Book a call Welcome Flows
Book a call TL;DR: Signups chasing a prize behave nothing like signups drawn to the product. Pipe them into their own longer nurture, not your standard welcome.
From the audit vault: From an audit of a femcare brand running a strong social giveaway: entrants flowed into the same welcome sequence as intent signups and dragged its numbers down.
A giveaway attracts people who want to win, which overlaps only partially with people who want to buy. Dropped into a standard welcome flow they open less, buy less, and muddy every metric you use to judge the flow’s real performance.
Tag the source and route entrants into a slower, value-led nurture: brand story, education, social proof, light-touch product introductions. Convert them on interest earned over weeks, not on an offer they never asked for.
The Proverse Retention Report.
Retention teardowns, flow breakdowns and inbox tactics, every week. Free.
Separating the streams also keeps your reporting honest: the welcome flow’s conversion rate reflects intent traffic again, and the giveaway’s true list value can be judged on its own numbers.
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Prize-seekers are a different audience from product-seekers.
Tag giveaway sources and route to a slower nurture track.
Separate streams keep both sets of metrics meaningful.
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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