Don’t just greet them… Impress them.
Whether it’s a first date or a first email, those first few moments matter. Big time. They shape how someone feels about you and your brand forever.
That’s where a welcome journey comes in. It’s your chance to say: “Hey! We’re not just another brand. Here’s why you’ll love us.”
But don’t worry, we’re not about to bury you in jargon. Let’s break down how to create a welcome journey that’s not just good, but unforgettable.
What is a welcome journey?
Think of it as your digital handshake. A welcome journey is a series of automated emails triggered after someone subscribes to your list, signs up for an account, or makes their first purchase.
Done right, it builds trust, sets expectations, and increases the chances of long-term engagement.
Pro tip: Brands that use welcome series see 33% more engagement than those that don’t. [Klaviyo]
Why a single “Thanks!” email isn’t enough
A “Thanks for signing up” email is nice. But in today’s inbox jungle, that’s just background noise.
A welcome journey is your chance to guide subscribers through your brand story at their own pace and with purpose. You wouldn’t pitch a tent after one hello on a first date, right? This is about nurturing, not pushing.
What makes a great welcome journey?
1. The “Hello” email
When: Immediately after sign-up
What it does: Greets your subscribers and sets the tone
What to include:
- A warm welcome (use your brand voice!)
- What to expect (how often you’ll email them, and what kind of content)
- A special offer (if applicable)
- A touch of brand personality – don’t sound like a robot
Subject line idea: “You’re in! Let’s get started…”
2. Your brand story
When: 1 – 2 days later
What it does: Shares your “why”, your mission and your values
Let your subscriber know what you stand for and why they should care.
Make it human. Make it real. Bonus points for using video or founder quotes.
3. Your brand story
When: 3 – 5 days after sign-up
What it does: Builds trust using reviews and testimonials.
People trust people. Show them they’re not alone in loving you.
Subject line idea: “Don’t just take our word for it…”
4. The product tour
When: 5 – 7 days in
What it does: Showcases your best-sellers, categories, or features. This is where you gently guide them toward their first purchase – no pressure, just vibes.
Make it:
- Visual
- Clickable
- Benefit-driven
5. The incentive reminder
When: 7 – 10 days in
What it does: Nudges them to use that discount or freebie.
Subject line idea: “Pssst… your 10% off is about to expire”
Add urgency, but keep it fun.
Pro tip:
Want to take your welcome flow from “nice” to “nailed it”? Try adding:
- Meet the Team: Humanise your brand with real faces and fun facts.
- Join the Community: Encourage social follows or private group sign-ups.
- FAQs: Proactively answer common questions – less support work for you later.
My final thoughts
First impressions are forever.
A welcome journey isn’t about pushing a sale. It’s about connection. It’s your brand’s opening act and a chance to build trust that leads to loyalty.
Need help building a welcome journey that feels like magic?
We’ve helped start-ups and retail giants alike craft flows that convert. Let’s chat – we’re friendly, fast, and ridiculously good at email.
