Pottery Barn Kids email examples

The first two messages on signup day are welcome emails, and the first one tells the reader to expect curated furniture, bedding and decor for babies through big kids. The welcome series itself runs four emails. The second welcome email promises updates on sales and decorating inspiration, and by day 2 the brand is already sending a design help email, while on day 3 it sends its first sale email.

A reader who signs up will get many emails in the first week. Days 3 through 7 carry a steady run of sale and seasonal messages, and day 6 is the busiest, with nine emails. The median email arrives on day 12, by which point the reader has already seen a range of the brand's offers.

The discount language follows a visible ladder. Early subject lines push extra 20% off select styles, written in capitals, as in "EXTRA 20% OFF select styles—going fast!" Later the number grows to "Up to 60% off 100s of deals 💥" and then "Up to 70% off across the home". The same offer is repeated with small changes, such as "Don't miss your chance for EXTRA 20% OFF select styles" and "Extra 20% off select styles won't last forever + On sale & delivered for free", so a reader who skips one email will meet the same promise again soon after.

Urgency words appear in several subject lines. "Going fast" and "selling fast" appear in subject lines, and the early Black Friday messages use "STARTS NOW" and "It's HERE!"

Subject lines have a median length of 40 characters, and more than half use an emoji, such as "Ho, ho, WOAH! Up to 50% Off Holiday Decor🎅" and "Oh, baby! Up to 60% off nursery essentials 🤍". Preview text is used in a few distinct ways. Sometimes it restates the subject line's offer, as with "Shop the Fall Warehouse Sale today!" and "Shop up to 60% off 100s of deals." Other times it reuses the same line across emails: "Shop outside the box & save BIG" appears in two separate outlet emails, and "Throw pillows, bedding, towels & more" appears in two sale emails.

Several emails also name a product category in the subject line, such as bedding, nightstands or stockings, so the reader can see what the discount applies to before opening.

Nearly every email uses a product grid, so the look of the messages barely changes across the sequence. Free shipping appears in only five emails, and each one is a sale or seasonal message, with the phrase "free shipping" or "shipping free" in the subject line. Personalization appears in just one email, "Up to 60% off styles you'll love 🧡", where the preview text says "Plus, more styles picked for you."

The consistent layout means the offers do much of the differentiating. Seasonal campaigns, such as the Holiday Shop and the Holiday Botanical Shop, use the same grid and much of the same discount language as the sale emails, so the holiday framing comes through mainly in the words.