How to Build a High-Converting Welcome Series in Omnisend

Watch the video version here: click here

We have built a few welcome series using Omnisend, and we have it down to an art… yep, I am now referring to myself as an artist going forward.

It’s not hard; all you need is you need clarity, sequencing, and timing.

Here is what I like to do:

1. Create the flow… obviously

Inside Omnisend, go to Automations → Create workflow → Start from scratch.

Now, the templates in Omnisend are fine, but like any platform out there, they are templates largely built on our outdated strategy. Do this instead:

Select the trigger: Subscribed to email marketing

This catches signups from:

• Pop-ups

• Footer forms

• Embedded forms

• Integrations

Now, keep in mind, this means anyone who is opted in to email will get this sequence, so if you have different offers for different traffic sources, you will need to split it out by specific list. But I am assuming, like 90% of people out there, you do not have this.

2. Add your exit condition

Add: Placed Order

When someone buys, they exit the welcome flow and move into your post-purchase system. The purpose of the flow is to get that first purchase. Once they do that, they should have a totally different type of conversation with your business.

Step 2: Building the emails in the Welcome Series

Below is the exact timing, purpose, and messaging approach for each email.
This is the blueprint we use across all ecommerce brands. I am telling you… This works.

Email 1: Deliver the Incentive

Timing: Immediately

Your only job: give subscribers what you promised.

If they signed up for 10 per cent off, show it clearly.
If it’s a gift, deliver the gift.

Keep this email simple, fast, and easy to act on.

Tips:

• Start your subject line with a number.

• Send from a person, not a corporate brand account i.e. gavin from in-box as apposed to ‘sales’ from in-box

• If you want to appear personal without clogging your founder inbox, set a different reply-to email. That way, when someone replies to your email it will go to a seperate inbox.

Email 2: Incentive Reminder

Timing: 12 hours later

Most subscribers don’t buy from the first email.
This reminder increases conversions without increasing unsubscribes.

Keep the message short and direct:
“You still have a 10 percent code waiting.”

Email 3: Founder Story + Reminder

Timing: 24 hours later (36 hours total)

This is where you build a connection.

Share why the company exists, the problem you solve, or what makes your brand different.

End with a soft reminder of the discount code.

People buy from people.

This is your moment to be human.

Email 4: Social Proof + Reminder

Timing: 24 hours later (60 hours total)

If they haven’t bought yet, they need reassurance.

Share:

• Customer reviews

• Before/after results

• Images of real buyers

• Short testimonial quotes

This reduces friction and gives buyers confidence.

Email 5: Best Sellers + Reminder

Timing: 24 hours later (around 72 hours)

Now you show them what to buy.

List 3–6 of your best-selling products, ideally with star ratings or customer quotes next to them.

This simplifies the decision.

Email 6: Education or Product Guidance

Timing: 3 days after Email 5

This is your “slow burn” email.

Examples:

• How to choose the right product

• Product comparison

• A short guide or buyer’s checklist

• Ingredient education

• How your product solves a common problem

It taps into the segment of your list that needs a bit more time.

Step 3: Extend the Funnel With Your Best Content

Once the 6-email structure is built, look back at past campaigns.
Find the ones with:

• High open rates

• High click-through rates

• High placed-order rates

Turn those evergreen winners into additional emails you can plug into the flow.

This extends your welcome sequence using proven content instead of guessing.

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Today’s sponsor

Omnisend and meeeeee.

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Resources to help with your email marketing

• Master outline of every flow of an e-commerce business needs: click here

• ChatGPT prompts for 6 automations: click here

• Editable design files that you can copy and paste for your own business/agency: click here

• Make more profit with your next email sale: click here

• My strategy for making money as a consultant: click here

• 639 different swipe files for email and sign-up forms: click here