Welcome Email Flow (spec project)
Project Type: Email Marketing / Lifecycle Copywriting
Brand: WubbaNub
Scope: Welcome automation sequence for new subscribers
Overview:
WubbaNub is known for its signature pacifier-plus-plush companion designed to comfort babies and simplify life for parents. For this project, I developed a four-email welcome sequence that introduces new subscribers to the brand, highlights product benefits, and encourages first-time purchases through a strategic welcome incentive. The messaging balances emotional reassurance for parents with clear product value, positioning WubbaNub as both a comforting solution for babies and a practical one for caregivers.
Audience:
New and expecting parents
Parents of infants and toddlers
Key Motivations
Helping soothe and comfort their baby
Finding convenient parenting solutions
Trusting safe, reliable baby products
Emotional connection with baby-focused brands
Project Goals:
• Welcome and engage new email subscribers
• Build early brand trust with parents
• Educate customers on the unique WubbaNub product design
• Encourage exploration of the product collection
• Drive first-time purchases using a 10% welcome incentive
Strategy:
The welcome flow uses a relationship-building approach designed to guide new subscribers from introduction to purchase.
Email 1 — Welcome & Incentive
Introduce the brand and reward subscribers with a 10% welcome discount.
Email 2 — Benefit Education
Explain why parents love WubbaNub while highlighting key product benefits.
Email 3 — Product Discovery
Encourage browsing by showcasing the variety of plush characters.
Email 4 — Reminder & Conversion Push
Reinforce urgency with a reminder to use the welcome discount.
The tone throughout the sequence is warm, reassuring, and parent-focused, reflecting the emotional landscape of early parenthood.
Deliverables:
• 4-email automated welcome sequence
• Subject lines optimized for engagement
• Conversion-focused CTAs
• Brand-aligned messaging tailored to parents
Key Copywriting Focus:
Emotional connection
Comfort for babies, peace of mind for parents.
Benefit-driven messaging
Highlighting both emotional and practical product value.
Conversion strategy
Clear calls to action paired with a welcome incentive.
Brand voice alignment
Warm, nurturing, and supportive.
