📬 3 Must-Have Emails for New Brands

Hey, it’s Ray.

If you’re launching a new brand (or recently did), you’re probably juggling about 42 things at once.

Website?

Product photos?

Fulfillment? 

Emails? 

Let’s be honest, email often gets pushed down the priority list. But here’s the truth:

Your first few emails can shape the entire customer relationship.

They’re the difference between a silent list and one that actually converts.

So today, I want to show you the 3 foundational emails every new brand should set up, fast.

These aren’t complicated. They don’t need to be fancy.

They just need to do one thing well: build trust early.

Let’s break it down 👇

1. The Welcome Email (Set the Tone)

The welcome email is your first impression. It sets expectations, builds excitement, and tells people why they should care.

But most welcome emails look like this:

“Thanks for subscribing!”
[crickets]

Don’t do that.

Here’s what to include instead:

• A personal intro: Who you are and what you stand for

• What to expect: Frequency, content type, perks

• A reason to click: Highlight your best seller or a low-barrier action
  

Subject line ideas:

• “Welcome to [Brand] 👋 Here’s what to expect”

• “New here? Start with these fan favorites.”

2. The Origin Story Email (Build Connection)

Once someone joins your list, they want to know: “Why should I care about this brand?”

Your story is your superpower.

This email should:

• Share your why (the problem that sparked the brand)

• Make it personal and human, not corporate fluff

• Relate it to them and what they’re struggling with
  

This builds emotional alignment. Especially for mission-driven, founder-led brands.

Subject line ideas:

• “I started [Brand] because I couldn’t find [X]”

• “This whole thing started with a problem I couldn’t ignore…”
  

People don’t just buy products.

They buy stories. Give them a good one.

3. The First Offer Email (Deliver Immediate Value)

You don’t have to wait weeks to sell something.

In fact, early subscribers want to see what you’re offering, just not in a pushy way.

Once you’ve welcomed them and shared your story, send a soft sales email that:

• Highlights a hero product

• Answers “why now?”

• Offers something exclusive (if possible)
  

Even better: tie this to an early adopter perk, like:

• “Get early access before we open to the public”
  “Founding subscribers get 10% off this week only”
  

Subject line ideas:

• “Your early access starts now 🔓”

• “Because you were here first…”
  

This frames the pitch as a reward, not a grab.

Make Your Emails Do the Talking

If you’re a new brand, you don’t need a 67-email automation funnel right now.

You just need a solid foundation.

These 3 emails:

1. Welcome your audience

2. Build emotional connection
   Deliver a clear first win

Simple. Powerful. 

Need help setting these up? I’ve built welcome flows for brands across beauty, wellness, apparel, and more. And I’d love to help you hit the ground running.

Cheers,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

Extra Tips to Boost Your Email Strategy

If you’re up about boosting your email game, I’ve got a few more gems for you:

📺 Check Out My YouTube Tutorial
Want to create a high-converting popup form that actually drives results?

In my newest YouTube video, I walk you through the process of designing popups in 2025 that boost email deliverability, grow your list, and drive more conversions. Using tools like Klaviyo and platforms like Shopify, I’ll show you exactly how to optimize your forms for success. 👉 Watch it here: 

📝 Win Back Shoppers with These 10 High-Impact Abandoned Cart Subject Lines
A lot of brands lose potential sales due to ineffective subject lines that don’t grab attention.

We've compiled a list of 10 powerful subject lines that will help you win back those shoppers and boost conversions. Want to see the subject lines that work? 👉 Check out the full list here: 10 High-Impact Abandoned Cart Subject Lines to Win Back Shoppers

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.