Full lifecycle system · 22 emails · 11 shown
Dekáf
A decaf roaster whose buyers have already been burned by five to ten bad decafs. How do you sell to someone who assumes the product will disappoint?
Concept project: the brand did not commission this work. No performance results are claimed. Brand assets belong to the brand.
Hover an email to scroll it, click to open it, and scroll sideways for the whole flow.
Welcome · Day 0
Give the code and a first pick
Welcome · Day 1
Blind-test proof
Welcome · Day 3
Explain the method
Welcome · Day 5
Answer the price objection
Cart · +1 hour
Reminder and free-shipping bar
Cart · +1 day
Customer proof
Cart · +3 days
10% for people who still haven't bought
Post-purchase · Day 0
"We're roasting it"
Post-purchase · About day 4
Teach them to brew it
Post-purchase · Day 14
Review and reorder
Campaign
An educational send, not a discount
The insight
From 1,161 reviews: the customer isn't a "decaf person". They are a coffee lover whose body took caffeine away, and they want it back without a downgrade. Their own words became the copy.
Decisions I made
- One belief per email. Taste, then chemicals, then "afterthought", then price.
- Flows ranked by intent. Adding to cart removes you from browse, and buying removes you from all of them.
- A receipt for the price objection. $21.95, minus 15%, about $0.93 a cup.
- No fake urgency. Last-chance emails only run if the code really expires.
What I'd measure
- Paper vs AI scene vs lifestyle headers on Welcome 1
- First-time vs repeat buyers
- Subscriber vs one-time buyers
Some lifestyle scenes are AI-generated. Every bag and logo is the brand's real asset.