Welcome Email Flows
That Don't Suck!

What if the first few emails you sent someone, made or broke your entire relationship with them? Forever?

New subscribers don’t care about your brand yet.

Sounds harsh, but it’s true. Most just want the discount code and to never hear from you again.

But... get your email welcome flow right and suddenly they’re clicking, buying, smiling, maybe even telling their mates. Get it wrong? Ghosted.

What is an Welcome Email Flow About?

First Impressions in Your Inbox Matter More Than You Think

Imagine walking into a party and no one says hi. Weird, right? That’s what it’s like when someone signs up to your list and hears nothing. An email welcome flow is your “hello”, your “glad you're here”, your virtual handshake. Not a pitch. Not a sell. Just a welcome.

The goal? Make your subscriber feel like they didn’t just sign up to a robot. You want them nodding along, feeling seen, not scammed. This isn’t just about info - it’s about tone, warmth, and connection. You’re setting the tone for everything that follows.

And here’s the thing: people do read these emails. Not just open them—actually read them. Because it’s new. You’ve got their attention (for now). That’s a rare gift. Don’t waste it with generic waffle.

What Makes a Good Welcome Email Flow?

It’s not the fancy graphics. It’s not the perfectly crafted call-to-action. It’s not even the discount code (though yes, people love those).

It’s how your welcome email flow feels. Is it easy to read? Friendly? A bit cheeky? Or does it sound like it was written by a committee in a boardroom?

A solid welcome email flow usually has around 3–5 emails. Spaced out, not spammed. Each one with a clear purpose. Email one: say hi and deliver what you promised. Email two: share your story. Email three: show them what you sell (gently). Beyond that? Give them value. Entertain. Teach. Make ‘em laugh. Be human.

What to Avoid in Your First Few Emails

Alright, rant alert: if your welcome email starts with “We’re thrilled to have you on board” and ends with “Thanks for subscribing to our newsletter,” just... don’t. That stuff is dead.

People don’t want perfection. They want personality. They want to feel like they signed up to something real. So skip the buzzwords. Write like you speak. Pretend you're texting a mate who’s curious about what you do.

Avoid long paragraphs. Avoid jargon. And definitely avoid forgetting to add a clear next step (even if it’s just “come say hi on Instagram”). Make every email do something useful.

Why Many Get Welcome Emails Wrong

The Discount Code Trap

Let’s address the obvious: discount codes work. But using them as your only welcome strategy is lazy marketing. And lazy gets ignored.

If your first email is just a code and a “shop now” button, you’ve missed a big opportunity. People remember how you make them feel. So if the vibe is “here’s your discount, now go away,” that’s what they’ll remember.

Instead, treat the discount as a bonus, not the headline act. Lead with your vibe. Your story. Your why. The discount should feel like the icing, not the whole cake.

Sounding Like Everyone Else

You know those welcome emails that start with: “Hi there, thanks for subscribing. Here’s what you can expect…” Yawn. People have inbox fatigue. They don’t want another brand doing exactly the same thing.

So give them something unexpected. A cheeky subject line. A joke. A weird fact. Something personal. Something real. Think less “corporate intro” and more “friend showing you their weird Etsy shop”.

Standing out isn’t about being outrageous—it’s about being you. The human version of your brand. That’s what people remember.

Sending Too Much, Too Fast

We’ve all been there. Sign up for a 10% off code… and suddenly you’re getting emails every six hours. Unsubscribe. Block. Delete.

Don’t be clingy. Space your emails out over a few days. Maybe even a week. Give people breathing room. Let them miss you a bit.

It’s not just about what you say—it’s about when. If someone’s just met you, don’t start banging on their door five times a day. Be cool.

What to Say in Your Welcome Flow

Email 1: Deliver the Goods (But Make It Fun)

Your first email? Keep it simple. Deliver what you promised—discount, freebie, whatever. But don’t just deliver. Delight. Surprise. Be different.

Subject lines matter here. Don’t go with “Here’s your 10% code”. Try something cheeky: “Your inbox just got 10% hotter” or “Look what you’ve done now…”

Then, in the email itself: say thank you like you mean it. Reintroduce yourself like a human. Let your tone shine. Don’t sound like a receipt. Sound like a welcome mat.

Email 2: Show a Bit of Your Backstory

Now’s the time to give them something to care about. Why do you do what you do? What’s the story behind your brand? What problem are you obsessed with solving?

Keep it real. You don’t need a sob story or an epic journey. Just be honest. Be a person. Share a little behind-the-scenes. People love feeling like insiders.

Oh, and pictures help. A pic of your workspace. Your cat. The cake you baked while packing orders. Bring them into your world.

Email 3: Gently Introduce Your Offer (With Personality)

This is the nudge. The gentle “by the way, here’s what we do” moment. NOT a hard sell.

Talk about your favourite product. Or what customers love most. Or the weirdest thing someone ever bought from you. Make it a story, not a pitch.

Use social proof if you’ve got it. A great review. A funny customer photo. Anything that shows you’re legit. But keep it chatty. Keep it light.

Wrap Up: Simple, Smart & Human Wins

Email welcome flows aren’t magic. They’re just smart, kind communication. Be warm. Be real. Don’t overdo it.

Give people something to smile at, click on, and maybe even fall in love with. That’s it.

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