Book a call Welcome Flows
Book a call TL;DR: On a phone, everything above the fold is your whole email. Header, sub-header and call to action belong before the first scroll.
From the audit vault: A recurring design note from audits: welcome emails opening with a full-screen image, logo mid-page, and the call to action three scrolls down.
Most readers give an email a phone screen’s worth of attention before deciding to scroll or close. If that screen is one big picture, the decision is being made on a picture. Logo up top, headline, supporting line and a visible call to action: that is the frame the first screen must carry.
Good copy deserves hierarchy. Rework the imagery around the message rather than the message around the imagery. A beautiful email that makes its case below the fold makes its case to nobody.
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The button above the fold should repeat further down, but it is one destination throughout. Competing links split intent that the first screen worked to build.
Ship this
Header, sub-header, call to action: all visible before scrolling.
Build imagery around the message, not over it.
One destination per email, repeated, never competing.
Welcome Flows
Personalised opener, founder story, relevant products, proof, objections, then and only then the incentive. The full structure most brands stop three emails short of.
Welcome Flows
Leading with the coupon converts the already-convinced and trains everyone else to wait. Escalate incentives late, one at a time.
Welcome Flows
Convert the first order, then get out of the way. Purchasers should exit instantly, and everything in the flow should serve that single goal.
Retention teardowns, flow breakdowns and inbox tactics, every week. Free.
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