(And why your content calendar is not it.) ⌚ 12–16 minute read - go grab a cuppa! If your “email...
Welcome Flows Are Dead. Orientation Flows Are Thriving.
⌚ 7-12 minute read (depending on how much this irritates you)
Let’s start with a line that will annoy a few people (good):
Welcome flows are dead. Orientation flows are thriving.
Not because automated journeys have stopped working. Not because “email is dead” (10/10 do not recommend that take). But because most welcome flows are built on the wrong premise.
They’re built like a brand, business or person ntroduction.
They’re written like a speech.
They’re designed like a brochure.
And they’re sent into the one place people are least emotionally available to receive them: the inbox.
People do not join your list to be welcomed, they join your list because they want something, or they need something, or they’re solving something, or they’re curious about one specific thing you promised them.
And that means your first job isn’t to welcome them.
It’s to orient them.
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Your welcome flow is usually about you
Most welcome flows follow a predictable formula:- “We’re so excited you’re here!”
- “Here’s our story”
- “Here’s what we stand for”
- “Here are our bestselling products/case studies/clients”
- “Here’s 10% off / book a call / take the next step”
- “PS: follow us on Instagram”
Which is fine… if someone has actively asked to be in a relationship with your brand.
But that’s not what most opt-ins are.
Most opt-ins are transactional or consequential. They’re a moment. A click. A decision. A quick exchange.
And the person on the other side is not thinking:
“Wow, I can’t wait to get to know this brand.”
They’re thinking:
- Why am I getting this?
- How often is this going to happen?
- Is this going to be salesy?
- Did I just sign up for spam?
- Will unsubscribing be annoying?
- Is this worth my attention?
That’s not a welcome moment.
That’s a risk evaluation.
The inbox is not a neutral space
A welcome flow assumes the inbox is a friendly room where someone has invited you in for a chat.
It isn’t (not always).
The inbox is a task environment, a scanning environment and a filtering environment.
It is shaped by habits, pressure, emotional load, and subconscious triage.
People enter their inbox to:- clear
- check
- find
- confirm
- respond
- fix something
They do not enter their inbox to be “welcomed”. And when you send a new subscriber three glossy emails about your origin story and your values, you’re not building a relationship.
You’re creating cognitive friction, you’re forcing them to do work. You’re asking for attention they haven’t decided to give you yet.
Welcome flows don’t build trust. They test it.
This is the part you all miss!
Your first emails aren’t judged like normal marketing emails.
They’re judged like a first impression in a high-risk environment.
A new sender triggers a set of subconscious checks:
- Is this what I signed up for?
- Is this sender safe?
- Is this going to be relevant?
- Should I just bin them off as I only needed that one thing?
- I'll just delete anymore I get?
- Why did they just send me this?
- Who is this, I can't remember?
- Is this going to increase my inbox burden?
- Is this going to try to sell to me immediately?
You train the brain to treat you as ignorable.
That’s predictive coding in action: your audience learns what you are before they even open you.
And once you’ve been filed as “noise”, the best subject line in the world won’t save you.
The real problem: we’ve misunderstood what “welcome” actually means
If we’re honest, “welcome flow” has become shorthand for:
“a sequence we build because everyone says we should build one.”
Not because it’s strategically designed around the subscriber’s entry point, motivation, and expectations.
Not because it’s aligned to how people behave in the inbox.
Not because it’s engineered to reduce uncertainty and increase relevance.
It’s just… there.
And that’s why most welcome flows “work” in the short term (a few nice metrics), then quietly fail long-term (attention decay, disengagement, spam complaints, lower inbox placement).
Because they don’t create orientation.
They create output.
Plus 99% of email knowledge out there is for eComm brands - not B2B, education, membership etc (I see you and I'm working on it!).
So what is an Orientation Flow?
An orientation flow is not about welcoming someone into your world.
It’s about helping someone understand where they are, WHY, what’s going to happen next, and how to navigate it safely.
