# $250M Klaviyo Welcome Flow Tutorial in 23 Minutes (LIVE SETUP)

Channel: Max Sturtevant
Video: https://www.youtube.com/watch?v=Lzuqy92SsSI
Duration: 24 min
Language: English
Words: 5991
Transcript page: https://viewrankai.com/tools/youtube-transcript/Lzuqy92SsSI

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[0:00] Nearly an extra $200,000 of monthly revenue just by making one tweak to the welcome flow following this exact framework that I'm about to show you. As a result, the brand's revenue increased by 27% and email revenue increased by 115%. This was done with a simple offer test and a unique email welcome flow strategy that not many brands are running that is absolutely printing in 2026. Now, I've generated over $250 million across 300 plus brands at my email agency Well Copy. I see way too many brands that are using outdated

[0:25] strategies on their acquisition systems. Means more often than not, they're leaving six to seven figures a month on the table. So, in this video, I'm going to break down the exact email welcome flow structure that you need to be following in 2026 to maximize your revenue and have numbers like the ones I showed you on the screen. Watch this video in full and in the end cuz I'm going to be giving you some free templates that you can use on your own and a ton of extra secrets and bonuses riddled in. So, let's get into it. So, what is the welcome flow? The welcome flow fires when somebody opts into your

[0:49] email list. It's going to be the series of emails and or SMS that get sent to somebody. You can see for this brand, the welcome flow generating $516,000 in just the past 30 days. So, it's important to have this absolutely dialed. I'm going to tell you something that nobody else is going to tell you. And that is the actual emails that you send is the least important thing in your email welcome flow for generating results. Sounds crazy, but there are actually two things that matter a lot more that only the top brands are focusing on and the brands falling behind have no clue about. And those two

[1:16] things happen before emails even fire. The first is going to be your list growth, your pop-up forms, and how many people are you getting into your list. And the second, my favorite, is going to be your offer. Just take a look at this brand. We took the opt-ins for email from 8,000 in January to 17,000 in March. And look at the flow revenue, how it changed as a result. $216,000 to oh, wow, a double to $471,000 just from doubling the pop-up form opt-in rate and getting more people into our flows. This is why you need to absolutely master

[1:44] your pop-up forms and your list growth. Forms isn't the topic of today's video, so I'm not going to go into that in depth, but I have another YouTube video breaking this down. It is this video right here. I'll have it linked for you so that you can click and watch it. But, very important to absolutely get that dialed because a couple simple tweaks can literally double to triple or even quadruple your list growth. And here are some results for us being able to do this for brands. 4.7% opt-in to 12.5, 4.6 to 11%, and that's by using these sort of structured pop-up forms just like this. And you can see how it's

[2:09] different than a basic pop-up form, but I can't stress enough the importance. But number two, possibly even more important, is your offer. Most brands just go out there, slap a 10% or 20% off discount, and then they just leave it and they let it run forever. However, that is a massive [clears throat] massive mistake. Instead, every brand should test at least four to eight different offers right when they're setting up their welcome flow. Sounds

[2:30] crazy, but I promise you it's worth it. Just like the example I showed you at the beginning of this video, let's break this down. We did an eight-part offer test in the welcome series right here. You can see how complex this is. And we boiled it down to the final four winners. It is a high AOV brand. They were running this free gift offer for forever, and we tested a mystery discount, which would ended up being $25 off, and then a 10% off discount over

[2:50] here. These were the final winners. However, the $25 off, it was able to get three times more people pop-up form than the control. They only got 500 people compared to 1,800. And on top of that, these people converted better at a 10.7% place order rate. For this specific brand, dollar off just worked better.

