How to Set Up Klaviyo Welcome Series for Maximum Conversions

Your Klaviyo welcome series is one of the most valuable email sequences you’ll ever create. Research shows that welcome emails have an average open rate of 68.6% significantly higher than standard promotional emails. For Shopify stores, a well-crafted welcome series can generate 30-50% of total email revenue despite being sent to just a fraction of your list.

Yet most brands squander this opportunity with generic, uninspiring welcome emails. This guide will show you exactly how to set up a Klaviyo welcome series that converts subscribers into customers and builds lasting relationships from the very first touchpoint.

Why Your Klaviyo Welcome Series Matters

According to Klaviyo’s benchmarks, welcome emails deliver the highest engagement rates of any automated flow. When someone subscribes to your list, they’re actively interested in your brand—their attention is at its peak. This is your moment to make a powerful first impression.

A strategic Shopify welcome email sequence accomplishes multiple goals:

• Builds brand affinity by introducing your story and values
• Sets expectations for future communication
• Educates subscribers about your products or services
• Drives first purchases with strategic incentives
• Segments your audience based on preferences and behavior
• Establishes trust through social proof and testimonials

The Klaviyo setup process for welcome series is straightforward, but the strategy behind it requires careful planning. Let’s break down exactly how to create a sequence that maximizes conversions.

Before You Start: Foundation Elements

Define Your Welcome Series Goals

Before diving into Klaviyo setup, clarify what you want your welcome series to achieve. Different goals require different approaches:

For New Shopify Stores: Focus on brand introduction, building trust, and securing that crucial first purchase.

For Established Brands: Emphasize product education, customer success stories, and community building.

For High-Ticket Products: Prioritize education, overcoming objections, and nurturing leads over multiple touchpoints.

Your goals will determine the length, content, and incentive strategy of your Klaviyo welcome series.

Gather Your Content Assets

Successful email marketing requires preparation. Collect these elements before building your flow:

• Brand story: Your origin, mission, and what makes you different
• Customer testimonials: Real reviews and success stories
• Product imagery: High-quality photos showcasing your offerings
• Educational content: How-to guides, styling tips, or usage instructions
• Social proof: Customer count, press mentions, or awards
• Unique value proposition: Clear benefits that differentiate you from competitors

Having these assets ready streamlines the Klaviyo setup process and ensures consistency across your Shopify welcome email sequence.

Step-by-Step Klaviyo Welcome Series Setup

Step 1: Create Your Welcome Series Flow

Navigate to Flows in your Klaviyo dashboard and click “Create Flow.” You have two options:

Use Klaviyo’s Pre-Built Template: Klaviyo offers a welcome series template that provides a solid starting point. This is perfect for beginners or those wanting to launch quickly.

Build from Scratch: For complete control, start with a blank flow. This gives you full flexibility to customize every element.

For most Shopify stores, I recommend starting with the template and customizing it to fit your brand. This balances efficiency with personalization.

Step 2: Configure Your Flow Trigger

The trigger determines when someone enters your Klaviyo welcome series. The most common trigger is “Subscribed to List,” but you can refine this:

Smart Trigger Setup:

• Trigger: Subscribed to List (select your main list)
• Add filter: “Has placed order zero times” (excludes existing customers)
• Priority: Set to high (ensures it sends immediately)

This configuration ensures only new subscribers receive your welcome series, preventing duplicate communication with existing customers who might subscribe again.

Step 3: Design Your Email Sequence

Most effective Klaviyo welcome series include 3-5 emails sent over 7-10 days. Here’s a proven structure:

Email 1: The Welcome (Send Immediately)

Your first Shopify welcome email should arrive within minutes of subscription. This confirms their signup and delivers any promised incentive.

Subject Line Examples:

• “Welcome to [Brand Name]! Here’s your 15% off 🎁”
• “You’re in! Your exclusive offer inside…”
• “Thanks for joining [Brand Name] – let’s get started”

Content Structure:

• Warm welcome message
• Deliver promised discount or incentive
• Brief brand introduction (2-3 sentences)
• Clear call-to-action to shop
• Set expectations for future emails

Pro Tip: Include a “Shop Now” button prominently. According to research on email marketing, 50-70% of welcome series revenue comes from the first email.

Email 2: Your Story (Send 2 days later)

The second email in your Klaviyo welcome series builds connection through storytelling.

Subject Line Examples:

• “Why we started [Brand Name]”
• “Our story: from idea to your inbox”
• “Meet the team behind your favorite [products]”

Content Structure:

• Share your brand origin story
• Highlight your mission and values
• Introduce your team or founder
• Include behind-the-scenes photos
• Soft CTA to explore collections

This email builds emotional connection without aggressive selling. It’s about relationship building, not immediate conversion.

Email 3: Social Proof (Send 4 days later)

Social proof reduces purchase anxiety and builds credibility.

