How NOT To Make Your Welcome Series

Author

Brenden Tartaglia
December 11, 2024

Everyone’s heard of it: The Welcome Series.

But let’s face it - most e-commerce brands are doing it wrong. Misconceptions and limited beliefs about what a Welcome Series should be cost you conversions.

Today, we’re breaking it down: What NOT to do vs. What TO do to make your Welcome Series a revenue driver.

What NOT to Do: PRESS for a Sale

After someone signs up for your list, the last thing they want is to be bombarded with pushy emails demanding they buy. That’s not how trust—or sales—are built.

What TO Do: GUIDE to a Sale

Help customers make their own decision. Share emails that:

  • Highlight the benefits of your product/brand.

  • Show your mission and vision.

  • Include customer testimonials and social proof.

What NOT to Do: Focus on Design ONLY

Sure, visually stunning emails are great… until they overwhelm your audience. Overly designed emails blend into the noise of every other brand.

What TO Do: Use Plain-Text Emails

Plain-text emails are:

  • Genuine.

  • A pattern disruptor from the typical email clutter.

  • Personal and relatable.

Send 1-2 plain-text emails in your Welcome Series to stand out.

What NOT to Do: Send Less Than 3 Emails

Think fewer emails are better? Wrong. New subscribers aren’t used to seeing your emails and might miss the first few.

What TO Do: Build a 7+ Email Flow

The longer the flow, the better your chances of:

  • Being seen.

  • Delivering content that resonates.

Aim for 7+ emails to nurture your audience and extend the customer journey.

Why This Matters in 2025

E-commerce is evolving. Ad costs are rising, competition is fierce, and retention systems are now non-negotiable. Without an optimized Welcome Series, you’re losing money… plain and simple.

I’ve created a 7-Flow Guide for 2025 to help you crush email retention like never before. Inside, you’ll find:

  • Detailed breakdowns of 7 essential flows.

  • Proven formats to maximize results.

  • Insights to put your list on autopilot.

Let’s kill it in 2025.
—Brenden Tartaglia