[3:05] But sometimes it's not the case. Sometimes percent off works better. Sometimes a free gift works better. Sometimes a bundle works better. And literally all we did for this test was these are literal plain text-based emails. Literally just one email in the welcome flow that we let run for a week just to test what that offer is. And then we're able to build our full welcome flow around this offer because we know it's proven to work. No email optimization, adjustments, and copy or subject lines is going to take you to a 3x in conversions. That just doesn't happen. And that's how exactly we took

[3:32] this revenue from 33K to $210,000. This allowed them to be a lot more profitable on their ads, and it got their email list to be a ton more engaging and generate these results. Now again, I have another video breaking this all down in offer testing exactly how to set this up, and it is this video right here. Change one thing, added 180K a month email welcome flow. I show you exactly how to set up these tests. It's super simple and straightforward. You're just going to have different pop-up forms with different offers. You're going to apply profile properties to people based on what pop-up offer they opted into. And then you're going to

[4:02] have different variations of your welcome email with that offer. Sounds more complicated, but I run through the same exact example that I showed you in how to get the pop-up forms and then how to do the splits in the welcome flow. Again, not the point of this video. Highly recommend you check that out. So, optimizing your pop-up form and then optimizing your offer are the two biggest levers that you can pull in your welcome flow. And that's without even touching your email. There's so many levers like this across your account and we pull these levers for 100-plus brands at Active every single month. If you want a team who knows these inside and

[4:28] out and can operate these for you, then you should click the link below to book a call with us. Well copy.net with the best email SMS and retention team in the game right now. Book a call with the link below. Now, let's get to the actual emails in the welcome flow strategy. So, first we need to talk about the structure. How long is our email welcome flow? What are the time delays? What is the structure of the emails? Now, many other YouTubers or people who are talking about email marketing will try to tell you, "Hey, have a 10 or 20 email long welcome flow." However, that's

[4:52] complete BS and there's no point in doing that. Why? Couple reasons. For one, if you're a brand that's running email marketing, you're probably sending email campaigns, ideally three to four per week. People will naturally buy from those. You don't need to have a 20 email long welcome sequence to get people to buy. If you have, say for example, a four to six email welcome series, if people don't buy, they're just sent to your general campaign list. And I assume you're running sales, you have new product drops, and all that sort of stuff that first-time buyers will be interested in buying. So, there's really no need to put so much work into super

[5:20] long welcome series. Another problem with the super long welcome series is that it takes so long to get to the urgency moments. People buy from urgency. If you have an email welcome flow that lasts 30 days, when are you going to have the "Hey, discount expiring" messaging? By day 27, it's way too late. Let me show you a super interesting graph inside of our custom analytics platform exclusive to our clients. So, again, this is custom to our clients. It tracks all sorts of retention, email, SMS metrics. If I scroll down on this view here, we can see when somebody opts into the email list, when do they actually buy? This is

[5:50] real client data. You can see there's a massive spike on day zero. People opt into the email list and they will buy right there. And that's a given, that's not going to change, and that's fine. But let's hide day zero and look at the drop-off in performance after we get to a certain amount of days. You can see right here every single day how much it dwindles. So there's really no point in having this super long email flow when these people aren't converting at a high rate and our campaigns can just cover them. we just put a ton of time and effort into creating a banger welcome

[6:18] series that just lasts around this 7-day period before the fall off really occurs. Other than that, it's kind of wasted effort. And it's going to work a lot better if I have urgency on days 5 to 7 when people are still warm and interested in the brand. If I can say, "Hey, your discount's about to expire." So that's why I want us to compress it and I only want a welcome flow that lasts 4 to 10 days after somebody has opted in cuz we see how big this fall off is. That brings me to the next structural point, which is how often do you send emails and what is the time

[6:45] delay? And in my expert opinion and experience, you should send daily. Potentially even send multiple emails a day. Now you might think I'm crazy, but it all goes back to the numbers here. Again, every single day you don't get somebody to buy, they get colder and colder. So say you have day zero right here and you wait 2 days before your next email. Well, you just missed this day one period and then you missed this day two period and then you finally send right here. And these numbers are going to be a lot lower if you're not hitting these people in those time frames. So we

[7:11] need to cram as much as we can in this period. You see this biggest fall off is kind of like after day four. And we have this little period right here kind of until day 8 to 10 and then it really softens out. So instead, what you should do is send daily. Some of our brands we literally send two to three emails a day in some cases. I don't recommend that for every brand, that's just brands that are scaling hard and scaling fast, specifically subscription brands where you just want one purchase. Oh, but Max, are you going to piss people off? Thing is, if somebody buys, we cool off and