Subject Line Examples:

• “See why [X] customers love us”
• “Real stories from real customers”
• “Don’t just take our word for it…”

Content Structure:

• 3-5 customer testimonials with photos
• User-generated content from social media
• Press mentions or awards
• Customer count or social following numbers
• CTA to join the community

Leverage your customer retention strategies by showcasing happy customers who’ve been with you long-term.

Email 4: Best Sellers & Recommendations (Send 6 days later)

Help subscribers discover what to buy first by showcasing your top products.

Subject Line Examples:

• “Our customers’ top 5 favorites”
• “New here? Start with these bestsellers”
• “The products everyone’s talking about”

Content Structure:

• Featured bestsellers with brief descriptions
• Why each product is popular
• Customer reviews for each item
• Clear product images and CTAs
• “Shop All” option for browsers

Use product page optimization techniques even in email format—compelling copy, clear benefits, and strong visuals.

Email 5: Last Chance (Optional – Send 8-10 days later)

If your welcome series includes a discount, create urgency with a final reminder.

Subject Line Examples:

• “Your 15% off expires in 24 hours”
• “Last call: Don’t miss your welcome offer”
• “Reminder: Your discount expires soon”

Content Structure:

• Clear expiration reminder
• Recap of discount details
• Featured products to consider
• Urgency-driven copy
• Strong CTA to shop now

This email captures fence-sitters who needed extra encouragement. It’s particularly effective for abandoned cart recovery when combined with your discount.

Step 4: Set Your Timing and Delays

Strategic timing is crucial in Klaviyo setup. Here’s the optimal delay structure:

• Email 1: Immediately (0 hours delay)
• Email 2: 2 days later (48 hours delay)
• Email 3: 4 days after Email 1 (96 hours total)
• Email 4: 6 days after Email 1 (144 hours total)
• Email 5: 8-10 days after Email 1 (192-240 hours total)

Add Time Delay elements between each email in your Klaviyo welcome series. Configure smart sending to deliver emails during optimal hours (typically 10 AM – 2 PM in the recipient’s timezone).

Step 5: Add Conditional Splits

Make your Klaviyo welcome series smarter by adding conditional logic:

Split Based on Purchase Behavior: After Email 1, add a conditional split: “Has placed order at least once since starting this flow?”

• If YES: Remove from welcome series (they’re already customers)
• If NO: Continue to Email 2

This prevents oversending and ensures relevant communication based on actual behavior.

Split Based on Engagement: After Email 2, split based on email opens:

• Opened Email 2: Send more detailed content
• Didn’t Open: Try a different subject line approach

This creates personalized paths within your Shopify welcome email sequence.

Step 6: Design Your Emails for Mobile

Over 60% of emails are opened on mobile devices. Your Klaviyo welcome series must be mobile-optimized:

Mobile Design Best Practices:

• Single column layout for easy scrolling
• Font size minimum 14px for body text
• Large, tappable buttons (minimum 44×44 pixels)
• Compressed images for faster loading
• Clear hierarchy with scannable headings

Test every email on multiple devices before launching your flow. Klaviyo’s preview feature shows how emails render on different screens.

Step 7: Personalize with Dynamic Content

Klaviyo’s dynamic content capabilities make your Shopify welcome email feel personal:

Personalization Variables:

• {{ first_name|default:'there' }} – Personal greeting
• {{ event.extra.discount_code }} – Unique discount codes
• Product recommendations based on browse history
• Location-based shipping information

Personalized emails deliver 6x higher transaction rates according to email marketing research.

Step 8: Configure Flow Filters

Add flow filters to prevent unwanted sends:

Essential Filters:

• Exclude customers who’ve already purchased (if appropriate)
• Exclude anyone who’s unsubscribed
• Exclude anyone in your suppression list
• Add geographic filters if you serve specific regions

These filters ensure your Klaviyo setup targets the right people at the right time.

Advanced Klaviyo Welcome Series Tactics

A/B Test Your Subject Lines

Klaviyo allows A/B testing within flows. Test these elements:

Subject Line Variations:

• Question vs. statement format
• Emoji vs. no emoji
• Personalization vs. generic
• Urgency vs. curiosity

Send each variant to 50% of your audience and analyze which performs better. Klaviyo automatically tracks opens, clicks, and revenue per variant.

Segment by Signup Source

Not all subscribers are equal. Someone who subscribed through a popup might need different messaging than someone who subscribed at checkout.

Create Separate Flows for:

• Homepage popup subscribers (broader interest)
• Product page subscribers (specific product interest)
• Checkout subscribers (high purchase intent)
• Blog content subscribers (education-focused)

This granular approach to Klaviyo setup increases relevance and conversion rates.

Include Win-Back Logic

Build win-back logic into your welcome series. If someone doesn’t purchase after Email 5, transition them into a longer nurture sequence rather than going silent.

Add a conditional split after your final welcome email:

• Made purchase: End flow
• No purchase: Wait 14 days, then send re-engagement campaign

This keeps subscribers warm even if they don’t convert immediately.

