Flows & Lifecycle editorials

Welcome email #1 at five brands: three lead with an offer in three different ways, ROKA sends a letter with no shop button, TUSHY opens the store.

Raw merge tags, expired fine print, a doubled testimonial, a typo that rode both arms of an A/B test. Small breaks from six DTC email programs.

Two signups 31 minutes apart started different Liquid I.V. welcome flows: a 48-hour track, and a 24-hour track that swaps in an education step.

39 Eight Sleep emails: one doubt per send, Affirm and HSA/FSA doing the price work, and deadlines living in footer fine print.

ROKA hands new subscribers a private 10% code, then never sells it: no shop button in email 1, a slim code banner after, and champions do the rest.

Bombas's 4-email welcome flow, captured twice 21 months apart. Two subjects held verbatim, and the 20% code vanished from the first two emails.

We left a $1,499 e-bike in a Cyrusher cart. An eight-step flow in six days, a support agent who wasn't typing, and a $1,799 price that comes and goes.