If you’re running a Shopify store, your email list is one of your most valuable assets. But collecting emails isn’t enough, what you do after someone subscribes determines whether they become a customer or just sit on your list. That’s where a welcome series comes in. In this guide, I’ll show you how to build a high-converting welcome series in Omnisend, a marketing automation tool designed for e-commerce.
Why Use Omnisend?
Omnisend is an email and SMS marketing platform built for online stores. It comes with:
- Pre-built automation templates
- A drag-and-drop email builder
- Easy Shopify integration
- Options to combine email with SMS for higher engagement
For beginners, the free plan is enough to get started (up to 250 subscribers). As you grow, you can upgrade to more advanced features.
Why a Welcome Series Matters
A welcome series is the first impression your brand makes after someone joins your list. Done right, it:
- Delivers on your promise (like a discount code or freebie)
- Builds trust by telling your story
- Highlights your best products
- Provides social proof to reduce hesitation
- Creates urgency to drive first purchases
Without a welcome series, new subscribers often lose interest or forget why they signed up.
Step 1: Set Up Your Workflow in Omnisend
Inside Omnisend, go to Automation → New Workflow → Welcome Series. Choose the pre-built welcome template. This gives you a drag-and-drop workflow you can customize.
Step 2: Build Your Emails
A good welcome series usually has 3–5 emails spread out over a few days. Here’s a proven structure:
Email 1: Send Immediately
- Thank the subscriber for joining.
- Deliver your promised incentive (discount code, freebie, etc.).
- Keep it short and clear with one main CTA: “Shop Now.”
Email 2: Send 1 Day Later
- Share your brand story.
- Explain why you started your store and what makes your products unique.
- Add a soft CTA like “Learn More” or “Browse Collections.”
Email 3: Send 2 Days Later
- Showcase social proof. Share customer reviews, testimonials, or press mentions.
- Highlight your most popular products.
- Add a CTA: “See What Everyone Loves.”
Email 4: Send 3–4 Days Later
- Create urgency. Remind subscribers about their discount code before it expires.
- Use subject lines like “Your 10% Off Code Ends Tonight.”
- Add a bold CTA: “Redeem Discount.”
Email 5 (Optional)
- Send a personal note from the founder.
- Answer FAQs or share product tips.
- This builds connection and trust with subscribers who haven’t purchased yet.
Step 3: Optimize for Conversions
Here are a few tips to make your welcome series perform even better:
- Use a personal sender name. Emails from “Sarah at [Brand]” feel more human than generic brand names.
- A/B test subject lines. Try different hooks to see what gets more opens.
- Keep one clear CTA per email. Don’t overwhelm subscribers with too many links.
- Use strong visuals. Omnisend’s drag-and-drop builder makes it easy to add images and buttons.
Common Mistakes to Avoid
- Writing generic, copy-paste content
- Adding multiple CTAs in the same email
- Forgetting to deliver the promised discount or freebie
- Making emails too long and hard to skim
Remember, your goal is to build trust and move people toward their first purchase, not to overwhelm them.
Final Thoughts
A welcome series is one of the easiest and most effective ways to increase conversions for your Shopify store. With Omnisend, you don’t need to be a tech expert, just set up the workflow, write authentic emails, and deliver value from day one. If you haven’t built a welcome series yet, start today. Even a simple 3-email sequence can turn new subscribers into paying customers and boost your store’s revenue without extra ad spend.