AIRfeet Recovery.
Email Campaign · 5 emails

Welcome
flow. Five emails.

A DTC launch sequence built on AIRfeet Recovery's brand voice — grounded, warm, technical when it counts, institutional-safe. Triggered by any new subscriber (footer signup, first-purchase, popup opt-in). No compliance-flagged claims. Each email drives one specific action.
Emails
5
Sequential drip
Duration
8 days
Day 0 → Day 8
Audience
New subscribers
All list opt-ins
Sender
AIRfeet Recovery
Goal
First purchase
$79.99 slide or thong
01Welcome

Meet AIRfeet Recovery.

Send: Immediately after signup · Trigger: List opt-in
// Subject line
Pride in every step. And, welcome.
Preview text: Officially licensed slides that don't hurt to wear. Fifteen schools, one price — a real intro.
// From
AIRfeet Recovery
[email protected]
Reply-to: same
// Send timing
T+0 minutes
Any day, any time
List opt-in trigger
// Subject
Pride in every step. And, welcome.
// Rendered email · Desktop 640pxPreview
// Success metric to track

Open rate 45%+, CTR 8%+. Welcome emails have the highest engagement of any lifecycle email — if this one is below those benchmarks, the subject line or timing is wrong (or the list source is bad).

02Story

Why we made this.

Send: Day 2 · Trigger: 48 hours after Email 01
// Subject line
Two problems. One shoe.
Preview text: Team-shop flip-flops don't cushion. Premium recovery slides don't rep your school. So we built the middle.
// From
AIRfeet Recovery
[email protected]
// Send timing
T+48 hours
Tue-Thu · 10am ET
Optimal for open rate
// Subject
Two problems. One shoe.
// Rendered email · Desktop 640pxPreview
// Success metric to track

Open rate 30%+, CTR 5%+. This is the story email — engagement will be lower than Welcome. Track scroll depth if you have Klaviyo or similar. Bounce rate on the landing page tells you if the "find your school" click is a good handoff.

03Technology

What's actually inside your slide.

Send: Day 4 · Trigger: 96 hours after Email 01
// Subject line
What's actually inside your slide
Preview text: our proprietary EVA cushioning, explained without the hype. Four features, four sentences.
// From
AIRfeet Recovery
[email protected]
// Send timing
T+96 hours
Tue-Thu · 10am ET
// Subject
What's actually inside your slide
// Rendered email · Desktop 640pxPreview
// Success metric to track

Open rate 28%+, CTR 4%+. Tech emails naturally get lower engagement — the people who open this one are your highest-intent segment. Tag them for a re-targeting audience.

04Portfolio

Find your school.

Send: Day 6 · Trigger: 144 hours after Email 01
// Subject line
15 schools. Pick yours.
Preview text: Notre Dame, Kansas, Iowa, Penn State, Purdue, Missouri, Vanderbilt, Illinois, Indiana, Arizona… you get it.
// From
AIRfeet Recovery
[email protected]
// Send timing
T+144 hours
Tue-Thu · 10am ET
// Subject
15 schools. Pick yours.
// Rendered email · Desktop 640pxPreview
// Success metric to track

Open rate 32%+, CTR 12%+ (highest of the series). Visual school grid drives clicks. Segment click-throughs by which school card was clicked — that's a huge personalization signal for follow-up.

05The Ask

One pair. First order. Free shipping.

Send: Day 8 · Trigger: 192 hours after Email 01
// Subject line
One pair. Free shipping. Your school.
Preview text: Your first pair of AIRfeet Recovery ships free — no code, no minimum. Just pick a school.
// From
AIRfeet Recovery
[email protected]
// Send timing
T+192 hours
Fri 4pm ET · 30-day cutoff
Highest-intent slot
// Subject
One pair. Free shipping. Your school.
// Rendered email · Desktop 640pxPreview
// Success metric to track

CTR 8%+, conversion 3%+ on click. This is the money email. If Email 05 CTR is above 8% but conversion is below 2%, your product page or checkout is the problem — not the email. Fri 4pm ET send optimizes for weekend browsing / weekend purchase behavior.

Setup

How to send this campaign.

Recommended stack · setup notes · audience segmentation
// Recommended platform
Klaviyo
Native Shopify integration, best for DTC. Alternatives: Omnisend, Sendlane. Avoid Mailchimp for ecom — the segmentation is thin.
// Trigger
"Welcome Series" flow
Fires on any list opt-in: footer signup, popup, first-purchase (skip Email 05 for existing buyers).
// Suppress if
Purchase within series
If subscriber places any order between Email 01 and Email 05, exit the flow. They don't need the ask.
// Compliance reminder

Every email must include: physical mailing address (CAN-SPAM), unsubscribe link (CAN-SPAM), no misleading subject lines (CAN-SPAM), no compliance-flagged claims (see Brand Bible §14 — do not use "37% Less Impact," "2,400+ NCAA athletes tested," or "Plantar Fasciitis Relief" in any email until substantiation exists).