Welcome Flow

Purpose:

This welcome flow was designed to introduce new subscribers to the brand, establish product trust, and encourage first-time purchases through educational and benefit-focused messaging.

Flow Diagrams

Flow Overview

Trigger

The flow is triggered when a customer is added to the email list. Re-entry is disabled to ensure subscribers only receive the welcome sequence once. A profile filter excludes customers who have already placed an order to maintain relevance and prioritize first-time customer acquisition.

Conditional Split

A conditional split checks whether the subscriber has placed an order since entering the flow. Subscribers who complete a purchase exit the remaining welcome sequence to prevent redundant promotional messaging and create a more relevant customer experience.

Email Design Gallery

Sequence gradually addresses common customer concerns while positioning the stain remover bars as a simple and effective introduction to eco-friendly cleaning products.

Email #1
Subject: Welcome to BunchaFarmers — Here’s 10% Off
Preview: Natural cleaning essentials, restocks, and subscriber-only offers.
Intent: Welcome new subscribers and encourage first purchase conversion with a 10% discount and product introduction.

Email #2
Subject: Natural products should still work. Ours do.
Preview: See why 3,300+ Amazon reviewers made the switch.
Intent: Build trust through product performance messaging and customer proof

Email #3
Subject: Change starts with something small
Preview: One stain remover bar. Wet, rub, wash.
Intent: Encourage trial and everyday product adoption through simple usage education.

SQL Implementation

SELECT 
  s.customer_id,
  s.email,
  s.flow_start_date,
  COUNT(o.order_id) AS orders_since_flow_start
FROM subscribers s
LEFT JOIN orders o
  ON s.customer_id = o.customer_id
  AND o.order_date >= s.flow_start_date
GROUP BY 
  s.customer_id,
  s.email,
  s.flow_start_date;
  

SELECT 
  s.customer_id,
  s.email
FROM subscribers s
JOIN orders o
  ON s.customer_id = o.customer_id
WHERE o.order_date >= s.flow_start_date;

SELECT 
  s.customer_id,
  s.email
FROM subscribers s
LEFT JOIN orders o
  ON s.customer_id = o.customer_id
  AND o.order_date >= s.flow_start_date
WHERE o.order_id IS NULL;

Metrics

Key metrics for this flow would include:

1. open rate
2. click-through rate
3. first-time conversion rate
4. coupon usage rate
5. unsubscribe rate

These metrics would help evaluate how successfully the flow introduced the brand, addressed purchase hesitation, and encouraged first-time orders.