Prepared by FlowSprint · September 16, 2026 · built for Klaviyo
Fifteen emails and a send calendar, written from your intake. Anything in
[SQUARE BRACKETS] is a number or detail only you have — fill those in before you send.
One revision round is included: reply to your confirmation email with notes.
Schedule from the send calendar at the end, not from the Send line on each email.
The calendar is built last, once every email exists, so it resolves collisions the
individual emails cannot see — moving a send off a holiday, spacing two emails to the
same segment, or shifting one to land on Black Friday itself. Where the two disagree,
the calendar is right and says why.
Send: Thursday Nov 19, 8:00am MT - Segment: Full list (11,400) - Job: Publish the exact dates, percentages and exclusions before anyone else has them
Subject: The Black Friday plan, in plain text
Alt subject: Dates, percentages, exclusions, no code
Preview text: Nov 24 for this list. Nov 27 for everyone else.
Here's the whole thing, written down, so you can decide now and ignore us later.
You get 30% off starting Nov 24 at 9am MT. That's three days before anyone else, and it's the deepest we go all year. The public sale opens Nov 27 at 25% off. Everything ends Dec 1 at [end time, MT]. Your 30% runs [through Nov 26 / through Dec 1 — confirm].
No code. The discount comes off at checkout on its own. If it doesn't, that's our bug, not your fault, and we'll fix it.
Excluded: gift cards and the Limited Enamel series. Enamel is a short run and we'd rather tell you now than have you find out in the cart. Free shipping still starts at $75 [confirm: pre- or post-discount subtotal].
What we're not doing: no countdown timers, no hourly doorbusters, no mystery bundles, no fake stock numbers. One price, one week.
Warranty is five years, same as always. Sale or not.
Questions about whether something is worth replacing? Reply. I read these.
[Founder name]
Northbound Supply Co.
CTA button: Reply with a question
Design note: True plain text, no logo lockup, no product images, founder signature block only. Match the price-increase email exactly.
Send: Saturday Nov 21, 8:30am MT - Segment: 90-day engaged + never-purchased subscribers - Job: Give the reader a diagnostic so they arrive at the sale already knowing what needs replacing
Subject: Four ways camp gear quits on you
Alt subject: Cold coffee, dribble burns, warped bases
Preview text: A quick check on the gear you keep meaning to replace
Gear almost never fails in the driveway. It fails at 6am in a cold tent, which is the worst possible time to learn something new about your equipment.
Four things worth checking before you pack again.
The second cup is cold. Vacuum seals get tired and nobody tells you when. Pour coffee, set a timer, walk away, come back at forty minutes. The Base Camp Mug 16oz holds heat for six hours in a freezing tent, which is the only number that matters at that hour.
Water runs down the outside of the kettle. Bad spout geometry sends boiling water over the handle and across your knuckles. Every camp kettle we tested did some version of this. The Trailhead Kettle 1.2L pours where you aim it.
The pot base has gone convex. Warped bottoms rock on a stove and scorch food in a ring. Set the pot on your kitchen counter and press one edge. If it rocks, it's done.
The handle weld has a hairline crack. Look at the joint, not the handle.
Two or more of those and you already know your list. Nothing is on sale yet. Nov 24, 9am MT.
CTA button: Read the failure notes
Design note: Text-led with four small inline product thumbnails beside the relevant paragraphs, no hero banner, no price badges.
Send: Monday Nov 23, 11:00am MT - Segment: Past purchasers + 90-day engaged - Job: Make the Nesting Pot Set explainable in one line before it ever has a discount attached
Subject: The hardest thing we make to explain
Alt subject: Three pots, two lids, one pot of space
Preview text: Nobody reads paragraphs about pots, so here's one line.
The Nesting Pot Set is the best thing we build and the worst thing we sell. Not because of how it cooks. Because describing it used to take us a paragraph, and nobody reads a paragraph about pots.
So we cut it down to this: three pots and two lids that take up one pot's worth of space in your tote.
That's the product. The thing it fixes isn't cooking, it's the tower. Most camp cookware stacks into a column that tips when you brake, rattles for four hours, and buries the small pot under the big one. Ours collapses into a single footprint, lids included, and comes out in one piece.
