Spec / Concept Project
Self-initiated sample work for a fictional brand. Not client work. No real results or metrics are implied.
The brief
Pawsome Pantry (imagined) wants a three-email welcome series for new subscribers: friendly, useful and short, with a gentle path to a first purchase. Emails should feel like a helpful friend, not a sales blast.
Approach
One idea per email.
A clear subject line and one call to action.
Short paragraphs for mobile.
Honest offers, no fake urgency.
Email 1: Welcome (send immediately)
Subject: Welcome to the pack 🐾
Preview text: Here's what to expect from us.
Hi [First name],
Welcome to Pawsome Pantry! We're glad you and your pet are here.
Here's what you'll get from us:
Simple, honest tips for happier pets
First looks at new products
Occasional offers, never spam
To say thanks for joining, here's 10% off your first order with the code WELCOME10.
[Shop now]
Tell us your pet's name by replying to this email. We read every reply.
Warmly,
The Pawsome Pantry team
Email 2: Helpful tip (day 3)
Subject: The easy way to slow down a fast eater
Preview text: One small change at mealtime.
Hi [First name],
Does your dog finish dinner before you've put the bag away? Eating very fast is common, and a few easy changes can help:
Use a slow-feeder bowl with ridges.
Split the daily food into two or three smaller meals.
Always provide fresh water.
If you're worried about your pet's eating, your vet is the best person to ask.
[See our slow-feeder bowls]
Warmly,
The Pawsome Pantry team
Email 3: Gentle reminder (day 6)
Subject: Your 10% is still waiting
Preview text: Plus a favorite from other pet parents.
Hi [First name],
A quick reminder that your welcome code WELCOME10 is still active on your first order.
If you're not sure where to start, our most-loved item is the Natural Chicken Training Treats: small, tasty and great for training days.
[Use my 10% off]
Thanks for being part of the pack,
The Pawsome Pantry team
What this sample shows
A clear three-step flow: welcome, help, nudge
Subject lines and preview text written together
One call to action per email
Honest, low-pressure tone
Careful wording for pet-health topics, with a vet referral
0 likes · 0 views · Nov 14, 2026
Concept work: a three-part welcome email series for a fictional pet shop, featuring catchy subject lines, engaging messages and clear calls to action.