Our old welcome email was one email. Hi, here's a code, bye.
Now when someone joins our list, they tell us what they're into and get a series built around it. Claude wrote it, designed it and set it up in Klaviyo with me. Here's the recipe.
The idea
Ask people one question when they sign up: what are you here for? Then send them emails about that thing, and skip the stuff they don't care about. Everyone gets a few emails. Nobody gets spammed with the whole catalogue.
Step by step
- Add checkboxes to your signup form. In Klaviyo, give your form a checkbox question with your product families or topics. Save the answers to a profile property (ours is a list called picks).
- Write one opener for everyone. Welcome, who you are, the offer. Send it straight away.
- Write one email per topic. Each one teaches something useful about that topic, then shows the products. Useful first, products second.
- Build one flow for all of it. One flow with all the emails in order, and a filter on each topic email so it only sends if that topic was picked. Klaviyo skips the rest automatically.
- Finish with everyone. A last email or two that goes to the whole list, like your best seller or your founder story.
The prompts
Here's my signup form question and the options people can pick: [paste]. Plan a welcome series in Klaviyo: one opener for everyone, one email per option that only sends if they picked it, and two closing emails for everyone. Give me the order, the delay between each, and the filter for each email.
Write the [topic] email from this plan in my voice. Open with something relatable, teach one genuinely useful thing, then introduce [products] with links. One button. Subject line under 40 characters. No health or results claims.
Turn this email into HTML that works in Gmail and Outlook on a phone. My colours are [hex], my font is [font] with a web-safe fallback. Use big bold blocks, one image per section, and buttons people can tap with a thumb.
The step everyone skips: send yourself a test of every email and read them on your phone, in order, like a stranger would. Ours got a full rewrite after I did this.
What made ours better
- A real founder note in the first email, with a photo of us
- Real customer reviews (taste and routine only, no health stuff)
- Big buttons near the top so people don't have to scroll
- Every email does one job