What is Welcome Flow?
An automated email sequence sent to new subscribers. Typically 5-7 emails over 14 days: deliver lead magnet, share brand story, introduce products, provide social proof, soft pitch. Converts 20-30% of subscribers.
In mani: Mani generates welcome flow email creative matching your brand.
Anatomy of a welcome flow
A welcome flow is 5-7 automated emails sent over 14 days to new subscribers. The sequence: Email 1 (immediate): deliver the lead magnet or discount, warm introduction. Email 2 (day 2): brand story, founder letter, what makes you different. Email 3 (day 4): product education, how-to content, best-sellers. Email 4 (day 7): social proof cascade (reviews, testimonials, press). Email 5 (day 10): soft pitch with the promised discount or offer. Email 6 (day 14): urgency close, offer expires.
Welcome flow benchmarks
Well-built welcome flows convert 20-30% of new subscribers into first-time buyers. Average open rate across the sequence: 45-55% (much higher than broadcast emails at 20-25%). Average click rate: 8-12%. Revenue attribution: welcome flows typically generate 15-25% of total email revenue for DTC brands. If your welcome flow converts below 15%, diagnose each email individually: low open rate means bad subject lines, low click rate means weak creative or copy.
AI-generated welcome flow creative
AI tools generate the full welcome sequence from your Brand DNA: subject lines, preview text, body copy, image direction, and CTA buttons for each email. The AI maintains narrative arc across the sequence (introduction, education, proof, conversion) while matching your brand voice consistently. Generate the full flow, review and edit for accuracy, then load into your ESP (Klaviyo, Mailchimp, etc.). Total time: 30 minutes vs. 3-5 hours of manual copywriting.