Built by Max · Feb 20 2026 Voice: Effortless Competence — clarity first, charm second, blunt and on your side Status: Architecture complete. Ready to build in Klaviyo once access confirmed.
Email is 20–30% of DTC revenue at zero additional CAC. At Piqki's CAC model ($25 base), that's free money on top of every paid acquisition. Getting flows live before April testing means every ad dollar spent also builds an email asset.
Priority order for build: Welcome → Abandoned Cart → Post-Purchase → Replenishment → Win-Back
Trigger: Email signup (pre-purchase, pop-up, ManyChat, or checkout opt-in) Goal: Build trust, educate on the system, convert to first purchase Recommended send window: All hours
| Timing | Subject line options | Content | |
|---|---|---|---|
| W1 | Immediately | "High standards. Low maintenance." / "Your new nail situation." | Brand intro. Who Piqki is. One sentence on the wheel. CTA: Shop now. No discount yet. |
| W2 | Day 2 | "The part nobody else figured out." / "Sizing, solved." | PrecisionPiq wheel explanation. Specificity as proof — "We sized 200 people before finalizing the wheel spacing." Prime, Fit, Set intro. CTA: See how it works (PDP). |
| W3 | Day 5 | "What happens after 14 days." / "Real talk on press-ons." | Social proof (reviews or UGC screenshots). Before/after framing. Address the #1 objection ("do they actually stay on?"). Glue details — "anti-microbial, tested for 3-week wear." CTA: Shop. |
| W4 | Day 9 | "Something for you." / "One less reason to wait." | First purchase offer. 10% off or free shipping (whichever margins allow). Expires in 48h. CTA: Claim offer. |
Key rules: - W1 has NO discount — earns the relationship before giving money away - Each email stands alone (someone who misses W2 can still follow W3) - Subject lines: no exclamation marks, no "amazing," nothing trendy
Trigger: Added to cart, did not purchase within 1 hour Goal: Recover the sale Recommended send window: 8am–9pm
| Timing | Subject line options | Content | |
|---|---|---|---|
| A1 | 1 hour after abandon | "You left something." / "Still thinking?" | Simple. Show the cart. One-line on what makes Piqki worth it. No discount. CTA: Complete order. |
| A2 | 24 hours | "The question we get most." | Answer the #1 objection for their abandoned product (sizing? wear time? price?). Use specifics: "Our sizing wheel covers 95% of nail sizes. You pick your fit before applying anything." CTA: Complete order. |
| A3 | 72 hours | "Last one." | Final nudge. Small offer if margins allow (free shipping or $5 off). No extended deadline games. "This is the last email about your cart." CTA: Complete order. |
Suppress: Anyone who purchased between A1 and A3.
Trigger: First purchase completed Goal: Ensure great first experience → reduce returns → get review → drive repeat
| Timing | Subject line options | Content | |
|---|---|---|---|
| P1 | Same day | "Order confirmed. Here's how to nail it." | Order summary + link to application instructions. Prime, Fit, Set reminder. Set expectations: "takes about 15 min your first time, less after that." |
| P2 | Day 2–3 (before delivery) | "Before you open the box." | Prep tips: push cuticles back, clean nail beds, don't skip the alcohol pad. "The prep is why other press-ons fall off. Ours won't if you do this." Sets up success before they even try. |
| P3 | Day 5 (after expected delivery) | "How's it going?" | Check-in. Troubleshooting tips. "If a tip lifted: it's almost always the prep step. Here's how to fix it." Builds trust by acknowledging imperfection without undermining confidence. |
| P4 | Day 14–16 | "Time for a new set?" | Nails last 1–2 weeks. This is the replenishment prompt. "Most people swap around day 14." Easy reorder CTA + link to their exact product. |
| P5 | Day 18–21 | "One ask." | Review request. "Takes 60 seconds. Helps people like you decide." Link to review platform. Keep it short — one sentence, one link. |
Trigger: 2nd or later purchase Goal: Build habit, introduce new products, move toward VIP
| Timing | Subject line options | Content | |
|---|---|---|---|
| R1 | Same day | "Back for more. Good." | Minimal. Confirm order. Show what else is new (if anything). No fluff. |