Leverage SMS in Your Welcome Series

For maximum impact, combine email and SMS in your Klaviyo welcome series. After Email 1, wait 2 hours and send a simple SMS:

“Hey [First Name]! Just wanted to make sure you got your 15% off code: WELCOME15. Reply STOP to opt out.”

SMS has 98% open rates and can boost welcome series revenue by 15-20% when used strategically.

Measuring Your Klaviyo Welcome Series Performance

Track these metrics to evaluate and optimize your Shopify welcome email sequence:

Key Performance Indicators:

Open Rate: Industry benchmark is 60-70% for welcome emails. If you’re below 50%, test new subject lines.

Click-Through Rate (CTR): Target 15-25%. Low CTR indicates weak CTAs or uncompelling content.

Conversion Rate: The percentage of recipients who make a purchase. Strong welcome series convert at 5-10%.

Revenue Per Recipient: Total revenue divided by total recipients. This shows true ROI.

Unsubscribe Rate: Should stay below 1% for welcome series. Higher rates suggest expectation mismatch.

Access these metrics in Klaviyo’s Flow Analytics dashboard. Review weekly during your first month, then monthly for ongoing optimization.

Common Klaviyo Welcome Series Mistakes to Avoid

Mistake #1: Sending Too Many Emails Too Quickly Bombarding new subscribers with daily emails creates fatigue. Space your Klaviyo welcome series over 7-10 days minimum.

Mistake #2: Making It All About Selling Balance promotional content with value. Include education, storytelling, and community building alongside sales messages.

Mistake #3: Generic, Boring Content Your welcome series should reflect your brand personality. Avoid template-sounding copy that could belong to any brand.

Mistake #4: No Clear Next Steps Every email needs a clear CTA. Don’t leave subscribers wondering what to do next.

Mistake #5: Ignoring Mobile Optimization If your emails don’t render properly on mobile, you’re losing 60%+ of potential conversions.

Mistake #6: Not Testing Before Launch Always send test emails to multiple devices and email clients. Broken links or formatting issues destroy credibility.

Optimizing Your Welcome Series Over Time

Your initial Klaviyo setup is just the beginning. Continuous optimization drives better results:

Monthly Optimization Checklist:

• Review analytics and identify weak points
• A/B test one element (subject line, CTA, timing)
• Update social proof with fresh testimonials
• Refresh product recommendations based on bestsellers
• Check for seasonal relevance
• Ensure all links work correctly

The most successful Shopify stores treat their welcome series as a living asset that evolves with their business.

Welcome Series Templates for Different Business Types

Fashion & Apparel Brands

Email 1: Welcome + 15% off first order Email 2: Styling guide or lookbook Email 3: Customer photos and reviews Email 4: Size guide and fit information Email 5: Bestsellers + discount reminder

Beauty & Skincare Brands

Email 1: Welcome + discount code Email 2: Brand story and ingredient philosophy Email 3: How to use our products (education) Email 4: Before/after customer results Email 5: Product quiz or consultation offer

Home & Lifestyle Brands

Email 1: Welcome + first purchase incentive Email 2: Design inspiration and ideas Email 3: Customer home tours or UGC Email 4: Product care and maintenance tips Email 5: Bestselling collections

Food & Beverage Brands

Email 1: Welcome + free shipping or discount Email 2: Origin story and sourcing Email 3: Recipe ideas or serving suggestions Email 4: Customer reviews and favorites Email 5: Subscription or bundle offer

Adapt these frameworks to your specific Shopify marketing strategy and brand voice.

Integration with Other Klaviyo Flows

Your Klaviyo welcome series should work harmoniously with other automated flows:

Flow Suppression Rules:

• Exclude anyone in abandoned cart flow from receiving welcome series emails
• Pause welcome series if someone makes a purchase (trigger post-purchase flow instead)
• Coordinate timing so multiple flows don’t send on the same day

Proper flow management ensures subscribers receive relevant messages without overwhelm.

Taking Your Welcome Series Live

Pre-Launch Checklist:

✅ All emails written and designed ✅ Mobile optimization verified ✅ Links tested and working ✅ Personalization variables checked ✅ Flow triggers configured correctly ✅ Conditional splits set up ✅ Flow filters applied ✅ Analytics tracking confirmed ✅ Test emails sent and reviewed ✅ Team members notified

Once you’ve completed this checklist, set your Klaviyo welcome series to “Live” status. Your flow will begin capturing new subscribers immediately.

The Power of a Strategic Welcome Series

Your Klaviyo welcome series is the foundation of your email marketing program. When done right, it transforms casual subscribers into engaged customers and brand advocates.

Remember that the best welcome series balances multiple objectives: building relationships, educating subscribers, establishing trust, and driving conversions. It’s not just about the first sale it’s about starting a long-term customer relationship that drives sustainable D2C growth.

Start with the framework outlined in this guide, then refine based on your specific audience and performance data. The Klaviyo setup process is straightforward, but the strategy behind it makes all the difference between a mediocre welcome series and one that becomes a revenue-generating machine.

Your new subscribers are waiting to hear from you. Make that first impression count.

Frequently Asked Questions