Orientation flows are built around three jobs:
- Resolve the promise (deliver what you said you’d deliver)
- Reduce uncertainty (make the relationship feel safe and predictable)
- Create relevance pathways (show them how this will be useful to them)
Orientation flows protect inbox permission.
And permission is everything.
The most important split: consequential vs intentional opt-ins
If you take nothing else from this blog, take this:
Not all subscribers are equal.
And if you treat them as equal in your welcome flow, your metrics will lie to you.
Consequential opt-ins
These happen as a by-product of something else. They did not sign up for email.
Examples:
- checkout tick-box
- “get 10% off” pop-up
- gated download
- webinar registration
- enquiry form
- “notify me when back in stock”
These people opted in for a thing, not a relationship.
They are fragile, sceptical and they are easily overwhelmed.
They are the group most likely to disengage fast, complain, or go dormant.
Intentional opt-ins
These are people actively choosing inbox value.
Examples:
- newsletter subscription
- mini-course sign-up
- waitlist with clear ongoing content promise
- “weekly tips” / “industry updates” / “get the playbook series”
These people come with anticipation.
They expect ongoing communication.
They are warmer by default (not infinitely warm, but warmer).
The mistake
Most welcome flows treat both of these groups the same. They send the same “welcome series” to:
- the person who just wanted a one-off discount
- and the person who actively wants weekly insights
That’s not an email problem, that’s an expectation problem.
Orientation flows are different depending on how someone entered your world
An orientation flow is not one-size-fits-all.
It starts with a single question:
What did this person come here for?
Your entry point is your truth. Your promise and so much context.
If someone signed up for:
- a newsletter → orient them into your editorial cadence and value, understand their thought process and answer questions, keep them excited, deliver value straight away
- a lead magnet → orient them into what happens after the download (and what won’t happen) and other content that would be relevant based on what they told you (data collection is KEY here)
- an event/webinar → orient them into logistics and the follow-on relationship (if you want one), answer question they may have, don't clutter them with other stuff - signing up to a event is a big thing
- a discount code → orient them into how you’ll use email, and give them control quickly to copy it
- abandoned basket → orient them into help and reassurance, answer objections, questions
They want the next logical step.
The missing lever: exclusions
Most teams build a welcome flow, then immediately ruin it by sending everything else at the same time.
This is where “orientation” becomes a deliverability and trust tool.
If someone is in an orientation flow, they should not also receive:
- generic broadcasts
- promotions
- unrelated content
- random campaigns
- overlapping automations
- “send to all” nonsense
It feels like an interruption!
It feels like you do not understand your own messaging.
It feels like your brand is not in control.
And if your brand is not in control, the subscriber does not feel safe.
Orientation exclusions you should implement (non-negotiable)
When someone enters an orientation flow, you should exclude them from:
- general marketing campaigns for X days (often 7–14, sometimes longer depending on your sending frequency)
- promotional campaigns until you’ve earned that invisible second opt-in (especially consequential opt-ins)
- other nurture flows that aren’t directly related to their entry trigger
- re-engagement flows (yes, I’ve seen this happen…)
- Sales getting involved (unless it's a HOT lead)
- anything driven by internal panic (“just include new subscribers in this send too!”)
This is not over-engineering; it is experience design.
You are protecting someone’s early relationship with you.
You are reducing cognitive load.
You are avoiding message collision.
And inbox filters like this too, because early engagement signals are cleaner and more consistent.
What an Orientation Flow needs to do (in practice)
Let’s get practical.
A good orientation flow answers the unspoken questions a subscriber has, whether they say them or not.
1) “Did I get what I came for?”
Deliver the promised thing immediately.
Not after three paragraphs about your mission.
Not after a founder story.
Not after a “here’s what we believe”.
Deliver the thing.
If it’s a lead magnet, give it to them.
If it’s a discount code, make it copyable and obvious.
