Sample Project: Welcome Sequence for Organic Skincare Brand.
*Not commissioned by the brand shown
Who is the brand?
An organic and ethical skincare company based in the UK. Their whole ethos is rooted in offering sustainable, organic, and affordable skin and body care products. Drawing from the earth’s natural resources they are proud of their brand’s commitment to using natural ingredients and producing their products all in house in the UK.
The Project
From an initial opt-in of a discount code, the main goal was to create a 5-email welcome sequence that nurtures new subscribers, establishes the brand’s mission and ethos, and creates a relationship that turns new leads into loyal followers.
The sequence needed to inform new leads, “Who are we?”, “What do we offer?” and “Why do we do what we do?”. Being an ethical and sustainable brand, they are all about authenticity and transparency—hence why these emails feel open and inviting to the customers.
My Solution & Process
I wasn’t hard selling. That is not what I am about as a copywriter. I wanted to inform and inspire rather than just sending emails filled with product offerings. This email sequence is about creating a genuine connection with the subscribers, allowing them to choose what to do next.
Welcome Sequence Flow:
Opt-In Delivery: Deliver promised discount code, quickly introduce the brand.
Mission/Story: Share origins, highlight brand’s core values (nature, sustainability).
Pain Point #1: Establish the brand’s mission of only using ethical, organic, and clean ingredients.
Pain Point #2: Address pricing concerns; show simplicity of routine and fairness of pricing.
Community Engagement: Encourage them to visit them in-store, follow on socials, and continue the relationship.
Soft Selling: After building some trust and a relationship, I sprinkled in some gentle nudges of their products. Never in their face, just there for them to browse.
Friendly, Conversational Tone: Each email reads like a note from a helpful friend, advocating self-care and sustainability.
Potential Outcomes
This welcome sequence can bring higher open rates and build a foundation of trust with new customers. This is a space to build your brand voice and showcase who your brand is. With gentle product mentions, customers are more likely to mosey on over to their website and check out their stuff.
Like all email marketing, it’s a way to build a deeper relationship with your customers and show them your authentic self. It’s the perfect space to become their bestie!