Draft a Real 3-Email Welcome Series
Objective: Write a complete, sendable 3-email welcome sequence, subject lines and body briefs, that follows the lesson's own Email 1/2/3 structure and timing, for a real case company's actual product.
Chewy just launched a new Autoship landing page and wants a welcome series for new newsletter subscribers who haven't ordered yet, separate from their existing customer flows. You're handed the brief: turn a curious new pet owner into a first Autoship order within a week, using nothing but the three-email structure this lesson teaches.
Write the actual emails, not a plan for emails. Each one needs a real subject line and a one-paragraph body brief specific enough that someone else could write the final copy from it without asking you questions.
Before you start
What you'll need
Free path (everything below is enough to finish)
Free, and every deliverable in this project is text: a subject line and a body brief per email.
Free tier supports the exact 'has this person purchased?' conditional split described in the lesson, no paid plan required to build it.
Paid upgrades (optional, faster/deeper)
The free path (a Google Docs draft plus a free Klaviyo account) is a complete, sendable series on its own. ActiveCampaign only matters once branching logic gets more complex than a single purchase check.
Useful once you need more branches than 'has purchased / hasn't purchased,' e.g. splitting by which lead magnet someone signed up for.
Final deliverable
Three complete emails: subject line and one-paragraph body brief for each, plus one sentence naming the conditional split you'd add (per the lesson's 'buyer skips the discount' pattern) and when each email sends relative to signup.
See a reference example
Rent the Runway draft: Email 1 (send: within 5 min of signup) — Subject: "You're in, here's your first look" — Body brief: Confirm the subscription, thank them for joining, and hand over the promised 20%-off-first-rental code in the first sentence. One CTA: "Browse this week's new arrivals." No brand story yet, no urgency, just a warm confirmation. Email 2 (send: day 2-3) — Subject: "Why we started renting, not selling" — Body brief: Tell the founding story in 2-3 sentences (the closet-in-the-cloud idea), then back it with one specific proof point: "over 2.5 million customers served." One CTA: a soft text link to a styling guide, no discount mentioned. Email 3 (send: day 5-7) — Subject: "Your code expires Friday" — Body brief: Restate the 20% code as single-use and tied to this subscriber's email address, state the real expiration date, and CTA to start a rental. Add one line acknowledging it's their last reminder. Conditional split: if the subscriber has already placed a rental before Email 3 sends, route them to a post-first-rental care-tips email instead of the discount code.
Success criteria
You're done when you can:
- Exactly 3 emails, no more, no fewer, matching the lesson's core structure
- Email 1 is framed to send within 5 minutes of signup and delivers the promised incentive in the first sentence
- Email 2 includes at least one specific, named piece of social proof (a real-sounding review count, press mention, or customer number), not a vague 'loved by thousands'
- Email 3 restates the offer, adds real urgency (a stated deadline), and specifies a single-use per-subscriber code, never a shared code (per Mistake 4)
- All 3 subject lines stay close to the lesson's ~7-word guidance
- The discount does not appear in Email 1 alone with no follow-up (avoids Mistake 2)