If it’s a newsletter, give them their first valuable edition quickly (or a “starter pack”).
2) “What happens next?”
Set expectations clearly.
- How often will you email?
- What types of emails will they get?
- What will you not do?
- How can they control it?
This is where you reduce uncertainty.
Uncertainty is the enemy of attention.
3) “Is this for me?”
Create relevance pathways.
This is where you avoid the “email everyone the same” trap.
Even simple preference selection goes a long way:
- choose topics
- choose frequency
- choose product interests
- choose stage (“I’m exploring / I’m actively buying / I already bought”)
Relevance is what the subscriber feels is relevant.
4) “Can I trust you?”
Trust is built through behaviour, not claims.
You don’t need to say “we respect your inbox”.
You prove it by:
- not sending too much too soon
- not immediately selling (especially consequential opt-ins)
- making unsubscribing easy
- making your content useful quickly
- being consistent in tone and structure
5) “What do you want me to do?”
Be clear, but don’t rush it.
The first goal of an orientation flow is not “convert”.
The first goal is stabilise the relationship.
Clicks and conversions follow when the relationship is safe and the message is relevant.
The Orientation Flow structure (templates you can actually use)
There’s no one perfect sequence, but here are strong structures depending on opt-in type.
A) Intentional opt-in: newsletter orientation (example structure)
This is for people who actively want ongoing content.
Email 1: The receipt + the promise
- deliver the “what”
- explain what they’ll get, how often, and why it’s worth it
- one simple link to set preferences (“what do you want more of?”)
Email 2: Your best thinking (starter pack)
- give them 2–5 “best of” pieces
- show the range and depth
- reinforce what makes your content different (without ego)
Email 3: The navigation email
- “Here’s how to use what I send”
- where to start
- how to reply
- how to choose topics
- how to get help
Email 4: Gentle credibility + social proof
- a case study
- a story
- a result
- but framed as: “this is what this kind of thinking does”
Email 5: Soft invitation
- join a masterclass
- book something
- download something else
- but not as a hard sell—more like a next step for people who want deeper support
B) Consequential opt-in: lead magnet / discount / webinar orientation
This is where most teams mess up.
Email 1: Give them the thing + reassure
- deliver it
- confirm why they’re receiving it
- what happens next (short and clear)
- one line: “If you only wanted the thing, you can opt out here—no hard feelings.”
That line alone builds more trust than most welcome flows manage in 5 emails.
Email 2: Context + quick win
- one practical action they can take immediately
- not a pitch
- connect the quick win to the thing they downloaded / signed up for
Email 3: Preference / pathway
- “What would be most helpful next?”
- 2–4 options they can click (tagging / segmentation)
Email 4: Objection handling (but human)
- address the likely friction
- reassure without being defensive
- “Here’s what most people get wrong about X…”
Email 5: Offer (only once you’ve earned it)
- now you can introduce a product, service, consultation, etc.
- but framed as help, not pressure
The difference here is pacing but the MOST important thing is reminding people in both flows, HOW they found you, what they did - because people forget so so much!!
Consequential opt-ins need slower trust-building and more control.
For even better journey mapping & creation, use the TFDS exercise - read about it here.
The exercise: how to decide what to talk about in your Orientation Flow
Here’s the part you asked for—something people can actually do.
Step 1: Split by entry point, not by “welcome flow”
List your entry points. Every single one.
Examples:
- newsletter sign-up
- lead magnet A / B / C
- webinar registration
- checkout opt-in
- discount pop-up
- abandoned basket
- “notify me”
- enquiry form
Each entry point creates a different expectation.
If you have one welcome flow trying to serve all of them, you have no orientation. You have a generic sequence.
Step 2: Label the opt-in type
For each entry point, label it:
- intentional
- consequential
Because this one distinction fixes a lot.
Step 3: Answer the Orientation Questions (copy/paste)
For each entry point, answer these:
- What did they come here for?
