Clarity Diamonds — Welcome Email Sequence

Status: Active — live in Plunk
Updated: 2026-03-09
Platform: Plunk (useplunk.com)
Trigger: New subscriber (email capture, concierge booking, or lead magnet)
Previous version: Archived (original draft had margin/invoice/escrow positioning)

Sequence Overview

7 emails over 18 days. Each email has one job. Value before ask — the first 4 emails give, emails 5-7 ask.

Design Notes (all emails)

• Clean, minimal layout. White background, dark text.
• Font: system stack (-apple-system, BlinkMacSystemFont, Segoe UI, Roboto, Helvetica, Arial, sans-serif)
• Max width: 600px, 40px padding
• CTA buttons: dark charcoal (#2a2a2a) background, white text, 14px 28px padding
• Amanda's signature and photo at bottom of every email
• No {{firstName}} — we don't collect names. Emails open directly with their hook line.
• Footer: Amanda's name, Clarity Diamonds, Sydney, Australia

Email 01: Welcome

Send: Day 0 (immediate)
Subject: You're in. Here's what we won't send you.
Preview text: No "SALE ENDS TONIGHT" nonsense. Ever.
Psychology: Reciprocity — giving useful info immediately

Content summary:

• Opens with "We're not going to spam you" — sets the anti-hype tone
• 4 bullets on what they'll get:
  • Diamond education (4Cs, settings, budget guidance)
  • Buying smarter (best diamond for budget)
  • Buying guides (written by IGI report nerds)
  • Our collection (5 signature designs + concierge)
• Every diamond IGI certified, real person guides you, no commission
• CTA: "See How It Works →" → /how-it-works
• P.S. "Reply to this email. A real human reads it."

Email 02: The 4Cs

Send: Day 2
Subject: The 4Cs are a ranking system. Not a buying guide.
Preview text: What the diamond industry doesn't explain (on purpose).
Psychology: Authority bias — knowledgeable friend positioning

Content summary:

• Problem: 4Cs pages explain what they are, not what matters when spending money
• The hierarchy that actually matters:
  1. Cut — only C that determines sparkle. Non-negotiable: Excellent/Ideal.
  2. Colour — G/H looks identical to D in white gold. Save 20-30%.
  3. Clarity — VS1/VS2 are eye-clean. Don't pay for VVS1.
  4. Carat — 1.90ct costs much less than 2.00ct, looks the same.
• Sweet spot: Excellent cut, G-H colour, VS2 clarity, just under target carat
• CTA: "Book a consult to discuss what matters for your budget →" → /concierge
• Teaser: "Next up: what makes Clarity different — and why we don't have a shopfront."

Email 03: How We're Different

Send: Day 5
Subject: This is why we don't have a shopfront.
Preview text: Six things that set us apart.
Psychology: Pratfall effect — admitting we're online-only, framing as benefit

Content summary:

• Opens: most jewellers make buying complicated — confusing specs, vague pricing, commission salespeople
• Six trust pillars:
  1. Every diamond is IGI certified — independent third-party assessment
  2. You see your ring before it's made — 3D CAD render, approve or adjust
  3. A real person guides you — free concierge, no commission, no chatbot
  4. No high-street overheads — no $40k/month shopfront, lower costs passed on
  5. Insured delivery, Australia-wide — fully insured, tracked, signature required
  6. Secure payment — don't pay until you've approved your design
• Short version: "We help you design your perfect ring — with full confidence in what you're buying."
• CTA: "See How It Works →" → /how-it-works
• P.S. teaser: real customer stories next

Email 04: Social Proof

Send: Day 8
Subject: How Sarah designed her dream ring from her couch
Preview text: Real customers. Real stories.
Psychology: Bandwagon effect + availability heuristic

Content summary:

• Three customer stories:
  • Sarah & James (Melbourne) — quoted $8,500 at CBD jeweller, got same specs for thousands less
  • David (Brisbane) — engineer, liked the data-driven approach, concierge helped with setting, got 3D renders
  • Priya & Anish (Sydney) — custom halo/cushion design, CAD renders, dream ring for fraction of Sydney quotes
• What they have in common: compared with retail quotes, IGI certified, insured delivery
• CTA: "See the collection →" → /search

Email 05: Concierge

Send: Day 11
Subject: You don't have to figure this out alone.
Preview text: Free diamond concierge. No commission. No pressure.
Psychology: Zero-price effect (free) + regret aversion (no obligation)

Content summary:

• Acknowledges: choosing a diamond is a big decision, most people don't do this often
• Common questions people have (4 relatable scenarios)
• How it works (4 steps):
  1. Tell us what you're looking for (budget, style, preferences)
  2. We shortlist certified diamonds with specs and pricing
  3. Custom design with CAD renders if wanted
  4. No commission, no pressure — their job is finding your best option
• Cost: nothing. Free. Included with every Clarity purchase.
• CTA: "Book a Free Concierge Consultation →" → /concierge
• Alt CTA: "Or just reply to this email"
• P.S. "Average response time under 4 hours during business hours."

Email 06: Objections

Send: Day 14
Subject: "But is it a real diamond?" (Yes. Here's the science.)
Preview text: Lab-grown vs. mined. Online vs. in-store.
Psychology: Regret aversion — every safety net listed. Confirmation bias.

Content summary:

• Two sections:
  • "Are lab-grown diamonds real?" — chemically identical, same crystal structure, same hardness, same IGI grading. Only difference is origin. Resale value: mined diamonds also lose 40-60% walking out the door.
  • "Is buying online safe?" — 4 protections:
    • Certification (IGI, independent)
    • Secure payment (don't pay until design approved)
    • Insured shipping (tracked, signature required)
    • CAD preview (see your ring before production)
• Closing: "why would you pay more without a 3D preview, without a concierge, and without seeing your ring before it's made?"
• CTA: "Book a free consult →" → /concierge

Email 07: Conversion

Send: Day 18
Subject: Ready when you are. No countdown timer.
Preview text: Everything you need to make a confident decision.
Psychology: Paradox of choice avoided — only clear paths. Status-quo bias countered.

Content summary:

• Recap of what we've shared over 2 weeks (5 bullets)
• "You now know more about buying a diamond than most retail jewellers would want you to."
• Three paths:
  • Ready to browse: "Search Diamonds →" → /search (primary CTA button)
  • Want to see designs: "See the Launch Collection →" → /diamonds (outlined button)
  • Want help: "Book a Free Consultation →" → /concierge (outlined button)
  • Not ready: "That's fine. We're not going anywhere."
• Closing: industry built on confusion/pressure. "You deserve to understand what you're buying."
• Sign-off from Amanda

Positioning Rules (applied across all 7 emails)

These claims/references have been removed from all templates:

Metrics to Track

Post-Sequence Rules

• Opened 4+ emails: Move to weekly newsletter + monthly diamond spotlight
• Opened < 2 emails: Move to monthly-only cadence. Re-engage after 60 days.
• Clicked concierge CTA: Tag as high-intent. Trigger concierge follow-up.
• Clicked search CTA 3+ times: Tag as active researcher. Consider personalised shortlist.