How to Write a Skincare Welcome Email Series (When You Offer % Off Sign-Up)

Your welcome email series should feel like self-care in an inbox.

When someone subscribes to your list in exchange for a discount, they’re raising their hand and saying: “Yes, I want in — and I’m ready to shop.”

This is your golden opportunity to:

✨ Deliver what they came for (their code).

✨ Show them who you are as a brand.

✨ Encourage that all-important first purchase.

But here’s the catch — too many skincare brands either send one generic “thanks” email (and waste the chance to connect) or they overwhelm new subscribers with a 5–part saga that fizzles by the end.

That’s why I recommend a 3-part welcome series. I think it's the sweet spot — streamlined, intentional, and focused on building trust and sales.

Let’s dive in.

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The 3-Part Skincare Welcome Email Series

(Discount Edition)

Here’s the exact flow I recommend if you’re offering % off to sign up.

📧 Email 1: Deliver the Discount (and Make the Sale Easy)

Subject line options:

• Your Glow Awaits ✨ Here’s 10% Off

• Your Exclusive Code Inside (Don’t Wait)

• Let’s Glow! Your 10% Discount Is Ready

  
  

Body copy:

Hi [Name],

Welcome to [Brand Name] — we’re so glad you’re here.

Here’s your exclusive code: WELCOME10 🎉

Use it today to save 10% on your glow essentials.

Our community’s favourites right now:

• [Bestseller #1: quick benefit e.g., “Hydration Hero for thirsty skin”]

• [Bestseller #2: quick benefit e.g., “Glow Serum for everyday radiance”]

• [Bestseller #3: quick benefit e.g., “Botanical Balm to soothe + repair”]

  
  

👉 Tap below to shop now and start your glow ritual.

CTA: Shop With 10% Off

Pro Tips:

• Make the code unmissable — put it in bold and again on the button.

• Add urgency (e.g., “Valid for 72 hours”) to spark action.

• Show product images right under the copy for easy clicking.

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📧Email 2: Introduce Your Brand + Share Value

Goal: They’ve got their code → now tell them why your brand matters and why they should trust you.

Subject line options:

• From My Bathroom Shelf to Yours ✨

• Why We Created [Brand Name] (And What Makes Us Different)

• The Story Behind Your New Glow

  
  

Body copy (example — founder-led angle):

Hi [Name],

I started [Brand Name] after years of dealing with [skin issue/concern]. Every product I tried was either too harsh, too complicated, or just didn’t work.

So I created my own formulas — designed to be simple, gentle, and effective.

We use [hero ingredient/approach], always keep it cruelty-free, and listen to what our community needs most.

Because skincare shouldn’t be overwhelming. It should feel like a ritual you actually look forward to.

Welcome to the glow club 💛

CTA: Meet Our Bestsellers

Pro Tips:

• If you’re a natural brand → highlight your botanicals.

• If you’re a luxury brand → focus on indulgence + ritual.

• If you’re a clinical brand → share the science (one strong ingredient story is gold).

• Add one quick testimonial or review to boost trust.

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 📧Email 3: Encourage Engagement + Extend Value

Goal: Now invite them deeper. This can go two ways: either drive another sales moment (without discounting again) or strengthen trust with education.

Option A: Rituals + Pairings (Sales without Discounts)

Subject line options:

• The Perfect Glow Pairs (Just for You)

• Better Together: Our Favourite Ritual Combos

• How Our Community Gets the Best Results ✨

  
  

Body copy:

Great skincare isn’t one-and-done — it’s about products that work together. Here are 3 rituals our glow-getters love:

1. Cleanser + Serum → fresh, hydrated base.

2. Moisturiser + Oil → deep hydration lock.

3. Exfoliant + Mask → reset + refresh.

   
   

Shop the pairings today and take your glow further.

CTA: Shop Rituals

Option B: Blog/Education (For Brands Who Don’t Want More Discounts)

Subject line options:

• 3 Steps to Glow Smarter ✨

• Your Simple Evening Routine (Derm-Approved)

• What Every Glow-Getter Needs to Know

  
  

Body copy:

We love sharing skincare tips that make your routine simple and effective. Our latest guide is packed with expert advice you can use tonight.

👉 [Insert blog link]

Pair it with your [product name], and you’re on your way to glowing results.

CTA: Read the Guide

Pro Tips:

• Pick sales or education depending on your brand philosophy.

• Always connect content back to a product (e.g., link from a blog post straight to a serum).

• Use UGC or customer quotes to keep it authentic.

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When someone signs up for 10% off, they’re telling you: “I’m interested, and I’m ready to shop.” Don’t waste that moment.

Deliver the code clearly, share why your brand matters, and then either inspire another purchase or build long-term trust with content.

Three emails = the perfect balance between selling and storytelling.

✨ Want support mapping out your brand’s welcome flow.? That’s what I do. Let’s chat about creating content and campaigns that help your skincare brand shine.