Harry’s Starter Set

Email Flow

Context: After purchasing Harry's Starter Set, new customers that opted in to subscribing received an email onboarding sequence with information gaps that drove down our NPS score.

The Problem: The onboarding emails lacked clarity around what customers were receiving, when items would arrive, and how their subscription worked—critical information that impacts early customer satisfaction and retention.

Our Solution: Redesigned a 4-email journey (Post-Purchase Welcome, Order Confirmation, Shipping Notification, and Reminder) to clearly communicate product details, delivery timing, and subscription benefits while maintaining Harry's conversational brand voice.

The Process: Audited existing email performance and identified gaps in critical information delivery:

  1. Prioritized key messages: WHAT customers receive, WHEN it arrives, and WHY membership matters

  2. Crafted concierge-style welcome messaging to drive NPS positively

  3. Integrated dynamic modules for personalization (Annual Plan members, upsell recommendations)

  4. Collaborated with design to ensure visual consistency with updated brand guidelines

My Role:

  • Wrote all email copy and subject lines (4 emails, 2 subject lines)

  • Developed messaging hierarchy to balance information delivery with brand personality

  • Created modular content that could adapt to different customer segments

The Team:

  • UX Writer/Content Designer: Audrey Siaw-Asamoah

  • UX Designer: Monica Han

  • Strategy & Ops: Colin Sullivan

  • Email Marketing: Laura-Jean Yuli

  • Lead UX/UI: Federico de Sanctis

  • Developer: Allen Chan

Impact:

  • Established clearer communication standards for subscription onboarding

  • Improved message consistency across customer touchpoints

  • Reduced potential for customer confusion through explicit delivery timelines

  • Strengthened early customer-brand relationship through personalized welcome messaging

  • Created scalable email template system for future campaign variations

Email 1, Post-Purchase Welcome

  • Reduce post-purchase anxiety: Immediately confirm after set has been purchased and acknowledge the customer's decision to build trust at a vulnerable moment in the journey

    • Establish brand voice early: Set a warm, personal, concierge-style tone ("Hi there," friendly emoji) to differentiate from transactional competitors and humanize the brand

  • Remove friction from support: Provide multiple, clearly formatted contact options (email, chat hours, phone) to prevent abandonment when customers have questions

    • Bridge the gap between purchase and product arrival: Acknowledge the waiting period ("Since it's finally official") and reassure customers help is available throughout their journey

  • Lands on the same day as our Post-Purchase welcome

  • Confirms they are now a subscriber (“Congrats on subscribing”)

  • Lead with brand voice and acknowledge user’s first big step in their subscriber journey

  • End with boosting transparency and trust with a reminder that can adjust or cancel subscription later on

Email 2, Subscriber Confirmation

Email 3, Shipping

  • Maintain Harry’s wit and brand voice

  • Optimize information hierarchy to allow user to quickly find tracking info

  • Offer brief subscriber education: “5% off all Harry’s brand products”

Email 4, Reminder

  • Subject Line—> Reminder: Your first box is coming ✔

  • Remind users of upcoming subscription to allow for ample time to cancel or modify

  • Use dynamic data to include secondary modules that will interest user and not add cognitive load

  • Deprioritized additional subscriber and product portfolio education in information hierarchy

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