A welcome series for a skincare brand, message by message
Four emails over ten days, with no discount until the fourth. Juniper Row's welcome series, annotated.
Nadia Lyle
Campaigns
7 min read
Juniper Row in Austin, Texas sells five products. Their welcome series explains why each one exists before it asks for an order.
The first email is a note from the founder. The second explains the routine. The third shows reviews from people with the same skin type. The fourth, on day ten, offers 10 percent off.
The four emails
Day 0: a note from the founder
Day 3: the routine, in three steps
Day 6: reviews from the same skin type
Day 10: 10 percent off the first order
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