The One That You Never Cared for (Welcome Flow)

Welcome to the world of email marketing, where every message has the potential to make a significant impact on your business. Today, we're shining a spotlight on the often underestimated but incredibly powerful welcome flow – the unsung hero of email automation basing the Klaviyo benchmarks published in their recent 2024 Benchmark Report.

What is a welcome flow?

Before we dive in, let's clarify what exactly a welcome flow is. Unlike traditional email campaigns, which are sent to a targeted audience, an automated flow is triggered when a subscriber takes a specific action, such as subscribing to your newsletter, visiting a product page, or making a purchase. These flows are based on what's important and relevant to your customers, making them incredibly effective at driving engagement and revenue.

Why welcome flow is so important?

Now, you might be thinking, "What's so special about a welcome email?" Well, as you'll soon discover, the welcome flow packs a powerful punch when it comes to conversion rates and revenue generation. According to our data, the welcome flow ranks second in terms of average revenue per recipient (RPR) across all combined ecommerce industries, with an impressive $2.65.

But here's where it gets even more exciting. The top 10% of welcome flows convert almost 5 times as many people as the average. Yes, you read that right – 5 times! With an average placed order rate of 2.32%, only abandoned cart flows convert more often than a welcome series. This means that by personalising your welcome emails to cater to your new customers or subscribers, you can push performance from the already healthy average conversion rate to as high as over 10%.

How to optimize your welcome flow?

So, how can you unlock the full potential of your welcome flow? The key lies in collecting zero-party data using signup forms and then personalising the messaging to the customer based on their interests. By focusing on relevancy and featuring the newest products and collections, you can drive a significant uplift in click and purchase rates.

But don't just take our word for it – let's look at a real-life example. Wilkinson Sword UK achieved a staggering 39% placed order rate with their welcome series simply by adding one simple question to their sign-up form. This goes to show that even small tweaks can have a big impact on performance.

In conclusion, don't underestimate the power of the welcome flow. It's not just another email – it's your opportunity to make a lasting impression and turn subscribers into loyal customers. So, if you're ready to take your email marketing to the next level, it's time to give your welcome flow the attention it deserves. Trust us, your revenue will thank you for it.