We Built a 12-Email Welcome Sequence in 3 Hours
By Nishant Kapoor, Founder of EntireCommerce AI
A DTC brand had two transactional emails: order confirmation and shipping notification. That was it. After a customer bought, they got their tracking number and then silence.
We built a 12-email welcome and post-purchase sequence in 3 hours.
The 12-email sequence
Email 1: Order confirmation (immediate). A branded confirmation with product care tips and a "what to expect" timeline.
Email 2: Brand story (day 1). Who you are, why you built this, what makes your product different. Sent while the customer is still excited about their purchase.
Email 3: Shipping notification (on ship). Branded, with a "while you wait" content piece relevant to the product.
Email 4: Delivery + care guide (delivery day + 1). Product care instructions specific to what they bought.
Email 5: Review request (day 7). Simple ask. One link. Timed for when they've had enough time to use the product but the purchase is still fresh.
Email 6: UGC request (day 10). "Show us how you use it." Photo/video submission with a small incentive.
Email 7: Education (day 14). A useful piece of content related to their purchase category.
Email 8: Cross-sell (day 21). Products that complement what they bought. Personalised to their purchase.
Email 9: Loyalty program intro (day 28). Points earned on their purchase, how to earn more, what they can redeem.
Email 10: Re-engagement (day 45). Check-in. How's the product working? Links to support and FAQs.
Email 11: Replenishment/repeat (day 60). Timed to when they might need to reorder or upgrade.
Email 12: Referral ask (day 75). "Know someone who'd like this?" With a referral incentive.
Why timing matters more than copy
The sequence above isn't just 12 good emails. It's 12 emails sent at exactly the right moment in the customer relationship. The review request on day 7 (not day 1). The cross-sell on day 21 (not day 3). The referral ask on day 75 (not day 7).
Every DTC brand we work with has the same gap: they stop talking to customers after delivery. The relationship doesn't end at the tracking number. That's where it starts.
Results from the first 90 days: repeat purchase rate went from 4% to 11%. Details in our before/after post-purchase email breakdown.
Get the full playbook
This post is based on our Email playbook. The full version has step-by-step instructions, prompts, and agent configurations.