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- Your Welcome Flow is Broken (Here’s How to Fix It)
Your Welcome Flow is Broken (Here’s How to Fix It)
Crys A.
April 15, 2025
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In today’s newsletter
Building a high-converting welcome series
Turn your Shopify brand’s email marketing into a profitability engine
How one $4.5K video built a billion-dollar brand
Who knew toothpaste could go viral?
Trump's tariff war with China: April 2025 update
Maximize brand impact with every campaign
Latest News: Are marketers really replacing martech tools with low-cost, AI-generated apps? & more…
Let's dive into it!👇
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Growing on Social Media - Talk to Hana
Building a high-converting welcome series
Let’s talk welcome flows today. A lot of brands still treat them like a polite handshake when they should be a proper elevator pitch.
You don’t need 10 emails. You need 4 that actually work. Ones that show what the brand stands for, help the customer choose the right product, and tee up the next sale.
Here’s the structure I like (and how I’d build it):
The Origin Story
Subject: “Welcome to [Brand], here’s why we exist”
Share the founder’s why. The problem you're solving. The reason this brand exists in the first place.
This is your shot to make someone feel like they’re buying from real people, not some random store. Add a short video or raw behind-the-scenes photo if you’ve got one.
The Product Matchmaker
Subject: “Not sure where to start? Let’s fix that.”
Break down your products by use case, goal, or lifestyle fit.
Skincare? Map to skin types.
Supplements? Map to goals.
Keep it visual. Help people self select. This cuts decision fatigue and lowers bounce.
If you have a Quiz, it should DEFINITELY be a part of your welcome series flow.
The Social Proof Email
Subject: “Why 14,000+ people love [Brand]”
Time to close. Bring the offer back into play if you have one, add a subtle urgency driver, and highlight again 1 or 2 reasons people buy from you in the first place.
If they don’t convert here, no stress. They’ll join your main list. But now they actually know who you are and what you sell.
Additional Notes:
The subject lines I’ve shared are just examples, or a starting point for you. I 100% recommend getting creative there, and write copy that makes sense for your brand!
This written from a non-buyer’s point of view. You should have a separate welcome flow for buyers, or you could simply exclude them from the welcome series, and have similar emails in the post-purchase flow.
The number of emails also depends on who you are and what you sell, but 4 is a good starting point.
Turn your Shopify brand’s email marketing into a profitability engine
Increase welcome flow revenue by 50%
Generate 15% more repeat purchases
Send shoppers to branded storefronts with a 20% conversion rate
How one $4.5K video built a billion-dollar brand
Dollar Shave Club didn’t just go viral—they converted. Here’s the exact playbook they used to turn laughs into 12,000+ subscribers in 48 hours.
If you're building a DTC brand, this is the blueprint.
Who knew toothpaste could go viral?
Hismile is breaking all the “boring product” rules on social. Their toothpaste doesn’t need a hook—it is the hook. Milo-flavoured toothpaste? Yep. Fairy floss? Got it. They've turned an everyday item into a full-blown cultural moment.
But here's the real secret:
It’s not just the innovative product. It’s the strategy and even the tiniest DTC brand can steal a page from their playbook.
What makes their social a scroll-stopper?
🍦 Choose your flavour
Their signature “choose your flavour” format feels like you're standing in front of a trendy ice cream truck. The audience visualizes themselves picking a flavour. Then comes the twist—a wild, unexpected option that stirs up shock, laughs, or curiosity (hello, Milo toothpaste 👀).
Like it or not, you’re in the convo now. And with their massive flavour range, chances are you’ll find something better than the same old mint and buy.
2. 🧠 Comment section = strategy
They turn the comments into a creative brainstorm session. From wasabi to Dubai chocolate, nothing's off limits and the audience loves being heard. People pitch in with ideas, react to current flavours, and stick around for what’s next.
3.🍗 Collabs that shouldn’t work… but do
Think KFC-flavoured toothpaste. Sounds insane, right? Yet it ended up on shelves. Their content style? Deceptively casual—like a regular burger ad. Then boom…you realize it's toothpaste. Scroll. Stare. Screenshot. You're hooked.
4.🌴 For the “quiet curious” crowd
Not everyone wants wild flavours. Hismile gets that. They also create aesthetic, ASMR-friendly content for first-timers—like a soft, tropical launch of pineapple toothpaste. It looks clean, feels refreshing, and still carries their signature edge while showcasing product benefits.
For DTC brands:
You don’t need a viral flavour to go viral. What you do need:
A scroll-stopping concept
Comment-led product co-creation
Playful, unexpected storytelling
Multiple ways for your audience to enter the brand
Until next time,
Hana
Trump's tariff war with China: April 2025 update
President Trump has raised tariffs on Chinese imports to an effective rate of 145%, citing national security and unfair trade practices. This includes steep increases on electronics, industrial equipment, and consumer goods.
In response, China has imposed 125% tariffs on U.S. goods and halted exports of rare-earth minerals—essential for tech, EVs, and defense.
U.S. companies are already feeling the heat. Imports are getting costlier, production is slowing, and some brands are being forced to rethink their supplier networks. Layoffs and restructuring talks have begun in sectors heavily reliant on Chinese manufacturing.
Consumer prices are going up, especially in electronics. Brands like Sony have already bumped up their PlayStation 5 prices by 25% in select regions.
While the U.S. tries to decouple, China is doubling down on global alliances, painting itself as a more stable trade partner—particularly to Europe, BRICS nations, and emerging markets.
Companies like NVIDIA are moving manufacturing back to the U.S. to dodge tariff costs. Others are pressuring Chinese suppliers to absorb part of the blow or shifting production to Vietnam, Mexico, or India.
For DTC brands, this is a wake-up call. If you're still relying on Chinese suppliers, it's time to diversify. The next 12 months could mean higher prices, longer lead times, and unpredictable duties at the border.
If you haven’t already, check out this Tariff Survival Playbook that was written by Ibrahim.
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📰 In the News
Marketers are increasingly using low-cost AI tools to replicate functions of traditional martech applications, such as data analysis, content creation, and customer segmentation. This shift allows for cost savings and quicker campaign execution without relying on expensive software solutions. Embracing AI-driven tools can enhance efficiency and reduce costs in your marketing operations. However, it's essential to balance automation with strategic oversight to maintain quality and effectiveness in your campaigns.
TikTok has expanded its brand safety measures by enhancing ad placement controls and introducing a new Brand Safety and Suitability Guide. These updates aim to provide advertisers with greater transparency and control over where their ads appear, ensuring alignment with brand values. If you're advertising on TikTok, these enhanced controls help protect your brand's reputation by preventing ads from appearing alongside inappropriate content, thereby maintaining consumer trust and campaign effectiveness.
Have any questions that you need help with?
Ask here - look out for Friday’s issue where Ibrahim will answer them.