FLANNELS packs six emails into four days, moving from broad welcome content to app and store services. The app message returns on the final day with the same subject and preview text, making repetition the sequence’s clearest signature.
Updated Oct 3, 2026
FLANNELS sends six emails over four days, beginning on signup day. It continues with one email on each of the next three days, then places two emails on the final day. That rhythm keeps the brand present while changing the reason to open each message.
The sequence moves from orientation to action in a clear order. The first welcome introduces FLANNELS broadly, the next welcome adds style and beauty inspiration, and the onboarding emails then point subscribers toward the app, physical stores and curated products. The final-day double send shifts from product discovery back to app utility.
The first welcome email, "Welcome to FLANNELS", introduces fashion, beauty, events, personal shopping, editorial content and featured products. Its preview text, "You'll be the first to hear about our latest offers, events, trends and more.", sets expectations for the relationship. This email uses a personalized product grid, giving the broad introduction a direct route into products.
The next welcome email, "What’s next in your style journey", narrows the content toward style and beauty, including fragrance layering and skincare inspiration. The following onboarding email, "Discover the FLANNELS App", introduces personalized recommendations, wish lists, curated content and exclusive drops. After that, "Step inside FLANNELS" moves the experience offline with personal shopping, Style and Collect, events and store services, while encouraging a visit and product browsing.
The next message, "The bestsellers you need to see", turns the broad catalogue into curated selections across men's, women's, junior, beauty and home categories. It arrives before the second app message, so the sequence alternates between service education and product-led browsing rather than repeating one content type throughout.
The app email appears twice in the sequence with the exact subject line "Discover the FLANNELS App" and preview text "Your personalised shopping experience awaits." The first appearance comes after the two welcome emails; the second follows the bestseller message on the final day. Both app emails use personalization and a product grid.
That repetition is a reusable onboarding pattern: introduce a useful destination early, give subscribers other reasons to browse, then return to the destination while the sequence is still active. For FLANNELS, the repeated message keeps attention on tailored shopping, enhanced browsing, curated content and app-exclusive updates without changing its central promise.
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