Intern
What you actually do
Run steps 01 and 02 this week. Do not add a feature. Story, use, social proof. Coupon later if at all.
Library / Guides / Welcome is not a coupon with a logo
Most welcome series are a code and a hope. The job is to teach who you are, capture a preference if you can, and make the first order obvious — without fighting cart and browse. Interns write email one without a percentage. CEOs refuse 'welcome 15% off' as the whole strategy.
Email one: who we are and what to do next. Not 15% off as the identity.
Email one: who we are and what to do next. Not 15% off as the identity.
Capture preference (category, scent, size) if it changes the next send. Otherwise skip the fake quiz.
Welcome should not mail people who already bought. Exclusions are the craft.
Intern
Run steps 01 and 02 this week. Do not add a feature. Story, use, social proof. Coupon later if at all.
Operator
Protect the sequence. Capture preference (category, scent, size) if it changes the next send. Otherwise skip the fake quiz.
CEO
Do not fund more traffic or more seats until the scoreboard in this lesson is a number you will defend. Welcome should not mail people who already bought. Exclusions are the craft.
Story, use, social proof. Coupon later if at all.
Why: Discount-first welcome trains the wrong buyer — especially on high consideration.
Done when: Email one has no code.
One path. Not a 12-product grid.
Why: Choice is not a system.
Done when: A tired person knows the next click.
They get post-purchase, not welcome.
Why: A coupon after they paid is how you look automated in the worst way.
Done when: A test purchase does not get welcome.
Frequency cap. Exclusions.
Why: Welcome + cart + browse on day one is how you earn a mute.
Done when: You can draw who gets what on day one.
Not opens.
Why: Pretty welcome emails that do not sell are still a leak.
Done when: A number you will defend.
A 20% blast is a different brand. Exclusions and quiet frequency are the brand. The coupon is optional forever.
Then you are the same company with a worse margin. Proof is the only durable difference in the inbox.
Welcome is a discount code with a logo on top.
Open the playbook ↗Working notes
Score your Klaviyo and lifecycle system the way an operator would. Request the file. It arrives by email — not a public dump, not a drip of slogans.
Email and WhatsApp stay open. A call is for installing the system.