Beauty Bay combines a welcome discount with persistent free-shipping messaging, then interleaves activation nudges with product launches. Its concise, emoji-heavy subjects move from an offer to discovery and routine-building.
Automated emails sent in order, on a timeline.
Standalone emails first, then the emails from its sequences, each in the order they arrived.
Updated Oct 3, 2026
Beauty Bay starts with "You're in 💖", offering a discount code and free delivery while introducing gifts, its blog, app and community. A Smuuti Skin launch follows on the signup day, so product discovery also appears on day 0.
The Beauty Bay onboarding sequence contains five emails. Its next messages encourage basket building and remind subscribers about the welcome offer, then move into popular brands and a first beauty haul. A launch email and a colour-corrector launch arrive between those onboarding messages, while the routine email lands on day 7. Product launches are the most common kind of message, with activation nudges and onboarding emails also recurring.
Every email includes free shipping, making delivery messaging the one constant across welcome, launch and onboarding messages. In the shopping prompts, the content points to free delivery on orders over £30. The welcome email adds a limited-time discount code, and "Your 15% off is still waiting..." turns that offer into a direct activation reminder.
The email about spending more encourages subscribers to add products to their basket, while the later onboarding email brings the welcome discount back alongside popular brands. This gives the flow a clear progression: introduce the incentive, remind the subscriber, then give them reasons to browse.
Beauty Bay keeps subject lines compact and often uses an emoji, as in "💖 Spend more → Save more" and "Why's everyone shopping at BB? 👀". All three product-launch subjects use "NEW", while the welcome and activation subjects use offer- or action-oriented language. The median subject line length is 25 characters, and these categories provide distinct entry points for offers, launches and brand discovery.
Preview text adds the next detail rather than restating the subject. "Here's your exclusive welcome offer…" describes the welcome message, while "Trending brands, viral favourites and beauty you'll actually want." describes the content of the brand-focused email. For launch emails, previews describe the product or its benefit, such as "Green. Pink. Orange. Peach. Yellow." for the colour correctors.
Product grids appear in the Smuuti Skin launch, the basket-building activation email and the colour-corrector launch. The concealer launch uses social proof, while "Your routine starts here ✨" uses a single call to action. Discount codes appear in the welcome email and the brand-discovery onboarding email, not throughout the whole flow.
The concealer and colour-corrector launches are both marked blue. The examples show product grids in emails featuring multiple products, social proof in the concealer launch, and a single call to action in the routine-building email.
How often, when and how Beauty Bay emails its subscribers, measured from every email we received.
Every email Beauty Bay sent in its first month, grouped by the day it arrived.
Day 0
Signup day
Day 1
Day 2
Day 4
2 days later
Day 6
2 days later
Day 7
Every subject line and preview text, in the order they arrived.
