Setting Up a Welcome Flow in Klaviyo for Hemp, CBD, and Cannabis Brands

Welcome to the Most Important Email Series You’ll Ever Send

Let’s talk about first impressions. In the world of hemp, CBD, and cannabis, your Welcome Flow is more than just a nice-to-have—it’s your golden opportunity to build trust, educate customers, and reinforce the quality of your products. With more canna-curious shoppers entering the market every day, the Welcome Flow email sequence (and subsequently the Post Purchase Flow) which doesn’t just push discounts, but also tells your brand’s story and builds long-term loyalty is more important than ever.

We’ve crafted a Welcome Flow configuration designed specifically for brands in this space. It’s a blend of persuasion (PAS, AIDA, FOMO), education, and—of course—a well-timed incentive. Let’s dive in.

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Getting Started: How We Set Up the Welcome Flow

Your Welcome Flow kicks off the second someone joins your email list. We highly recommend using pop-up forms over embedded forms because they tend to have the highest conversion rates. Plus, a strong welcome incentive offer is key—we find that 20% off is the gold standard (but always be testing!). Anything higher can make your brand feel low-quality, and anything lower usually doesn’t do enough to influence a purchase.

A quick note: We recommend the welcome email always containing the highest percentage offer in your welcome flow. Future emails and flows should never exceed this amount. The goal is to hook a first time customer, but you don’t want to have your brand associated with discount-culture.

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The Brand Trust Framework: Your 5-Email Welcome Flow

We’re not sending just any emails—we’re crafting a 5-email sequence over 7 days that moves new subscribers from curious to confident. Here’s the breakdown:

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Email 1: The Offer Fulfillment (Immediate Send)

Subject: "Welcome to [Brand Name] – Here’s Your 20% Off!"

CTA Strategy: Display the coupon code prominently and pass it through the URL to pre-apply at checkout.

Pro Tip: Use an above-the-fold CTA button and make the email design super clean. The goal is no distractions—just claim the offer and shop.

What It Does: This email’s job is simple (sort of) —deliver the discount. But the way you go about delivering it can make a difference in the longevity of a future customer.

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Email 2: Offer Reminder + Social Proof (Sent Next Day)

Subject: "Still Thinking? Your 20% Off is Waiting!"

What to Include:** Showcase your best-selling products and reinforce trust with customer reviews and testimonials.

CTA Idea: Link to a **Best Sellers** collection page.

Why It Matters: People get busy and forget to use their discount. This email reminds them it’s still available.

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Email 3: Brand Story & Personal Connection (Sent 2 Days Later)

Subject: "Meet [Brand Name] – Who We Are & Why We Do This"

What to Include: Introduce the people behind the brand, your mission, and how you make your products.

CTA: Invite them to learn more about the company, blog, or sustainability practices.

Why It Works: If a customer hasn’t converted yet, it’s time to connect on a human level.

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Email 4: Product Quality & Transparency (Sent 2 Days Later)

Subject: "What Makes Our [Product] Different?"

What to Include: Talk about your growers, extraction methods, lab testing, and anything else that establishes quality.

CTA Idea: Link to a blog post or video explaining your product’s process.

Why It Works: People want proof before making a purchase.

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Email 5: Final Offer Reminder & Scarcity (Sent 2 Days Later)

Subject: "Last Chance! Your 20% Off Expires Tonight!"

What to Include: Countdown timers, reminders of best sellers, and a clear CTA to shop now.

Why It Converts: Scarcity works. This email adds urgency to claim the discount before it’s gone.

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Making It All Work Behind the Scenes

Great email content is only half the battle. If the flow isn’t set up correctly, you could end up overwhelming customers with too many emails—or worse, sending the wrong message at the wrong time. 

Here’s what happens behind the scenes to make this flow work seamlessly:

- Smart Sending: Turn it off for the Welcome Flow. You don’t want Klaviyo skipping emails because the customer recently got another one.

- UTM Tracking: Always enable Klaviyo’s UTM tracking. This helps track performance in Google Analytics and attribute revenue accurately.

- Exit Conditions: If someone **places an order, they should be pulled out** of the Welcome Flow immediately to avoid unnecessary emails.

- Segmentation: Once they complete the flow, they should be moved to your Primary Mailing List with a profile property marked "Welcome Flow = done". This ensures they receive future campaigns and automations without overlap.

Proper configuration is key to ensuring a smooth customer experience. Too many emails, and you risk annoying them. Too few, and they might forget about their discount. **Balance is everything.**

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Staying Compliant (This is what can get you in trouble)

Here’s the non-negotiable part: compliance. Every email must include:

- A physical mailing address

- An unsubscribe link that’s easy to find

- No misleading subject lines or deceptive claims

For CBD and cannabis brands, be especially careful with phrasing. Instead of saying "Relieves anxiety," say "Supports relaxation." Subtle, but critical.

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Final Thoughts: Make Your Welcome Flow Work for You

Your Welcome Flow isn’t just a sequence of emails—it’s your chance to introduce your brand in the best possible light. By following this Brand Trust Framework, you’re setting up a system that not only converts but also builds real relationships with your customers.

Need help setting up your Klaviyo emails? Let’s chat!