- What might they be worried about?
- What do they need to feel safe?
- What do they need to do next?
- What would make them think, “oh good, this is actually useful”?
- What would make them think, “ugh, here we go”?
- What should they not receive during this period?
That last one is your exclusion map.
Step 4: Decide the single job of the first 3 emails
Do not try to do everything.
Your first 3 emails should have one job each.
For example:
- Email 1 job: deliver + reassure
- Email 2 job: quick win + relevance
- Email 3 job: preference + control
Step 5: Build your topic map by persona or by entry route
You can split orientation content in two smart ways:
Option A: Persona-based orientation
Good for B2B, complex products, different roles.
Example:- “I’m in marketing”
- “I’m in operations”
- “I’m in leadership”
Each persona gets:
- different proof
- different examples
- different “quick wins”
- different CTAs
Option B: Entry-route orientation
Good for ecommerce and content-driven programmes.
Example:
- signed up via “dry skin guide”
- signed up via “summer sale”
- signed up via “gift guide”
The orientation should reflect the context that brought them in.
Both work. Choose the one that matches how your business actually sells.
Step 6: Set your exclusions properly (seriously)
This is where orientation flows become real.
Write down your rules:
- New subscribers in orientation flow are excluded from broadcasts for X days.
- Consequential opt-ins are excluded from promotions for X days (or until they engage).
- Anyone in orientation is excluded from other nurture flows unless directly related.
- If they purchase during orientation, they exit and enter the relevant post-purchase journey.
This prevents message collision.
It protects your sender reputation.
And it stops you sending the wrong message at the wrong time (which is, quietly, the root of half your engagement problems).
Orientation is an ecosystem decision, not a sequence decision
Orientation is not “a welcome series”. It’s the first layer of your email ecosystem.
It sits at the intersection of:
- expectation setting
- segmentation
- exclusions
- deliverability protection
- trust-building
- relevance pathways
- Your campaigns perform better because new subscribers aren’t confused.
- Your segmentation gets cleaner because you’ve given people a way to self-identify.
- Your deliverability improves because early engagement signals are stronger and more consistent.
- Your list becomes more intentional over time.
Not because you “wrote better emails”, because you designed a better experience.
If you want the simplest reframe to steal
Stop asking:
“How do we welcome them?”
Start asking:
“How do we make them feel oriented, safe, and clear on what happens next?”
That’s the whole game.
Quick win for you (do this today)
Go and look at your current welcome flow and ask:
- Does Email 1 deliver the thing immediately?
- Does it set frequency expectations clearly?
- Does it give control?
- Are new subscribers excluded from other sends?
- Does the sequence reflect the opt-in type (consequential vs intentional)?
- If someone only wanted the thing, is it easy for them to leave?
If you can’t confidently say yes, you don’t have a welcome flow problem.
You have an orientation problem.
Want help building an Orientation Flow that actually works?
This is exactly the kind of work I do with teams who are sick of churny lists, flat engagement, and “send more” pressure from above.
If you want me to:
- map your entry points,
- split consequential vs intentional opt-ins properly,
- build your exclusions framework,
- and design an orientation flow that protects trust (and deliverability)
…get in touch and we’ll sort it.
Work with me on email strategy, journeys, and onboarding/orientation flows.
→ Book a consultation and let’s build something that doesn’t burn your list on day one.
Email, CRM and HubSpot Support
I help marketers and businesses globally improve, design and fix their email, CRM, and HubSpot ecosystems, from strategy through to execution.
My services include:
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Email marketing strategy, audits, training, workshops, and consultancy
-
CRM strategy and enablement
-
Full HubSpot implementations, optimisation and onboarding through my agency
If you’re looking for experienced external support (and lots of enjoyment along the way), this is where to start.
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RE:markable is the weekly email about emails. Dropping the latest email marketing news, updates, insights, free resources, upcoming masterclasses, webinars, and of course, a little inbox mischief.