Beauty & Skincare
Glossier's Welcome Series: Trust Before the Transaction
Glossier onboards new subscribers through four emails that never ask for a sale. Here is what each one accomplishes.
Jordan Wells· ResearchMost welcome sequences try to sell within the first email. Glossier does the opposite.
Email 1: The Brand Story
No product links in the first email. Just a short manifesto about why Glossier exists.
Want to study the emails referenced in this piece?
The Mailbrain gallery has the full archive for every brand we cite, with screenshots, ESP detection, and send cadence.
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