The honest trade-off: it's steel, so it weighs [X lbs], more than an aluminium set of the same volume. We think that's the right swap for something you buy once instead of twice. Five-year warranty, and the base stays flat.
No price in this email. That part comes tomorrow, 9am MT.
CTA button: See the pot set
Design note: One hero shot of the set nested next to a single pot for scale, plus one exploded shot showing all five pieces. No price anywhere in the layout.
Send: Tue Nov 24, 9:05am MT - Segment: Full list (11,400) - Job: Open the early-access window with the least friction possible
Subject: Your 30% starts now
Alt subject: Early access, and the four real prices
Preview text: No code. Automatic at checkout. Gift cards excluded.
Early access is open. 30% off everything on the site, taken off automatically at checkout. No code to lose.
Two exclusions, stated plainly: gift cards and the Limited Enamel series stay at full price.
Here is what the four best sellers cost right now:
Base Camp Mug 16oz: $23.80. Coffee is still hot at cup two, in a tent, in the cold.
Trailhead Kettle 1.2L: $62.30. Pours where you aim it.
Growler 64oz: $50.40. Ours has been dropped on granite. It has the dents and it still seals.
Nesting Pot Set: $148 down to $103.60. Three pots and two lids that take up one pot's worth of space in your tote.
Everything carries our 5-year warranty, same as always. We don't say lifetime, because we don't know what a lifetime is.
Your 30% runs until [CONFIRM: end of early access, date and time MT]. The public sale opens Nov 27 at 25%, so this week is the better number.
CTA button: Shop early access
Design note: Plain-text look, founder signature, no hero image. [CONFIRM before send: is the $75 free shipping threshold measured pre- or post-discount? If pre-discount, add one line under the product list.]
Send: Wed Nov 25, 7:30am MT - Segment: VIP (2+ orders) - Job: Move repeat buyers up the catalogue instead of sideways
Subject: You have the mug. The pots are next.
Alt subject: The $148 set is $103.60 for you
Preview text: The upgrade you've put off for two seasons
You've ordered from us more than once, which tells us more than any review would.
So we'll skip the introductions. If you already have the Base Camp Mug, or the growler, or both, the thing you haven't bought yet is the Nesting Pot Set. It's $148 normally. This week it's $103.60, and it ships free.
The pitch is one sentence: three pots and two lids that collapse into one pot's worth of space in your tote.
That's it. Not lighter, not prettier. Smaller when packed, which is the only thing that matters when you're loading a van at 5am and the pot tower is the reason the tote lid won't close.
Failure mode we designed against: thin pot bases that warp on a camp stove and then rock instead of sit. These have thick bases. They sit flat.
It's the highest-margin thing we make and we're not pretending otherwise. It's also the thing our repeat customers ask about most and buy last.
CTA button: See the pot set
Design note: One product photo of the set nested, next to one photo of it unpacked. Side by side, same scale, no lifestyle shot.
Send: Thu Nov 26, 8:00am MT - Segment: 90-day engaged, excluding kettle purchasers - Job: Sell one product on one specific flaw in every competitor
Subject: Why camp kettles dribble on your hand
Alt subject: Hot water down the side, every time
Preview text: The Trailhead pours clean, and it's $62.30 today
Every camp kettle you've owned has done the same thing. You tip it, the stream breaks under the spout lip, and boiling water runs down the outside of the kettle and across your knuckles.
That's not you pouring badly. It's the spout geometry. A short, wide lip lets surface tension pull the water back against the body instead of off the edge.
The Trailhead Kettle 1.2L has a longer spout with a sharper break. Water leaves the edge and keeps going. You can pour slowly into a filter cone without a second hand on the lid.
We're allowed to be picky about this. Our first kettle design leaked, and we put that on our About page instead of quietly deleting it. The current one is the version we stopped arguing about.
$89 normally. $62.30 through early access.
If your current kettle works, keep it. If you've been flinching every time you pour, this is the week it costs $27 less to stop.
CTA button: Shop the kettle
Design note: Tight close-up of the spout mid-pour, stream clearly separating from the lip. Product-page crop, not styled.
Send: Sat Nov 28, 9:00am MT - Segment: Past purchasers + 90-day engaged - Job: Give the gifting buyer one clear pick and no delivery panic
Subject: For the one who won't replace anything
Alt subject: Buy it for the guy who says he's fine
Preview text: Their mug goes cold in the tent. They'll never mention it.
