Emails are like a VIP pass your customer hands over. Done right, brands who slip into that exclusive inbox don't just get seen—they get rewarded. Handsome sales and precious insights.

In fact, 52% of consumers made direct purchases through emails, as reported by the Marigold Consumer Trends Index in 2023.

With this kind of access and assets at your disposal, here's a rundown of the must-have email flows you need to have on lock, no matter where your business stands. Tailored details for beauty and wellness brands are included—complete with tools, resources, subject lines, opt-in examples and studies.

The Cardinal Rule of Email Marketing

"Email copywriting is the secret weapon of successful email marketing. It's not just about what you say, but how you say it that makes all the difference." - Brian Dean, Founder of Backlinko.

With an ROI of up to $42 for every $1 spent (Litmus), the words enclosed within your emails should be treated as the valuable asset they are, not fill-ins.

And thus, every text from the subject line down to the sign-off ought to be conscious, intentional choices packed with woos and persuasion to resonate with hundreds and thousands of subscribers.

With that said, an irresistible opt-in form accounts a great deal for your email marketing scheme at large, which will be listed down below this article for your inspiration and reference.

In the meantime, let's get you set with the essential emails that will form the backbone of your sales-accelerating email strategy.

The Email Flows

Welcome Sequence: First Impressions Count

First impressions really do matter, and your welcome email sequence is where you can set the tone for your relationship with each subscriber. This email flow is all about making your new friend feel well... welcomed, and excited about the treats you have in store for them.

Here's a simple but effective flow to get you started:

1st Email - Send right after the sign-up: Provide a warm welcome and introduce your brand.

Warm welcome message: Address them by names or special terms of endearment reserved for your subscribers.
Share your brand's story: Introduce your story and values to garner a collective sense of inspiration and resonance.
Spell out that promised promo code: If you have mentioned a discount offer or free gifts as an incentive for signing up, don't forget to provide the details in this email.
Starter shopping guide: Give them a mini shopping guide, like your top-rated products or fan faves to get them off to a good start. Even better if you have a local store in the area that you can lead them to.

2nd Email - Send 48H after the 1st email: Encourge the 1st order.

Offer reminder: Prompt your subscribers to redeem their gifts/offered deals.
Brand's uniqueness: Boast your proprietary technology or rare material source.
Introduce best sellers: Intrigue customers with sure-winning products from your hero lineup.

3rd Email - Send 72H after the 2nd email: Build trust

Share social proof: Showcase customer reviews, testimonials, or press features.
Show Off the IT items: Spotlight on recent viral products, award-winning formulas, your universally flattering products, or essential must-haves.

4th Email - Send 72H after the 3rd email: Urge offer redemption.

Deal countdown: Add a visual timer for any expiring offers, setting it with 1-2 hour limits— a little FOMO is healthy this time.
Note additional perks: Endorse your free shipping policy or gifts (if applicable).
Bestsellers showcase: Provide a visual lineup of your bestsellers with a "shop now" button ready to go.

Resources for your wow-worthy email designing:

Email ideas: Email Love, Swiped.co, Newsletter Search Engine
Graphic design: Canva, Kittl.

Abandoned Browse Sequence: A Little Nudge

So, someone's been browsing your site, maybe checking out that new serum or mascara, but they left before adding anything to their cart. Maybe life got in the way—this is where your abandoned browse email flow comes in to bring them back for a second look.

Here's a flow that does the trick:

1st Email - Send 2-6 hours after the action: Re-engage the customer and remind them of what they viewed.

Personalized reminder: Send a personalized message showing them the items they were looking at. Just a friendly reminder, not a hard sell.
Deal sweetening: If it makes sense, add a promo code to push them toward making that purchase.

2nd Email - Send 24H after the 1st Email: If they didn't convert on the 1st email, it's time for a little nudge.

Reinforce product benefits: Focus on why the products they viewed would be a perfect fit for them—whether it's acne-prone friendly skin or fitting curly hair routine.
Social proofs: Slip in some customer reviews or press mentions to boost purchase confidence.

3rd Email (Optional) - Send 24H after the 2nd Email: Create a sense of urgency

Last Chance Alert: Add a bit of urgency with a visual countdown that the offer is about to expire (if any were mentioned in previous emails), set it to a 1-2 hour limit. Or simply let them know if the item is low in stock (if applicable).

Tools offering diverse action trigger email automation: Klaviyo, Omnisend, ActiveCampaign, Mailchimp, Shopify Email.

Abandoned Cart Emails: Don't Let Them Slip Away

They were this close to checking out. Let's bring them back and seal the deal.

Here’s how to reel back 'the one that got away’:

1st Email - Send 2-6 Hours after the action: Remind the customer of their abandoned cart and prompt them to complete the purchase.

