Make a Lasting First Impression with a Simple, Effective Welcome Sequence
As a handmade seller, your first email to new subscribers is more than just a greeting; it’s your chance to create a warm connection and turn that interest into loyal customers. A welcome email flow can do the heavy lifting for you, introducing your brand, building excitement, and guiding subscribers to their first purchase—all on autopilot!
If you’re new to email flows, don’t worry. We’re breaking down the easiest way to set up your first welcome email sequence with a simple, step-by-step template you can start using today.
Why Your Welcome Email Flow Matters
Welcome emails are powerful. Studies show that welcome emails generate up to 4x the open rate and 5x the click rate of regular marketing emails. It’s a golden opportunity to make a lasting impression, highlight what makes your brand unique, and guide new subscribers toward a purchase.
A welcome flow typically consists of 2-3 emails spaced over a few days. Each email has a purpose, from introducing your brand and values to sharing your bestsellers. Here’s how to set up a sequence that feels genuine and gets results.
Step 1: Choose an Email Platform
To start, you’ll need an email marketing platform that allows automated workflows. Popular options include Mailchimp, Klaviyo, and Shopify Email. These platforms provide easy drag-and-drop templates and let you set up automations, so your welcome flow sends automatically whenever someone joins your list.
Tip: If you’re already on Shopify, Shopify Email is a simple choice. Mailchimp and Klaviyo (what I use and recommend) are also great for handmade sellers, offering more customization options and integrations.
Step 2: Outline Your Welcome Flow
Your welcome flow should feel natural and informative. Here’s a basic outline you can follow:
Email 1: Welcome + Brand Introduction
Email 2: Showcase Your Bestsellers or Top Products
Email 3: Offer a Special Deal or Encourage Social Engagement
Each email serves a unique purpose, so resist the urge to overload each one with too much info. Space them out over 3-5 days to keep your new subscribers engaged without overwhelming them.
Step 3: Write Your First Email (Welcome + Introduction)
Subject Line: “Welcome to [Your Brand]—We’re So Glad You’re Here!”
Your first email is a simple “hello” and an introduction to what makes your brand special. Keep it personal and conversational. Briefly explain what you offer, your mission, and what customers can expect from your emails. Make it clear that your products are handmade with care, and add a touch of your story—what inspired you to start your brand.
Template for Email 1:
Hi [Subscriber’s Name],
Welcome to [Your Brand]! We’re thrilled to have you here.
At [Your Brand], every piece we make is handcrafted with care and passion. Our goal is to bring a touch of [what makes your product special, e.g., warmth, beauty, sustainability] into your life. Whether you’re here for unique gifts, something cozy for yourself, or just to discover something beautiful, you’re in the right place.
Stay tuned for updates on our latest creations, exclusive offers, and a few behind-the-scenes peeks into the handmade process!
With gratitude,
[Your Name]
Call-to-Action (CTA): Add a button that links to your website or a page introducing your bestsellers or collection. It could say, “Explore Our Collection” or “See What’s New.”
Step 4: Write Your Second Email (Bestsellers & Customer Favorites)
Subject Line: “Meet Our Most-Loved Products”
Now it’s time to show off some of your bestsellers or top-rated items. New subscribers are often interested in what others love, so highlight your crowd-pleasers or any products that have great reviews. This email reassures them that they’re joining a community that appreciates your work.
Template for Email 2:
Hi [Subscriber’s Name],
We thought we’d introduce you to a few customer favorites! Each of these pieces has a story and a special place in our collection.
Here’s what’s getting all the love:
Each product is handmade with care, and we’re so proud of the love they receive. Curious to learn more?
Warmly,
[Your Name]
CTA: Link to each product page or create a single button to your shop, like “Shop Bestsellers.”
Step 5: Write Your Third Email (Offer or Call to Action)
Subject Line: “Enjoy a Special Welcome Gift!”
Your third email is where you encourage subscribers to take action. Offer a small incentive, such as a discount or free shipping, to make their first purchase feel even more special. If you prefer, this email can also invite them to follow you on social media for exclusive sneak peeks, behind-the-scenes content, and more.
Template for Email 3:
Hi [Subscriber’s Name],
To say thank you for joining our community, here’s a little something special just for you!
Use code WELCOME10 for 10% off your first order. We can’t wait for you to experience [Your Brand’s] handcrafted quality and care firsthand.
If you’re on Instagram or Facebook, be sure to follow us for new releases and behind-the-scenes glimpses. We love sharing the process and connecting with you there!
Happy shopping,
[Your Name]
CTA: “Shop Now,” or “Claim Your Discount.”
Step 6: Automate and Schedule Your Emails
With your emails written and ready, it’s time to set up automation in your chosen email platform.
Create a New Automation Flow: In your email platform, start a new automation for “New Subscribers” or “Welcome Flow.”
Set Triggers: Set the trigger to send the first email as soon as someone subscribes, with the second email 1-2 days later, and the third email 3-5 days after that.
Test the Flow: Preview your emails and send test versions to yourself to make sure everything looks great.
Pro Tip: Keep an eye on open and click-through rates. Tweak your emails if you notice low engagement, experimenting with different subject lines or CTAs.
Step 7: Monitor and Optimize
Your welcome flow is live! Monitor it over the next few weeks to see how it performs. Are subscribers opening the emails? Are they clicking through to your website? Use these insights to optimize and refine your sequence.
Consider adding additional emails or refining the flow over time as you learn what resonates with your audience.
Setting up your first welcome email flow doesn’t have to be complex. With just a few emails, you can create a warm, inviting experience that introduces new subscribers to your handmade brand and guides them toward a purchase. By automating this process, you’ll have more time to focus on what you love—creating beautiful, handmade products.
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