This past week, we were brought into a brand to help clean up their Klaviyo account. And there was some low-hanging fruit we found that can likely benefit some of our brand-side subscribers.

If you already have a Welcome Series flow built out, and are looking to optimize for revenue/conversion, this is a newsletter for you!  

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👋 Hey, I’m Brandon Blum. I’m the Founder and Managing Partner at New Edition - a boutique creative agency based out of Brooklyn, New York that helps emerging e-commerce brands create content.

In this week's newsletter, we dive into the welcome series framework that will set you up for success.

If you need a hand in Klaviyo, hit us up! We’d love to help.

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PROJECT BACKGROUND & PLAN OF ATTACK

This aforementioned brand is doing mid-five to upper-five figures per month in DTC sales.

However, only 2-3% of that revenue is coming from email marketing. So we’re looking at a sizable incremental revenue opportunity. 

A good rule of thumb here? About 15-20% of your total DTC revenue should come from your email flows/campaigns.

So, if your brand is doing $75,000 monthly in DTC sales, about $12,000-$15,000 of that should be generated off email flows and campaigns.

If it’s less than that, well, keep reading :)

Usually, the most impactful starting point is your Welcome Series.

This is what people get when they enter their email in your website pop-up. It usually comes with some kind of offer (Ex: 10% off your first purchase).

Typically, the Welcome Series is the most active flow in your email marketing strategy. So it’s the one to tackle first.

👇 HERE’S MY FREE OFFER TO YOU 👇

1. CREATE CUSTOM COUPON CODES

This is easy to set up in Klaviyo (Content → Coupons → "Create Shopify Coupon").

This sends every new subscriber a custom, unique code that Klaviyo automatically generates when they submit their info in your website pop-up. 

This is non-negotiable because it prevents using generic codes, which lead to lost revenue. 

Why? Generic codes inevitably end up on coupon sites and chrome extensions like Honey. Even first-time customers checking out unaware of your discount will likely find ways to save money. 

Klaviyo makes it easy to embed these custom coupon codes into your welcome series flow (if you need help, respond to this email and I can show you). 

When you add this logic to your emails, the discount links directly to new subscribers' carts once they click through from your email(s). 

This reduces friction, prevents abandoned carts, and ultimately prevents lost incremental revenue. 

Remember: People are lazy!

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2. ADD “CUSTOM UTM TRACKING” TO ALL EMAILS

This is for your order attribution efforts. I always like to see which email/campaign is converting a particular customer.

You’ll want to check this box on every email in your flow (Click on email in flow → Scroll down to “Settings” → Check “Enable UTM Tracking” →  Check “Campaign (utm_campaign); Flow message name)

This way, when an order comes in, you’ll be able to see which email gets last click attribution credit.

After you do this, make sure your emails in this flow are neatly labeled.

For example:

• Email 1: Welcome Series // Email 1

• Email 2: Welcome Series // Email 2

• Email 3: Welcome Series // Email 3

3. BUILD IN “CONDITIONAL SPLITS”

In between every email in your flow, add “Conditional Split” logic that looks like the above.

What this logic will do is prevent you from sending emails to those who are already converted earlier in the flow.

Because, effectively, once someone has converted, you can shut up. Everyone can move on.

Using “since starting this flow” (instead of “over all time”, for example) isolates the logic so that it impacts the Welcome Series flow only.

4. BE STRATEGIC WITH YOUR “TIME DELAYS”

For a Welcome Series flow, I recommend sending an email every day until someone converts. I'm not a fan of waiting two, three, four days between emails.

Unless you're selling high-consideration products (over $1,000, for example). Those require more deliberation from the customer and a different strategy for you altogether.

But if you're selling skincare, beverages, CPG products, apparel, etc., set up Time Delays of "Wait 1 Day".

I also recommend adding logic so emails arrive at a specific time of day, too.

When is your customer most likely to check out during their day? 8am on their way to work? Noon at their desk? 8pm on their couch watching Netflix?

If you don't know, test it and see.

You are leaving a lot of money on the table. And the worst part? This should be automated and require very little effort once set up. Don’t ignore it.

The four non-negotiables: custom coupon codes that prevent discount leaks, UTM tracking for attribution clarity, conditional splits that stop email waste, and strategic timing that matches customer behavior. 

Need a hand with this? Hit us up! We can jump in and help in time before BFCM.

See you next week ✌️