Klaviyo Welcome Flow Examples That Convert New Subscribers
Eleven real welcome emails from brands like Brightland, Made In and Phlur, taken apart line by line, plus the five email series map where email one answers the objection and the rest sells proof.
The Klaviyo welcome flow examples that actually convert do two things in the first email: they deliver exactly what the popup promised, and they answer the one objection that stops a first-time buyer. Then emails two through five sell proof (reviews, demonstrations, the founder's reason for existing) instead of piling on bigger discounts. Below are 11 real welcome emails, what each gets right, and where each belongs in a five email series.
I'll start with a confession. The first welcome series I ever built was one email. "Welcome! Here's 10% off." That was it.
It got opened. It got clicked. And most people who clicked looked at the price and left with the code unused, while I gave away margin to the few who were buying anyway.
If your popup grows the list but new subscribers don't buy, this is usually why.
What makes a Klaviyo welcome flow convert?
A new subscriber said "I want what you offered." They didn't say they believe you.
So the job splits in two. Email one keeps the promise fast. Everything after that earns belief.
A welcome code answers one question: how much? Most new subscribers are stuck on a different one: why this, and why you?
For most Shopify stores I'd build five emails over about ten days:
- Email 1, immediately: the promised offer plus the top objection, answered.
- Emails 2 to 4: customer proof, a demonstration, the founder's reason.
- Email 5: a friendly reminder before the offer expires.
Klaviyo's own help article on flow timing backs the spacing: a delay of 24 hours or longer between the first and second welcome email gives someone time to read the first one. It also notes welcome series are list-triggered, so people enter when they join a specific list, and suggests separate flows for email and text.
If you haven't built your core flows yet, start with our Klaviyo flows for Shopify guide.
What should the first welcome email actually do?
Deliver first. Persuade second.
If the popup said 10% off, the code sits at the top, above the fold. Don't make someone scroll for the thing they just traded their email for.
Then answer the objection. Every product has one that kills more sales than the rest combined. For a $40 olive oil, it's "why is this worth four times the grocery store bottle?" For a $180 pan, it's "will this actually last?" Find yours in your reviews and support inbox, then give it one block under the code.
Here's my test. Cover the discount code with your hand. Does the rest of the email give a stranger a reason to buy? If not, your welcome email is a coupon with a logo on it.
The 11 Klaviyo welcome flow examples, dissected
Sources first, because I don't have these brands' dashboards. Examples 1 to 7 come from Klaviyo's roundup of welcome email examples, published September 28, 2026. Examples 8 to 11 come from Klaviyo's UK guide to welcome series examples. None of these brands published results, so I'm grading the copy, not inventing revenue.
| # | Brand | Headline or hook | The move | Best slot |
|---|---|---|---|---|
| 1 | Oru Kayak | "Explore like never before" | 10% off with a "Float On" button above the fold | Email 1 |
| 2 | Saje | "Thank You for Joining Our Saje Community" | 15% off plus a community welcome | Email 1 |
| 3 | Phlur | "Welcome to Phlur. Enjoy 10% off your first order" | Code front and center, one button | Email 1, needs an objection block |
| 4 | Brightland | "What makes Brightland products taste so good?" | Three panels on ingredients | Email 1 objection block or email 3 |
| 5 | RipStop by the Roll | Education on sewability, durability and feel | Teaching plus customer testimonials | Email 2 |
| 6 | Stephanie Gottlieb | Free jewelry case after spending $1,000 | Threshold gift instead of a percent off | Email 5, high order value stores |
| 7 | Our Place | $20 off for telling a friend | Referral offer | Post-purchase branch |
| 8 | Made In | "How To: Pan Roast Lamb" | Chef video showing the pan at work | Email 3 |
| 9 | Primal Kitchen | "Change the way the world eats" | Mission and "real ingredients with integrity" | Email 4 |
| 10 | Atoms | Minimal, conversational, like a friend | Recovery email for people who haven't bought | Email 5 |
| 11 | Mystery Tackle Box | Pick newsletter, promotions or product updates | Preferences and frequency control at signup | Signup form and email 1 |
1 and 2. Oru Kayak and Saje. Clean delivery of the promise: the code, the product, one button above the fold. Same gap in both. The code is there, the reason to buy isn't yet. Oru needs one line on whether a folding kayak holds up on real water.