Somebody in your life is still drinking cold coffee out of a mug they bought in 2017 and describing it as fine.
They will not replace it. Replacing working gear feels wasteful to them, which is a reasonable way to live and also why their coffee is cold by the second cup.
That's the whole case for buying it for them.
Base Camp Mug 16oz, $25.50. Holds heat for six hours in a freezing tent.
Growler 64oz, $54. Dropped on granite, dented, still sealing.
Nesting Pot Set, $111. Three pots and two lids that pack into one pot's space, which is a gift for anyone who has ever repacked a tote twice.
Public sale pricing is 25% off, automatic at checkout. Gift cards and the Limited Enamel series are excluded, so a gift card won't get you the discount.
The sale ends Dec 1. Standard shipping for December delivery closes Dec 17, so there's no rush on the box. Only on the price.
CTA button: Shop gifts
Design note: Three-up product grid, prices visible on the tiles. No wrapping paper, no ribbon overlays.
Send: Mon Nov 30, 7:00am MT - Segment: Never-purchased subscribers + browse-abandoners - Job: Convert the pot set on space math before the sale closes
Subject: Go measure your pot tower
Alt subject: Three pots, one pot's worth of space
Preview text: The Nesting Pot Set is $111 until Dec 1
Go look at how your cook kit currently packs. Big pot, smaller pot wedged inside it if you're lucky, lids loose in the bottom of the tote, handles catching on everything.
Now the Nesting Pot Set: three pots and two lids that collapse into the footprint of one pot. Same cooking capacity. Roughly a third of the packed volume.
$148 normally. $111 right now, 25% off automatically at checkout, and it clears the $75 free shipping threshold on its own.
What we built it to survive: bases thick enough that they don't warp and rock on a camp stove, and handle welds that don't crack after a season of being packed under heavier gear. Cracked welds are the reason most nesting sets get retired early.
Covered by our 5-year warranty.
Sale closes Dec 1 at [CONFIRM: end time, MT]. After that the price goes back to $148 and stays there.
[If subscriber 30% pricing is still live on Nov 30, swap $111 to $103.60 throughout.]
CTA button: Shop the set
Design note: Overhead shot of the nested stack beside a standard three-pot kit for scale. Same surface, same lighting.
Send: Monday Nov 30, 8:00am MT - Segment: Full list, excluding anyone who has already ordered during the sale - Job: give the Friday deciders a reason to finish, without pretending Cyber Monday is a better deal
Subject: Cyber Monday: same sale, no new trick
Alt subject: Nothing changed today but the date
Preview text: Same 25%, same automatic checkout, one day left.
Nothing about the sale changed today.
Same 25% off, still applied automatically at checkout, still no code to copy out of an email and paste wrong. Cyber Monday is a marketing holiday, not a better price. We're not going to put a countdown clock on a $34 mug and call it an event.
What did change is how many days are left. One.
The sale closes Tuesday, Dec 1 at 11:59pm MT [confirm end time]. So this is really just a nudge for the people who worked out what they needed on Friday and then closed the tab.
The numbers, so nobody has to do arithmetic at their desk:
Base Camp Mug 16oz, $25.50
Growler 64oz, $54
Trailhead Kettle 1.2L, $66.75
Nesting Pot Set, $111
[Confirm our math before send.]
Gift cards and the Limited Enamel series stay at full price, as they have all week. Everything else is 25% off until tomorrow night.
CTA button: Shop the sale
Design note: Plain-text look, founder signature, no hero image. Product prices as a simple text list, not a grid. Build note: copy assumes the subscriber 30% dropped to 25% on Nov 27 — if 30% runs through Dec 1, every number here changes.
Send: Monday Nov 30, 6:30pm MT - Segment: Browse-abandoners, last 14 days, excluding anyone who ordered during the sale - Job: convert people who already chose the product and just didn't finish
Subject: That tab you closed is still 25% off
Alt subject: The thing you looked at twice
Preview text: Still 25% off until tomorrow night, then it isn't.
Two weeks ago you were on the page for [dynamic: last product viewed], and then you weren't.
Fair enough. Gear you don't need this second is the easiest thing in the world to leave in a tab until the tab dies.
