Wasn’t able to attend the recent journeys workshop on the jewelry industry? We’ve got you covered. We’ll be uploading all workshops to YouTube afterwards so that you can tune-in any time! Check out the recap below to see how your brand can optimize or build your onboarding journey.

Brilliant Earth

In Brilliant Earth’s first email of their welcome series, they highlight the four key competitive advantages. This doesn’t need to be wordy to be effective! 

Based on what we see in the MailCharts app, onboarding series typically contain 3-5 emails. The content within these emails should highlight any welcome offer, product offerings, loyalty programs, and other information you think a new shopper to your brand should know.

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Van Cleef & Arpels

If you’re a luxury brand like many jewelry brands, you may not be able to offer a welcome discount like other brands. That’s okay! Van Cleef & Arpels does a great job of highlighting their quality products through videos and details of their history. 

Even if you’ve got premium products, it’s good to educate new shoppers of your products, different shopping categories, and what makes you unique. 

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In Jewlr’s onboarding series, you can see that they highlight their jewelry personalization for a unique product as well as their VIP program. If you have specific perks to shopping with your brand, the welcome series is a great place to educate new subscribers. 

Many brands have introduced loyalty programs, refer-a-friend programs, and other VIP perks to help increase CLTV. If you’re looking for more loyalty program email examples, check out our loyalty rewards curated email list. 

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Workshop Recording


Creating a MailCharts account is absolutely free. Sign up to explore several journeys to help you level up your new or existing journeys.