Kay Jewelers starts with a sale or discount email, adds onboarding on day 2, then sends emails every day through day 6, including two on day 5. Several subjects lead with discounts, and 75% use an emoji. Several preview texts add another deal or an urgency cue.
In the order they arrived, from the first email after signup.
Updated Oct 3, 2026
Kay Jewelers opens on signup day with an engagement-ring sale or discount email, not an onboarding email: "💍 Up to 35% OFF* Select Engagement Rings". The preview text adds a second incentive, "Plus, Extra Clearance Savings on Select Engagement Rings." The next email broadens the offer to jewelry styles, then the onboarding email arrives on day 2 with "🍂 Get Noticed with Fall’s Latest Fashion Trends".
The onboarding email introduces subscribers to solitaire pieces, tennis jewelry, necklaces, and bracelets, while also including diamond education and financing information. This contrasts with the surrounding sale or discount emails: the brand moves from an immediate shopping prompt to product education, then returns to promotional messaging. Onboarding accounts for 13% of these emails, while sale or discount emails account for 88%.
The cadence is dense: emails arrive on day 0, day 1, day 2, day 3, and day 4, followed by two emails on day 5 and another on day 6. The emails cover engagement rings, broad jewelry styles, clearance, designer jewelry, and fall trends rather than focusing on one category.
Clearance appears in several emails. The day 3 email promotes online-exclusive specials involving clearance and closeout jewelry, the first day 5 email returns to clearance with up to 50% off and extra savings, and the other day 5 email applies an additional discount to fall styles. Preview text also includes urgency and shopping prompts, including "PH: On NOW! Online Exclusive Limited-Time Specials!" and "More Deals: Shop Online Exclusive Limited-Time Specials!". A similar structure could vary the merchandise focus while retaining a promotional theme.
Several subject lines put the offer first and add a second savings condition. Examples include "✨ Up to 40% OFF* Select Styles" and "Up to 30% OFF* Select Engagement Rings + EXTRA 10% OFF* Select Styles". Emoji use is common, appearing in 75% of subject lines, and the median subject line length is 48 characters.
The preview texts provide additional information such as clearance savings, online-exclusive urgency, or seasonal context. The email content includes category links, style guides, diamond education, financing information, and calls to shop. Free shipping appears in six emails, including both engagement-ring offers, the onboarding email, the Neil Lane email, and the fall-style sale. Product grids appear in the onboarding email and two later sale or discount emails.
How often, when and how Kay Jewelers emails its subscribers, measured from every email we received.
Every email Kay Jewelers 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.
