The schedule
| Mon | Tue | Wed | Thu | Fri | Sat | Sun |
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | |
| 7 | 8 | 9 | 10 | 11 | 12 | 13 |
| 14 | 15 | 16 | 17 | 18E01The announcement | 19E02The shortlist | 20E03The whole outfit |
| 21E04You already own one | 22E05What has already gone | 23E06The one everyone buys | 24E07Resend | 25E08Trousers at ninety-nine | 26E09Still thinking about it | 27E10For the weeks in between |
| 28E11You paid full price | 29E12Getting the size right | 30E13The last of the shorts |
| Mon | Tue | Wed | Thu | Fri | Sat | Sun |
|---|---|---|---|---|---|---|
| 1E14Are these still useful | 2E15Most sizes are gone | 3 | 4 | |||
| 5 | 6 | 7 | 8 | 9 | 10 | 11 |
| 12 | 13 | 14 | 15 | 16 | 17 | 18 |
| 19 | 20 | 21 | 22 | 23 | 24 | 25 |
| 26 | 27 | 28 | 29 | 30 | 31 |
The emails
The announcement
Says what the sale is and nothing else. End of summer, half price across the remaining stock, no code.
- Angle
- The offer, plainly
- Audience
- Full list
- Subject
- Fifty percent off, everything
- Preview
- End of summer. Half price across the whole collection.
The shortlist
Six pieces instead of twenty-three, each with a customer's own words underneath.
- Angle
- Curation
- Audience
- Full list
- Subject
- Six pieces, most sizes still there
- Preview
- A shortlist, so you do not have to scroll the whole store.
The whole outfit
Four matching sets priced as pairs. The shirt and trousers together now cost less than the trousers alone did.
- Angle
- Value maths
- Audience
- Full list
- Subject
- Buy the outfit, not the piece
- Preview
- The shirt, the trousers, the skirt. All of it, half.
You already own one
To people who have bought this exact garment. Skips the pitch, shows the other four prints.
- Angle
- Ownership
- Audience
- Beach Tunic owners
- Subject
- You already own one of these
- Preview
- The Beach Tunic comes in five. You have one of them.
What has already gone
Names what is actually sold out and what is thin. No countdown, no invented deadline.
- Angle
- Proof
- Audience
- Full list
- Subject
- What has already gone
- Preview
- The Katharine, the Landon in red, the whole surf capsule.
The one everyone buys
The Beach Tunic alone. Five prints, three ways to wear it, and the sizing advice that stops the return.
- Angle
- Social proof
- Audience
- Full list
- Subject
- The one everyone buys
- Preview
- Our most-bought piece, in five prints, at half what it was.
Resend
E01 again with a new subject line, to the two thirds who never opened it.
- Angle
- Second chance
- Audience
- Non-openers of E01
- Subject
- Half price, still on
- Preview
- Every piece, every size, fifty percent, until it goes.
Trousers at ninety-nine
The Kaitlin Pants, the largest and slowest pile in the warehouse. Price-led, four prints.
- Angle
- Price anchor
- Audience
- Full list
- Subject
- Trousers, ninety-nine dollars
- Preview
- The Kaitlin Pants were one ninety-eight. They are not now.
Still thinking about it
To people who looked and left. No hero product, two plain reassurances: no code, and how it fits.
- Angle
- Reassurance
- Audience
- Browse abandoners
- Subject
- Still thinking about it
- Preview
- You looked. It is still there, and it is still half.
For the weeks in between
The two long sleeve dresses and the Landon Tank, sold on the season rather than the discount.
- Angle
- Weather
- Audience
- Full list
- Subject
- For the weeks in between
- Preview
- Too warm for a coat, too cool for a swimsuit.
You paid full price
To people who bought before the sale. Says so in the first line, thanks them, recommends three pieces.
- Angle
- Fairness
- Audience
- All-time purchasers
- Subject
- You paid full price. Thank you.
- Preview
- You bought before the sale. Here is what we would keep.
Getting the size right
How every silhouette fits, in one place. Sale items are exchange only, so the size matters more than usual.
- Angle
- Fit
- Audience
- Full list
- Subject
- Getting the size right
- Preview
- The Beach Tunic runs big. The Shea dresses do not. Worth knowing.
The last of the shorts
The Asher Shorts while shorts still make sense. Three prints, each with a matching tunic.
- Angle
- Season
- Audience
- Full list
- Subject
- The last of the shorts
- Preview
- The Asher Shorts, eighty-four dollars, while it is still warm.
Are these still useful
Asks people who have never opened anything whether they want to keep hearing from us, and points at the unsubscribe link.
- Angle
- Permission
- Audience
- Never engaged
- Subject
- Are these still useful
- Preview
- A quick question, and the sale while you are here.
Most sizes are gone
Closes the push by admitting the best sizes went first.
- Angle
- Honesty
- Audience
- Full list
- Subject
- Most sizes are gone now
- Preview
- What is still here, and in which sizes, honestly.
Lisa's suggested email
The Bridgett, three ways
Built to Lisa's own script and running order, using her three photographs. One skirt worn three ways, beach to city to autumn. Not on the calendar yet, so it either takes a date or replaces one.
- Angle
- Double duty
- Audience
- Lisa's suggestion
- Subject
- Don't pack your pieces away just yet
- Preview
- One skirt, three looks. The Bridgett goes further than the beach.