Prepared by FlowSprint · built for Klaviyo
Fifteen emails and a send calendar, written from the intake. Anything in [SQUARE BRACKETS] is
a number or detail only the store has — those get filled in before sending. One revision
round is included.
Send: Fri Nov 20, 8:00am - Segment: 90-day engaged - Job: put the date in their head before the noise starts
Subject: Our one sale of the year is Nov 24
Alt subject: Mark the 24th
Preview text: No early bird nonsense, just the date
We run one sale a year. It starts Tuesday, November 24th.
That is the whole email. We are telling you now because by the 24th your inbox is going to
look like a slot machine, and we would rather you hear it from us while you can still read.
A few things worth knowing in advance. Subscribers get in first, and at a better number than
everyone else. The sale runs through December 1st. And the gear that sells out is the same
gear that sold out last year, which we will be specific about closer to the date.
If you have been waiting on something, this is the week it gets cheaper.
Back Tuesday.
CTA button: See what we make
Design note: Plain text, founder-signed. No hero image, no product grid. This should look like an email from a person.
Send: Sun Nov 22, 10:00am - Segment: 90-day engaged - Job: kill the "is this a real discount" objection before it forms
Subject: What is actually on sale, and what is not
Alt subject: The exclusions, up front
Preview text: Gift cards and the Limited Enamel are out
Most sale emails tell you the number and bury the exceptions in grey text at the bottom. Here
are ours in the first paragraph.
On sale: everything. The Base Camp Mug, the Trailhead Kettle, the Nesting Pot Set, the
Growler, every colourway, every size.
Not on sale: gift cards, and the Limited Enamel series. The enamel run is small and we
price it at what it costs us to make.
The discount is automatic at checkout. There is no code to remember, no minimum, no "spend
$200 to unlock" ladder. Free shipping still starts at $75, same as every other day of the
year.
Subscribers get the better number, and it opens Tuesday at 9am Mountain.
CTA button: Browse before Tuesday
Design note: Two-column in/out list. Keep the exclusions in the same type size as everything else — shrinking them defeats the entire point of the email.
Send: Mon Nov 23, 4:00pm - Segment: 90-day engaged + VIP - Job: convert the warmup into a calendar appointment
Subject: You get 30% tomorrow at 9am
Alt subject: Your number is 30, not 25
Preview text: Three days before the public sale opens
Tomorrow at 9am Mountain, your discount goes live: 30% off, sitewide, automatic.
The public sale opens Friday at 25%. You get three days and five extra points because you are
on this list, which is the only loyalty program we have ever managed to run without
embarrassing ourselves.
What tends to go first: the Nesting Pot Set and the Growler in the darker colourways. We built
[QUANTITY] pot sets for this season and we are not making more until spring.
Nothing to do now. Tomorrow, 9am. The prices will already be changed when you get here.
CTA button: Set a reminder
Design note: Countdown block to Nov 24 9:00 MT. One product row underneath — pot set and growler only. Do not show the full catalogue here.
Send: Tue Nov 24, 9:00am - Segment: 90-day engaged + VIP - Job: open the sale and get the first orders in
Subject: 30% off. Live now.
Alt subject: Your early access just opened
Preview text: Prices are already changed, no code needed
It is open. 30% off everything, automatic at checkout.
The short version of what we would buy:
Base Camp Mug — $34, now [SALE PRICE]. The one that keeps coffee hot for six hours in a
freezing tent. If you have never owned one of ours, start here.
Trailhead Kettle — $89, now [SALE PRICE]. Pours without dribbling down the side. That is a
low bar that almost every camp kettle on the market fails to clear.
Growler — $72, now [SALE PRICE]. Survives being dropped on granite. Ours has the dents.
Nesting Pot Set — $148, now [SALE PRICE]. Three pots and two lids in the space of one pot.
More on this Wednesday, because it deserves its own email.
Friday the number drops to 25% for everyone. Until then, 30% is yours.
CTA button: Shop at 30%
Design note: Four-product grid with real photography, price struck through. Sale price pulled dynamically — do not hardcode.
Send: Wed Nov 25, 8:00am - Segment: 90-day engaged, not yet purchased - Job: sell the highest-margin product by finally explaining it properly
Subject: The pot set nobody understands
Alt subject: Three pots, the space of one
Preview text: Our worst product description, fixed
We have a problem with the Nesting Pot Set, and the problem is us.
Every time we try to describe it we end up saying "three pots and two lids that nest," which
is accurate and tells you nothing. So here is the actual pitch.
