Format: Automated 3-email nurture sequence (triggered by the Family Hydration Guide download) · Persona: Local Hessa & Expat Emma · AIDA Stage: Desire → Action · Campaign Objective: Conversion — 15% uplift in direct-to-consumer orders via promo code
This sequence turns a guide download into a delivery customer over 12 days — value first, proof second, offer last. Each email does exactly one job and asks for exactly one click.
Email 1 — Day 0: “Your Family Hydration Guide is here 💧”
Subject line: Your Family Hydration Guide is here 💧
Preview text: Plus the one-page tracker your kids can fill in themselves.
Hi {first name},
Your Family Hydration Guide is attached — one clear, evidence-based answer to the question every parent googles at 11 p.m.: “how much water do my kids actually need?”
Start with page 3. That’s the age-by-age table most families print and stick on the fridge. And page 7 is the Daily Tracker — kids genuinely enjoy ticking the glasses off themselves, which quietly solves the “drink your water” argument for you.
Over the next few days we’ll send you two more short emails — one story from a family like yours, and one small gift. That’s it. No daily noise, we promise.
To pure mornings,
The Masafi Team[ Download your guide → ]
Email 2 — Day 5: “How the Al Marzooqi family stopped buying water at the supermarket”
Subject line: How one Dubai family took water off the shopping list — for good
Preview text: Five people, one Dubai summer, zero “we’re out of water” moments.
Hi {first name},
A family of five in Mirdif told us their water routine used to look like this: two supermarket runs a week, a car boot full of bottles in 44° heat, and — at least once a month — the 9 p.m. discovery that they’d run out anyway.
Last spring they switched to Masafi home delivery. Now the water arrives before they think about it: the same natural mineral water from the Hajar Mountains, on a schedule they set once and adjusted twice. Their words, not ours: “It’s the one subscription we’d never cancel — it removed a chore we didn’t realise was a chore.”
The tracker in your guide works even better when the water it tracks is always there.
[ See how home delivery works → ]
Email 3 — Day 12: “A small gift for your first Pure Morning”
Subject line: Your first delivery month — on us
Preview text: Code PUREMORNING · free first month of home delivery · this week only.
Hi {first name},
You’ve had the guide for two weeks now — hopefully the fridge-door tracker is filling up with ticks.
Here’s the small gift we promised: use code PUREMORNING this week and your first month of Masafi home delivery is free. Delivery scheduled around your week, cancel anytime, no questions and no forms — if it doesn’t make your mornings easier, it isn’t doing its job.
The offer expires Sunday at midnight — after that the code turns back into a pumpkin.
[ Claim your free first month → ]
Sequence logic
- Day 0 delivers pure value — fulfilling the promise instantly builds the trust the later emails spend.
- Day 5 sells with a story, not a pitch — social proof from a relatable UAE family, mapped to the personas’ real logistics pain.
- Day 12 makes one clear offer with a real deadline — the promo code is also the campaign’s conversion measurement device, tracking directly against the 15% D2C uplift objective.
AI Disclosure: The email copy on this page was drafted with the assistance of an AI tool (Claude, Anthropic), and the email template mockups were produced by the team with AI assistance; all content was reviewed and edited by the BUS278 Masafi team. Full AI disclosure is provided in the written report.
Pure Mornings by Masafi 