From: L’Occitane
Subject: Welcome to the world of L'OCCITANE

This welcome email, triggered after new subscribers opt-in to L’Occitane’s marketing list, is perfectly executed. The welcome email touches on the company’s unique value proposition, origin story, top selling products, and does so in a well-designed package that makes recipients feel like part of their family.

They leverage strong on-site content, including a brand video, to make a human connection when new subscribers are most receptive to brand messaging. This is an important point, as these welcome emails must be supported by strong content that customers can consume outside of the inbox. Though this email doesn’t sell directly, I’m sure it generates a healthy ROI in terms of turning new subscribers into first time customers.