Your welcome series is the first impression your email program makes, and it's usually the flow that earns the most per recipient. Here's the five-email structure we start from, with the job of each email and subject lines to adapt.
Setup
- Trigger: Added to List (your signup form's list).
- Exit: Placed Order since starting the flow.
- Smart Sending: on, so the flow doesn't collide with campaigns.
- Timing: immediately, then +1 day, +2, +2 and +2.
Email 1: Deliver what you promised (immediately)
Job: give the incentive and make the first purchase easy. Subject ideas: "Your 10% code is inside" · "Welcome. Here's your code" · "As promised: {offer}" Body: a short thank-you, the code shown big, one line about what makes you different, and a single "Shop best sellers" button. Add a P.S. with the code's expiry, if it has one.
Email 2: Your story (+1 day)
Job: make the brand human and memorable. Subject ideas: "Why we started {brand}" · "The problem we couldn't stop thinking about" Body: the problem you set out to solve, how the product is made, and three bullets on what's different. Use your real photos: the workshop, the team, the materials.
Email 3: Proof (+2 days)
Job: borrow trust from customers. Subject ideas: "4.8 stars from 2,000+ customers" (only if true) · "What customers say after 30 days" Body: three short reviews quoted word for word with first name and initial, your rating summary, and a "See why" button. Never invent or "improve" reviews.
Email 4: Objections (+2 days)
Job: remove the reasons people hesitate. Subject ideas: "Quick answers before you buy" · "Shipping, returns and sizing, simply" Body: an FAQ covering shipping times, the return policy, sizing or care, and your guarantee. If the subscriber opted into SMS, this one works well as a short text.
Email 5: Last call (+2 days)
Job: turn interest into a decision. Subject ideas: "Your code expires tomorrow" · "Last chance for {offer}" Body: three lines and one button. Only use urgency that's real: if the code doesn't expire, don't say it does.
No-discount variant
Brands that don't discount can lead with free shipping on the first order, a useful guide (sizing, care, how to choose), or early access to new launches.
Adding SMS
For subscribers who also gave SMS consent, send email 4's content as a text under 160 characters with your brand name and opt-out language, inside daytime hours.
What to measure
Placed-order rate per recipient for the whole flow, click rate per email, and unsubscribe rate. If email 1's click rate is strong but orders lag, look at the landing page, not the email.
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