Brandless welcomes you to their community warmly, specifically with their Welcome Series emails. By offering their free shampoo for any $1 spent, this quickly encourages subscribers to click back to the shop and claim their free gift.
The welcome series of emails not only offers users a free gift, but also suggests a good place to start shopping. In this case, they recommended the Greatest Hits Bundle. The language they use is also friendly, funny, and approachable, which is consistent with the voice & tone on the website.
After joining the mailing list, additional emails promoted activations like Flash Sales offering the promise of even further-discounted prices. The simplicity of the email designs are in the large headlines and single-minded messages, allowing users to focus on the primary call to action.