Hobbs keeps a discount code and free shipping present throughout, while the message shifts from brand orientation to style proof. A steady two-day cadence gives each email a distinct job.
Updated Oct 3, 2026
The opening welcome email makes the value exchange immediate. Its subject, "Welcome to Hobbs | Enjoy 15% off.", and preview text, "Just one of the perks of signing up.", accompany content featuring a 15% discount code, while the email introduces latest arrivals, clothing collections, delivery and returns. It gives a new subscriber both an offer and practical information.
The incentive does not change across the sequence. Every email includes a discount code and free shipping, so the offer remains available while the supporting message develops. The second welcome email broadens the case for shopping with Hobbs through brand heritage, fit, delivery and store options. Its product grid is the only product grid in the sequence, while social proof starts here and continues in the next two emails.
Hobbs spaces the sequence at regular two-day intervals across six days, with emails arriving on days 0, 2, 4 and 6 after signup. The first email establishes the offer, and each follow-up adds different content while retaining the discount code and free shipping. The second email arrives with the subject "We've noticed you've an eye for style." and the preview text "Reasons you'll love shopping with us.", adding brand heritage, fit, delivery and store options to the welcome message.
The next email is an onboarding email and moves from the collections to how someone can shop. "You deserve the VIP experience." introduces styling services, delivery options, stores and collections, while its content also includes a first-order discount. The last email is a welcome email and arrives on day 6 with "Why you'll want to dress like our stylish friends...". Its content provides style inspiration from customers and creators, then links to new arrivals and clothing collections.
Read in order, the sequence follows a clear progression: introduce the offer, explain the brand and assortment, describe shopping services and options, then provide social inspiration. Hobbs covers practical topics through delivery, returns, fit, stores and styling services, alongside collections and new arrivals.
For your own sequence, keep a consistent entry incentive if it is central to signup, but assign each send a separate job. Start with the offer and orientation, add curated products and brand context, explain services or buying logistics, and finish with customer or creator inspiration linked to relevant products or collections.
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