One welcome flow mistake that's killing your conversions…

Think your welcome flow isn't performing?

Before you rewrite the copy thinking that’s where the issue is, here’s what Victoria ap Gwynedd, email / SMS specialist and Klaviyo Community Champion, shared with us in a recent talk for our members:

• Victoria had a client whose welcome flow was getting decent engagement – around 50% open rates.

• But something felt off. New subscribers would join, start the welcome sequence, then... silence…

• The problem was that new subscribers were getting hit with random promotional campaigns while still in their welcome flow. Flash sales, product launches, last-chance offers were all competing with the carefully crafted introduction sequence.

This is a mistake 99% of brands make.

Your newest subscribers are in a unique headspace. They've just said I want to learn about you, and the moment you start pitching you've broken that spell.

Victoria's solution is simple:

Tag every new subscriber as "In Welcome Flow = Yes" and exclude them from all campaigns until they make their first purchase.

"When somebody comes onto your site, that new acquisition, they're really important to you. You really want to control that environment they're in."

Victoria applied this process to the client’s emails and the results were astounding:

• Welcome flow open rates jumped to 70-80% (P.S. If you’re interested, Klaviyo has great templates you can use to help hit these numbers - more info below).

• First-purchase conversion rates doubled.

The step-by-step process

1. Create the tag - Set "In Welcome Flow = Yes" when someone enters your sequence

2. Exclude from campaigns - Block anyone with this tag from promotional emails

3. Remove on purchase - Clear the tag when they buy (most important exit condition)

4. Don't forget step 3 - If you don't remove the tag, they'll never get campaigns.

The only exceptions are major brand announcements that are genuinely relevant to everyone.

Try this with your next 100 subscribers and compare their welcome flow performance to your historical data. I'm betting you'll see the difference immediately.

New Klaviyo feature that will genuinely be game-changing for you…

Victoria excitedly shared that Klaviyo is expanding beyond email with WhatsApp integration launching in Q3!🤯 Early beta users are seeing:

• 10-15% conversion rates on video messages (compared to 2-3% benchmarks)

• Enhanced customer service conversations

• Multi-channel customer journeys

If you’re ready to turn email, SMS and WhatsApp from ‘just another channel to maintain’ to a revenue-driving machine, check out Klaviyo’s out-of-the-box templates, advanced automation, plus other tools HERE.