The welcome flow guide
Written by the studio that designs and codes these emails every week — with real examples from client programmes.
The proven structure: email one lands fast with a single purpose, email two handles the main objection with proof, email three adds an honest incentive or alternative. Timing widens as the sequence progresses. Full breakdown below.
Flows are where ecommerce email revenue actually lives — automated sequences that work every day without a send button. This guide covers the structure we use on client programmes.
The structure that works
- Email 1 — immediate, single-purpose, no friction. The job is momentum, not persuasion.
- Email 2 — handle the real objection (price, trust, fit) with proof: reviews, guarantees, comparisons.
- Email 3+ — incentive if your margins allow, urgency if it's honest, alternative products if not.
Timing
Faster than most brands dare for the first email, then widening gaps. Exact timing depends on purchase consideration length — a £20 impulse product and a £900 considered purchase need different rhythms.
Design notes
Flows share a design system but each email needs its own energy — repetitive-looking sequences train subscribers to ignore them. Dynamic content (cart items, browsed products) must be designed for variable data: one item or seven, long titles, missing images.
We design, code and connect complete flows from £295 — see the service or the full flow suite case study.
Your options for welcome flow guide, compared.
| Template galleries | Cheap marketplaces | EmailDesign | |
|---|---|---|---|
| Custom design (not a reskin) | ✗ | ✗ | ✓ |
| Hand-coded, tested HTML | ✗ | Rarely | ✓ 60+ clients |
| Outlook & dark mode handled | ✗ | ✗ | ✓ |
| Set live in your platform | ✗ | Extra cost | ✓ Included |
| Fixed quote before work starts | n/a | Varies | ✓ Always |
| One accountable studio | ✗ | ✗ | ✓ |
Built for the platform you already use.
Every project is designed for your platform's editor and set live in your account — see Klaviyo email design or Mailchimp templates.
What you receive with the done-for-you version.
Who is EmailDesign?
A UK email design and development studio. We design custom emails, hand-code the HTML and set everything live in platforms like Klaviyo and Mailchimp — from £95 per email.
Can you do this for us?
Yes — this topic maps directly to our services. Get a fixed quote within one working day.
Ready when you are.
Tell us what you're sending and where — fixed quote within one working day.