The welcome flow for fashion brands that will sell more (and mean more)
Sell more (and mean more) at your fashion ecommerce store with a welcome email flow
If you’re a fashion brand founder, your welcome flow is hands down the most valuable emails you can send. Why? Because it serves two very important purposes:
To ‘welcome’ your new email subscriber into the fold and allow them to fall in love with your brand and
And
To increase sales. Cha-ching!!
And if you don’t have a welcome flow in place already, keep reading because you’ll find out more about why you should have one, what to include in it and to download a template to show you how to create your own.
What is a welcome flow
Email flows aren’t the same as email campaigns. Flows are a whole other revenue source that meet a customer or potential customer when they meet a specified criteria.
In the case of a welcome flow, that criteria is when they subscribe to your email list.
Your welcome email flow is a series of emails that those new subscribers receive after joining your email list.
This flow has some of the highest open and click-through rates, giving you a red hot opportunity to get in front of your potential customer with messaging that’ll get your brand into their heart and mind.
This is your invitation into their sacred space - aka their busy inbox - to share your brand story, your values, what makes you special and ultimately what’s in it for them.
Your welcome flow should make a strong first impression that piques their interest in your brand and inspires them to want to build a relationship with you.
How it works
After you plan, write and build out the emails in your welcome flow, set it up for each email to be sent in the order and timing that works best for your customer.
Once a subscriber joins your email list, typically through a pop up on your ecommerce store, it triggers the flow, sending each one into the inbox of your new subscriber.
What results you should expect from it
Most new visitors to your website don’t buy on their first visit; it can take several interactions with your brand to be ready to make a purchase. But the beauty of your welcome flow is it keeps them coming back, wooing them each time they open an email and click through to your ecommerce store, bringing them closer to adding to cart and completing their first purchase.
Your welcome flow email conversion will vary depending on many factors such as who your customer is, what problem you’re solving or desire you’re fulfilling, your product, your brand and your price point.
However, here’s how the welcome flow for Apparel and Accessories brands on Klaviyo converted in Q4 of 2022 to use as a benchmark to start off with.
Your welcome flow is also going to be influenced by your subscriber opt-in incentive, if you have one.
Here’s a snapshot of one month’s statistics from a 3-part welcome flow I created for a fashion ecommerce client who has a generous discount code offer for first time buyers
What to include in your flow
Luckily for you Klaviyo has pre built flows which make it easy to get started. Edit with your own copy and images then turn it on and let it get to work.
This 3-email sequence weaves in the essential components of ecommerce marketing for sustainable fashion brands that builds trust, strengthens customer relationships and sells.
✿ A tempting incentive to purchase
✿ Personalised email
✿ An intriguing brand story
✿ Social proof
✿ Call to action
Email 1:
Send immediately after subscribing
A short hello, welcome and thank you for signing up.
Deliver the opt-in incentive such as discount or free delivery code
Remind them of how long they have to redeem the offer
Tell them to look out for two more emails over the next few days
Email 2:
Send one day later
Tell your brand story and why it relates to them and what they’re seeking from you, whether it’s solving a problem or fulfilling a desire
Include a photo of you or you and your team
Remind them there’s one more email in the series to come and hint to what’s in it
Showcase your most popular products
Include a product feed for your most popular products
Email 3:
Send one day later
Share social proof with reviews and photos of people who love your product
Remind them to use their offer within the allocated time.
Invite them to shop
Include a product feed for your newest products
With your welcome flow under way, it’s time to build out all of your essential email flows for a thriving ecommerce ecosystem that will nurture your customers and increase revenue. Cha-ching!
WANT THE WELCOME FLOW FOR FASHION BRANDS EMAIL TEMPLATE?
Grab this three-email template that will show you what to write, where to put it and when to send it.
PS. Klaviyo is my love language so if you’re keen for a Klaviyo flow up, take a look at Grow with the Flow, my done-for-you essential Klaviyo flow package.