There's no new pitch in this email. It's 25% off, the discount applies itself at checkout, and the sale ends Tuesday, Dec 1 at 11:59pm MT [confirm end time]. After that it goes back to full price and you get to have this same debate with yourself next October, at 6am, in the cold, holding whatever you own now.
One honest caveat: if what you were looking at was from the Limited Enamel series, it's excluded. That isn't a trick. It's a small run and we're not discounting it.
Everything else in the catalogue is in.
CTA button: Finish the order
Design note: Single dynamic product block (image, name, was/now price) under the first paragraph. Otherwise plain text.
Send: Tuesday Dec 1, 7:00am MT - Segment: Full list, excluding sale purchasers - Job: land the win-condition product on the day the price disappears
Subject: Last day for the pot set at $111
Alt subject: The pot set goes back to $148 tonight
Preview text: $148 down to $111, and it clears free shipping on its own.
Today is the last day the Nesting Pot Set is $111 instead of $148.
Here's the line we spent all week trying to get right: three pots and two lids that take up one pot's worth of space in your tote.
That's the whole product. It isn't a system and it isn't modular. It's the pot tower problem, fixed by making the pots actually nest instead of almost nesting, which is what the stack in your bin is doing right now.
If you've been putting this off for two seasons because $148 is real money for cookware you technically already own a worse version of, this is the week that stops being a bad decision. $37 off. Over the free shipping threshold on its own. Five-year warranty.
Sale ends tonight at 11:59pm MT [confirm end time]. Discount is automatic, no code. Gift cards and Limited Enamel excluded, same as since the 24th.
CTA button: Get the pot set
Design note: Hero shot of the set nested closed beside the three pots laid out, same frame, so the space claim is visible without reading. Price crossed through above the sale price.
Send: Tuesday Dec 1, 6:00pm MT - Segment: 90-day engaged plus browse-abandoners, excluding sale purchasers - Job: close the sale on the real deadline and nothing else
Subject: Six hours left on the sale
Alt subject: Prices go back up at midnight
Preview text: Automatic discount, no code, and no extension planned.
Six hours left, give or take. The sale ends at 11:59pm MT tonight [confirm end time] and everything is back to full price on Dec 2.
Last look:
Base Camp Mug 16oz, $25.50
Growler 64oz, $54
Trailhead Kettle 1.2L, $66.75
Nesting Pot Set, $111
The mug and the kettle together come to $92.25, which clears the $75 free shipping threshold however it's counted [confirm: pre- or post-discount subtotal].
If you're buying any of this as a gift, the shipping cutoffs are Dec 17 for standard and Dec 20 for express. Those have nothing to do with tonight. You have two more weeks to sort out shipping speed. Tonight is only about the price.
This is the last email of the sale. If we end up extending it we'll say so, but plan on midnight.
CTA button: Order before midnight
Design note: Plain text, no images, no countdown graphic. Prices as a text list. Send from the founder's name, same setup as the price-increase email.
Trigger / delay: 1 hour after cart abandonment - Exit condition: Order placed, or cart emptied by the customer
Subject: Your cart is still open
Alt subject: We left your cart where it was
Preview text: Nothing cleared, nothing reserved. Just still there.
You got as far as the cart and then something happened. Dinner, signal, a kid. Happens here too.
Everything you picked is saved. Nothing has been cleared, and nothing has been held for you either, so it'll be exactly where you left it whenever you get back.
While you're deciding, the short version of why each thing is built the way it is:
Base Camp Mug 16oz: coffee still hot at hour six, in a tent, below freezing.
Trailhead Kettle 1.2L: pours where you aim it instead of down its own side and onto your hand.
Nesting Pot Set: three pots and two lids that take up one pot's worth of space in the tote.
Growler 64oz: gets dropped on granite, keeps the dents, keeps working.
Five-year warranty on all of it. Not lifetime, because we don't know what we'll be making in fifteen years, and neither does anyone else who promises that.
If something fails before year five, reply and tell us how it failed. We log those and they change the next version.
CTA button: Back to your cart
Design note: Dynamic cart block up top with item images and quantities; render only the product lines that match what's actually in the cart.
