How to Build a High-Converting E-Commerce Welcome Flow

Welcome emails are the most opened emails you’ll ever send. That means you’ve got one shot to do two things:

Make a strong first impression. And drive a first-time purchase. 



Most brands miss here. Either they come in too hot, or too forgettable. This blog breaks down the exact strategies we use to build welcome flows that not only greet your new subscribers but convert them into paying customers, and how you can do it too. If you’re building or fixing your welcome flow, these are the moves worth borrowing.

How to Build a Welcome Flow That Converts

At ECD Digital Strategy, we’ve launched, scaled, optimized, and tested it all. Strategy, copy, and creative that don’t just check the boxes. 

Here’s the structure we’ve used across dozens of ecommerce brands—refined through testing, conversion data, and cold, hard revenue.

Step 1: Deliver the Promise

Send this email immediately after signing up. It has one job: say welcome, deliver the code, and get out of the way.

What to Include:
→ A clear headline and friendly tone
→ The promised discount code—easy to find, hard to miss
→ A CTA that drives action (think: “Shop Now” or “Use Your Code”)


Best Practices:
→ Center-align and bold the discount code so it pops
→ Keep copy short—now isn’t the time for a brand deep dive
→ Make the CTA visually obvious and mobile-friendly

Step 2: Resend to Non-Openers

Send a follow-up 24 hours later. Don’t reinvent this one. The goal is to make sure they saw your offer.

What to Include:
→ The same content as Email 1
→ A slightly tweaked subject line (optional)

Best Practices:
→ Don’t overthink this—resending boosts visibility
→ Let Klaviyo handle the logic with a conditional split
→ Keep timing consistent for predictable delivery

Step 3: Build Social Proof

Now that they’ve seen your offer, it’s time to reinforce trust. This email says: “People love this—and here’s why.”

What to Include:
→ Customer reviews, UGC, or press mentions
→ Highlighted testimonials with photos (if available)
→ A reminder of the discount

Best Practices:
→ Lead with social proof, not sales talk
→ Repeat the discount visually, but keep it secondary
→ Use visual validation: star ratings, badges, or quotes

Step 4: Sell the Product Benefits

If they haven’t purchased, they need to know why your product is worth it.

What to Include:
→ Product highlights and real benefits
→ Comparisons to alternatives or old habits
→ A strong CTA like “See the Difference” or “Get Yours Now”

Best Practices:
→ Use bullet points to break down value fast
→ Add product FAQs or comparison charts to reduce friction
→ Emphasize what problems your product solves

Step 5: Share Your Brand Story

They know the product—now help them care about the brand behind it.

What to Include:
→ Your origin story or founder spotlight
→ A mission-driven message or behind-the-scenes visuals
→ Subtle reminders of the offer

Best Practices:
→ Focus on connection, not conversion
→ Use lifestyle imagery or short-form video
→ Tie values to benefits: “We do this so you get that”

Step 6: The Final Nudge

If they still haven’t purchased, now’s your time to close. Here are two final email frameworks that consistently convert:

Option A: Sweeten the Deal

What to Include:
→ A slightly better offer (e.g., 10% → 15%)
→ Bonus item, bundle offer, or free shipping

Best Practices:
→ Use a clear subject line like “Still Thinking About It?”
→ Make the urgency subtle but real (no shouting)
→ Keep the message consistent with your tone so it still feels on-brand

Option B: Plain-Text from the Founder

What to Include:
→ A warm, plain-text note from the founder (or founder-style tone)
→ The original discount/code re-stated clearly
→ A final CTA with no pressure


Best Practices:
→ Make it human, real, and non-salesy
→ Avoid overly polished formatting — that’s the point
→ Keep it short and conversational, like you’re speaking to one person


No matter what, this email should feel like a gentle nudge, not a push.

The Final Takeaway

A welcome flow isn’t just a greeting—it’s your first (and best) shot at turning interest into income.
When it’s built like a funnel—with strategy, sequencing, and clarity—your emails start driving sales.

→ Strategy-first: Every email has a purpose in the funnel
→ Clean, mobile-first design with sharp CTAs
→ Has messaging that balances urgency, trust, and clarity
→ Built, tested, and optimized in Klaviyo

If your welcome flow isn’t pulling its weight, it’s time to rethink the approach.


Want Help Building Yours?

We’ve helped brands generate up to 49% of total revenue from email and SMS, with welcome flows as the first touchpoint.

Want to see what yours could be doing?