Excerpt, pages 2 to 5 of 11. Fictional brand, written to show the format.
Sequence map
Trigger: signup through the footer form or the first-order popup. Platform: Klaviyo. Everyone enters at email 1. Anyone who places an order leaves this flow and moves to the post-purchase flow.
| Timing | Goal | Subject lines (A and B) | Preview text | |
|---|---|---|---|---|
| 1 | Right after signup | Deliver the code, set expectations | Your 10% code is here / Welcome to the Kilnhouse studio | One code, and how we make every piece |
| 2 | Day 2 | Explain why handmade costs more | Why no two mugs match / 14 days from clay to your table | What happens between the wheel and your door |
| 3 | Day 4 | Help them pick a first piece | Where most people start / Three easy first pieces | Our simplest gift and our hardest-working bowl |
| 4 | Day 7 | Answer care and shipping doubts | Yes, it goes in the dishwasher / How we pack so nothing breaks | Care, shipping and returns in two minutes |
| 5 | Day 10 | Last reminder before the code ends | Your code ends tomorrow / Still thinking about that mug? | Your 10% code expires at midnight tomorrow |
Segmentation notes
- Exclude anyone who has used the code from email 5.
- Anyone who clicks a gift product in email 1 gets the gift version of email 3.
- Wholesale page signups skip this flow and get a personal reply.
- Subscribers outside the US get the international shipping block in email 4.
- Split test subject lines on emails 1 and 2 for 30 days, 50/50. Pick the winner by click rate, not open rate.
Email 1: welcome and code
- Send: immediately after signup
- Subject A: Your 10% code is here
- Subject B: Welcome to the Kilnhouse studio
- Preview: One code, and how we make every piece
Hi [first name],
Thanks for joining. Here is your code for 10% off your first order:
KILN10
It works on everything in the shop for the next 10 days.
Kilnhouse is two potters and one kiln in a converted garage. Every mug, bowl and plate is thrown on the wheel, glazed by hand and fired twice. That means small batches, small differences between pieces, and the occasional week where a favorite sells out.
We email about once a week, and you will hear about new batches first.
Button: Browse the shop
Talk soon,
Mara and Ellis, Kilnhouse
P.S. If you are buying for someone else, reply and tell us. We will add a handwritten card at no charge.
Email 2: why no two mugs match
- Send: day 2, 10:00 am in the subscriber's time zone
- Subject A: Why no two mugs match
- Subject B: 14 days from clay to your table
- Preview: What happens between the wheel and your door
Hi [first name],
People sometimes ask why a Kilnhouse mug costs more than one from a department store. The honest answer is time. Here is what happens to every piece before it ships:
- Day 1: we throw it on the wheel and leave it to firm up overnight.
- Days 2 and 3: we trim the base, pull and attach the handle, and stamp our mark.
- Days 4 to 9: it dries slowly under a cover so it does not crack.
- Day 10: first firing, called the bisque.
- Days 11 and 12: we dip and brush on the glaze by hand.
- Days 13 and 14: second firing, then a check for flaws. Anything with a crack or a bad glaze run goes on our own kitchen shelf, not yours.
Because the glaze moves in the kiln, each piece comes out slightly different. Product photos always show the current batch, so what you see is close to what you get.
Button: See this week's batch
Your code, KILN10, is still active for 8 more days.
Mara and Ellis
P.S. Watch for our Ash Blue glaze. It never comes out the same twice.
Layout note: send email 2 with the logo, text and one button only, no product grid, so it reads as a note from the studio rather than a promotion.