| R2 | Day 14 | "Another one?" | Repeat replenishment prompt. At this point they know the cadence. Make it frictionless — one-click reorder if possible. |
| R3 | Day 30 | "You've been wearing Piqki for a month." | Light milestone moment. Not a celebration, just acknowledgment. Brief "what's coming next" teaser. CTA: Browse new drops. |
Trigger: Time since last purchase (14-day default, adjustable) Goal: Prompt reorder before they run out or forget
| Timing | Subject line | Content | |
|---|---|---|---|
| Rep1 | Day 12 post-purchase | "Your set is probably due for a swap." | Short. Direct. "Nails at their best are 10–14 days. You're almost there." Reorder link to their exact last product. |
| Rep2 | Day 17 (if no purchase) | "Running low?" | Last nudge before they go cold. Option to try a different shade/style this time. |
Trigger: No purchase in 90 days (after at least 1 previous purchase) Goal: Re-engage before list goes fully cold
| Timing | Subject line | Content | |
|---|---|---|---|
| WB1 | Day 90 | "It's been a while." | Honest. "We noticed you haven't ordered in a bit. Here's what's new." Show any new drops or restocks. No offer yet. |
| WB2 | Day 97 | "Something new, on us." | Offer: 10% off or free shipping. "If you're ready to come back, this is for you." 72-hour expiry. |
| WB3 | Day 105 | "Staying or going?" | Last email. Option to stay subscribed (click to confirm) or unsubscribe. "We'd rather have a small list of people who care than a big list of people who don't." Keeps list clean. |
After WB3: If no engagement, move to suppressed segment. Don't email.
Trigger: 3rd purchase OR $150 lifetime spend (whichever comes first) Goal: Reward loyalty, increase LTV, build advocates
| Timing | Subject line | Content | |
|---|---|---|---|
| V1 | At trigger | "You're one of our people." | VIP welcome. What it means: early access to drops, priority support, occasional exclusive offers. No points system — keep it simple. |
| V2 | Before each new drop | "Early access: [collection name]" | 24-hour head start before public launch. Makes them feel seen. |
| V3 | Quarterly | "Just for you." | Exclusive offer or freebie. Only for VIPs. Reinforces the tier. |
Trigger: Viewed a product page, did NOT add to cart, left site Goal: Soft re-engagement (lower intent than cart abandonment)
| Timing | Subject line | Content | |
|---|---|---|---|
| B1 | 4 hours | "You were looking at [product name]." | Show the product. One specific detail they might not know. No offer. CTA: See it again. |
| B2 | 48 hours | "The details on [product name]." | Go deeper on the product they viewed — application instructions, what length/shape is, what occasions it's for. |
Only send if: They're a known subscriber. Don't send to anonymous visitors.
| Metric | Target (industry benchmark for beauty DTC) |
|---|---|
| Welcome open rate | 40–60% |
| Abandoned cart recovery rate | 5–15% of abandons |
| Post-purchase flow open rate | 35–50% |
| Replenishment conversion | 20–35% |
| Win-back recovery | 3–8% |
| Email revenue % of total | Target 20–30% within 90 days |
| List growth rate | Track weekly (ManyChat, pop-up, checkout) |
| Unsubscribe rate | Keep under 0.3% per send |
| Segment | Definition | Use |
|---|---|---|
| Subscribers — never purchased | Email list, 0 orders | Welcome flow |
| Active customers | Purchased in last 90 days | Post-purchase, replenishment |
| Lapsed customers | Last purchase 90–180 days ago | Win-back |
| Lost customers | No purchase in 180+ days | Suppress or quarterly re-engagement only |
| VIPs | 3+ purchases OR $150+ LTV | VIP flow |
| High-intent browsers | Visited PDP 2+ times, no purchase | Browse abandonment |
✅ DO: - Short subject lines (3–6 words max) - One idea per email - Specificity as proof ("hold for 15 seconds," "3-week wear") - Dry confidence ("another one. good.") - Practical framing — tell them what to do and why
❌ DON'T: - Exclamation marks in subject lines - "Amazing" / "game-changing" / "elevated" - Over-explain (if it's clear, stop writing) - Guilt or shame around lapsing - Multiple CTAs in one email
Built by Max · Feb 20 2026 · Ready to implement in Klaviyo once access is live
Pair with: projects/piqki-brand-voice.md for copy guidance