27 Club Coffee is leaving ~$175K/year on the table in welcome-flow revenue.
I want to fix that for you, for free.
We'll Build This Flow In Your ESP. Free.
Our expert designers and tech team will design this entire 8-email flow, build it into your ESP, and split test it against your current welcome sequence.
The 8 emails we wrote for 27 Club Coffee
Click any email to expand the full copy. Subject line, preview text, hero, every module. Production-ready and built to drop into your ESP.
1
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INBOX MODULE
Subject Line: COFFEE10 takes 10% off your first bag
Preview Text: Your 10% off is ready. Here's where to start
HERO MODULE
Hero Approach: Direct
H1: Coffee Worth Obsessing Over
Subhead: 10% off your first order
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
Use code COFFEE10 at checkout. It's good for 14 days and covers our full coffee lineup.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Start Here
Blonde Don Whole Beans Light roast from a 100-year-old family farm in Veracruz; honey nut, vanilla wafer, and sugar cane in every cup
Blonde Don Coffee Pods Same MGK Signature Roast in pod form, no fuss
Cold Brew Kit + Beans Everything you need to start brewing cold at home, bundled and ready
Diablo Blend Whole Beans For the days when light roast isn't going to cut it
Cold Brew Beans Roasted specifically for cold prep, not repurposed from something else
Local Coffee Dealer Reflective Jacket Wear the brand, not just drink it
2
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The name isn't an accident.
The 27 Club. Hendrix, Joplin, Cobain, Winehouse. These were people who burned so hard they left something permanent behind. That idea stuck with me. Not the tragedy part, but the intensity. The refusal to be forgettable.
When we started 27 Club Coffee in Cleveland, that was the whole point. Not to be another bag on a shelf. Not to be safe. To build something that actually meant something to the people who found it.
The coffee had to match. That's why the Blonde Don roast comes from a single farm in Veracruz that's been in the same family for over a hundred years. That's why we partnered with MGK on it instead of just slapping a name on a generic blend. And that's why we opened the café on W. 10th. Because real community doesn't happen through a checkout page.
If any of that resonates, you're in the right place.
Your welcome code is COFFEE10. 10% off your first order, good for the next 14 days. Hit reply if you have questions about which roast to start with. I actually check this.
– Andre
Co-Owner, 27 Club Coffee
3
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INBOX MODULE
Subject Line: Most brands stop at the bag
Preview Text: They sell beans. We built a whole world around them.
HERO MODULE
Hero Approach: Curiosity
H1: Not Just Coffee
Subhead: Here's what actually sets us apart
Cta Button: See for Yourself
MODULE 2: TRANSITION COPY
Most brands stop at the bag. Here's why we didn't.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What You're Actually Getting With 27 Club
Infographic: Checklist
- The Blonde Don light roast comes from a single family farm that's been running for over 100 years in the mountains of Veracruz. Not a blended lot from a commodity broker
- MGK's Signature Roast isn't a licensing deal. It's a real collaboration built around a specific flavor profile (honey nut, vanilla wafer, sugar cane)
- We carry whole beans, pods, cold brew, and bundles. You can brew however you actually brew, not however the brand wants you to
- A subscription means free shipping and up to 15% off, with a cadence you can change anytime
- Fox Racing x 27 Club. Sleep When You're Dead. Local Coffee Dealer. The brand extends beyond the cup because it was built that way from the start
- There's a real café at 1215 W. 10th St. In Cleveland. Walk in, taste it, talk to us
Products Shown
- Blonde Don Whole Beans. The single-origin roast that started all of this
- Cold Brew Kit + Beans. The easiest entry point if you've never brewed cold at home
- Local Coffee Dealer Reflective Jacket. The piece everyone asks about
4
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INBOX MODULE
Subject Line: You opened it, then walked away
Preview Text: COFFEE10 still works. And it won't for long
HERO MODULE
Hero Approach: Direct
H1: Still Thinking About It
Subhead: Your 10% off expires in 9 days
Cta Button: Grab It Now
MODULE 2: TRANSITION COPY
Code COFFEE10 is still live. Use it before it disappears on day 14.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Most Popular Right Now
