Create a Welcome Series Flow



Every new Klaviyo account comes with a pre-built Welcome Series ready and waiting to be turned live! You will find our standard Welcome Series flow listed out-of-the-box in the Flows tab of your account. If you want a more sophisticated welcome drip, you can browse different ideas in our Flow Library.

Before turning an email Live within our pre-built Welcome Series, you will need to personalize the email templates with your own content and branding.


A Welcome Series flow is a great way to introduce yourself after someone signs up to your newsletter list. Here is an example of a Welcome Series that would send over the course of six days: 

  1. Email #1, send immediately
    Introduce new subscribers to your brand and collect their email preferences. To send subscribers an email immediately after they opt-in, add an email directly after your flow's trigger with no Time Delay before it.
  2. Email #2, after 2 days
    Two days after they sign up, encourage your subscribers to like or follow you on social media
  3. Email #3, after 4 days 
    Four days after someone signs up, showcase your best-selling products.
  4. Email #4, after 6 days
    After 6 days, evaluate whether or not a new subscribers has gone ahead and purchased since entering this series -- if so, they can exit your series but if not, offer a coupon code!

Build a New Welcome Flow

Navigate to your account's Flows tab and click Create Flow. Every flow requires a trigger event and then supports optional flow filters that can add additional restrictions on who can receive the flow email.

  • For a welcome series, your trigger should be List
  • Next, you will be prompted to select a list that triggers your flow -- make sure the list you choose is the list your signup forms are connected to
  • If you'd like all subscribers to get queued up for your welcome series, no trigger filters or flow filters are needed
  • If you'd like to limit which subscribers receive emails from this flow, you can add filters as needed

For this welcome series example, we'll configure the flow to send to all new subscribers to our newsletter list, so no flow filters are needed.


Best Practices

You can find several different types of welcome series in your Browse Ideas tab. These contain out-of-the-box best practices around discounting and targeting customers vs. non-customers.


Targeting your welcome series based on the gender of your recipients is also a popular and effective way to hone in on a more specific audience.

Another great way to target your audience is by collecting email preferences -- i.e. ask recipients about the type of emails they would like to receive. Some may only want to know about product updates, or only want to receive emails on a weekly basis. Others may want to receive daily emails. By collecting this information upfront, you can avoid bombarding subscribers with emails down the line, as well as provide them with more relevant content.

You can accomplish this by collecting gender and email preference information with a manage preferences page or signup form, or even within your initial welcome email

In this example, we'll link people to a manage preferences page in the first welcome series email. The manage preferences page for a particular list is tied to the list's subscribe page, so add these fields to your list's subscribe page to see them reflected on the manage preferences page.

First, navigate to your newsletter list and click Subscribe Pages. Then, you'll be taken to a screen similar to the one below:


After you have this page set up, you can use the {% manage_preferences %} tag to link to this page in your welcome series email.

Once you collect recipients' gender preferences, you can use this information to target the rest of the emails in your welcome series. So, for example, if you sell men's and women's products, you'll be able to show subscribers items that are more relevant to their interests. 

Target Based on Gender
If you decide to target based on gender, the first few emails in your welcome series should look something like this:


Note the "Gender Not Set" email -- this is sent to recipients who did not choose a gender preference. If you don't add an email for those who do not set a preference, they won't receive any more emails in the series. The additional filters on these emails are as follows:

  1. No additional filters (this email is used to collect subscriber preferences)
  2. Properties about someone > Gender equals Male
  3. Properties about someone > Gender equals Female
  4. Properties about someone > Gender is not set

Once recipients have completed your welcome series, you can use this gender and email preference information down the line when creating targeted campaigns.

Target Based on Ecommerce Data
You may want to treat purchasers and non-purchasers differently in your Welcome Series. For example, you may want to send a coupon code to subscribers who have not yet made a purchase after receiving the first few emails.

Instead of Additional Filters, you can use a Conditional Split here: "Has Placed Order zero times since starting this flow."

After you've created the content for each email in your series, the final step is setting the status of each email to live. Once set to live, each new subscriber will automatically be scheduled for all emails in your series after signing up, and all emails will send automatically based on what you've scheduled.

All flow filters and additional email filters will be applied right before each email sends to ensure the right people get your emails and all others are skipped. 

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