[7:36] leave them alone. But usually the only people who get pissed off are the people who weren't interested in buying anyway. Trust me, I wouldn't be recommending it if it worked. It doesn't matter what your opinion thinks because a lot of people are like, "Oh, well, I don't like daily emails." Doesn't matter what you think. Test it for yourself and I promise the results are going to back it up. And so, what I recommend for structure is sending daily email and have emails across four to six days. So, that means four to six emails. So, that is the structure. Let's get into how to actually build this. So, in this case,

[8:03] I'm going to do this inside of the platform Omnisend, which is email sending platform. You can go to omnisend.com/mac to get 30% off your first 3 months. Whatever platform you're using, it's going to look the same inside. We go over to Omnisend, we just head over to automations and then we can create our workflow. There's going to be templates already set up for you based

[8:19] on like the welcome flow, for example. But, let's just start from scratch right here and just show you functionally how everything functions. Functionally how everything functions. But, essentially, we're going to have a trigger at the start of our flow and this trigger, we're going to have it when somebody joins a list. And so, we can see all of our different triggers right here. So, we could just do right here the subscribe to marketing and then we are all good to go. And you can see they already have this filter. It's going to skip contacts who've already been in this automation in the last 1 day. So,

[8:45] if somebody signed up multiple times for whatever reason, we're going to exclude them. And the other filter that we want to make sure that we have is if somebody places an order. If somebody joins our welcome series and say on email three, they end up placing their order, we want to exclude them from the end of the welcome flow because we're going to be talking about the discount. And so, what we do is we go to exit conditions right here. This exit condition is we're just

[9:04] going to do if somebody places an order. Somebody places an order, we are going to exclude them from this flow. So, you can see this added right here. Customers enter when they subscribe to email and they exit when they place an order. And then we can drag in our different email messages right here. Well, then we have our email builder where we can edit our content, have our subject lines, and preview text, and whatnot. But, all I'm

[9:24] going to do here is then add our delays. Add this for 1 day. I don't recommend doing anything else. Drag these in just like this. This is where we will eventually build our emails just like this. So, just wait 1 day between your emails and just set up your emails just like this, and then build your emails in here. So, that's functionally how to set it up. Let's go email by email and show you exactly what the strategy should look like. So, in a nutshell, every single welcome flow is going to have that initial welcome delivery, where we're going to deliver the discount and give a brand introduction. That's going

[9:53] to be email number one. And there are nuances with that, so bear with me. I'm also going to give you templates for it. But, email one deliver the discount, give a brief introduction. And then we're going to have a series of two to four filler emails. And these filler emails are just going to be information

[10:06] that you feel is relevant to your brand. Completely custom to your brand. I'm not going to give you the exact emails to run. I'm going to give you a couple to go off of, but it's going to vary brand to brand. Whatever educational stuff you think is important for your customers to know and gets them to convert. And then it's important to remind the discount in all those emails. So, we're going to have our initial welcome email number one. We're going to have a couple educational filler emails reminding of the discount, and then we're going to finish with some urgency. We're going to have a last chance email, and then we're

[10:29] going to follow it up with an extended email or last last chance. And boom, that's it. Welcome email, two to four filler emails, last chance, last last chance. So, let's go through these templates. You guys can literally have these templates inside the description. There's going to be a link where you can claim access to all this. You also get a written guide to go along with this on

[10:48] the welcome flow, which I just updated. You get the guide, and you get these editable templates right across here. But, I'm going to go email by email and show you this. You can literally use these templates. Let's break them down, starting off with welcome email number one. So, let's look at these templates for welcome email number one and everything that you need. The first thing that you'll notice about all these welcome email number ones is the discount code is right up at the top of the email, right in your face. That is the most important thing for your welcome email number one. People really are just here to get the discount, and

[11:14] then maybe get a little bit of information. So, your hero section should absolutely have the discount code right in your face, just like this, just like this, and even just like this. Whatever your discount code is, just do that and have a button way up at the top so the customer can easily click. And then we're going to have some sort of

[11:29] educational section right here. Something like our story. Here's a little bit of founder information and then some design elements for this brand. This is a sort of timeline for this brand. For this brand, again, kind of like a how we're different. For this one, it's an our story email. In this one, again, how we're different. And then this one, a little bit of body copy. And the last part of that welcome email is just feature some of your best sellers. So, if you have a ton of

