A welcome flow strategy you’ll want to steal
Let’s talk about Sézane’s Welcome Flow—because they’re doing something very smart.
A lot of brands send a welcome discount and call it a day. But Sézane? They take a more strategic approach. Their final email in the sequence isn’t just another “Hey, don’t forget your discount” message. It’s a clever, plain text (but not really plain text) email that feels personal and engaging. They even format it to look like a direct email conversation, adding a “From” and “To” section at the top. It makes the email feel intentional and less like a marketing blast—creating a sense of exclusivity and direct communication.
But what really makes this email effective? It removes key objections and makes purchasing effortless. Here’s how they do it:
🛍 Free delivery on the first order – Lowering the barrier to entry is key, especially for first-time buyers who may hesitate due to extra costs.
🔁 Free returns – Let’s be honest, sizing uncertainty is a major reason people abandon purchases. By reassuring customers that returns are hassle-free, they’re eliminating a common hesitation.
🎁 A free gift – The power of added value shouldn’t be underestimated. People love a bonus, and in this case, a free tote makes the purchase feel even more rewarding.
📞 Clear contact information – If I have any doubts or need help, they’ve made it easy to reach out. Simple, but effective.
What’s even smarter? The timing. This email isn’t sent right away—it lands weeks after initial sign-up when I’ve likely forgotten about the brand but originally showed interest. It’s a strategic nudge, reminding me that I was intrigued by their products and giving me an extra reason to come back and shop.
How to apply this to your welcome flow
If your Welcome Flow isn’t re-engaging subscribers or overcoming objections, you’re missing out on easy sales. A final nudge like this can be the difference between a lost lead and a loyal customer.
Need help optimising your flows? Get on our client list for audits! Let’s refine your emails and turn more sign-ups into sales—on autopilot.