Trigger / delay: 22 hours after cart abandonment - Exit condition: Order placed, or entry into the post-purchase flow
Subject: Three questions before you check out
Alt subject: Is your cart price locked? Short answer
Preview text: Sale end date, shipping dates, and what's excluded.
Nobody abandons a cart because they forgot. Usually there's a question sitting in the way, so here are the three we get most.
Is the sale price locked to my cart? No. The discount applies automatically at checkout for as long as the sale is running, which is through Dec 1 at [CONFIRM END TIME, MT]. No code, nothing to paste. After that, the price on the product page is the price.
Will it arrive in time for Christmas? Yes, with room to spare. Orders leave here in [X BUSINESS DAYS]. Our cutoffs are Dec 17 for standard and Dec 20 for express, both a couple of weeks past the end of this sale.
What's excluded? Gift cards and the Limited Enamel series. Everything else on the site is in, including the pot set.
One more, since it comes up: free shipping starts at $75, measured on your [CONFIRM: PRE- OR POST-DISCOUNT] subtotal. The Nesting Pot Set clears it on its own at either price. A mug plus the kettle clears it together.
Anything we didn't cover, reply to this. A person reads it.
CTA button: Finish checking out
Design note: Plain text, founder signature, no product photography; the three questions bolded as the only visual hierarchy.
Trigger / delay: 46 hours after cart abandonment - Exit condition: Order placed, or sale end date passes (flow pauses until next promo window)
Subject: After Dec 1 that cart costs more
Alt subject: Dec 2 is the expensive version
Preview text: Same cart, regular prices, starting Tuesday.
Dec 1 at [CONFIRM END TIME, MT] is the end of the sale. The discount stops applying at checkout and your cart goes back to the numbers printed on the product pages.
What's in it right now: [DYNAMIC CART ITEMS WITH CURRENT SALE PRICE]
For reference, the regular prices: Base Camp Mug $34. Growler 64oz $72. Trailhead Kettle 1.2L $89. Nesting Pot Set $148.
That isn't a threat. It's just what things cost the other fifty-one weeks, and we don't run this sale again until next November.
If you're holding off because you already own a mug that mostly works, that's the entire reason this week exists. Mostly working is how camp gear gets you: at 6am, in the cold, with the coffee already cool and the kettle running water down your wrist. You don't notice the failure until you're standing in it.
Cart's still there. So is the discount, for now.
CTA button: Check out before Dec 1
Design note: Dynamic cart block first, sale price and regular price shown side by side on each line so the gap is visible without a countdown timer.
Trigger / delay: Immediately on subscribe (any BFCM signup source) - Exit condition: Places an order, or Dec 1 sale end (subscriber then drops into the standard evergreen welcome series)
Subject: Your discount, plus what it doesn't cover
Alt subject: Welcome. Here's the fine print.
Preview text: Automatic at checkout, so there's no code to lose.
You signed up for a discount. Fair enough. Here it is, including the parts most brands bury at the bottom.
Subscribers get 30% off sitewide starting Nov 24 at 9am MT. The public sale is 25% off and runs Nov 27 through Dec 1. Either way, the discount applies automatically at checkout. Nothing to copy, nothing to mistype.
Two exclusions, named up front so you don't find out on the payment screen: gift cards and the Limited Enamel series. Everything else is in.
Orders over $75 ship free.
What you've actually signed up for: a few emails during the sale, then not many. We write when something we make fails and we fix it, or when a price changes. Our best-performing email ever was the founder explaining why we put $4 on a mug.
The warranty is five years. Not lifetime. We're not going to promise you a century of anything, but five years on a mug you use every cold weekend is a fair trade.
Sale ends Dec 1 at [CONFIRM END TIME, MT].
CTA button: See what's on sale
Design note: Plain text, founder signature, no hero image; confirm whether the $75 free shipping threshold is measured before or after the discount and state it in the body.
Trigger / delay: Day 2 after subscribe - Exit condition: Places an order, or Dec 1 sale end
Subject: Our first kettle leaked
Alt subject: We got the kettle wrong the first time
Preview text: It's still on the About page. It's staying there.
Our first kettle leaked. That's written on our About page and we've never taken it down, because it's the most useful thing we know about our own products.