[11:49] products, just lead with this or this. You could even skip that if you want and just have a button down here, but I recommend putting some of your best sellers if you have all sorts of different products. That is as simple it is for your initial welcome email. It's very important to make sure you get this right and you properly represent the brand cuz this is people's first introduction to you. So, make sure you get it right. Feel free to use these templates. Now, let's get into our filler emails. That's welcome email number one. That's going to be sent immediately when somebody signs up. Then we're going to wait 1 day and then we're

[12:14] going to send our first filler email. Any filler email is great as long as it reminds of the discount in it. I see way too many welcome flows and emails that don't have the discount code in it, which is stupid. You don't want to make the customer have to dig for the discount code or else this just looks like a general campaign. So, that's the only rule for these fillers. Other than that, just go brand by brand. There are a couple of favorites that I have, but do what's best for your brand. Here are 24 examples of different fillers that you can do. Generally, they usually

[12:39] follow into some of these initial filler email examples. You could have one benefit feature. So, so focus on one benefit of your product. You could have one feature. So, what is the main feature about your product? Notice how I'm not going crazy with all sorts of different features and benefits that overwhelms the customer. I prefer to

[12:54] double down on what is the core benefit. Then you [clears throat] have the FAQ. So, you could go over one FAQ or you could have a few FAQs. very simple. What's inside is a great one to do. How it's made, how to use. If you want to use back in stock, you absolutely can. That absolutely crushes for welcome flow for whatever reason. You can use a back in stock. If you're some sort of clothing or accessory brand, trending works well. Very common one is testimonials. So, feature one

[13:14] testimonial or a ton of testimonials. You've miss versus fact, us versus them, customer transformations, a note from the founder. All [snorts] this sort of stuff that you can do. These all work great and we use these across all of our different welcome flows. Again, it just depends on what you think is most relevant to your brand. Let's walk through a couple of these. This is for example a brand story filler email right

[13:31] here. You can see how Yappy came to be. You can see the discount code right there reminding of it all throughout the email. Super quick, simple, and to the point. Very personal. It really brings people close to the brand. I love this sort of email in the welcome flow and I highly recommend you have it. Here's another one, same sort of message here, but a different cool little layout right here. Here's another one where it's a simple discount reminder as well as the brand story that you could use. And another brand story right here. I love doing brand stories email number two. I just think it sets the foundation really

[13:58] well. And here are a couple of other filler emails that you could use right here. You can see again, welcome discount right up at the top and reminding of the welcome discount right here. Welcome at the top, reminder of the discount down here, and then reminding of the discount in this email right here. So this one is a simple testimonial highlight with just simple unique selling proposition. A cool little angle of we could make it cheaper, but then it would taste like

[14:18] everyone else's and not in a good way. You have this one which is a heavy social proof email. Usually this makes sense to include as well. And then you have why choose us over other brands. The simple just laid out for the customer, this is why you should choose us. Typically, if you're in some sort of competitive niche, then this is great to do and just address up front. Now here are some more our story emails that you could take a look at right here for inspiration. Feel free to pause this again, if you go to the link in the description, you will have access to all

[14:43] of these. We have the frequently asked question email. You can see this is a fun one plain text based which I'll talk about in a second, but answering some frequently asked questions about the brand right there. We have a how it works email. So here's this skin care product and how does it work? We have this one is a clothing product that makes your butt look bigger. So breaking down part by part. And then this is like a tech sort of thing right here showing

[15:04] again how it works. Really good to have. If you're some sort of CPG brand, what's inside? Breaking down your ingredients. Highly recommend that. So this is a cool one with a section on what's inside this product AG1. So it breaks down the individual products right here. Then right here we have the three ingredients for this product. We just want to make sure that the discount code is in all of these filler emails, whatever ones they are. One of the most common ones as well is mixing social proof. So, this one right here with the athletes and famous people who promote it, these testimonials, and then these

