Known for their iconic check print, luxury brand Burberry uses email to quickly onboard prospective customers and highlight the newest products they have to offer.
Ecommerce brands traditionally use a multi-step email Welcome Series to onboard new subscribers, tell the brand story, and highlight popular products. Burberry keeps their email Welcome Series short — only one email — but it’s effective at educating the consumer about the brand and how to engage with them.
Burberry highlights their digital app, as well as prominently features their customer service care and store locations in their singular-email Welcome Series.
Once a customer is introduced to the brand, Burberry builds excitement around their new collections and products to drive sales through their email newsletter.
Leveraging the same template for most of their “New In” newsletters, Burberry gives new collections and products the opportunity to shine with minimal copy and big product features.