What it taught us wasn't about kettles. It was that camp gear almost never fails dramatically. It fails in a small, repeatable, infuriating way. A seam that seeps. Coffee cold by the second cup. A pot base that warps and rocks on the stove. A handle weld that cracks at 15 degrees.
So our product pages lead with the failure, not the feature. Before we tell you what the Trailhead Kettle does, we tell you what nearly every other camp kettle does, which is run boiling water down its own side and onto the hand holding it. Ours pours clean. That's the entire pitch.
Same logic on the Base Camp Mug. Six hours hot in a freezing tent, because a mug that gives up after forty minutes is just a cup.
Five-year warranty. If something fails inside it, tell us. That's how the kettle got fixed.
CTA button: Read the kettle page
Design note: Plain text with founder signature, matching the price-increase email format; single inline link to the Trailhead Kettle page.
Trigger / delay: Day 4 after subscribe - Exit condition: Places an order, or Dec 1 sale end
Subject: Replace whatever failed last winter
Alt subject: The four we'd buy in your position
Preview text: Subscriber price first, public price in brackets.
The sale ends Dec 1, so here are the four things worth your money, in the order most people need them. Subscriber price first, public sale price in brackets.
Base Camp Mug 16oz, $23.80 (public $25.50). Coffee stays hot six hours in a freezing tent.
Trailhead Kettle 1.2L, $62.30 (public $66.75). Pours without dribbling down its own side and onto your hand.
Growler 64oz, $50.40 (public $54). Survives being dropped on granite. Ours has the dents to prove it.
Nesting Pot Set, $103.60 (public $111). Three pots and two lids that take up one pot's worth of space in the tote. It's the hardest thing we make to explain, so do this instead: go look at the pot tower in your kit, measure it, then look at the photos.
Free shipping over $75. The mug and the kettle together clear it. The pot set clears it on its own.
No code. Automatic at checkout. Gift cards and Limited Enamel excluded, as before.
CTA button: Shop the four
Design note: Four stacked product rows with real photography, price and one-line failure fix each; confirm whether the subscriber 30% holds through Dec 1 or steps down to 25% on Nov 27 before this sends.
Trigger / delay: Fires on Placed Order, sent immediately (stagger [15 minutes] behind the Shopify order confirmation so the receipt lands first) - Exit condition: Order cancelled or refunded
Subject: Order's in. Here's what happens next.
Alt subject: Nothing to chase, nothing to enter
Preview text: The discount already applied. This is the part a receipt leaves out.
Your order is in, and the discount came off automatically at checkout. There's no code you forgot and nothing to enter later.
Here's the sequence. We pack and ship in [X business days]. You'll get a tracking email the moment the label scans, and after that a carrier we don't control does their part. If tracking sits still for more than [X days], reply to this email and someone here will chase it.
In the box: what you ordered, and a warranty card. The warranty is five years. Not lifetime. We don't promise lifetime because we can't promise a workshop that's still standing in 2060.
Worth knowing what that warranty is for. Failed welds, seams that leak, lids that stop sealing. Not dents. A dent on a steel growler is the growler doing its job, and we're not going to treat it as a defect.
If this was a gift, the Christmas cutoffs are Dec 17 for standard and Dec 20 for express. Those sit well past the sale, which ends Dec 1 at [confirm end time].
CTA button: Track your order
Design note: Plain text, founder signature, same template as the price-increase email; order summary as a small linked line at the bottom, not a hero block.
Trigger / delay: Day 2 after Placed Order - Exit condition: Order cancelled, refunded, or return requested
Subject: Three things we'd tell you in person
Alt subject: Preheat the mug before you pour
Preview text: Two minutes of reading. Five years of not thinking about it again.
Three things we'd say if you were standing in front of us with the box open.
Base Camp Mug: Preheat it. Fill it with boiling water, wait a minute, tip it out, then pour your coffee. Six hours of heat assumes the steel started warm. In a tent at dawn, it didn't.
Trailhead Kettle: Fill to the line, not past it. The spout is the reason this kettle doesn't run water down its own side, but an overfilled kettle will dribble no matter who made it.
Nesting Pot Set: It goes back together exactly the way it came apart. If you're forcing a lid, the lid is upside down. Nobody has ever gotten this right the first time.
Growler 64oz: Store it with the lid off. Sealed steel that goes into the garage damp comes back out smelling like it.
