Jimmy KimCEO & Founder, Commerce Roundtable · Marketer of 17+ Years, 4x Founder. Former DTC/Retailer & SaaS Founder. Newsletter. Host of ASOM & Send it! Podcast. DTC Event: Commerce Roundtable

Should You Stop Welcome Emails After a Customer Buys?

11 May 2026 · 1 min

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In this short conversational video, Jimmy Kim asks a common email‑marketing question: when a subscriber makes a purchase during a welcome series, should the remaining welcome emails be stopped? Speaker B explains that the answer depends on how the series is structured. If the series is built around successive discount offers, it makes sense to suppress the later promotional emails once a purchase occurs. However, if the series includes emails with distinct purposes—such as a product‑pitch email (Email 3) versus educational or community‑building messages (Email 4)—the marketer should evaluate the role of each email. The recommendation is to suppress emails that are pure sales pitches after a conversion, but continue sending emails that aim to deepen the relationship, educate, or build community, because they add long‑term value beyond the immediate sale.

Here's a question I get a lot, and I'd love to hear your thoughts on it. If someone buys during the welcome series, do you stop sending them the rest of the emails?
It depends on like how you've structured this. If you structured it how most brands do, which is sending discount after discount after discount, you probably do. However, if you're structuring it the way that we recommend, it depends on like which email they bought after and what the remaining emails entail.
Okay. Can you go into that a little deeper? I like the thought you're going through.
Email 3 is a product pitch and they already bought. Yeah, you probably do want to suppress them from that email. There's no point in trying to convert someone who already converted. However, if email 4 If it's more educational or community building, I'd probably still send it because you're really deepening that relationship. You're not just pitching, you're not trying to get them to buy.
Basically, you're thinking about what the job of each email is, not just what they bought, but— and we're done.
Exactly. You know, the goal is a long-term relationship, not just a single one-off purchase.