Farfetch onboarding

Farfetch sends two emails on day 1, but they do different jobs. “Enjoy 10% off your first app order” is a welcome email built around a discount code. Its preview text, “Download the app to use your welcome code”, makes the required action explicit, while the content adds reasons to keep using the account, including new arrivals, private sales, wishlists and account features.

The other day 1 message, “You have great taste”, is an onboarding email rather than another offer. Its preview text, “Open for your unique curation”, leads into recommendations based on the subscriber’s personal style. The email invites the reader to shop a personal edit and explore a featured collection. Sending an incentive and a style-led reason to browse close together gives the sequence two distinct entry points without repeating the same message.

After the two day 1 messages, Farfetch changes the commercial proposition. “Enjoy 25% off new season styles” welcomes the subscriber with a larger discount on new-season fashion, naming Chloé, Self-Portrait and more in the preview text. The discount is automatically applied at checkout and is limited in time. This welcome email uses a single call to action, keeping the message focused on shopping the offer rather than dividing attention across several account benefits.

The final email arrives on day 6 and keeps the 25% discount, but gives it a more editorial setting. “How to style FW26’s leather” introduces a leather-focused seasonal selection featuring luxury fashion brands, with a unique discount for the subscriber. The sequence therefore moves from app adoption, to personal discovery, to an urgent seasonal sale, then to a specific product story. The reusable pattern is to change the reason to shop as the sequence progresses instead of repeating the opening incentive.

Personalization appears in the onboarding email and again in the final welcome email. In the first, it is expressed through recommendations based on the subscriber’s style. In the last, it shapes the leather selection and the styling angle, supported by a product grid. That repetition connects the personal promise to a concrete assortment rather than leaving personalization as a subject-line claim.

For your own sequence, use the early email to explain what the subscriber can discover, then make later emails increasingly specific. Farfetch’s timing provides a clear model: concentrate the first contact, leave space for the offer-led follow-up, and use the closing message to turn a broad fashion welcome into a defined edit.