Klaviyo welcome flow: the UK DTC template
Klaviyo welcome flow: the UK DTC template
The Klaviyo welcome flow template we deploy for UK DTC brands - 5 emails, offer strategy, brand story, product education and the send-time cadence that converts.
Structure
- Email 1 (immediate): Welcome + the offer. Discount code or free UK shipping.
- Email 2 (day 2): Brand story. Why the brand exists, founder note.
- Email 3 (day 4): Bestsellers or hero product with social proof.
- Email 4 (day 7): Objection handling - FAQs, materials, sustainability, delivery.
- Email 5 (day 12): Offer reminder + urgency close.
Offer strategy
- Sub-£50 AOV: 10-15% off first order.
- £50+ AOV: free UK shipping on first order.
- Premium (£150+ AOV): no discount, brand-first sequence.
Copy principles
- First-person from founder or team.
- Plain text feel, not heavy image emails.
- One CTA per email.
- Mobile-first design - 70%+ of opens are mobile.
Benchmarks
- Open rate 40-55% (much higher than campaign average).
- Click rate 5-12%.
- Placed order rate 8-14% over 30 days.
- Revenue per recipient £3-£12.
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Related tools & resources
Free UK ecommerce calculators, definitions and benchmarks referenced in this guide.
Frequently asked questions
5 emails over 10-14 days. Fewer and you leave revenue on the table; more and you exhaust the new-subscriber goodwill and hurt long-term engagement.