For all of it, hand wash. [Confirm dishwasher guidance before send.]
That's the whole list. We'd rather send you four sentences you'll use than a manual you won't open.
CTA button: Read the care guide
Design note: Klaviyo conditional blocks keyed to purchased product, so each customer sees only their own item's paragraph.
Trigger / delay: Day 8 after Placed Order - Exit condition: Places a second order, or sale window closes on Dec 1 (route remaining profiles to the Dec gifting send at full price)
Subject: The other person on your list
Alt subject: Dec 17 is the last honest date
Preview text: The pot set is the thing nobody buys for themselves.
Somewhere on your list is a person who owns too much camp gear and will not replace any of it. Their pot tower eats half the tote. They've decided this is normal.
That's who the Nesting Pot Set is for. Three pots and two lids that collapse into the space of one pot. It's the hardest thing we make to explain in a sentence, which is exactly why nobody buys it for themselves. They see $148, decide their current pots technically still work, and move on.
During the sale it's $111. That clears the $75 free shipping line on its own, so there's no math to do and no code to enter. The sale ends Dec 1 at [confirm end time], and the Limited Enamel series stays excluded.
If you're shipping it to someone else, the Christmas cutoffs are Dec 17 standard and Dec 20 express. Those are real dates, not sale pressure. The sale will be long over by then.
CTA button: See the pot set
Design note: One product photo of the set nested next to the same set laid out flat, shot at the same scale, no lifestyle background.
| Date | Time | Segment | Notes | |
|---|---|---|---|---|
| Thu Nov 19 | 8:00am MT | 1. The Black Friday plan, in plain text | Full list (11,400) | Warmup. Send as a true text-only Klaviyo template, not HTML with the styling turned off. This one doubles as your list warm-up before the Nov 24 full-list blast, so watch bounce and spam rates for 24 hours and purge hard bounces before Email 4. |
| Sat Nov 21 | 8:30am MT | 2. Four ways camp gear quits on you | 90-day engaged + never-purchased subscribers | Warmup. No offer mechanics beyond the dates already published in Email 1. 48h gap from Email 1 on the overlapping audience. |
| Mon Nov 23 | 11:00am MT | 3. The hardest thing we make to explain | Past purchasers + 90-day engaged | Warmup. Pot set explainer with no discount attached. This is the setup for Emails 5, 8 and 11; if it does not send, those three get weaker. |
| Tue Nov 24 | 9:05am MT | 4. Your 30% starts now | Full list (11,400) | Early access opens 9:00am MT. Send five minutes after the discount goes live in Shopify, not before. Confirm 30% applies automatically with no code. Pot set lands at $103.60 at this tier. 22h gap from Email 3. |
| Wed Nov 25 | 7:30am MT | 5. You have the mug. The pots are next. | VIP (2+ orders) | Exclude anyone who has placed an order since Nov 24 00:00 MT. First send in the suite that needs the sale-purchaser suppression segment attached. |
| Thu Nov 26 | — | No send | — | Thanksgiving. Deliberately empty. |
| Fri Nov 27 | 8:00am MT | 6. Why camp kettles dribble on your hand | 90-day engaged, excluding kettle purchasers and sale purchasers | Moved off Nov 26. This is now your Black Friday send and the public sale opens today at 25%, so the preheader and first line have to state that the sale is open to everyone now. Kettle is $66.75 at 25%, clears the $75 free-shipping threshold only if paired. |
| Sat Nov 28 | 9:00am MT | 7. For the one who won't replace anything | Past purchasers + 90-day engaged, excluding sale purchasers | The only email carrying shipping cutoffs: Dec 17 standard, Dec 20 express. Reconfirm both dates with fulfillment before this send. 25h gap from Email 6. |
| Sun Nov 29 | — | No send | — | Left empty on purpose. Gives you a clean 46h gap into Cyber Monday and a spare slot if Friday underperforms. |
| Mon Nov 30 | 7:00am MT | 8. Go measure your pot tower | Never-purchased subscribers + browse-abandoners (14 days), excluding sale purchasers | Cyber Monday, two sends to this audience permitted. Pot set at $111. |
| Mon Nov 30 | 10:30am MT | 9. Cyber Monday: same sale, no new trick | Full list, excluding everyone who received Email 8 and everyone who has ordered since Nov 24 | Suppressing the Email 8 audience keeps anyone from getting three emails today. |
