Good morning, Chase and Jimmy here.

Have you heard? We’re going live with Omnisend next Tuesday, July 15th where we’ll be hosting a session on how to unlock maximum impact with AI.

We’re covering topics like the hidden cost of content creation, how to create unique messaging at scale, the four levels of marketing maturity, and a steal-able AI adoption roadmap. Join us!

Now let’s dig into today’s goods…

So, someone just signed up for your email list. What's next?

Most brands send a boring "thanks for subscribing" email and wonder why their new signups never convert. But smart brands know the secret: Your welcome flow is your biggest sales opportunity.

Today we're sharing 7 tactics that turn your welcome emails from "nice to meet you" into "here's my credit card."

Also inside today's edition:

✔️ Free Webinar: How to 10x your production with AI
✔️ 12 Real Brand Emails That Actually Convert (and Why)
✔️ Simple 3-step process for turning your most returned product into a best seller
✔️ DTC Wins: Color Wow lands big with L'Oréal

AI's Taking My Job... Finally? (And Why That's Actually Great News)

Tired of hearing about AI's potential while still doing the same tedious tasks every day? Omnisend is cutting through the hype to show you exactly how real eCom pros are using AI right now (not in some distant future, but today) to save hours and dramatically boost results. You'll get an inside look at how teams are leveraging Omnisend's newly launched AI tools to transform workflows.

Join eCom veterans from Omnisend and eCom Email Marketer as they share their honest, no-BS takes on what's actually working:

• How the Omnisend team transformed their workflow and increased productivity by 10X with AI

• The hidden reason why most brands waste 60% of their marketing time on content instead of strategy

• Four levels of marketing automation maturity (and where most brands get stuck)

• How to create personalized messaging for different customer segments without burning out your team

• Which AI features to implement first for maximum impact

Bonus: They're giving away Amazon gift cards up to $100 and exclusive swag throughout the event.

 💡 Knowledge Drop:

Your biggest headache might actually be your biggest opportunity for growth. Jimmy breaks down a simple 3-step process for turning your most returned product into insights that can dramatically improve your customer experience and reduce future returns.

Hooked From the Start: 7 Welcome Flow Tips to Drive Sales and Retention

Someone just signed up for your list. Cue the confetti 🎉

But don’t pop the champagne yet.

The real work begins with your welcome flow – your chance to make a strong first impression, build trust, and guide subscribers toward their first purchase.

Here’s how to build a welcome series that does more than say hello.

1. Send your first email right after signup

Don’t wait too long to send your welcome email. Your new subscriber is most interested right now. They’re curious, paying attention, and primed to engage.

Set your first email to go out within five minutes of signup. Not five hours. Definitely not tomorrow.

Use this email to:

• Say a warm, human “thank you”

• Deliver the offer or incentive you promised

• Reinforce your brand’s value in one short, punchy line

No overselling here. Just show up, show value, and make it easy to click.

2. Share your story before you start pushing products

Your next email shouldn’t be another coupon. It should be your “why”.

The best eCommerce brands don’t just sell stuff; they stand for something. And your welcome flow is the perfect place to share that story.

This could be:

• How the brand started (garage, dorm room, kitchen table… we love an origin story)

• The mission that drives your product development

• What you believe in or who you’re here to serve

A good story creates connection → connection drives trust → trust drives sales.

So let people in.

3. Use urgency and reviews to spark action

By the third email, it’s time to encourage action.

Bring the offer back into focus, but this time add a clear deadline (e.g. 24 hours, 48 hours, end of the week). Whatever it is, be specific.

Then pair that urgency with social proof:

• Real customer reviews

• UGC or photos from happy buyers

• Star ratings or testimonials

This combo of “act now” + “others love it” is one of the most reliable ways to turn a window shopper into a customer.

And if your platform allows it, try a dynamic countdown timer in the email. It adds subtle pressure without being too pushy.

4. Use SMS to follow up and reinforce key messages

Email does the heavy lifting. SMS delivers the punch.

