Designed a three-email welcome flow concept for BDY by Tree Hut, a body-care brand focused on skincare-level ingredients and simplified routines. The goal of the flow was to introduce the brand philosophy, educate new subscribers, and guide them toward building a routine without overwhelming them.

Most body-care brands rely heavily on fragrance and aesthetic appeal but struggle to communicate real skin benefits in a way that feels approachable. BDY positions itself differently, bringing skincare logic to body care which required a welcome experience that felt:

Educational without being clinical

Aspirational without being intimidating

Minimal without feeling empty

The challenge was to design a welcome flow that respected the user’s attention, met them where they are, and encouraged gradual adoption rather than a full routine overhaul.

The welcome flow was intentionally structured to follow a progressive commitment model.

Email 1 - Introduce the brand belief What makes BDY different? Establishes BDY’s core belief and differentiates the brand

Email 2 - Educate and build trust Why the products work? Builds trust through education and ingredient transparency

Email 3 - Encourage low-pressure action How to begin without overwhelm. This reduces friction and invites low-pressure action

Each email builds context for the next, allowing subscribers to form confidence before being asked to purchase.

Purpose: Introduce brand positioning and set expectations.

This email leads with BDY’s central idea: body care should work like skincare. Bold headlines and tactile imagery establish a results-driven tone while keeping the message minimal and emotionally resonant. The goal is alignment, not persuasion.

Purpose: Educate and differentiate.

The second email expands on the brand promise by addressing common frustrations with traditional body care. Ingredient callouts and structured sections explain why BDY works, using clear language to balance science with approachability.

Purpose: Encourage action without overwhelm.

The final email reassures subscribers that results don’t require a complicated routine. Centered layouts, grouped products, and supportive copy emphasize flexibility, helping first-time customers feel confident starting small.

Mobile-first layouts with clear tap targets

Consistent spacing and hierarchy to support scannability

Repeated CTAs framed as invitations rather than pressure

This project demonstrates how an email welcome flow can function as a guided brand experience, combining education, reassurance, and visual clarity to build trust before conversion.