’re not in impulse-buy mode — they’re in evaluation mode. This email meets them there.
What to include:
- Your founder story or the origin of the brand — why does this exist? What problem were you solving?
- What makes you different from every other option in your category. Be specific. “We use better ingredients” is not specific. “We source our ceramics from a single family-run studio in Portugal” is.
- One or two customer testimonials — short, real, specific. Not “amazing product!” but “I’ve reordered this three times and bought one for my sister.”
What not to do: Don’t turn this into a product catalog. This email is about your brand, not your inventory.
Subject line formulas that work:
- “Why we started Signify Studio (the real story)”
- “What makes us different — and why it matters to you”
- “The reason [Brand Name] exists”
Email 3 — The offer (send on Day 4)
Now you sell. But you sell with urgency and a clear incentive, not just a “here’s our store” nudge.
By day four, your subscriber has heard from you twice. They know who you are and what you stand for. Now you give them a reason to buy today instead of eventually.
What to include:
- Your best first-purchase incentive: 15–20% off, free shipping on their first order, or a small gift with purchase. Pick one — don’t stack them.
- A genuine 48-hour deadline. This matters. “Limited time” means nothing. “This offer expires Thursday at midnight” creates actual urgency.
- One clear call to action. One button. One link. Not three different products, not a link to your homepage — a direct path to the purchase.
What not to do: Don’t apologize for the sell. You’ve earned it by this point.
Subject line formulas that work:
- “Your welcome offer expires in 48 hours”
- “20% off — just for you, [First Name] (expires Thursday)”
- “A small thank-you for joining us”
How to set this up in Klaviyo — step by step
Step 1: Create the flow
In Klaviyo, go to Flows → Create Flow → Build Your Own.
Name it: Klaviyo Welcome Series
Set the trigger to: Joined List → select your main subscriber list. This fires the flow every time someone new joins.
Step 2: Add your three emails with the right delays
- Email 1: no delay — send immediately after trigger
- Email 2: add a Time Delay of 1 day after Email 1
- Email 3: add a Time Delay of 2 days after Email 2
Step 3: Set your smart sending filter
This is the step most people skip — and it costs them.
Add a Flow Filter: Has placed order zero times → set this at the flow level, not the email level.
This means anyone who buys during the welcome sequence automatically exits the flow. They won’t receive a discount offer after they’ve already paid full price. It’s a small detail that protects your margins and your customer relationships.
Step 4: Turn it on
Set all three emails to Live (not Manual). Click Save.
From this moment, every new subscriber gets welcomed automatically — whether you’re working, sleeping, or with a client.
What to expect from your Klaviyo welcome series
A well-built welcome series typically converts 15–25% of new subscribers into first-time buyers within the first 7 days. That number compounds over time — the bigger your list grows, the more revenue your welcome series generates without any additional work from you.
For context: the average eCommerce brand running no welcome series converts 0% of new subscribers automatically. The gap between those two numbers is one afternoon of setup in Klaviyo.
If your Klaviyo welcome series setup isn’t converting at that rate, something in the sequence needs attention.
If you’re not sure whether your current welcome series is set up correctly — or if you have one but aren’t seeing those conversion numbers — I offer a free 20-minute email audit for Shopify brands. I’ll look at your Klaviyo account and tell you exactly what’s working, what isn’t, and what I’d change. No pitch, no pressure.
Book your free email audit here →
Naomi is a Certified Klaviyo Partner and founder of Signify Studio, an email marketing agency for eCommerce brands based in Clearwater, Florida. She specializes in building automated email systems that generate consistent revenue for Shopify brands.
