5-Email Welcome Sequence for a DTC Coffee Brand (sample)

Concept piece for a fictional DTC coffee brand (Larkmoor Coffee Roasters). The brand, its offers and its details are invented, and no statistics or results are claimed.

Larkmoor is a fictional direct-to-consumer coffee brand that needed a five-email welcome sequence for new subscribers who joined from the website pop-up and had not bought yet. The goal was to introduce the brand, help them pick a first bag, and prompt the first order before a welcome code expires. Personalization was first name only (shown here as "Jordan," with a fallback of "there"). Rules: one CTA per email, every email works on its own if a subscriber skips the one before it, no discount amount stated, and no results claimed.

Map the journey first: Day 0 deliver the code, Day 2 help them choose, Day 4 build trust in sourcing and roasting, Day 7 clear first-order objections, Day 10 close before the code expires.

Exit rule built in: anyone who places an order leaves this sequence and moves to the post-purchase flow.

One CTA per send, so each email has a single next step and still works if earlier emails were skipped.

Voice: warm and practical, written for people who care how their coffee tastes but are still deciding online without smelling the bag.

Placeholders kept honest: the code name and expiry are examples for the client to confirm; the roaster name and quiz are brand-detail stand-ins.

Audience: new subscribers who joined the Larkmoor email list from the website pop-up and haven't bought yet.

Goal: introduce the brand, help them pick a first bag, and get the first order.

Personalization: first name only (shown here as "Jordan"), with a fallback of "there".

Email 1 · Day 0 — Trigger: joins the list from the site pop-up. Goal: welcome them and deliver the first-order code. CTA: Shop the roasts.

Email 2 · Day 2 — Trigger: no order yet. Goal: help them choose a roast. CTA: Take the roast quiz.

Email 3 · Day 4 — Trigger: no order yet. Goal: build trust in how the coffee is sourced and roasted. CTA: Read the roasting story.

Email 4 · Day 7 — Trigger: no order yet. Goal: answer the questions that stop a first order. CTA: See brewing guides.

Email 5 · Day 10 — Trigger: no order yet, code expires tonight. Goal: prompt the first order before the code expires. CTA: Use your code.

Exit rule: anyone who places an order leaves this sequence and moves to the post-purchase flow.

Subject: Welcome to Larkmoor. Your code is inside Preview: Fresh-roasted coffee, and a little something for your first bag.

Hi Jordan,

Thanks for joining us. We roast in small batches every week and ship each bag soon after it comes out of the roaster, so the coffee in your kitchen tastes the way it did on our cupping table.

Here's your first-order code: HELLOLARK. Use it at checkout on any bag in the next 10 days.

Not sure where to start? Our House Blend is our easy-going all-rounder: chocolate, toasted nuts and a smooth finish that works in a drip machine, a French press or a moka pot.

Over the next week or so, we'll help you find your roast, show you where our beans come from and answer the questions people usually ask before their first order.

Welcome aboard, The Larkmoor team

Subject: Light, medium or dark? Here's how to tell Preview: Three questions, one roast that fits how you drink coffee.

Hi Jordan,

Picking a coffee online is hard when you can't smell it first. So here's the short version of what our three roast levels taste like:

Light: bright and fruity, with more of the bean's origin coming through. Great as a pour-over.

Medium: balanced and sweet, with caramel and nut notes. The safest pick if you're not sure.

Dark: bold and smoky, with low acidity. Stands up well to milk and sugar.

If you'd rather we choose for you, our roast quiz asks three questions about how you brew and what you add to your cup, then suggests one bag.

Your code HELLOLARK still works on whatever it picks.

The Larkmoor team

Subject: Where your coffee comes from Preview: The farms, the roaster and the reason we print a roast date on every bag.

Hi Jordan,

Every Larkmoor bag lists three things on the label: the farm or cooperative that grew the beans, the region, and the date we roasted it.

We print those because they're the things that change how your coffee tastes. Beans from different regions taste different, and roasted coffee is at its best in the weeks after roasting, not months later on a store shelf.

Our roaster, Sam, cups every batch before it's bagged. If a batch doesn't taste right, it doesn't ship.

Want the full story, from green beans to your door?

The Larkmoor team

Subject: Whole bean or ground? (And other first-order questions) Preview: Quick answers so you can order with confidence.

Hi Jordan,

Here are the questions we hear most from people about to place their first order.

Should I get whole bean or ground? Whole bean stays fresh longer, so choose it if you have a grinder. If not, pick ground and tell us your brewer at checkout. We'll grind it to match.

How should I store it? Keep the bag sealed, at room temperature and away from sunlight. Skip the fridge; moisture and smells from other food get into the beans.

What if I don't like it? Write back to this email and tell us what you didn't like. We'll suggest a different roast and make it right.

How do I brew it? We have short guides for drip, pour-over, French press, moka pot and cold brew.

The Larkmoor team

Subject: Your welcome code expires tonight Preview: Last call for HELLOLARK on your first bag.

Hi Jordan,

A quick reminder: your first-order code HELLOLARK expires at midnight tonight.

If you've been deciding, here's an easy rule: if you drink your coffee with milk, go dark. If you drink it black, go medium. If you like to experiment, go light.

No grinder at home? Choose ground at checkout and tell us how you brew. We'll grind it to match your drip machine, French press or moka pot.

Still deciding? Reply to this email and our team will help you pick a first bag.

After tonight, you'll still hear from us, just less often: new roasts, brewing tips and the occasional subscriber-only offer.

Happy brewing, The Larkmoor team

This piece shows how we plan a short welcome sequence around real decision points—code delivery, product choice, trust, objections and a timed close—with one CTA per email and an exit when someone buys. For your brand, we would work from your offer, voice and ESP setup, swap in your real product names, code and story details, and keep every claim to what you can back up. That is what we deliver in our Email Sequence Writing service on Contra.