You own a big pot, a small pot, and a lid that fits neither properly. They live in three
different places in your kit and you bring the wrong one every time. The set is 1.5L, 1L, and
0.7L, and all five pieces collapse into the footprint of the 1.5L alone. One thing to pack.
One thing to find in the dark.
The handles fold flat and lock. The lids double as strainers. It is the only cookware we make
that we tell people to buy *instead of* buying more of our cookware.
$148, and [SALE PRICE] until Tuesday. We built [QUANTITY] for the season.
CTA button: See the pot set
Design note: Lead with a single photo of all five pieces nested, next to the same five unpacked. That comparison is the entire argument — do not bury it below the fold.
Send: Thu Nov 26, 11:00am - Segment: 90-day engaged, not yet purchased - Job: use the one deadline that is genuinely real
Subject: Your number drops on Friday
Alt subject: 30% until tomorrow, then 25%
Preview text: The public sale is not a better deal than this
Tomorrow morning the sale opens to everyone at 25%, and your 30% goes away.
That is a real five-point difference, not a manufactured one: [SAVINGS ON POT SET] on the
Nesting Pot Set, [SAVINGS ON KETTLE] on the Trailhead Kettle. Nothing about Friday is a better
deal than today. There is no secret second wave.
If you have something sitting in a cart, today is the day it costs the least it will cost this
year.
Free shipping over $75, and orders placed today go out [SHIP TIMEFRAME].
CTA button: Finish at 30%
Design note: Dynamic cart block at the top for anyone with an active cart; fall back to the four best sellers for everyone else.
Send: Fri Nov 27, 6:00am - Segment: All engaged - Job: open the public sale
Subject: 25% off everything. Today.
Alt subject: The sale is open to everyone
Preview text: Automatic at checkout, no code, no minimum
The sale is open. 25% off everything we make, automatic at checkout.
No code. No minimum. No tiers where you spend more to save more. Gift cards and the Limited
Enamel series are the only things excluded, same as we told you on Sunday.
Free shipping over $75. The sale runs through Tuesday, December 1st.
If you want a recommendation instead of a catalogue: the Base Camp Mug is the thing most
people buy first and the thing most people come back to tell us about. The Nesting Pot Set is
the thing we would buy if we were starting a kit from scratch.
CTA button: Shop the sale
Design note: One clean hero, then the four best sellers. Resist the urge to show all [SKU COUNT] products — this email's job is to get the click, not to merchandise.
Send: Fri Nov 27, 5:30pm - Segment: All engaged, did not open this morning - Job: a second Black Friday touch that earns its place with a story, not a repeat
Subject: The kettle we had to redesign
Alt subject: Our first one leaked
Preview text: Version one was a genuinely bad product
Our first kettle leaked.
Not dramatically. It dribbled down the side when you poured, put a wet ring on everything it
touched, and in cold weather that ring froze. We sold it for [TIME PERIOD] before we admitted
the spout geometry was wrong and started over.
The Trailhead Kettle is version two. The spout has an undercut lip that breaks the stream
cleanly instead of letting it crawl back along the metal. 1.2L, folding handle, and it pours
where you point it.
We mention this because "we fixed our own bad product" is a more useful thing to know about a
company than anything we could put in a headline.
$89, 25% off through Tuesday. Five-year warranty, same as everything we make.
CTA button: See the kettle
Design note: Plain-text treatment with one product photo at the bottom. This is a story email — a product grid would flatten it.
Send: Sat Nov 28, 9:00am - Segment: Engaged, not yet purchased - Job: social proof from real order data, not invented numbers
Subject: What everyone is buying
Alt subject: Three days in, here is the order
Preview text: The pot set is outselling what we expected
Three days into the sale, this is the order things are moving in:
1. Base Camp Mug — [UNITS] sold. Predictable. It is $34 and it is the easiest thing we
make to say yes to.
2. Nesting Pot Set — [UNITS] sold, which is more than we planned for. The Wednesday email
seems to have finally explained it.
3. Growler — [UNITS] sold, mostly in [TOP COLOURWAY].
4. Trailhead Kettle — [UNITS] sold.
We are at [STOCK NOTE] on the pot set. When it goes it is gone until spring — we do not do
mid-season production runs.
Sale runs through Tuesday at 25%.
CTA button: Shop best sellers
Design note: Numbered list with product photos. Every [UNITS] figure must be pulled from real Shopify data before send — if the numbers are not ready, cut this email rather than estimating.
