Glossier has one of the

Glossier has one of the most recognizable brand identities in beauty.

But their welcome email is leaving money on the table.

Below is my breakdown of what's working, what's not and what I changed.

What Glossier gets RIGHT:

✅ Clean, consistent brand aesthetic ✅ They’ve got strong positioning copy ✅ The sticker callout creates genuine brand delight

Good bonessss. The execution needed work 👇

What wasn't working:

✦ Discount code buried in plain body text ✦ 7 identical "Shop now" buttons - when everything's a CTA, nothing is ✦ Many products at once — feels like a catalog, not a recommendation

Great aesthetic. But the conversion decisions aren't there.

Here's what I changed 👇

✦ Styled code block ✦ Single CTA above the fold ✦ Sticker moment moved up ✦ Social proof added

Same brand DNA. More intentional.

Every decision in an email is a revenue decision first, a design decision second.

6+ years as a brand designer — now going deep on email marketing design for DTC brands.

Day 2 of 25. 👋🏾 #MakeItHappen30DayChallenge