Your welcome series is the first impression a subscriber gets. Most brands set one up at launch and never revisit it, which means new subscribers in 2026 see content written for a brand that existed in 2023. This SOP makes the welcome series a living asset.
A strong welcome series converts 20-30 percent of new subscribers into first-time buyers. A weak one converts 2-5 percent. The difference is structure, not creative talent.
New subscribers come from popups, footer signup, and post-purchase. Each source has different intent. Build a separate flow path per source.
Immediate first send. 24-hour gap teaches the rhythm without exhausting attention.
Welcome and discount, brand story, product education, social proof, urgency on discount expiry.
Use a unique code generated through Shopify or a static brand code. Static codes leak to deal sites. Unique codes prevent that but require Shopify Plus or a third-party app.
Profiles that purchase exit the welcome series and enter the post-purchase flow. Don't leave them in welcome.
Use utm_source=klaviyo and utm_campaign=welcome-series. Match what's set in your GA4 and Triple Whale.
Update product references, refresh hero imagery, audit for stale copy. Date the last review in the flow description.
Record your screen while performing the klaviyo welcome series. ReccordSOP turns the recording into a SOP with timestamped screenshots. When your live setup changes, drift detection flags it.
Generate this SOP freeFive is the proven default for DTC. Some brands get diminishing returns past three.
Yes, in most categories. The exception is luxury where the discount damages brand perception.
After 7 days from signup, or on purchase. Whichever comes first.
I built ReccordSOP after watching too many DTC ops teams lose months to undocumented workflows. These SOPs are battle-tested with Shopify operators running $1M to $50M brands.
Last reviewed June 1, 2026