Gentle Reminder: Let them know they left something behind in their cart.
Highlight benefits: Describe how the chosen products are great for them. Consider their purchase history and shipping area (if applicable) to personalize your reasoning.
Mention perks (if any): Encourage them to finish the purchase with incentives like free shipping, GWP, or even bundle deals - slipping in an upsell.
Urgency: Let it be known if the item is low on stock or fast-selling (if true)

2nd Email - Send 24-48H after the 1st Email: Reinforce interest and trust.

Recap the cart items: Remind them of what's in their cart.
Answers to FAQ: Address any common concerns customers might have. Is the product vegan? Does it work for sensitive skin? This email is your chance to turn "maybes" into "yesses".
Offer an expert: Propose to book them with your in-house derm, beauty specialist or wellness expert for further consultation.
Urgency: Remind them of unused offers (if any) or if the item is low on stock.

3rd Email - Send 48-72H after the 2nd email: Heighten to make haste.

Final Reminder: Let them know if the item is selling fast or if an offer is about to expire—no one likes missing out.
Mention perks (if any)

Tools for embedding countdown timer: Deadline Funnel, Sendtric, MailTimers, Motion Mail.

Re-engagement Email: We Miss You!

Inactive subscribers - It happens. But don't give up on them just yet!

Send out a warm re-engagement email to rekindle your relationship.

Here's how to craft one:

Personalized "We Miss You: Address them by name and let them know you've missed their presence.
Catch Up: Note that they haven't been active for X period, and update events they might have missed during the time.
Propose a second chance: Offer a special deal for returning or an option to update their preferences for future emails.

Email ideas for subject lines that break through the scroll doom:

[Name], where'd ya go? 🤔
[Name], your cart wants a second chance!
It's been a while, [name].. What can we do to win you back?
Going, going, (almost) gone
We're still here waiting for you, [name] *micro waving
MIA, [name]? We've got a search party!

Product Launch Sequence: Build the Hype

Launching a new product? Your email sequence should be all about creating that hype!

Tease your audience before the big reveal and keep them excited even after launch day. Better yet, have some pre-order line up!

Here's a flow that does the trick:

1st Email - Pre-launch email: Build excitement and anticipation.

Sneak Peek: Share a teaser of your upcoming product—maybe it's the key ingredients, benefits, or even some gorgeous product photo boasting that lovely packaging you've worked so hard for.
Countdown Timer: Get them excited with a launch-day countdown.
Special launch offers (if any): Provide an exclusive offer for the launch day or treats for early birds.

2nd Email - Launch day email: Maximize engagement and immediate action.

Full Reveal: Bring extra pizzazz to your email designing by showcasing the new product with striking dynamic visuals.
Highlight launch offers: Make sure any exclusive launch-day offers are up front and centre on the email.

3rd Email - Post-launch email: Last call for the launch offers.

Last Call: Remind them about any launch deals that are still on the table.
Launch Pitch: Reinforce reasons why this new product is a must-have, highlighting the star features/benefits/ points of difference between other products.

Post-Purchase Flow: Keep the Love Going

The sale's not the end—it's just the beginning of a beautiful relationship. A post-purchase flow makes sure your customers feel appreciated and can even encourage them to come back for more!

And if all goes smoothly, you're looking at a dedicated evangelist.

Here’s how to build your tribe:

1st Email - Send right after the purchase: Thank the customer and confirm their order.

Warm thank you message: Show appreciation for their business.
Order confirmation: Provide details of the purchase.
Next steps: Inform them about the shipping process and expected delivery time for peace of mind.
Customer support info: Provide contact details for any questions or issues at the footer.

2nd Email - Send after the order delivery is placed: Order updates.

Shipping updates: Keep them in the loop with shipping updates along with a tracking link.
Decision validation and tutorial: Showcase social proofs to validate the customer's purchase and offer advice on how to use and maintain the product.
Link to FAQs: Provide answers to common post-purchase questions.

3rd Email - 1-2 weeks after the supposed order arrival date: Gather feedback and encourage further engagement.

How Did We Do?: Ask for a web review/ social review about their experience.
Suggest related products: Recommend complementary items they might like.
Loyalty program: Introduce any rewards program for future discounts and VIP deals.

BONUS: Opt-in Forms That Are Too Good to Resist

Over to You

So there you have it—a breakdown of the email flows every beauty and wellness brand should have.

From welcome sequences that make a killer first impression to re-engagement emails that reignite the love, each flow works together to grow your brand, increase sales, and build long-term customer relationships.

Ready to get those email flows rolling? Start by devising your first welcome sequence, or drop a message via my contact for email copywriting that turns ‘meh’ into magic ✨!

6 Must-Have Email Flows for Beauty and Wellness Brands