How to Use Our Welcome Email Series Template to Drive Repeat Purchases

You Don’t Need More Emails—You Need the Right Ones, in the Right Order

Most welcome flows start strong, then fizzle. A “Welcome to our brand” email, followed by… nothing. Or a promotion. Or worse, the same campaign content you send to everyone else.

That’s not onboarding. That’s noise.

This template gives you a proven structure to build (or refine) a welcome flow that actually nurtures, educates, and converts your new customers. It's not about sending more. It’s about sending what matters—when it matters.

Why This Template Works

The Welcome Email Series Template is built for Shopify DTC brands that care about repeat purchase rate, not just open rate.

Each email in the sequence has a job:

• Introduce the brand and set expectations
• Educate customers on product use or value
• Build emotional connection through community and storytelling
• Incentivize the second purchase without sounding desperate
• Provide support and build post-purchase trust
• Collect feedback or UGC once the product has landed

The pacing is just as important as the content. Timing builds momentum—and trust. This template spaces touchpoints across the first 30 days to mirror how real customers behave and what they need at each stage.

Download the Template

Download the Welcome Email Series Template (Excel)

How to Use the Template (Step-by-Step)

Step 1: Audit What You Already Have

• Open your current welcome series in Klaviyo or Attentive.
• Cross-check against the template’s six steps.
• Mark gaps. Note overlaps.
• Make sure you’re covering: welcome > education > conversion.

Step 2: Map the Full 30-Day Journey

Use the timing column in the template to assign each message a date based on your product lifecycle. Skincare moves fast. Furniture moves slow. Adapt accordingly.

Step 3: Customize the Content

The "Suggested Content" column is your scaffolding, not your script. Translate it into your brand voice. Tell your founder story. Show your customers how to use the product. Make it feel real.

Step 4: Align with Other Flows

Suppress new customers from general campaigns during onboarding. Make sure this flow layers with post-purchase, VIP, or win-back sequences. For help planning your broader schedule, visit our Email & SMS Calendar.

Step 5: Monitor and Iterate

• Check open rate, click-through rate, and unsubscribes for each email.
• Watch for performance drops and adjust subject lines, CTAs, or timing.
• Review conversion and LTV metrics monthly.

What Makes This Different

This isn’t just a content schedule. It’s retention strategy in spreadsheet form. We built it to reflect what your customer actually experiences from the moment they say yes to your brand. Most flows skip to the sale. This one earns it.

Ready to Build?

You can import the logic into Klaviyo today. Or use it to brief your lifecycle team. Or hand it to your creative director and get out of their way.

Download the Welcome Email Series Template

And if you’d rather not go it alone?

Request a free retention audit and let our team help you turn new customers into repeat buyers—faster.