Send: Mon Nov 30, 6:00am - Segment: Engaged, not yet purchased - Job: re-open attention on the second peak day
Subject: Cyber Monday, same 25%
Alt subject: We did not invent a new discount
Preview text: Same sale, two days left
It is Cyber Monday and we did not invent a new discount for it.
It is the same 25% we have been running since Friday, because inventing a deeper Monday
discount would mean everyone who bought on Friday got a worse deal for trusting us early. We
are not doing that.
What has changed is what is left. [STOCK NOTE ON POT SET]. [STOCK NOTE ON GROWLER].
The sale ends tomorrow, Tuesday December 1st, at midnight Mountain.
CTA button: Shop what is left
Design note: Lead with remaining stock, not with the discount. The honesty angle is the differentiator on the single noisiest email day of the year.
Send: Mon Nov 30, 6:00pm - Segment: Not yet purchased - Job: convert gift buyers with the shipping deadline, not the sale deadline
Subject: If it is a gift, read this
Alt subject: The dates that actually matter
Preview text: Dec 17 standard, Dec 20 express
If you are buying for someone else, the sale deadline is not your real deadline. These are:
December 17 — last day for standard shipping to arrive by the 25th.
December 20 — last day for express.
Those dates are carrier estimates, and carriers in the third week of December are doing their
best. We would not cut it close.
The practical move is to buy now at 25% and have it sitting in a cupboard by the [DELIVERY
WINDOW], rather than paying full price in a panic on the 19th.
Easiest gifts, in order: the Base Camp Mug at $34 for someone who camps occasionally, the
Nesting Pot Set at $148 for someone who is properly into it.
Sale ends tomorrow at midnight.
CTA button: Shop gifts
Design note: Put the two dates in a bordered block near the top. Two price tiers underneath, nothing else.
Send: Tue Dec 1, 4:00pm - Segment: Not yet purchased - Job: the deadline, stated once, without theatrics
Subject: Ends tonight at midnight
Alt subject: Last few hours at 25%
Preview text: Back to full price tomorrow morning
The sale ends tonight at midnight Mountain. Tomorrow everything goes back to full price and
stays there until next November.
We are not going to extend it. Last year we watched three brands we like run a "final hours"
email and then a "we extended it" email the next morning, and it made both emails worthless.
Still here: [REMAINING STOCK NOTE].
25% off, automatic, free shipping over $75. That is the last time we will say it this year.
Thanks for reading all of these. Genuinely — twelve emails in eleven days is a lot to ask, and
we appreciate you being here for it.
CTA button: Shop before midnight
Design note: Plain text, founder-signed, closing the loop with the Nov 20 email. Countdown timer to midnight MT at the top.
Trigger / delay: 1 hour after cart abandonment - Exit condition: completes checkout
Subject: Your cart, still here
Alt subject: Did the site eat it?
Preview text: No discount pitch, just the link back
Your cart is still sitting there if you want it.
No pitch attached to this one. Carts get abandoned because a toddler appeared, or the phone
rang, or you wanted to check a measurement. Usually it is not a change of heart.
If it was a change of heart, that is fine too — nothing here expires in the next hour.
CTA button: Back to my cart
Design note: Dynamic cart contents with images and current sale price. No urgency language, no discount. This email's only job is to be a link.
Trigger / delay: 22 hours after abandonment - Exit condition: completes checkout
Subject: The three things people ask first
Alt subject: Sizing, shipping, and the warranty
Preview text: Answering it before you have to email us
Still thinking about it. Here are the three questions we get most, answered without you having
to ask.
Does the sale price hold? Yes, through December 1st at midnight Mountain. Your cart is not
holding a special price — the sale price is just the price until then.
How long is shipping? [SHIP TIMEFRAME] for standard. December 17th is the last day for
Christmas arrival.
What if it breaks? Five-year warranty, and we do not make you argue for it. Send a photo,
we replace it.
If your question is not one of those three, reply to this email. It comes to a person.
CTA button: Finish checking out
Design note: Q&A blocks, cart summary at the bottom. Keep the warranty answer at exactly five years — never write "lifetime."
Trigger / delay: 46 hours after abandonment - Exit condition: completes checkout, or sale ends
Subject: Sale ends [SALE END DATE]
Alt subject: Last note about your cart
Preview text: After that it goes back to full price
Last note about this, then we will leave you alone.
The sale ends [SALE END DATE] at midnight Mountain. After that your cart is still your cart,
it just costs [FULL PRICE DIFFERENCE] more.