Adding SMS to your welcome flow gives you another channel to follow up on high-intent behavior. Think:

• “Your discount expires tonight! Tap to shop”

• “Still deciding? Here's a quick look at our bestsellers”

• “Hey [Name], your 15% code is still waiting for you 👀”

SMS works best when it’s short, timely, and helpful. Don’t send walls of text or repeat what the email already said. Instead, use it to nudge or spark urgency when email alone isn’t working.

Pro tip: Text the day after your email goes out to increase conversion without overwhelming subscribers.

5. Personalize the experience as soon as possible

You don’t need a full customer profile to personalize your emails. A little info goes a long way.

Here are some simple personalization ideas for welcome flows:

• Using their first name in subject lines or headers

• Recommending products based on their signup source (e.g. clicked on a hoodie ad? Show hoodies)

• Tailoring messaging by location or interest tags (especially if they opted in via a quiz or popup)

Personalization makes your emails feel relevant, not robotic. And that boosts your open rates and click-throughs.

Bonus: Ask a question in one of your welcome emails (“What’s your biggest skincare struggle?”). Responses = golden segmentation fuel.

6. Track performance and make small tweaks often

Even the best welcome flow needs regular checkups.

Start by tracking three metrics:

• Open rates: Should be 45–60% for the first email

• Click-through rates: Aim for 8–12%

• Conversion rates: 2–5% from subscriber to customer

If your numbers fall short, don’t panic – test!

Run A/B tests for:

• Subject lines (direct vs. clever)

• CTA button copy

• Timing between emails

• Email layouts (visual vs. plain text)

You don’t need a full overhaul. One small tweak at a time helps you build a flow that performs better every week.

7. Build more than three emails to keep interest alive

Too many brands stop at three emails and call it a day.

But your welcome flow can do so much more than just deliver a code and bounce.

The best-performing flows include 5 to 7 emails over 10 to 14 days. Spread them out. Keep the value coming. Think:

• Day 1: Welcome + incentive

• Day 2: Brand story

• Day 4: Social proof + reminder

• Day 6: Product spotlight or how-to
  Day 9: FAQs or customer favorites

• Day 12: Invite to join SMS or referral program

Each email should give subscribers a reason to engage, whether they’re ready to buy or just browsing for now.

TL;DR: The Only Welcome Flow Checklist You Need

If you're short on time (or just love a good cheat sheet), here’s what your welcome flow really needs to turn signups into sales.

✅ Catch subscribers while they’re still excited and deliver on your promise.
✅ Build trust before you pitch by showing who you are and why you exist.
✅ Give them a reason to act now, backed by real customer love.
✅ Use SMS to follow up, nudge gently, and drive action.
✅ Test, track what works, and aim for 5–7 emails that keep them engaged.

Done right, your welcome flow isn’t just a hello; it’s the beginning of a relationship. So give it the attention it deserves!

👀 Sneak Peek: 5 Retention Channels You're Not Using (But Should Be)

Email and SMS are your retention foundation, but what if you're missing channels that could 3x your retention rates?

On next week's episode of Send It!, Jimmy and Chase step outside the usual email/SMS playbook to explore the alternative channels that innovative brands are using to create retention results email simply can't replicate.

Inside, we cover:

✅ Push notifications that get 90% open rates (vs. email's 20-25%)
✅ Calendar integration tactics that turn customers into habitual buyers
✅ Referral systems that boost retention 40-50% for participants
✅ In-app messaging with 4x higher engagement than email
✅ Direct mail strategies getting 10-30x better response rates than digital

This isn't about replacing your core strategy. It's about building a multi-channel retention ecosystem where each channel amplifies the others.

🛎️ Subscribe to the channel and tap the bell to catch every new drop.

🔥 DTC Wins

L'Oréal signed an agreement to acquire haircare brand Color Wow, tapping into the booming premium hair market. The deal adds Color Wow's salon-approved, high-performance products to L'Oréal's professional portfolio.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

Love this newsletter but want to receive it less frequently? Let us know by clicking here!