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Sequence · 3 emails over 3 days
Jo Malone's emails open with a three-email welcome series, then a dense run of festive sends built on product grids and gift-with-purchase offers. The preview text "Yours with any $150 purchase." appears on three of the 29 emails, so the spend threshold is easy to spot.
Its sequences first, then the emails it sent outside them, in the order they arrived.
Sequence · 3 emails over 3 days
Updated Oct 24, 2026
The first three emails are the Jo Malone welcome series, sent on September 25, 27 and 28. The first, sent on September 25, uses the subject line "Open the door to a warm welcome" and the preview text "Your special offer waits within." It carries a discount code and free shipping, and its content asks new subscribers to add their birthday to their account and book complimentary services.
The next two welcome emails also carry a discount code, but their subjects change. "Unlock your own personal scent wardrobe" introduces the fragrance, bath and home collections, and "On the hunt for your next fragrance?" moves to colognes and a scent advisor. Each one sells a different product family rather than repeating the first email.
After the welcome series, most sends are seasonal campaigns, and the gift-with-purchase offer recurs across them. The preview text "Yours with any $150 purchase." appears on three emails, with the subject lines "Enjoy a complimentary festive duo" (October 7), "Ends Tonight: A complimentary festive duo, on us" (October 18) and "Starts now! Pick two, on us" (October 19). The offer stays the same while the subject lines change.
A product grid appears on most of these campaigns, and the free shipping and discount code traits appear on many of the same emails. Subject lines lean on gifting and the season, with examples such as "Ready or not, here comes Christmas" and "The gift you've been looking for all over". Preview text sometimes names a specific product, such as "Check out the Festive Cologne Duo."
Countdowns appear on only two emails, both of which say the offer is ending. "Ends Tonight: A Deluxe Miniatures Trio, On Us" is sent on October 5 and "Ends Tonight: A complimentary festive duo, on us" on October 18. Both use the word "Ends" in the subject line, so the deadline is visible before the email is opened.
The sale emails are more restrained. "Starts now! Pick two, on us" uses a single call to action and a small product selection rather than a full grid, and "Build up to bigger scents with Little Luxuries" presents smaller products as an easy way to try the range.
How often, when and how Jo Malone emails its subscribers, measured from every email we received.
Every subject line and preview text, in the order they arrived.