Welcome and Onboarding Series

Use this skill only after applying the 00-email-marketing-guardrails skill (../00-email-marketing-guardrails/SKILL.md).

What and why

A welcome series begins immediately after a valid signup and introduces the value, expectations, and next step of the relationship. [KL-WELCOME-01][HUB-CONSENT-01]

When and where

• Trigger only from a verified signup, account creation, or other documented permission event; keep email and other channel consents separate. [KL-WELCOME-01][ICO-02]
• Use a marketing flow for promotional onboarding and a transactional flow only for essential account-verification or service messages. [BRAZE-TRANS-01][MC-PERM-01]

How

• Use Klaviyo’s evidence-based baseline of three emails over about one week: immediately, about three days later, then about four days later; test alternatives for the actual audience. [KL-WELCOME-01]
• Deliver any promised incentive or resource in the first message, clearly explain the value proposition, and set expectations for future messages. [KL-WELCOME-01]
• Use later messages for brand story/mission, key products or content, social proof available from verified assets, preference capture, and a clear activation or first-purchase step. [KL-WELCOME-01][BRAZE-STRAT-01]
• Branch by customer vs non-customer, signup source, stated interest, or completed activation event so recipients do not receive irrelevant steps. [KL-WELCOME-01][HUB-WF-01]
• Exit or change the path when the recipient completes the target action, unsubscribes, complains, or becomes ineligible. [HUB-WF-01][GMAIL-01]
• Measure activation, first purchase, time to value, click-to-action rate, unsubscribe/complaint rate, and incremental conversion against a holdout when volume permits. [BRAZE-METRIC-01][KL-SEGTEST-01]