|
|
Is Your Welcome Flow the Same as It Was 18 Months Ago?
Let's Fix It Before Father's Day
|
|
|
The better your campaigns get, the more you waste at the back end.
Mother's Day push went up last weekend. Tighter pop-up, sharper subject lines, fresher creatives.
But, if your welcome flow stayed exactly where it was 18 months ago...your subscribers are getting outdated flows that are no longer in sync with anything you're running.
Every campaign you ship makes the leak worse.
|
|
The fix takes 30 minutes.
|
|
|
But before that, understand what's causing the leak.
|
|
|
What "Just Letting It Run" Costs You
|
|
|
Welcome flow gets built once. Usually by an agency or an in-house hire who's since left. 10% off, you know, the generic brand intro.
Let's say that this was 18 months ago...Your homepage has run six different promos since.
Peak-week subscribers still land in that same 10% welcome. The campaign that brought them in shows up nowhere.
You paid to acquire them. The flow says nothing about why they signed up.
So, the gap widens with every send.
|
|
|
How One Brand Stopped The Leak
|
|
|
Hisleep is a premium German sleep brand. They hit this exact problem heading into Q4.
Welcome flow was performing fine on paper. Problem was, the structure had nothing to do with what was actually running on the homepage.
So, they rebuilt it. Same shell, different offer slotted in for each campaign cycle.
|
Same Welcome Flow Shell
|
|
↓
|
|
November
BFCM offer
plugged in
|
|
December
XMAS offer
plugged in
|
|
|
↓
|
|
Subscriber lands in the active campaign
|
Now, new subscribers signing up during the highest-intent weeks of the year landed straight into the actual promotion the brand was running.
|
The flow alignment was one part of a bigger lifecycle rebuild. The full quarter delivered 391% campaign revenue YoY and email contributed 23.5% of total store revenue.
|
And the alignment piece itself? 30 minutes.
|
|
|
|
Open up your welcome flow. Read the first email as if you were a subscriber who just opted in during the Mother's Day push.
Three questions. About 10 minutes each.
|
1. Does it mention the active campaign?
If your homepage is running a sale, your welcome flow should reference it. Find the first email and add a section above the generic welcome content that names the current promotion.
A Klaviyo dynamic block works best if your team can set one up. Manual update is fine for everything else.
|
|
2. Does the discount match what's on the homepage?
Welcome flow probably opens with a 10% offer. Your site is running 20% off this weekend.
So, new subscribers see the 10% first, click through, and find the bigger discount sitting right there. They either feel duped or hold off until the bigger one shows up somewhere else.
Match the welcome discount to whatever's running. Revert when the campaign ends.
|
|
3. Is the imagery from a different season?
The pop-up the subscriber clicked probably had seasonal imagery. The welcome flow likely opens with an image set you haven't touched since launch.
Quick fix: swap the hero image in email one to something seasonally adjacent to the campaign that brought the subscriber in.
|
|
|
Run this audit before Father's Day.
If you're planning a Father's Day campaign, your welcome flow should reference Father's Day starting June 1 at the latest. Pop-up traffic doubles in the week leading up. The flow has to be ready.
Same logic applies to Memorial Day, your summer push, back-to-school content, BFCM.
Every campaign you run doubles as a subscriber acquisition event. The flow they land in is either part of the campaign or a leak in it.
|
|
The flow alignment is one play from a much bigger system.
The full 6-Layer Email, SMS and Push playbook is the system that powers $50M DTC brands. Hisleep's Q4 build runs on it.
|
|
Cheers,
Josh
P.S. The biggest leak is usually email one of the welcome flow. Start there.
|
.png?upscale=true&width=160&upscale=true&name=IMG_0268%20(1).png)