9-Figure Proven Email Welcome Flow Strategy: How to Convert More and Waste Less Of Your Ad Spend
Max Sturtevant
I'm Max. I'm the founder of Well Copy, an email marketing agency that has generated over $100M in email attributed revenue for clients. I live inside of Shopify and Klaviyo.
Social Media Profiles
Instagram: https://www.instagram.com/wellcopymax/
Twitter: https://twitter.com/maxwellcopy
YouTube: https://www.youtube.com/@maxwellcopy
What's Changed Over Time?
📈 Tariffs increasing (e.g. U.S.–China)
📉Inflation eating disposable income for the consumer
🤖 AI making it too easy to copy products and stores
💼 1K+ new Shopify stores per day
The Cost Per Acquisition Problem
More brands = more competition = higher ad costs
While at the same time…
Conversion rates are down, as customers are visiting your site to check things out then leaving to check out your other competitors.
So even when they click your expensive ad... they don’t convert.
The CAC Problem Fix: Pop-Up + Welcome Flow
You can’t lower ad costs…
But you can make every click worth more.
But you can make every click worth more.
A dialed-in pop-up turns paid traffic into owned traffic.
And a powerful welcome flow turns curiosity into conversions.
And a powerful welcome flow turns curiosity into conversions.
It’s the cheapest, highest-leverage way to stretch your ad dollars.
Instead of paying $50 to maybe get a sale…
You pay $50, get the email, build trust, and convert them now — or later — without paying again.
You pay $50, get the email, build trust, and convert them now — or later — without paying again.
That’s how you beat rising CAC:
Own the attention. Nurture the trust. Capture the sale.
Own the attention. Nurture the trust. Capture the sale.
⚠️ What Happens If You Don’t Nail This?
→ Missed trust window → abandoned subscribers → future purchases lost forever.
→ Missed trust window → abandoned subscribers → future purchases lost forever.
Create Your Moat and Increase Sales
Your product alone isn’t enough anymore.
There are thousands of others in your niche, many selling the same thing.
There are thousands of others in your niche, many selling the same thing.
The way you stand out is through your content, your story, and how you deliver it. Your frame is everything.
If you come in with a slapped-together, generic approach, that’s how you’ll be perceived… just like all the other quick buck folks stealing your store.
You only get one chance to make a first impression. Your welcome flow emails are that chance.
If they’re not dialed in, you’ve lost them.
If they are, you’ve created a moat.
If they are, you’ve created a moat.
Welcome Email #1
Purpose and Content
- Deliver a strong intro on your brand in the briefest way possible while giving them what they want, the discount.
- People are really only here for the discount (or freebie) and maybe get a quick summary of what your brand has to offer before they continue shopping.
- We want the design to simple, clean, and easy to follow.
- The goal is simply to get people to click to browse onto the site.
Email Template
- Hero section with discount code, button, and brief intro.
- Bridge section with quick brand summary
- Product section with products / categories
Our Story
Purpose and Content
- Build trust by making the brand feel human.
- Introduce the founder, the brand’s origin story, and the deeper mission behind what you do.
- Most subscribers haven’t bought because they don’t know if you’re real. We combat that by showing the why behind the brand, putting a face to the name, and reminding them of their discount.
Email Template
- Hero section with founder photo and a warm quote or intro headline
- Bridge section detailing the founding story and brand mission
- Reminder bar or CTA about the discount they unlocked
- Product section with subtle category links (bestsellers or founder’s picks)
Frequently Asked Question(s)
Purpose and Content
- This email helps overcome objections that are silently killing your conversions. Most customers won’t email to ask, they’ll just bounce.
- Answering FAQs directly addresses hesitations, builds trust, and clears the path to purchase. It also shows you're a transparent brand that knows what customers care about.
Email Template
- Hero section that asks the FAQ itself (e.g. “Will it actually fit me?”)
- Bridge section explaining the FAQ
- Product section tying in your brand and how your product addresses the FAQ
How It Works
Purpose and Content
- Educate subscribers on how your product actually works, especially if it’s not instantly obvious.
- This reduces confusion, builds trust, and makes the customer feel confident taking the next step.
- Lay it out in plain English and visually show the ease or transformation.
Email Template
- Hero section that asks the question: “How does it actually work?”
- Bridge section explaining the answer in a few short sentences, emphasizing simplicity and outcomes
- Product section tying in your brand and how your product delivers that transformation step-by-step
What's Inside
Purpose and Content
- Show your audience exactly what they’re getting.
- Whether it’s ingredients, materials, or items in a bundle — transparency builds trust and makes the offer feel more tangible and valuable.
- Perfect for CPG, skincare, supplement, or bundle-based brands.
Email Template
- Hero section that asks the question: “What’s actually inside?”
- Bridge section explaining what’s included and why it matters (e.g. clean ingredients, premium materials, every item in the box)
- Product section tying in your brand and how your product delivers quality and value through what’s inside
Social Proof
Purpose and Content
- Reinforce trust by showing proof from real customers.
- This reduces friction, validates your claims, and pushes the subscriber closer to conversion.
Email Template
- Hero section that poses the idea: “Here’s what people are saying…”
- Bridge section featuring 2–3 strong testimonials or reviews that highlight key benefits and results
- Product section tying in your brand and showing the exact products those reviews are about
How We're Different
Purpose and Content
- Set your brand apart by clearly stating why you’re not like everyone else.
- Most customers are comparing you to competitors — this email helps them choose you.
Email Template
- Hero section that poses the question: “What makes us different?”
- Bridge section explaining your core differentiators — materials, values, results, process, or customer experience
- Product section tying in your brand and showcasing products that reflect those unique selling points
Bestseller(s)
Purpose and Content
- Highlight the product(s) your customers already love.
- This could be a single product feature or featuring multiple products.
- The purpose is to help customers find their product and prevent decision overwhelm.
Email Template
- Hero section that asks or states: “Our Bestsellers (for a reason)” or “Can’t decide? Start here.”
- Bridge section explaining why these products are customer favorites — mention things like repeat buys, 5-star reviews, or consistent sellouts
- Product section featuring 2–4 top products with short blurbs or best features, tied to your brand’s voice and value
Last Chance
Purpose and Content
- By the end of the flow, you should have trust built up and people just need a nudge to buy.
- Drive urgency before a discount expires or a product sells out.
- This is your final push to convert subscribers who’ve been on the fence.
Email Template
- Hero section that states the urgency: “Last chance to use your code” or “Offer ends tonight”
- Product section tying in your brand and showcasing what they’ll regret missing out on (bestsellers, bundles, or products tied to the offer)
Text Based Support Email
Purpose and Content
- This email combines a customer support tone with urgency to drive action.
- It’s meant to feel like a friendly nudge — not a sales push.
- Be sure to offer support and mention your support team.
Email Template
- Remind of the brand and it's mission
- Mention the discount code and it is still active for use
- Include a blurb about your support team available if the customer replies to the email
The Easiest Way to Optimize Your Welcome Flow Over Time
You should be sending 3-4 email campaigns per week to your list.
And these campaigns should be mostly non-promotional based.
As you test out new angles in your campaigns you should be monitoring results.
If one campaign absolutely crushes, add it to your Welcome Flow.
All you have to do is add a sentence in the copy that says "Use code xyz for xyz OFF your first order" and plug it somewhere in the flow or replace the lowest performing email.
Where To Find Me
Feel free to email me max@wellcopy.net to ask any questions, happy to help.
Follow me on my socials for more helpful tips and guides.
