Big Paws Pantry
Ecommerce Email
Workflow Samples
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This 5-part welcome workflow was designed for a brand, Big Paws Pantry. This is a large-breed dog supplement company.
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Goal: Show how strategic, conversion-aware emails can turn first-time visitors into loyal customers.
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Tools Used: Klaviyo (Flow Logic), BeeFree (Email Design), Canva (Visual Assets)
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Email #1: Welcome + Discount (Trust Builder)
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Subject Line: Your 20% Discount Off Big Bowser MassFlex
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👉 Most welcome emails lean on the discount to do the convincing.⚠️ The risk is the product feels generic before the reader knows if it fits their dog.✅ So this email clarifies who the product is for first, anchors the problem and solution.✅ And lets the discount act as confirmation rather than persuasion.
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Email #2: Kaia’s Story (Education + Believability)
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Subject Line: Why Big Dopey Dogs Can’t Play Like the Other Kids
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👉 Most brands jump from the welcome email straight into more product claims.⚠️ The risk is the reader understands the offer but does not yet trust the brand behind it.✅ So this email builds emotional connection first by reinforcing shared values around dog ownership.✅ It then uses third-party credibility and a founder story to deepen trust before reinforcing the product benefits and outcomes.
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Email #3: Bruno's Story (Social Proof)
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Subject Line: How Bruno’s mommy fixed his hip limp in 3 weeks!
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👉 Most brands explain the problem in a detached or educational way.⚠️ The risk is the reader understands the issue but does not feel personally seen or understood.✅ So this email uses story to empathize with the problem the reader is likely facing and reinforce that the brand understands their situation.✅ It then uses social proof to strengthen trust before moving the reader forward.
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Email #4: Product Line Cross-Sell (Expansion)
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Subject Line: Big Paw Pantry’s Big Dog Line Up
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👉 Most emails introduce the product as one option among many.⚠️ The risk is readers start comparing instead of deciding once more choices appear.✅ So this email frames the core product as the obvious next step based on the problem and trust already established.✅ This structure also introduces additional products as part of a broader solution (including side sells or post-purchase variations.)
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Email #5: Urgency /Cross-Sell / Ecosystem Expansion
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Subject Line: Big Paw Pantry’s Big Dog Line Up
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👉 Most final welcome emails rely on repetition or artificial pressure to force action.⚠️ The risk is readers who already trust the brand still hesitate because there is no clear reason to decide now.✅ So this email introduces time-based urgency at the natural end of the welcome window, once trust and understanding are already in place.✅ It reinforces confidence by showing how the product is made by hand, then expands the offer with an additional product option so the reader can choose the best fit and act without friction.
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Welcome Flow Summary
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Triggered When: Someone joins via the 20% MassFlex offer.Each email checks for purchase before continuing.If they buy, they exit the flow.
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✔️ Email 1: Welcome + 20% Discount✔️ Email 2: Kaia’s Story (Trust & Education)✔️ Email 3: Bruno Testimonial (Proof + Benefit)✔️ Email 4: Product Lineup (Cross-Sell)✔️ Email 5: Final Nudge (Scarcity + Re-Offer)Behavior-based branching ensures only non-buyers get the full sequence.
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