Klaviyo Welcome Series for a Beauty and Skincare Shop

Someone joins your list after a photo, a pop-up or a blog post. Then nothing happens for a week, and by the time your next newsletter lands they have forgotten you. A welcome series closes that gap.

This guide is for a small beauty or skincare shop on Shopify and Klaviyo. It covers what a welcome series is for, what four emails should do, when to send them and what to check before you switch it on.

What a welcome series is for

A welcome series is a short run of emails that starts when someone joins your list. Its job is to turn a new subscriber into a first order.

Beauty shoppers often hesitate for three reasons: they do not know your brand, they do not know which product to start with, and they worry about buying something that is wrong for them. A good series answers those doubts in order. It says who you are, helps them pick, and is honest about what you can and cannot say.

One rule for this niche: keep every email free of skin or health promises. Describe your products, your ingredients list and how to use them. Do not say a product will fix, cure or change anything. That keeps you on the safe side with your customers and with the rules of the places you advertise.

The four emails

The examples use a made-up shop called Willow & Fern, selling a cleanser, a serum and a mask. The shop is fictional.

Email 1: welcome and first-order offer

Send it right away.

Job: say thank you, deliver the welcome offer, and show your bestsellers.

• Thank them in one or two sentences.
• Put the offer code near the top and say what it covers.
• Show two or three bestsellers with a photo and one button to the shop.
• Only offer something you are happy to give every new subscriber.

Subject line ideas:

• Welcome to Willow & Fern
• Your welcome gift is inside
• Thanks for joining us

Email 2: your brand story

Send it about 2 days later.

Job: build trust, so a first order feels safe.

• Say who makes or picks the products and why you started.
• Keep it true and short. A real photo of you or your workspace beats a polished slogan.
• If you list ingredients openly, say so. Only write what is true for your shop.

Subject line ideas:

• Why we started Willow & Fern
• The story behind our products
• A little about us

Email 3: help them pick a first product

Send it about 2 days after email 2.

Job: help an unsure shopper choose.

• Give three simple ways to start, for example a cleanser first, then one serum, then a mask as an extra.
• Describe how to use each product in plain words. Do not promise a result.
• One button, not a wall of choices.

Subject line ideas:

• Not sure where to start?
• Three easy ways to pick a first favourite
• A short guide to our most loved products

Email 4: a reminder for subscribers who have not bought

Send it about 2 days after email 3.

Job: bring back subscribers who have not bought yet and remind them of their code.

• Remind them of the welcome code and say plainly what it covers.
• Add shipping and returns lines that match your shop page.
• No fake urgency and no countdown clock that resets. Mention an end date only if the offer really ends.

Subject line ideas:

• Your welcome code is still waiting
• Did you forget your welcome code?
• A quick reminder from us

When to send them

These are suggestions, not figures from any study. Start here and adjust.

• Email 1: right away.
• Email 2: 2 days later.
• Email 3: 2 days after that.
• Email 4: 2 days after that.

Watch your own replies and orders. If it feels pushy, widen the gaps.

Stop the series when someone buys

A subscriber who orders after email 1 should not get a reminder about a code they already used. In Klaviyo, add a conditional split before each later email that checks whether the person has placed an order since the flow started, and send buyers out of the flow. A list or segment trigger has no flow filter of its own, so the split is how you do it. Klaviyo's help centre explains flows and conditional splits: https://help.klaviyo.com

What to test

Change one thing at a time, and give each test enough sign-ups to mean something.

• A subject line that names the shop versus a plain one.
• The offer in the subject versus saved for the email body.
• One hero product versus a short list of bestsellers.
• Longer or shorter gaps between emails.

Klaviyo's free plan has limits and may not include flow A/B tests, so check your plan first.

Checklist before you go live

1. Consent. Your signup form needs a consent line and a link to your privacy policy.
2. Test the offer. Use the welcome code yourself and confirm it applies at checkout.
3. No health or result claims. Read every line again as a stranger would.
4. Unsubscribe link. Every email needs a working one.
5. Business address footer. Your business name and postal address belong in every marketing email.
6. Policies match the copy. Shipping and returns in the emails must match your shop page.
7. Stop on purchase. Confirm buyers leave the flow.
8. Send yourself a test of each email, click every button and read it on a phone.

A shortcut if you do not want to write them

If you would rather not write all this from scratch, the Starter Email Flow Kit for Klaviyo: Beauty and Skincare Edition ($12) contains this 4 email welcome series already written, with a plain text version of each email, subject lines A and B with preview text, and a flow plan with trigger, stop rule and waits. It has 13 emails in 4 flows: welcome, abandoned cart, post-purchase and win-back. You swap in your logo, photos and products, keep only the statements that are true for your shop, and build the flow in Klaviyo with the install guide. Klaviyo has no flow import, so you build each flow by hand. The product names, tips and timing in the kit's welcome emails (for example cleanser, serum, mask, give it 4 weeks) are samples to replace with your own, and you should promise no skin results. Results depend on your shop and list, and no result is promised.

See what is in the kit or go straight to the product page:

Starter Email Flow Kit for Klaviyo: Beauty and Skincare Edition

Not affiliated with Klaviyo or Shopify.

The email designs and copy in the kit were made with AI help and curated by the seller.