The Complete Welcome Flow Guide for DTC Brands
Learn how to build a high-converting welcome email series that turns new subscribers into customers. Includes timing, templates, and benchmarks.
Why Welcome Flows Matter
Welcome emails outperform every other email type. A well-built welcome flow generates 10-20% of total email revenue despite only targeting new subscribers.
The 5-Email Structure
Only use urgency if it's real. Fake scarcity damages trust. If your discount doesn't actually expire, don't say it does.
Segment by Purchase Status
If someone buys from Email 1, don't keep sending sales emails.
- Continue Emails 2-5 as outlined
- Conversion-focused messaging
- Include discount reminders
- Move to post-purchase flow
- Product education & satisfaction
- Cross-sell later
SMS Integration
| Message | Timing | Content |
|---|---|---|
| SMS 1 | Immediate | Welcome + discount code |
| SMS 2 | Day 3 | Social proof or product highlight |
| SMS 3 | Day 7 | Offer expiration reminder |
Welcome to [Brand]! Here's your 15% off: [CODE]. Shop now: [link]
Your 15% off expires tomorrow! Don't miss out: [link]
Keep SMS short and direct. Save the storytelling for email.
Performance Benchmarks
| Metric | Needs Work | Good | Excellent |
|---|---|---|---|
| Email 1 Open Rate | Under 40% | 50-60% | 65%+ |
| Email 1 Click Rate | Under 5% | 8-12% | 15%+ |
| Flow Conversion | Under 3% | 5-8% | 10%+ |
| Rev/Recipient | Under $1 | $2-3 | $5+ |
Common Mistakes
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Only sending one email — Captures maybe 30% of potential conversions. Build the full 5-email sequence.
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No clear CTA — One email = one primary CTA. Make it crystal clear.
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Sending too fast — Space emails 2-3 days apart. Give them time to read and act.
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Ignoring mobile — 60%+ of opens are mobile. Design mobile-first.
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No personalization — Generic "Hey there" feels like spam. Use their name at minimum.
Technical Checklist
- Flow starts immediately on list signup
- Exit criteria: Purchase or unsubscribe
- Proper delays between emails (24h, 48h, etc.)
- Different paths for purchasers vs. non-purchasers
- UTM parameters for tracking
- Mobile tested
- All links verified
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