benefitcosmetics email examples

Benefit Cosmetics starts on signup day with “That 15% off? It’s right here.” The preview text, “We got you a little welcome treat...”, frames the discount as a personal gift, while the email content highlights bestselling beauty products and gives subscribers a clear invitation to shop. The next email changes direction quickly, promoting the Advent Calendar with the scarcity cue “Grab it before it’s gone: our 2026 Advent Calendar” and preview text that says, “🚨 It sells out EVERY year…”.

The cadence stays active throughout the following week. An onboarding email introduces bestselling brow products, followed by a POREfessional Concealer launch with a free sponge applicator. A rewards activation nudge and a separate rewards welcome email arrive together, then Benefit moves into holiday sets and two consecutive National Brow Day sale emails. The offer mix shifts from the initial 15% discount to a rewards offer of 20%, followed by 50% off selected brow products. For your own program, this is a useful structure: give new subscribers an immediate reason to shop, then rotate education, launches, loyalty, and urgency instead of repeating the same welcome message.

The subject lines use short, brand-led phrases as well as explicit product and offer language. “Your brows. Our obsession.” is memorable and minimal, while “Smooth & Blur with the NEW POREfessional Concealer” names the product and benefit in one line. The sale message, “This is major: 50% Off Goof Proof & 24-HR Brow Setter”, puts the discount and products directly in the subject.

Preview text often supplies the missing context or urgency. “Benefit = brows” reinforces the onboarding message, while “Get a free sponge applicator when you buy the NEW POREfessional Concealer” spells out the purchase incentive. For launch and sale emails, use the subject to create curiosity or recognition, then use preview text for the condition, gift, deadline, or reason to act. Benefit also uses emojis in several subjects, including “Our 2026 Holiday Sets have landed 🎁✈️🎉” and “✨ Want more deals? Join our Friends with Benefit Rewards program”, keeping the tone informal without replacing the core message.

The initial welcome email and the brow onboarding email are the only messages with both a single CTA and a product grid. That combination gives each email one clear next step while still letting subscribers browse multiple products. The welcome message uses it to connect the discount with bestselling products; the onboarding message uses it to direct attention to the brow collection.

The holiday sets email and both National Brow Day sale emails use pink, giving those promotional messages a shared visual treatment. Meanwhile, the automated welcome series includes the initial welcome, brow onboarding, rewards activation nudge, and rewards welcome email. That sequence runs alongside broader product launches and sale messages, so you can separate automated subscriber education from timely promotional sends without making the welcome journey feel isolated.