That is the entire reason for this email. No countdown graphic, no "we noticed you looking."
CTA button: Check out
Design note: Shortest email in the flow. Cart summary, one button, done.
Trigger / delay: Immediately on subscribe - Exit condition: none — everyone gets this
Subject: Here is your 30%
Alt subject: You are on the list
Preview text: Plus what to expect from us, which is not much
You are on the list, which means you get the subscriber price: 30% off during our sale,
five points better than the public number.
[CODE OR AUTOMATIC-AT-CHECKOUT NOTE]
Now, expectations. We email roughly [EMAILS PER MONTH] times a month outside of sale season.
We do not send a "happy Wednesday" email. If we are in your inbox, there is either something
new or something ending.
What we make: insulated steel drinkware and cookware for people who camp when it is cold.
Mugs, kettles, a growler, and a pot set. That is the whole catalogue. We would rather make
four things properly.
CTA button: Shop at 30%
Design note: Deliver the discount in the first 100 pixels. Everything else is below it.
Trigger / delay: Day 2 - Exit condition: none
Subject: Why our stuff is heavier
Alt subject: The tradeoff we made on purpose
Preview text: Lighter gear exists. We did not build it.
Our gear is heavier than the competition and we did that on purpose.
Insulated double-wall steel weighs more than single-wall titanium. There is no clever
engineering that gets around it. What you get for the weight is a mug that still has hot
coffee in it six hours after you poured it, at temperatures where a titanium cup is a cold
cup with a handle.
If you are counting grams on a thru-hike, buy titanium. We mean that — we are the wrong
company for that trip.
If you are car camping, van camping, or ski touring out of a hut in February, the weight is
sitting in a vehicle anyway and the insulation is the entire point.
That is the tradeoff. We would rather you know it before you buy than after.
CTA button: See what we make
Design note: No product grid. One photo of a mug in genuinely cold conditions. This email builds trust, not carts.
Trigger / delay: Day 4 - Exit condition: purchases
Subject: Where most people start
Alt subject: If you only buy one thing
Preview text: The mug, and here is why
If you are going to buy one thing from us, buy the Base Camp Mug.
$34, [SALE PRICE] during the sale. 16oz, and it holds coffee at drinking temperature for about
six hours in a tent that is below freezing. It is the product most people start with and the
one most people email us about.
The honest upgrade path after that: the Trailhead Kettle if you make coffee for more than
yourself, the Nesting Pot Set if you actually cook, the Growler if you are the person who
brings beer.
Your 30% subscriber discount is live through [EARLY ACCESS END]. Free shipping over $75.
CTA button: Start with the mug
Design note: One hero product, three smaller "after that" products beneath. Suppress anyone who has already purchased.
Trigger / delay: Immediately after order - Exit condition: none
Subject: Got it — here is what happens next
Alt subject: Your order is in
Preview text: Shipping timeline and the one care tip that matters
Your order is in. Here is the timeline.
It leaves our [LOCATION] warehouse in [FULFILMENT TIMEFRAME], and you will get tracking the
moment it does. During sale week that can run a day longer than usual — we would rather tell
you that now than have you wonder on day three.
One care note, because it is the only one that actually matters: hand wash. Dishwasher
detergent is abrasive enough to dull the exterior finish over time. It will not hurt the
insulation, it just stops looking good.
Anything else, reply here. It comes to a person, not a ticket queue.
CTA button: Track my order
Design note: Companion to Shopify's order confirmation, not a replacement. No upsell in this email — they just paid, let them land.
Trigger / delay: Day 2 - Exit condition: none
Subject: Getting six hours out of it
Alt subject: Preheat the mug, it doubles the hold
Preview text: The thirty-second trick most people skip
One trick, and it makes a bigger difference than anything else we could tell you.
Preheat the mug. Fill it with boiling water, put the lid on, wait thirty seconds, dump it,
then pour your coffee. A cold steel wall steals a surprising amount of heat from the first
pour. Preheating is the difference between four hours of hot coffee and six.
Same applies to the kettle in genuinely cold weather, and to the pot set if you are melting
snow.
That is it. That is the whole email.
CTA button: Read the care guide
Design note: Illustrated three-step sequence. No products, no prices — this is the email that makes them like us.
Trigger / delay: Day 8 - Exit condition: none
Subject: The other half of the kit
Alt subject: What pairs with what you bought
Preview text: Sale is still on until [SALE END DATE]
Your [PURCHASED PRODUCT] should be with you by now. Hope it is doing what we said it would.
