BYREDO: Welcome Series Email Built for a Luxury Fragrance Brand
A welcome series email for a luxury fragrance brand, built to introduce the product line (Gypsy Water, Mojave Ghost, Bal d'Afrique) with the minimalist elegance the brand is known for. Three layout variations tested to optimize for conversion.
Screenshots of the live sales funnel we built for BYREDO. Click any image to view it full-size, or use the arrows to browse.
The challenge
BYREDO is a luxury fragrance brand with a distinct aesthetic: minimalist, monochromatic, sophisticated. Their welcome email needed to introduce new subscribers to the product line without compromising the brand's premium positioning. The challenge was that most welcome email best practices (bright colors, bold calls to action, discount offers) feel cheap in a luxury context. The brand needed a welcome series that felt like an invitation into an exclusive world, not a sales pitch, while still driving conversion and revenue.
What we built
We took a deliberate, page-by-page approach, every section had to earn its place. Here's what that looked like in practice:
- 01Designed a minimalist, elegant welcome email with a monochromatic black-and-white color scheme that matches the brand's luxury positioning and lets the product photography do the talking.
- 02Featured the brand's hero fragrances (Gypsy Water, Mojave Ghost, Bal d'Afrique) with high-quality product photography and sophisticated spacing that emphasizes the luxury positioning.
- 03Used clean typography and generous whitespace to create a sense of exclusivity and refinement, avoiding the cluttered feel of typical retail emails.
- 04Built three different layout variations of the welcome email to A/B test which structure (product-focused, story-focused, collection-focused) resonated best with luxury buyers.
- 05Used SHOP THE COLLECTION and SHOP NOW calls to action that are clear but understated, fitting the brand's tone while still driving clicks.
- 06Resisted the temptation to offer a discount in the welcome email, which would undermine the luxury positioning. Instead, the email sells the brand and the product story, trusting that the right customers will buy on the strength of the brand alone.
The outcome
We launched in 2024 and have been tracking real numbers since. Here's what the funnel is doing 3 months in:
“Every email agency we talked to wanted to put a discount in our welcome email. Broadwave Digitals was the first one who understood that discounts damage luxury brands. They built us a welcome series that feels like BYREDO, and the conversion rate proved that the right customers do not need a discount to buy.”
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