FLANNELS builds a six-email onboarding journey that moves from brand discovery to app, store and product content, then intensifies with deadline-led Outlet offers. Repeated app messaging and product grids make the flow easy to map.
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
The first email arrives on signup day with a broad introduction to fashion, beauty, events, personal shopping, editorial content and featured products. Its subject, "Welcome to FLANNELS", is direct, while the preview text, "You'll be the first to hear about our latest offers, events, trends and more.", sets a wide expectation for the relationship.
The next messages expand that promise rather than immediately pushing a discount. "What’s next in your style journey" leads into style and beauty inspiration, while "Your beauty item is waiting" is a browse abandonment email tied to viewed products. The onboarding sequence then covers the app, stores and bestsellers. This gives FLANNELS several ways to turn a new subscriber into a shopper, from editorial discovery to a specific return-to-shop prompt.
The app email appears twice in the arrival list, including once on day 4, with the exact subject "Discover the FLANNELS App" and preview text "Your personalised shopping experience awaits." The repeated message keeps the proposition consistent: tailored recommendations, wish lists, curated content and exclusive drops.
That repetition is a useful reminder to keep a central product promise stable while changing the timing or surrounding journey. FLANNELS also uses personalization in the initial welcome, the beauty browse reminder, the app messages and the bestsellers email, but not in every onboarding message.
On day 4, FLANNELS shifts into a sale sequence with "Extra 20% off coats | Ends tomorrow". The email puts the code, selected Outlet coats, designer brands and an end date into a product-led promotion. Later reminders tighten the language: "Ends Tonight | Extra 20% off" uses "Your last chance is nearly here. Use code OUTLET20 now to get an extra 20% off Outlet.", followed by "FINAL CALL: Extra 20% off Outlet" and "Ends Midnight Tonight, use code OUTLET20 to save now. Go, go, go >>".
All three sale emails use a discount code, countdown and product grid, with red and pink directing attention to the promotion. The structure is easy to copy: introduce the offer, then reuse the code while making the deadline and call to action more immediate. After the sale reminders, FLANNELS returns to non-promotional content with an autumn style guide covering workwear, activewear, terrace dressing and seasonal colours.
Product grids appear throughout the welcome, browse abandonment, app, store, bestsellers and sale emails. They let FLANNELS connect broad themes to shoppable selections, from beauty products and popular styles to featured Outlet brands. The bestsellers email extends that approach across men’s, women’s, junior, beauty and home categories.
Subject lines stay compact and concrete: "Step inside FLANNELS" promises an in-store experience, while "The bestsellers you need to see" names the merchandising angle. Preview text adds context without repeating the subject, as in "The most-wanted styles of the season, all in one place." For your own flow, use the subject to name the hook and the preview to explain the next step.
How often, when and how FLANNELS emails its subscribers, measured from every email we received.
Every email FLANNELS sent in its first month, grouped by the day it arrived.
Day 0
Signup day
Day 1
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
Every subject line and preview text, in the order they arrived.
