Before You Launch: The 3 Automated Emails You Should Set Up First
“Even if you’re just starting out, setting these in place before your launch gives you something far more valuable than hype."
Launching something new like a shop, a collection, or a brand carries a very specific kind of electricity. The quiet tension before the curtain lifts and the private build-up. The obsessive refinement of every detail. For many founders, it’s all-consuming. But in that focused preparation, there’s one crucial thing that often gets overlooked: the experience after someone takes action.
You’ve designed your product, planned visuals, and mapped your announcement. But when someone places an order or signs up for your list, what happens next?
Too often, the answer is… nothing. Or worse, a generic receipt. This can immediately break your spell because while your brand may feel magical during the build-up, the post-purchase or post-signup experience is what determines whether that energy continues or fizzles out. This is where you need email. Not weekly newsletters or elaborate campaigns just yet, but foundational, automated flows. Quiet, consistent, and evergreen. Systems that hold your audience, carry your energy, and allow your presence to live on, even when you’re not personally showing up.
Even if you’re just starting out, setting these in place before your launch gives you something far more valuable than hype, it gives you continuity.
Let’s talk about the three most essential email flows to create before your first sale or subscriber.
The Welcome Email
This is the moment someone says yes to your world. Maybe they joined your list during pre-launch. Maybe they signed up because of a freebie or curiosity. Either way, they’ve crossed the threshold. Your welcome email is your chance to meet them there.
Most platforms insert a default message like “Thanks for subscribing!” and while technically functional, it’s a missed opportunity. Your welcome email doesn’t have to be long, but it should absolutely be intentional. Set the tone and let your voice lead. Offer a glimpse of what they can expect from you. Help them feel something like resonance, curiosity, and trust.
A beautiful welcome email might include:
A short brand story, told with emotion and clarity
A note on what kind of emails they’ll receive (and how often)
A small gesture: a playlist, a ritual, a blog post, or a favorite quote
A gentle hint about what’s coming next
If you do nothing else before launching, write this one email! Make it quality because it’s often the most opened message your audience will ever receive beyond the post-sale order confirmation email.
The Abandoned Cart Email
It might feel strange to set this up before you’ve even launched, but it’s actually one of the most important automations to have in place from day one. People will browse. They’ll add things to their cart. And they’ll leave not because they’ve changed their minds, but because they got distracted or overwhelmed or just needed time.
A well-crafted cart reminder doesn’t sound like a demand. It’s not a guilt trip. You don’t need to tell them their cart is “about to expire” or “waiting impatiently.” Instead, treat it like a soft tap on the shoulder, something that mirrors the voice of your brand, not a checkout system.
A more aligned reminder might sound like:
“We noticed you left something behind. If it’s still calling to you, we’ll keep it safe a little longer.”
You can also include a line that rekindles desire, like reminding them how they’ll feel when the product arrives or how it fits into a ritual or intention. The tone here should feel like a return, not a pitch. A reopening of the door.
The Post-Purchase Flow
This is where most brands fall completely silent. A customer buys something, and the communication ends, or worse, is reduced to a stock receipt and a tracking link. But this moment is just as important as the first. Arguably more so.
The post-purchase flow is what turns a one-time buyer into someone who tells their friends, leaves a glowing review, or returns to buy again. It’s where you confirm that the experience of purchasing from you is as thoughtful and aligned as the product itself.
Start with a beautiful order confirmation email. Yes, it needs to include order details and estimated shipping. But it should also feel like a continuation of your brand, not a system-generated break from your vibe. Keep your tone flowing and consistent with your brand across all of your emails.
You might say something like:
“Thank you for your order, it’s already in motion. We’re preparing your item with care, and it will be on its way soon.”
Beyond that, you can follow up with a short sequence:
A behind-the-scenes glimpse of how your items are prepared
A message before delivery with a ritual, care tip, or prep idea
A gentle check-in a few days after arrival asking how they’re enjoying it
An invitation to leave a review or share their experience
It doesn’t have to be complicated. A few simple, on-brand messages can go a long way toward deepening trust, especially for new businesses or first-time customers.
Why These Three Matter Most
Because they show you care before, during, and after the transaction. They create the illusion of scale and intention, even if you’re just getting started. They also allow your brand to keep moving with or without you, while still feeling personal and alive.
This is important because these 3 email turn what could be a flat, disconnected moment into something warm and human and this serves you in the long run.
You Don’t Have to Make It Perfect
You can start small with a single welcome email. A soft cart reminder or one or two post-purchase notes. Write them with personalization in mind. And write them as if you’re speaking to someone curious, kind, and already half in love with what you do.
The goal isn’t volume, it’s about consistency of tone and presence. You want your customer to feel like they’re still inside your world… even after they’ve clicked “buy.”
And when these flows are done right, you’ll find that launching doesn’t feel quite so frantic. You’re not scrambling to respond to every question or manually hold attention. The energy keeps flowing, with or without your constant input because you’re building something sustainable.
Want emails that enchant, convert, and build lasting customer love?
Explore my email marketing services or get in touch to start your project.
