Benefit Cosmetics sends 4 emails over 4 days, counted from signup. The sequence moves from a 15% off welcome offer to brow products and then to the Friends with Benefit rewards program. The first two emails use a product grid and a single CTA, while the two rewards-focused emails arrive together on day 4.
Updated Oct 3, 2026
The opening welcome email meets a new subscriber with a 15% off offer, bestselling beauty products, and a direct invitation to shop now. Its subject, “That 15% off? It’s right here.”, puts the offer in the subject line, while the preview text, “We got you a little welcome treat...”, presents it as a welcome treat. The email uses a product grid and a single CTA.
The next email focuses on Benefit Cosmetics’ bestselling brow products and directs subscribers to shop the collection. “Your brows. Our obsession.” introduces the brow focus in the subject line, and “Benefit = brows” reinforces that focus in the preview text. This is an onboarding email, so the first two emails move from a welcome offer to a focused brow-product introduction. It also uses a product grid and a single CTA.
On day 4, Benefit Cosmetics sends an activation nudge encouraging the subscriber to join the Friends with Benefit rewards program. Its subject is “✨ Want more deals? Join our Friends with Benefit Rewards program”, and its preview text is “Click if you like rewards, gifts & beauty”. The email’s content describes deals, gifts, and beauty offers available through the program.
Also on day 4, the final email introduces the Friends with Benefit rewards program and promotes a 20% online offer for new subscribers. Its subject, “It pays to be Friends with Benefit 🤑”, is followed by the preview text, “Join our Friends with Benefit Rewards program today”. The sequence therefore moves from a 15% off welcome offer to a rewards-program message with a 20% online offer.
The four emails are sent on day 0, day 2, day 4, and day 4. The initial welcome offer arrives on signup day, the brow-focused onboarding email follows on day 2, and the rewards invitation and rewards welcome arrive together on day 4. The final two emails keep the focus on the Friends with Benefit program.
For a similar welcome flow, begin with a clear offer and a shopping-focused email, follow with a focused product category, and then introduce the rewards program. The Benefit Cosmetics sequence gives the first two emails both a product grid and a single CTA, while the rewards emails focus on program participation and the available offers.
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