Liquid I.V. Runs Two Welcome Series. We Caught Both.
Two signups 31 minutes apart started different Liquid I.V. welcome flows: a 48-hour track, and a 24-hour track that swaps in an education step.
Join Liquid I.V.'s list and a welcome series starts. Which one depends on more than you'd think — we joined through different signup spots between late February and March, and two different series came back.
One runs on a 48-hour clock. The other moves twice as fast and slots in an education email the first run didn't get.
The 48-hour track
The long track opens with "HEY, WE'RE LIQUID I.V. WELCOME TO THE FAM." and the WELCOME20 code. Then a step every two days: social proof, a clean-water impact story, and a closing push on day six.
The code is the through-line. WELCOME20 appears in every step, down to a banner riding on top of the charity email.
The 24-hour track
The short track compresses the journey into three days. The welcome is a tighter template — subject "Hiii 👋 20% OFF?" — and the second email is a lesson, not a testimonial: "HOW DOES THIS WORK?"
Social proof moves to day two. The push lands on day three. The impact story doesn't appear in this run — the education step sits where it was.
Same code, same closing shape — proof, then push. Half the wait, one extra lesson, one story dropped.
And the shared steps don't share creative. The social-proof email on this track runs "HEY HYDRATION LOVER" over different hero flavors, where the long track's reads "THE RUMORS ARE TRUE."
Both tracks, in flight at once
These aren't before-and-after versions — Liquid I.V. ran both tracks at the same time. On March 6, the long-template welcome and the short-template welcome went out 31 minutes apart (to two of our signups, which is how we can line them up).
Why two tracks? Our signup doors were different, so this could be routing by source — popup vs footer, say. It could also be a flow-level test.
The emails don't say, and we can't tell from the outside. Either way, a newcomer's first week with this brand has at least two shapes.
What we noticed
- Two welcome tracks ran side by side: a four-step 48-hour series, and a 24-hour version that swaps the impact story for an education step.
- The code is the constant — WELCOME20 rides every content step, down to a banner on the charity email.
- Even shared steps don't share creative — the two tracks' social-proof emails carry different subjects and different hero flavors.