If you are building out the rest of the kit, the sale is still running until [SALE END DATE],
and the pairings that make sense:
most enjoyable thing we make.
No new discount here — same 25% everyone else is getting. You already bought at the right
time.
CTA button: See the rest
Design note: Dynamic pairing block keyed to what they purchased. If the pairing logic is not built, use the static three-way list above.
All times Mountain (America/Denver) — Northbound's warehouse and the bulk of its list sit
in the Mountain and Pacific zones, so MT is the safe anchor.
| Date | Time | Segment | Notes | |
|---|---|---|---|---|
| Fri Nov 20 | 8:00am | 1 — The date, and nothing else | 90-day engaged | Warmup. Plain text, no discount reveal |
| Sun Nov 22 | 10:00am | 2 — What is in, what is out | 90-day engaged | Exclusions stated up front |
| Mon Nov 23 | 4:00pm | 3 — Yours opens tomorrow | 90-day engaged + VIP | Countdown to Nov 24 9:00am |
| Tue Nov 24 | 9:00am | 4 — Early access is live | 90-day engaged + VIP | 30% opens. Verify prices changed BEFORE send |
| Wed Nov 25 | 8:00am | 5 — The pot set nobody understands | Engaged, no purchase | Suppress purchasers |
| Thu Nov 26 | 11:00am | 6 — Your 30% becomes 25% | Engaged, no purchase | Thanksgiving. Suppress purchasers |
| Fri Nov 27 | 6:00am | 7 — Black Friday | All engaged | Public sale opens at 25% |
| Fri Nov 27 | 5:30pm | 8 — The kettle we had to redesign | All engaged, did not open #7 | Second BF send. Suppress purchasers + openers |
| Sat Nov 28 | 9:00am | 9 — What people are buying | Engaged, no purchase | Pull real order counts or cut the email |
| Mon Nov 30 | 6:00am | 10 — Cyber Monday | Engaged, no purchase | Suppress purchasers |
| Mon Nov 30 | 6:00pm | 11 — If it is a gift | No purchase | Shipping cutoffs, not sale urgency |
| Tue Dec 1 | 4:00pm | 12 — Ends tonight | No purchase | Final. Countdown to midnight MT |
Two sends land on the same day twice — Nov 27 and Nov 30 — and both are Black Friday and Cyber
Monday, which is where a second daily send is normal and expected. Every other pair is at
least 18 hours apart.
Running out of time is the normal outcome. If you cut this suite down, these five carry most
of the revenue:
1. Email 4 — Early access is live (Nov 24). The first-mover money.
2. Email 7 — Black Friday (Nov 27). The single biggest send of the year.
3. Email 12 — Ends tonight (Dec 1). Deadline emails consistently outperform launch emails.
4. Email 5 — The pot set nobody understands (Nov 25). The stated business goal.
5. Email 11 — If it is a gift (Nov 30). Reaches buyers the sale deadline does not move.
Plus the abandoned-cart flow. If you only automate one thing, automate that.
1. Segments built and counted. "90-day engaged," "VIP (2+ orders)," and "no purchase since
Nov 24" all exist and return sane numbers. A segment returning 11,400 people means it is not
filtering.
2. Purchaser suppression on emails 5, 6, 8, 9, 10, 11, 12. Use a live segment, not a static
list — a static list built Thursday is wrong by Saturday.
3. Sending domain authenticated. Klaviyo dedicated sending domain with DKIM and SPF green.
A list of 11,400 sending 12 emails in 11 days is exactly the pattern that gets throttled if
authentication is soft.
4. Warm the volume. If you normally send [EMAILS PER MONTH] a month, going to twelve in
eleven days is a spike. Start with your most engaged segment on Nov 20 and widen — which is
what this calendar already does.
5. Every [BRACKETED PLACEHOLDER] filled. Search the whole suite for `[` before you build.
Email 9 is the risky one — it is entirely real numbers.
6. Discount mechanics tested with a real order. Place a live test order at 30% and again at
25% and confirm gift cards and Limited Enamel are excluded at checkout, not just in the copy.
7. Every link clicked in a preview send. Especially email 4, which has four product links
and goes to your best customers.
8. Shipping cutoffs confirmed with your carrier before email 11 goes out. Dec 17 and Dec 20
are the dates in the copy; if the carrier moves them, the email is wrong and you will hear
about it.
*FlowSprint · hello@flowsprint.net · one free revision round included*
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