[15:31] testimonials right here. You can see discount code, discount code, discount code right up in the customer's face. Here's how we're different as well, why we shine versus how do we shine harder than other brands, and then how we're different with this section right here. Here's a simple best seller concept as well with these examples. Highlight one specific product or highlight multiple in a product section down here. And that is the art of the filler email. Optimize it for your brand, just make sure you have the discount in it. So, we have our initial welcome email, we have a couple

[15:59] of filler emails, two, three, or four. Now, we're going to get to our last chance email, which is super straightforward. All we want to do is add urgency, remind them of the discount, and hopefully add some sort of countdown timer or GIF or something to go with it. We have these text-based email examples. For this case, I'd recommend just do a graphic email, something like this, 20% off last call, something like this, 10% off expires soon, and have some sort of countdown timer. You can literally just insert a GIF of a clock counting down, and it's not actually accurate, or you could use this platform, Sendtrick. They're my

[16:29] favorite for doing countdown timers in emails. You set a timeframe, and then it'll count down, and it works really well. So, I highly recommend you have that for your last chance email. These are the templates that we have access to you. And then there are all sorts of text-based examples if you want to use these, which again I'm going to talk about in a second because these are secret sauce. But, here are a couple more examples right here. You see the countdown timer. This is it. Add urgency. Put the discount code, and then shop now. No need to go crazy, just focus on quick, snappy urgency to the

[16:55] point. Last chance right here. Countdown timer, receive $10 off. Then here's a text-based version. Hey, quick reminder, your discount code expires tonight. No need to overcomplicate it. Last chance right here. So, we have the welcome email sent immediately. We have filler emails separated by one day. We have our last chance email. Then I always like to add a last, last chance, some sort of support email. So, that's where you're going going have sort of this text-based sort of email coming from the founder just like this. These text-based emails work absolute wonders. Here's my

[17:22] favorite template that you can use. Plain text-based email. I would have this come from an actual person. Update the sender name. Just super quick, snappy, and to the point. I hope my previous emails have given you a taste of what our commitment to quality is. Got your back and we stand by our complete money-back guarantee. Risk reversals. I understand things can get busy. So, I extended your welcome discount for 24 more hours. Use this

[17:42] welcome discount at checkout to claim. Shop now. Then a little PS. I love adding PS sections because people just respond to PS and they get the highest engagement of any section of any email. So, I love to add this in. And that's just super simple to use. So, I would just plug this as the last email within your welcome flow and you are good. This is the 2026 optimized system. So, just to summarize everything again, welcome email with a discount right up at the top and a button way up at the top with

[18:07] a little bit of brand information. That's all you need. We're going to have two to four filler emails separated by one day apart. Make sure we have the discount code in the email so people are reminded of it and give any sort of brand education that we want or social proof. Then we're going to finish with a last chance, ideally graphic-based email like these. And then we're going to have then we're going to have an extended email just like this, a plain text-based email from the founder. There are also there bonus templates in here. If you want to use them, you are more than welcome to. This is just the welcome

[18:35] flow, but I literally give you templates for every single flow inside of my private community. There's a community of 284 members where you can literally ask questions 24/7 in that. I give a daily insight in here as well, so you get daily sauce from me. There are two live calls every single week, every Thursday, and then there's an agency mastermind call every Tuesday. There's a full email course that breaks everything down step by step on mastering email marketing. And all these templates as well, including flow templates just like this welcome series, but split out for every single core flow right here. If that sounds interesting, I'm also going

[19:07] to have the link to this in the description as well for you to check out. But wait, I'm not done yet. I'm going to talk about the secret that no other email marketer is talking about right now. And that is something extra that you can add at the end of your welcome flow. So, I looked at the data across all my brands and tried to figure out where the biggest drop-off was. At what point have 95% of the people who sign up to the email list and then pretty much they never buy again. And I found that kind of on day 21 to 28 after opting into the email list, that person

[19:29] hasn't bought yet, it's going to be really difficult to get them to buy. They're pretty much a lost customer. You can see again on this chart what that looks like right here. Just really, really dwindles out. You can see like over here you have have more sales attributed 108 on day four compared to 98 unattributed. If we go to like this period over here, we can see it flips and people actually convert off other channels. So, 30 are unattributed on day 27 while only nine is attributed. So, what we like to do at the end of this welcome flow is around day 28-ish, we're going to send our best offer. Odds are

