Purple’s onboarding sequence sends eight emails over six days, with two emails on day 0 and two more on day 1. It moves from mattress education and offers to pillows, sleep-related benefits, and a closing technology story.
Updated Oct 3, 2026
Purple opens with two welcome emails on day 0. "Welcome to Purple — offer inside!" introduces mattresses, the GelFlex Grid, a customer testimonial, a store locator, a mattress quiz, a $200 accessory credit, and a discount code. The second, "Reminder: this sleep is life-changing", stays on the mattress and GelFlex Grid, then points readers to products, Sleep Geniuses, the quiz, and stores.
The two day 0 emails repeat the main product while offering several ways to explore it. On day 1, Purple sends two more emails: "Purple can change your life." broadens the view to mattress collections, sleep benefits, shopping resources, and a welcome offer, while "No one likes stressful shopping" addresses the trial period, financing, the store locator, and the quiz. The sequence therefore moves from introduction to shopping guidance across the first two days.
The sequence sends another onboarding email on day 2, "Less pain. Better sleep. Brighter days.", centered on the GelFlex Grid and routes to shopping, the quiz, a sleep expert, or a store. On day 3, Purple expands beyond mattresses with "The right pillow changes everything. (No, really.)" It gives guidance for different sleep needs, includes product comparisons, and adds a mattress welcome offer plus bedding bundle discounts.
There is then a gap before emails on day 5 and day 6. The day 5 email, "What can you achieve with better sleep?", connects Purple’s sleep products with better rest, energy, mood, and fewer afternoon crashes. The final email, "It started with a dumb question.", returns to the GelFlex Grid story and guides readers toward a mattress quiz, store locator, trial details, and financing information.
Purple does not attach the same treatment to every email. A discount code appears in "Welcome to Purple — offer inside!", "Purple can change your life.", and "The right pillow changes everything. (No, really.)" Social proof appears in the first of those, in "Less pain. Better sleep. Brighter days.", and in the final email. Product grids appear in "Purple can change your life." and the pillow email. These traits are distributed across the sequence rather than appearing in every message.
Purple repeatedly includes shopping links, a mattress quiz, expert help, or a store locator. Trial-period and financing information appear in "No one likes stressful shopping" and the final email. The final message uses blue, purple, and pink in its technology-focused design.
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