The challenge
This LA music producer had 45-plus packs and 13,000-plus sounds and no email system at all. New subscribers were not nurtured, free downloaders never converted, and there was no cart recovery. The voice mattered too: this audience is other producers, so anything that read like generic marketing would fall flat.
What I built
I built five sequences, thirteen emails total, in Shopify Email and Flow, written producer to producer, with branching that adapts to the buyer.
- A 3-email welcome series for new subscribers
- A 4-email cart sequence that splits at 72 hours: loyal buyers get a code, new buyers get value
- A 2-email free pack delivery and nurture
- A birthday sequence with a 48-hour conditional offer
- Three standalone campaigns
- Full documentation of the system
The problem
- 45-plus packs, no email system
- Free downloaders never converting
- No cart recovery and no nurture
The result
- 13 emails across 5 sequences live
- Cart logic that splits loyal from new buyers
- Producer-to-producer voice throughout
Results
The cart sequence splitting at 72 hours is the detail that earns its keep: loyal buyers get a code, new buyers get value, so the brand never trains its best customers to wait for discounts. Writing producer to producer is what makes the whole system land with an audience that can smell generic marketing from a mile off.
Tools
Sitting on a catalog with no email system?
Sequences that convert free downloaders into buyers, written in your audience's voice.
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