[20:01] most of these people are not going to convert if they're sitting on our email list and they haven't bought in the first few weeks. So, we're going to give our best offer cuz you may as well. This person's probably not going to buy from you. So, it. Let's just give them what we got. That's where we will enter

[20:12] something like this store credit email. Give somebody some credit. Make it look super official. Like, "Hey, you have $17.63 in store credit." We might frame a little flash sale in there. We might do this little mystery discount where it's like 20% off mystery discount and they have to reveal their code at checkout. We might even do a BOGO offer. We might give 50% off. Whatever we can do that the brand can reasonably give away because I like to just consider the subscribers as lost. So, we may as well hit them with our best offer while we can. Add this and you will convert more customers that were never going to

[20:44] convert and you can thank me later. The last little note that I want to leave you on optimizing your welcome flow is look at your past data. A lot of people will just create their welcome series from scratch, which makes no sense. Why don't you use data from past emails that you've sent that performed well and just turn them into a welcome email. So, do me a massive favor and before you strategize your welcome series, go into your campaigns and look at what campaigns performed the best for you. Go to campaigns and then filter by year-to-date or all time and just organize right here by the top

[21:13] performing emails. Now, you're going to see a lot of campaigns that are just like sales and anything like that. I don't want to use that cuz people are buying for the sales. I want the non-discount emails that converted because if a non-discount email performs well, if I smack a discount code on top of that within the welcome series, it's going to convert extra well. So, this campaign right here from May 29th was

[21:31] our best performing non-discount email. Let's say, for example, it was this email right here. Just a super long-form customer testimonial that people really resonated with. All I would literally do is add a little line or add a bit of copy right here reminding of the welcome discount being like, "Hey, reminder of your welcome discount. It expires soon." Then, boom, plug that into your welcome flow. You don't need to guess with your welcome flow. Take past winners and have that influence your strategy. The last little tip that I'm going to give you on the welcome flow is customizing your

[21:57] welcome flow based on your pop-up form. Now, as I mentioned earlier and as I mentioned in my other videos, I love using this quiz sort of pop-up form right here. Where you ask a customer a question first, like what is the problem they're trying to solve or what is the benefit that they're looking for or what

[22:10] is the product that you're shopping for. Now, most people will just take that and leave it and not do anything with it. However, I really encourage you to customize your welcome flow based on those answers. Take a look at this brand for example, where we had a pop-up form for magnesium that asked people like, "Hey, what's the main benefit that you're looking for? Is it for sleep? Is it for sore muscles? Is it for stress or is it for energy?" And based on whatever answer the customer answered, we then

[22:35] customize the welcome emails off of it. So, you can see each email follows the same sort of template, but the messaging shifts. You can see the core benefit right at the top is magnesium for a better night's sleep. Late nights, racing thoughts. And we talk about specifically why magnesium is great for sleep, talking directly towards the one

[22:52] pain point that the customer wants. Whereas this one is magnesium for muscle relief. And we're saying sore muscles, tight calves. This one is for stress, racing mind, tight shoulders. And this one, a morning and afternoon slumps, magnesium for natural energy. Speaking directly towards the customer. Once you get your base welcome flow set up and you have the core, I highly recommend splitting based on the pop-up answer and customize at least your first two emails in the welcome flow. You don't need to do the whole welcome flow. It would be great to, but it is a lot of work. You can just do customize the first two and

[23:20] then have everybody go into the same track of email afterwards. And this is something that if you're an eight-figure plus brand, you 100% should be doing. That's the exact welcome flow structure that we roll out for every single brand at our company Well Copy. We work with 100 plus active seven to nine figure brands using these strategies to scale brands profitably. If you want us to build this out for you, email, SMS, retention analytics, and everything, then click the link in the bio and you

[23:42] can book a call and get a free audit. Completely free, no strings attached. We'd love to nerd out on your brand. If you want to keep learning from me, I'm going to break down every single email flow that you need to have and how you should optimize each one. Bang your video. I look forward to seeing you over there and thank you so much for

[23:54] watching.

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