Alura is a Romanian direct-to-consumer brand selling women’s natural-leather footwear and handbags. Its ALURA and ALURA PREMIUM lines span ballet flats, sandals, heels, stilettos, boots, casual styles, and bags, sold through its online store and physical showroom.
The brand gives new subscribers 10% off their first order through a full-screen website pop-up. That offer gets them to signup. The welcome flow has to do the harder work: give people a reason to choose Alura.
Working with Klever Marketing Agency, Alura built a Welcome Series designed to move new subscribers from initial interest toward their first purchase. Instead of relying on the welcome discount alone, the journey combines brand storytelling, product discovery and social proof to give subscribers more reasons to choose Alura.
Challenge: Make the first impression bigger than the discount
People who enter through Alura’s pop-up have shown interest, but they have not bought yet. They also arrive with a clear incentive in mind: 10% off.
That leaves an important gap. A code explains why to act now. It does not explain why to trust the brand, how the products fit into a customer’s life, or what makes Alura memorable.
Alura wanted its welcome messaging to close that gap from the first touchpoint. The goal was to introduce the brand’s story and values, build trust quickly, and guide initial interest toward a first purchase without making the discount the whole message.
Solution: Five emails, each with a different reason to believe
Klever designed a sequence with a clear job for every send:
- Deliver the offer and introduce Alura.
- Put a person and purpose behind the products.
- Make product discovery easier with bestsellers.
- Reduce hesitation with customer proof.
- Give undecided subscribers a final reason to act.
The sequence starts one minute after signup. Emails 2 through 5 follow one day apart, and the flow runs on email only.
Emails 1 and 2 were A/B tested. In both cases, Alura compared discount-only messaging with a version that added more brand context. The case study does not disclose which variants won, so the results below belong to the full flow, not to one test version.
Email 1: The code opens the door, then Alura introduces itself
The first email gives subscribers what they signed up for. Its welcome line translates to “Welcome to the community,” followed by 10% off and the code BUNVENIT10.
From there, the richer version moves quickly into the brand. It presents Alura’s values as authenticity, quality, sustainability, comfort, and care for its community. Lifestyle photography leads into shoes, sandals, and ballet flats, while a final section invites readers to book a visit to the Bucharest showroom.
Variant A focused on the discount alone. Variant B paired the same offer with values, categories, and the showroom. Alura was testing whether a new subscriber needed only the incentive or a clearer sense of the brand behind it.
Email 2: Founder Raluca Hăulică makes the brand personal
The next email tests a repeated discount against a founder-led story.
In the story version, Raluca Hăulică explains that she created Alura at 24 for women who felt they had to spend long hours in uncomfortable shoes for the sake of looking good. She describes Alura as her first business and a personal project shaped by care, quality, and craftsmanship.
The email shows Raluca with Alura products and working with materials. It also includes a five-star customer review and another invitation to the showroom.
The message gives subscribers a person to remember and a reason the products exist. For a DTC brand, that context can be as important as the catalog itself.
Email 3: Bestsellers narrow the choice
By the third email, the sequence is ready to move from story to shopping.
The headline translates to “Styles loved by everyone.” A visual grid highlights popular footwear, followed by another BUNVENIT10 reminder. Instead of asking a first-time visitor to sort through the full catalog, Alura gives them a focused place to begin.
The offer is still present. Now the products carry more of the message.
Email 4: Real customers answer the next questions
Footwear brings practical hesitation. Will it be comfortable? Will it fit? Will it look as good in everyday life as it does on the product page?
Alura answers with social proof. Under the heading “Reviews | Real, Raw, Unfiltered,” the email features three five-star comments about comfort, fit, materials, and workmanship.
One review translates to: “They are the most comfortable ballet flats I have ever worn. I recommend them!” Another says the shoes fit “like a glove,” including on a wider foot.
Product images sit beside community photos of customers wearing Alura. The supporting line translates to: “Authentic style does not come from a studio. It comes from everyday life, with everything beautiful about it.”
The email does more than say customers are happy. It uses their words and photos to address the questions that can hold up a first purchase.
Email 5: Urgency arrives after the value
The final email tells subscribers, “The perfect pair is waiting for you,” and warns that BUNVENIT10 will expire soon.
A product grid brings footwear back into view. The message asks whether the subscriber has prepared a wishlist and links directly to sandals, shoes, ballet flats, and loafers.
This is the sequence’s strongest push, but it comes last. By this point, Alura has introduced its values, founder, bestsellers, customer reviews, community, and showroom. The deadline gives an informed prospect a reason to decide.
Strategy: Keep every message relevant to non-buyers
The content changes with every email. The audience condition does not.
Before each send, a purchase filter checks whether the subscriber has placed an order. Customers who buy leave the sequence automatically. Everyone else moves to the next message one day later.
That logic keeps the flow focused on its job: helping a new subscriber make a first purchase. It also prevents recent customers from receiving another reminder for an offer they no longer need.
For ecommerce teams building their own welcome email automation, this is a useful design rule. Map the content sequence, but define the exit condition just as carefully.
Results: Turning subscriber interest into purchases
Over the analyzed three-month period, Alura’s Welcome Series helped turn new subscribers into customers; demonstrating the role a structured Welcome Series can play in moving people from signup toward their first purchase.
The results reflect the performance of the Welcome Series as a whole. They show that a welcome journey can go beyond delivering an incentive and use brand story, products and customer trust to support conversion.
Klever’s takeaway: Attention is only the beginning
Klever specializes in email marketing for direct-to-consumer ecommerce brands, particularly businesses where storytelling, strong design, and repeat-purchase relationships matter to growth.
Its recommendation is to bring the founder and brand story into the first emails a customer receives.
“A discount gets attention, but story and authenticity are what turn a first-time buyer into a returning customer.”
Alura’s welcome series puts that thinking into practice. The discount starts the conversation. The next four emails give subscribers more reasons to continue it.
To get help implementing a welcome series like this one, contact Klever Marketing Agency at www.klever.agency. To build and test an automated welcome flow with purchase filters and email sequencing, explore theMarketer.