3. Phlur. Code front and center, nothing in the way. But for fragrance the killer objection is "I can't smell it through a screen." Two sentences answering that would earn more of those clicks.
4. Brightland. This is the email I'd steal. "What makes Brightland products taste so good?" is the objection, phrased as a headline. Three panels, three ingredients, three reasons the price makes sense. Pair it with the code and it's a near-perfect first email.
5. RipStop by the Roll. Education on how the fabric sews, wears and feels, next to customer testimonials. Nobody buys fabric online without wondering how it'll behave. That's a textbook email two: proof from people who already took the risk.
6. Stephanie Gottlieb. A free jewelry case once you spend $1,000. It doesn't cut the price. It pulls the order size up. For a high order value store, a threshold gift usually beats a percent off.
7. Our Place. $20 off for referring a friend. Great offer, wrong audience. Move it to the branch for people who've bought.
8. Made In. "How To: Pan Roast Lamb" sells the pan without saying "buy the pan." Demonstration is the strongest proof there is.
9. Primal Kitchen. Mission first, "real ingredients with integrity." That's the founder email, and it lands later, once someone cares why you exist.
10. Atoms. Minimal and conversational, like a friend, sent to people who haven't bought. Your last email. No new discount, just a human nudge.
11. Mystery Tackle Box. The signup form asks what people want and how often. You learn what they want before email one goes out.
Notice where the strongest examples spend their space. Brightland spends it on ingredients. Made In spends it on a chef. Neither spends it on a bigger number with a percent sign.
How should you lay out a Klaviyo welcome series?
Here's the map I'd hand a founder today. Treat it as a template, an illustrative starting point, not a law.
| Timing | Job | Borrow from | |
|---|---|---|---|
| 1 | Immediately | Deliver the promise, answer the top objection | Phlur's delivery plus Brightland's objection panel |
| 2 | 24 hours or more later | Customer proof | RipStop by the Roll |
| 3 | Day 3 or 4 | Show the product working | Made In |
| 4 | About day 7 | The founder's reason | Primal Kitchen |
| 5 | About day 10 | Friendly reminder before the code expires | Atoms |
Three setup details most welcome email flow guides skip:
- Stop the series when someone buys. Add a flow filter that drops anyone who has placed an order since starting the flow.
- Split popup subscribers from checkout opt-ins. Someone who ticked the box at checkout already bought. They need a thank-you, not a first-order code.
- Keep text separate. People opt in to email and text on their own, so give each its own flow.
And before you blame the emails, check whether your welcome popup hurts conversion rate for the people who never sign up.
What should a Klaviyo welcome series earn?
Klaviyo's welcome email examples post cites its 2026 Omnichannel Benchmarks Report: welcome emails average a 6.5% click rate and $5.75 in revenue per recipient. Top-performing welcome emails hit a 13.3% click rate and $13.27 per recipient.
Source: Klaviyo 2026 Omnichannel Benchmarks Report, as cited on Klaviyo's welcome email examples post.
Here's the math on a hypothetical store with 2,000 new subscribers a month. At the average $5.75, that email brings in about $11,500. At $13.27, it's $26,540. Same popup. A $15,040 a month gap, decided by what's inside the emails.
Your fair comparison depends on what you sell. Klaviyo's flow benchmarks reference, updated February 17, 2026, splits welcome revenue per recipient by annual revenue and average order value. Rows from the $1M to $5M band:
| Average order value | 25th percentile | 75th percentile |
|---|---|---|
| $44 to $83 | $0.35 | $2.53 |
| $112 to $163 | $1.15 | $8.39 |
| $291 and up | $1.47 | $15.72 |
So $2.40 per welcome recipient is fine for a $60 skincare brand and only middling for a $140 cookware brand. Every flow gets this treatment in our Klaviyo benchmarks post.
