A Dialed Welcome Flow is the Secret to a Great Funnel

Hey it's Max from The Inbox Newsletter.

Most brands don't realize just how important their welcome flow is.

For 99% of customers, it's the first real touchpoint with your brand. This is where they get introduced to your story and why you exist.

You can't afford to NOT have a dialed welcome flow.

So while you're obsessing over ad creatives and acquiring customers at scale, you may be making these mistakes in your welcome flow. Don't be like most brands and completely ignore the flow that converts the traffic they paid to acquire.

Here's how to build a welcome flow in 2026 that drives your cost per acquisition down.

Key Takeaways:

• Welcome flow is your most important flow

• Turn off double opt-in (it kills list growth by adding friction)

• Send first email immediately (customers expect the discount now)

• Space emails 1-2 days apart maximum

• Always mention the discount in every email

Why Welcome Flow Is the Most Important Flow

Someone just gave you their email. They're trusting you with their information, and many will go on to buy from you.

Your first email will get a very high open rate. No other flow or campaign will ever get that level of attention again.

It will directly impact your cost per acquisition.

It can be exactly why paid ads "stop working" for some brands. It's not the ads. It's the welcome flow that's supposed to convert the traffic you just paid for.

Fix the welcome flow first. Then worry about your ad account

The 4-Email Welcome Flow Structure

Here's the structure that works:

Email 1: Welcome + Discount (Fires Immediately)

Email 2: Brand Story or Social Proof (Day 1)

Email 3: Text-Based Pattern Interrupt (Day 2)

Email 4: Last Chance Urgency (Day 3-4)

Let's break down each email.

Email 1: Welcome + Discount (Fires Immediately)

This email fires the second someone signs up. No delay.

The customer just gave you their email because they wanted a discount. They're expecting it. If you make them wait, you lose momentum.

MaryJae's email nails this: bold welcome message, clear discount code (WELCOME10), clean product shot, obvious CTA. The customer knows exactly what to do next.

Email 2: Brand Story or Educational Content (Day 1)

Many people won't buy on Email 1. They forget, move on, or need more information.

This email builds trust and explains why your brand exists. Founder story, mission statement, product education, social proof - pick one and go deep.

Shelter Tools does this with their "Legacy Built from the Ground Up" story and founder photos. Capital Farms explains how they raise beef differently. Chamberlain Coffee positions their premium coffee angle.

The key: always mention the discount is still active. "By the way, your 10% off code is still active."

Email 3: Text-Based Pattern Interrupt (Day 2)

This email should look completely different. Plain text. No graphics. Feels like a personal message from customer support.

The first two emails were polished and designed. This one breaks the pattern and gets attention because it doesn't look like marketing.

Pedal Commander's approach: "Everything okay? I hope my previous emails have given you a taste of Pedal Commander's commitment to quality. I've noticed you haven't placed your first order yet. Just in case this was a mistake, I extended your $10 OFF discount code for 24 more hours."

It works because it feels real.

Email 4: Last Chance Urgency (Day 3-4)

By now, you've built trust. People just need a nudge.

The discount is about to expire. Create urgency with countdown timers and "final warning" language.

Forest Ink: "This is it - the final warning! Your $20 OFF is on its last breath." Countdown timer shows 12 hours remaining.

Sanabul: "LAST CHANCE FOR 10% OFF YOUR FIRST ORDER." Countdown timer, product shot, clear urgency.

These emails convert because the clock is ticking. People who were on the fence are forced to decide now.

Welcome Flow Non-Negotiables

Turn off double opt-in. It kills list growth by adding an extra step. Customers expect the code immediately. If they have to check their email, click a confirmation link, and then get the code, most won't complete it.

Send the first email immediately. People sign up because they want the discount. Strike while the intent is hot.

At least 3-4 emails minimum. One email isn't enough. Most people won't buy on Email 1. They need 2-3 more touchpoints to build trust.

Space emails 1-2 days apart. Don't wait a week. The discount is time-sensitive. Day 0: Welcome. Day 1: Story. Day 2: Text-based. Day 3-4: Last chance.

Always mention the discount in every email. Even if Email 2 is about your brand story, remind them the discount is still active. Some brands leave it out and it passively kills conversions.

Include one text-based email. Break the pattern. One email should look completely different - no graphics, feels personal. This resets attention.

Common Mistakes That Kill Welcome Flow Performance

Sending only 1-2 emails. You're leaving money on the table. People need 3-4 touchpoints before they buy.

Not including urgency in the last email. If there's no reason to act now, people will put it off forever. Add a countdown timer or clear expiration language.

Forgetting to mention the discount in middle emails. If Email 2 is all about your brand story and never mentions the discount, you're passively losing conversions.

All emails look the same. If every email is a polished product showcase, customers tune it out. Include one text-based email as a pattern interrupt.

Spacing out emails too long. Don't wait a week between emails. Space them 1-2 days apart maximum. Momentum matters.

Your welcome flow is the most important flow in your Klaviyo account.

It's where you convert the traffic you paid to acquire. And it's where most brands are leaving 30-40% of revenue on the table.

Fix your welcome flow before you touch your ad account.

If you want Well Copy to audit your welcome flow and show you exactly where you're leaving money on the table, book a call here.

Join my NEW 90 day email accelerator mentorship program here.

Email Inspiration Of The Day

Brand: Bite

Email Design: https://drive.google.com/file/d/1vZloGomItRqQZTWi1CSf3k3LE3MvzTV0/view?usp=sharing


Notes:
Love the angle hear. They frame the product as a gift to yourself. It’s short, sexy, and to the point.

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant | Well Copy

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