Brilliant Earth's onboarding sequence sends four emails across five days, moving from a limited welcome to aspiration, personalization, and popular collections. The messages arrive on day 0, day 1, day 3, and day 5, with the final three separated by two days each.
Updated Oct 3, 2026
The sequence opens with "Welcome to our community" and "We're so glad you're here". This welcome email is a first touch, but its available content is limited to subscription management and mailing-address details.
The next email arrives on day 1, after the welcome email on day 0. The remaining messages arrive on day 3 and day 5, creating a one-day gap followed by two-day gaps. Across four emails over five days, the set includes one welcome email and three onboarding emails.
The first onboarding email uses "Your dream jewelry is waiting" and "We obsess over every detail, so you don't have to". Its role is an aspirational reminder about finding ideal jewelry, as described in the email's content.
The next message makes the shopping task more concrete. "3 steps to jewelry that's uniquely yours" guides new subscribers through three steps for creating personalized jewelry designs, while "Designs you won't find anywhere else" highlights options they may not find elsewhere. The two emails therefore present aspiration first and a three-step personalization process next.
The last message, "OUR CULT-FAVORITE COLLECTIONS", arrives on day 5 and introduces a selection of Brilliant Earth's best-selling jewelry collections. Its preview, "Best selling designs for a reason", points to popular designs and helps a new subscriber discover the collections described in the email's content.
The four emails present a clear order: a welcome email, an aspirational reminder, guidance for creating personalized designs, and an introduction to best-selling collections. That order moves from the first-touch message to increasingly specific ways of exploring Brilliant Earth's jewelry.
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