Email Marketing
5 Welcome Sequence Mistakes That Are Costing You Sales
5 common welcome sequence mistakes costing e-commerce brands sales. Avoid these conversion killers and turn subscribers into paying customers.
In a previous post, we talked about the revenue you're leaving on the table with a weak welcome sequence. Today, let's dive into the specific mistakes I see over and over again that are sabotaging your subscriber relationships before they even begin.
The problem that I see with many brands big and small is that their Welcome flow kind of dries up. You would be surprised at the number of email lists I sign up for that have NO welcome flow, or else a single email providing a discount. And then silence.
You can bet that after a day or two I've already forgotten about their brand. Unless their brand design was so outstanding I go searching for them—but in this case, I've often forgotten their name and can't find them if I want to.
Don't let that be your brand. Let's go over the most common mistakes founders make on their Welcome emails and how to fix them.
Mistake #1: Sending a single email (or none at all)
I think it might be clear now that you need to use the first-subscribe opportunity to woo your customers. A single discount email may be used, but you are still forgettable. And the next time you pop into an inbox without a proper introduction, they may be hitting unsubscribe.
The Fix: Create a minimum 3-email sequence. Even a basic sequence will outperform a single email.
Mistake #2: Set it and forget it mentality
You set it up once and never looked back. But your brand, your products, and your customers have evolved. Your welcome sequence needs to evolve too.
Sure, you're overwhelmed, but you need to at least schedule a quarterly review of your welcome sequence. Analyze open rates, click-through rates, and conversion rates. Are they where you want them to be? If not, it's time for a refresh.
The Fix: Set quarterly calendar reminders to review and refresh your sequence based on current products, offers, and brand messaging.
Mistake #3: Generic, impersonal messaging
Your customers want to feel seen and valued. They want to connect with your brand on a personal level.
That means pack in the personality through your copy and images. Tailor your welcome sequence based on where subscribers came from (e.g., a specific landing page, a social media ad). Use their name. Share your brand story. Let them know why you are passionate about what you do.
The Fix: Write in your brand voice, share your story, and segment based on how they found you.
Mistake #4: Missed upsell and cross-sell opportunities
Your welcome sequence is the perfect place to showcase your best-selling products and introduce new arrivals. But many founders throw their whole inventory into the welcome email, or the opposite—they're too shy to promote their offerings.
Instead, use this opportunity to highlight your best-sellers! Include on-brand images, compelling descriptions, and clear calls to action. Offer a small discount on their first purchase to incentivize immediate action.
The Fix: Feature 2-3 bestsellers with compelling product stories and clear CTAs.
Mistake #5: Overwhelming with too many choices
We know that you have a lot to offer, and you want to show subscribers what they want (you're trying to personalize, right?). But giving your readers too many choices will overwhelm them faster than you can say "decision fatigue."
If they find you in their overflowing inboxes, do them a favor and make their job easier. Give them one clear action per email.
The Fix: One primary CTA per email. If you must include multiple products, limit to 3 max and make one the clear hero.
The One Thing You Need To Do Now
Create. That. Welcome. Flow.
Even if it's a 3-email starter, go create it now. You can do this in Shopify Mail or in Klaviyo (my favorite).
Later, when you have more time and can check the data, you can design something more potent.
Tired of making these mistakes and ready for a welcome sequence that actually converts? I'm creating FREE custom 3-email welcome sequences for a limited time. Let me handle the strategy while you focus on running your business.
