Today’s emails come from the folks over at Lululemon. Once again, we have a fantastic example of a solid, two email welcome series. Upon signing up, I received the following email with the subject line “We’re so excited you’re here”:
This is everything a first email in a welcome series should be. It introduces the reader to the brand, demonstrates that they have products for both men and women, provides multiple ways to get to their store locator, and ultimately takes down some of the barriers that come with the Lululemon brand.
48 hours later, I received the second email in the series featuring the subject line of “What you need to get started”.
Again, the email is focusing on building trust, community, and lifestyle. It is more of a sales oriented email, however it works under the assumption that you are new to the brand, providing the reader with links to the company’s most popular items. Most importantly though, the emails work under the assumption that the reader is new to the brand instead of having the hubris to believe that their brand is so ubiquitous that everyone knows all about the company.