| Mon Nov 30 | 6:30pm MT | 10. That tab you closed is still 25% off | Browse-abandoners, last 14 days, excluding sale purchasers | 11.5h after Email 8 to the same people, which the Cyber Monday exception allows. Highest conversion rate per send in the suite. |
| Tue Dec 1 | 7:00am MT | 11. Last day for the pot set at $111 | Full list, excluding sale purchasers and excluding the Email 12 audience below | Segment narrowed from the draft. Browse-abandoners are pulled out of this send so nobody gets Email 10 at 6:30pm and Email 11 at 7:00am, 12.5h apart. $111 is correct for the 25% public tier. |
| Tue Dec 1 | 6:00pm MT | 12. Six hours left on the sale | Browse-abandoners (14 days) + anyone who clicked a sale email Nov 24–Dec 1, excluding sale purchasers | Sale ends 11:59pm MT, so six hours is literally true from 6:00pm. Disable local-time sending or this line breaks for anyone outside MT. No overlap with Email 11 by design. |
Timezone assumed: Mountain Time (America/Denver). The intake quotes the early-access open as 9am MT, so the brand already operates on it, and the cold-weather camping buyer base skews Mountain West. Keep Klaviyo's "send in recipient's local timezone" switched off for the whole suite. It would scatter the 9:00am early-access open and make the "six hours left" claim false for half the list.
Three changes from the draft schedule
If you only send five
1. Email 4 — Your 30% starts now. The early-access open is the single biggest revenue moment in the window. Nothing else in the suite replaces it.
2. Email 11 — Last day for the pot set at $111. This is the win condition landing on the day the price disappears.
3. Email 12 — Six hours left on the sale. Real deadline, tightest segment, cheapest revenue in the suite.
4. Email 10 — That tab you closed is still 25% off. Small audience, highest intent, converts people who already picked the product.
5. Email 3 — The hardest thing we make to explain. Cutting this makes Emails 8 and 11 do the explaining and the selling at once, which is why the pot set has not moved so far.
If you find one more slot, use it on Email 1. It is the format of your best-performing email ever and it warms the list before the 11,400-recipient send on Nov 24.
Before you hit send
1. Build the suppression segment first. Dynamic segment: "Placed Order at least once since Nov 24 2026 00:00 MT." Attach it as an excluded segment on Emails 5 through 12. Check the profile count is climbing before each send. If it reads zero on Nov 25, the metric filter is wrong, not the sale.
2. Fix Smart Sending before Nov 30. Klaviyo's default 16-hour window will silently skip recipients on your Cyber Monday and Dec 1 double-sends. Drop it to 8 hours for Emails 8 through 12 only, then set it back to 16 after Dec 1.
3. Test the automatic discount with a real order. Place three test orders: one standard product at 30% on Nov 24, one at 25% on Nov 27, and one cart containing a Limited Enamel item plus a gift card to confirm both exclusions hold and no code field appears. Screenshot each cart total.
4. Verify the price math in every email. 30% tier: mug $23.80, kettle $62.30, growler $50.40, pot set $103.60. 25% tier: mug $25.50, kettle $66.75, growler $54.00, pot set $111.00. Email 11's headline number depends on the second column being right.
5. Check the $75 free-shipping line per email. The pot set, kettle and growler all clear $75 on their own. A single mug at $25.50 does not, so do not carry free-shipping copy in any mug-led send.
6. Click every link in a live preview, not the editor. Test in Gmail web, Gmail iOS, Apple Mail dark mode. Confirm UTMs are attached, no staging or preview URLs survived, and that Emails 1 and 4 render as genuine text-only templates.
7. Reconfirm Dec 17 standard and Dec 20 express with fulfillment before Nov 28. Those dates appear only in Email 7. If the carrier calendar has shifted, that email is the only thing you need to edit.
8. Deliverability watch on the two full-list sends. After Email 1 on Nov 19, check bounce rate, spam complaint rate and unsubscribe rate before Nov 24. If complaints run above 0.1% or bounces above 2%, trim profiles with no engagement in 12 months out of the Nov 24 send and take the smaller list.
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