The first message in a welcome flow usually gives away margin. This one earns attention instead: it introduces the loyalty programme, shows exactly how points turn into savings, and lets the product carry the visual weight.

• Job of the email Explain the programme clearly enough that the second purchase is already planned.
• Design decision A spend / get / discount / points table — information a subscriber can act on — rather than a hero-and-button layout.
• Category detail Four benefit icons (focus, energy, strength, recovery) keep the claims at the level of supported functions.