Welcome Email Series for a Home Decor Store

Someone signs up for your list. They liked a photo, a pop-up offer 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 fixes that gap.

This guide is for a small Shopify home decor shop on 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. Decor is bought with the eyes first and the worry second, so the series has to do two things: show the products, and make a first order feel safe.

The subscriber has just chosen to hear from you. That is the moment to say hello properly, instead of waiting for your next campaign.

The four emails

The examples below use a made-up shop called Marlow & Pine, selling candles and ceramics.

Email 1: welcome and first-order offer

Send it right away.

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

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

Subject line ideas:

• Welcome to Marlow & Pine
• Thanks for joining us
• Your welcome gift is inside

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.
• Mention how orders are packed and shipped, but only as you really do it.

Subject line ideas:

• Why we started Marlow & Pine
• A little about us
• Who is behind the candles

Email 3: help them pick a first product

Send it about 2 days after email 2.

Job: help an unsure shopper choose.

• Group a few products by room or by use, for example "for a shelf", "for the dinner table", "for a gift".
• Give one line on why each is a good first pick.
• One button per group, no wall of choices.

Subject line ideas:

• Not sure where to start?
• Three easy first picks
• Looking for something for your shelf?

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. No countdown clock that resets. Only mention an end date if the offer really ends.

Subject line ideas:

• Your welcome code is still here
• A quick reminder from us
• Still thinking about your first order?

When to send them

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

• 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 too 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.
• A photo of one product versus a grid 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. Unsubscribe link. Every email needs a working one.
4. Business address footer. Your business name and postal address belong in every marketing email.
5. Policies match the copy. Shipping times and returns in the emails must match your shop page.
6. Stop on purchase. Confirm buyers leave the flow.
7. Send yourself a test of each email and click every button.
8. Read it on a phone. Many people read email on a phone, so check it there.

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: Home Decor Edition ($12) contains this 4 email welcome series already written, with a plain text version of each email and a flow plan with trigger, filters 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, check the statements about your shop, and build the flow in Klaviyo with the install guide. Klaviyo has no flow import, so you build each flow by hand. 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: Home Decor 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.