And the discount itself has a cost. Run the math on a store like this, a hypothetical: 150 welcome subscribers a month buy with a 10% code on an $80 order. That's $8 each, or $1,200 a month in margin, some of it handed to people who'd have paid full price. So the code lives in email one and the reminder, nowhere else. See our post on whether discounts lift conversion rate.
Can Klaviyo's AI build your welcome series?
It can draft one, today.
Klaviyo's August 2026 Composer announcement uses a welcome flow as its own example: a prompt asking for a first email introducing the brand, a push reminder two days later, and a text with a first-purchase offer after five days. Composer returns each message drafted for its channel ("Composer drafts; you approve"). Klaviyo's June 2026 launch post says Composer is in public beta and that nothing goes live without you.
Paste the five email map above into Composer and you'll have copy in minutes. What it can't know is which objection kills your sales. Feed it the exact sentence from your reviews ("I wasn't sure it would fit my stove") or you'll get a polite welcome email that could belong to any brand. More in our Klaviyo Composer breakdown.
Why do welcome subscribers click and still not buy?
Because every welcome button points at the same product page. If that page can't answer the objection, the email just returns people to where they already left once.
Here's the math on a real one. A bedding brand we worked with had a conversion rate of 1.0% and an average order value of $125. Revenue per visitor: $1.25. After we rebuilt their hero product pages, conversion rate went to 3.5% and average order value to $231, so revenue per visitor hit $8.10. On 10,000 visitors, that's $81,000 instead of $12,500. See the full case study numbers. Real client numbers, not typical results, and not a promise of what your store will do.
At RevenueFlows AI, Ishan Soni and the team chase revenue per visitor first, because your welcome series, your abandoned cart flow and every ad all pour traffic into that one number. For the page side, read how to write a product page for email traffic.
What to do next
Open your welcome flow in Klaviyo today and do the hand test on email one: cover the code and read what's left. If nothing answers your top objection, pull the most common doubt from your last 50 reviews and give it one block under the code. Then make sure email two is customer proof, not a second discount. That's about 30 minutes of work.
Book Your Profit Audit
Your welcome series can only send new subscribers to a product page that still has to close them. Book a profit audit and we'll show you where that page leaks and how to rebuild a high-converting product sales page in less than 15 minutes.
Or go here to check it out → revenueflows.ai
P.S. A bigger code buys a smaller price. An answered objection buys a customer who comes back at full price.
Frequently asked questions
How many emails should a Klaviyo welcome flow have?
Four or five for most Shopify stores, spread over about ten days. Klaviyo's help center recommends waiting 24 hours or longer between the first and second welcome email so people have time to read the first one. After that, every email should add a new piece of proof, not a new discount.
What should the first welcome email say?
Deliver what the popup promised, right away, then answer the one objection that stops most first-time buyers. If the popup promised 10% off, the code goes at the top. The rest of the email explains why the product is worth buying at all, because a code with no reason attached is just a smaller price on a page that still hasn't sold anyone.
What is a good revenue per recipient for a Klaviyo welcome series?
Klaviyo's 2026 benchmarks put welcome emails at $5.75 revenue per recipient on average and $13.27 for the top performers, with a 6.5% average click rate. Your fair comparison depends on your order value, so check Klaviyo's flow benchmark tables by average order value range before you panic or celebrate.
Should every welcome email include a discount?
No. Deliver the discount you promised in email one and remind people before it expires, but don't stack bigger codes in emails two through four. Those emails earn their keep with reviews, demonstrations and the founder story, which answer doubt. A bigger code only answers price.
Can Klaviyo's AI write my welcome series?
It can draft one. Klaviyo's Composer builds a full welcome flow from a plain-language prompt, with copy for each email, text or push message, and returns it as a draft you review and approve. It won't know which objection kills your sales. You have to tell it.