Welcome Series Email Flow: Skincare

Vintner’s Daughter: a botanical luxury skincare brand from San Francisco

Developed a 3-part welcome series introducing new subscribers to the brand’s hero products, application ritual, and community. Achieved a 58% open rate on Email 1, a 34% click-through rate on Email 2, and a 22% conversion to first purchase within 30 days of sign-up.

Email 1 — a product introduction to the three-formula collection, anchored by the Active Botanical Serum and a free-shipping offer.

Email 2 — a ritual guide walking through how to use the serum, plus the botanicals behind the results.

Email 3 — a community and loyalty final email featuring testimonials, consultations, and the subscription program.

Written in Vintner’s Daughter’s elevated, ritual-driven voice.