Most luxury brands treat their Welcome Flow like a receipt printer: "Here is your 10% code, thanks." This is a massive missed opportunity. Your Welcome Flow is the digital equivalent of a sales associate greeting a client at the door. It sets the tone for the entire relationship.
The 4-Email "Equity" Sequence
We implement this €50k/month structure for scaling brands:
Email 1: The Brand Manifesto (Day 0)
Goal: Indoctrination. Do not sell product. Sell the philosophy. Why do you exist? Who are you fighting against? (e.g., "We believe fast fashion is criminal.")
Email 2: The "Founder's Note" (Day 1)
Goal: Human connection. A plain-text style email from the founder. "I started this brand because..." Vulnerability builds trust faster than polish.
Email 3: The Social Proof (Day 3)
Goal: Validation. Don't show reviews saying "Great shipping." Show reviews that validate the identity of the buyer. "I felt like a CEO wearing this."
Email 4: The "Bestseller" Curation (Day 5)
Goal: Conversion. Now that they trust you, guide them. "If you only buy one thing, start here."