Welcome flow,
reworked.
Transforming a one-size-fits-all welcome email into a personalised customer journey - segmented by signup source, intent and purchase stage.
Existing state
- £11k weekly revenue
- One email for every customer
- No segmentation
- No signup source differentiation
- Limited personalisation
- No A/B testing framework
- No journey optimisation
One message, four very different motivations
I began by mapping how subscribers were actually entering the database. They were arriving from multiple touchpoints, each with a different mindset — yet every one of them received exactly the same message.
Key findings — subscribers were entering from:
- Checkout opt-in
- Website pop-up
- Website footer
- Social media sign-up
Despite their different motivations, every subscriber received the same message — creating a disconnect between customer intent and communication relevance.
A journey per entry point
The strategy replaced the single send with a set of source-aware welcome flows — each one tuned to why the subscriber joined, so the first message finally matched their intent.
Four flows, one design system
Each entry point received its own welcome sequence, built from a shared, modular template system so the set stayed consistent while the messaging flexed to the audience.
01 Welcome Flow 1 — Incentivised Pop-Up
02 Welcome Flow 2 — Footer Sign-Up
03 Welcome Flow 3 — Checkout Opt-In
04 Welcome Flow 4 — Social Media Sign-Up
A modular email design system
The flows were built on a single, reusable system — so every send stayed on-brand and fast to produce, while remaining flexible enough to personalise and test.
What the system unlocks
- Faster email production
- Easier A/B testing
- Consistent branding
- Flexible customer journeys
- Improved scalability
- Greater personalisation opportunities
Revenue opportunity assessment
The existing single-email welcome message generated approximately £11,000 per week despite limited personalisation and optimisation.
Based on CRM best practice — increased audience segmentation, personalised content and a structured testing roadmap — the redesigned journey was projected to:
- Improve customer relevance through signup-source segmentation
- Increase engagement through personalised messaging
- Create additional conversion opportunities through a multi-stage journey
- Establish a framework for ongoing A/B testing and optimisation
- Unlock incremental revenue beyond the existing £11k weekly baseline
