What is an Email Welcome Flow?

So you want to start an email list? Let’s look at a few simple steps and learn what makes up a really good marketing email. Today we will be discussing welcome flows.

You are almost ready to go live and your have your sign-up block just right. Before you set it free, you need to create this one thing first. You need a welcome flow. Wait, what? What’s a welcome flow?

First, it might be something you already have. Usually, there is a “generic” confirmation email that goes out when someone signs up for your email list. A welcome flow is just one of many automated flows you can create to send out to your subscribers.

What is an automated flow?

Automated flows are available in most email platforms. These are a sequence of emails that automatically go out to a subscriber when they trigger the flow, aka do something. For example, a welcome flow is triggered when someone subscribes to your email list. 

Have you ever signed up for an email list from a brand to get a coupon, entered your email and then…crickets? You keep checking your email, waiting, scrolling, wondering if you even signed up right. Chances are the brand was either missing a welcome flow or needed to modify it. Either way, without the coupon, you wander off-site and forget about that really cool thing you wanted to buy. We’ve all done it. Don’t let this happen to your customers.

The welcome flow is their first experience with you. It confirms their subscription so they don’t feel like they signed up for spam or wonder if they typed in their email correctly. Think of it as an order confirmation for signing up to your newsletter.

A good welcome flow gives them a coupon or the freebie that they signed up for, immediately. Don’t make them wait, it is important to keep up the momentum and build trust. Did you tell them they would get X for signing up? Give it to them.

Deliver without delay.

It is an opportunity to tell them about your brand and build a relationship from the start. When they learn more about you and your brand, they feel connected. People shop brands they know, and with people they like. Get off on the right foot.

Share your social media links. Where else can they follow you?

Give social proof. Help them become confident shopping with you by sharing reviews from past customers. How do you buy things on Amazon? You read the reviews. Everyone wants validation that this is a great product and brand.  

A good welcome flow, is usually 3-5 emails long and showcases products, tells backstories and more. Don’t worry, for now, just make sure you have one really great email to start. Something pretty to say “hello, thanks for being here.” (and don’t forget that coupon code)

You can find your welcome flow, under “flows” or “automation” in your ESP (email service provider). Not sure where they live? Search “welcome flow” in their help section. Most providers usually have a template ready to go. I usually start with their template, and modify the design to fit.

This first email can be as simple as you like, just be sure your branding and imagery are cohesive with your website and socials.

Now that this is set up, take a breath and get ready to see the subscribers start rolling in.

This is just one of many articles I’ll be making about email basics. I’m breaking it down and taking away the mystery surrounding email marketing. It really is easy to understand and learn. I hope this helps. As always, if you have questions, let me know.