Blonde Don Coffee Pods The MGK Signature Roast without changing how you already brew
Blonde Don Whole Beans Smooth light roast for the mornings where you actually have five minutes
Cold Brew Kit + Beans Stop paying $7 a can; make it yourself for less
Diablo Blend Whole Beans Darker, bolder, for the days that call for it
Local Coffee Dealer Reflective Jacket The piece that tells people exactly where your priorities are
5
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INBOX MODULE
Subject Line: We put ourselves next to the competition
Preview Text: Here's how 27 Club stacks up against the alternatives
HERO MODULE
Hero Approach: Question
H1: Why Does It Matter
Subhead: Not all coffee is the same
Cta Button: See the Difference
MODULE 2: TRANSITION COPY
Put us next to the competition and the gap gets pretty hard to ignore.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: 27 Club vs. The Shelf
Infographic: Table
- Brand identity | 27 Club: built on music culture, celebrity collabs, and real lifestyle cred | Typical brand: generic name, no connection to anything
- Sourcing | 27 Club: single-origin from a 100-year-old family farm in Veracruz | Typical brand: mass-sourced blends, origin unspecified
- Format options | 27 Club: whole beans, pods, cold brew, and subscriptions | Typical brand: one or two formats, take it or leave it
- Merch | 27 Club: full apparel line. Tees, hoodies, jackets, headwear | Typical brand: no merch, or a logo mug they sell at cost
- Community | 27 Club: physical café in Cleveland, SMS program, local events | Typical brand: online-only, no touchpoint beyond the inbox
- Price point | 27 Club: $16.99–$34.99 depending on format | Typical brand: similar range for a fraction of the story
Products Shown
- Blonde Don Whole Beans. The one that started the Veracruz conversation
- Cold Brew Beans. Roasted for cold prep specifically, not an afterthought
- Local Coffee Dealer Reflective Jacket. The merch that outlasts the bag
6
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INBOX MODULE
Subject Line: Don't take our word for it
Preview Text: Real customers. Real opinions. Here's what they said.
HERO MODULE
Hero Approach: Direct
H1: Don't Take Our Word
Subhead: Here's what customers actually say
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
We'll let them do the talking.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What People Are Saying About 27 Club
Infographic: Numbered List
- [PLACEHOLDER. Confirm real review quote with Nick: quality/flavor of the coffee]
- [PLACEHOLDER. Confirm real review quote with Nick: value for money or subscription experience]
- [PLACEHOLDER. Confirm real review quote with Nick: cold brew kit ease of use]
- [PLACEHOLDER. Confirm real review quote with Nick: apparel quality or fit]
- [PLACEHOLDER. Confirm real review quote with Nick: shipping speed or packaging]
Products Shown
- Blonde Don Coffee Pods. The roast most reviewers mention first
- Cold Brew Kit + Beans. The bundle that keeps coming up in the kitchen reviews
- Local Coffee Dealer Reflective Jacket. What people are buying when they want the full brand
7
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INBOX MODULE
Subject Line: COFFEE10 dies at midnight tomorrow
Preview Text: This is the last reminder
HERO MODULE
Hero Approach: Direct
H1: Last Chance
Subhead: Code expires in 48 hours
Cta Button: Use COFFEE10
MODULE 2: TRANSITION COPY
COFFEE10 is gone in 48 hours. No extensions, no exceptions.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Order Before the Code Goes
Blonde Don Whole Beans The light roast with the origin story behind it
Blonde Don Coffee Pods Grab the MGK Signature Roast before the discount closes
Cold Brew Kit + Beans Your last shot to get the bundle at 10% off
Diablo Blend Whole Beans For the people who know they want the darker roast
Local Coffee Dealer Reflective Jacket Still included in the welcome discount
8
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You've been on the list for a couple weeks now and haven't pulled the trigger yet. Totally fine. Not every email lands at the right moment.
But I did want to check in personally. If something put you off. The products weren't what you were looking for, the price felt off, you had a question you couldn't find the answer to. Hit reply and tell me. I read these.
If it just wasn't the right time, no pressure at all. You can stay on the list and hear from us when new roasts drop or something changes.
But if you've been sitting on the fence, COFFEE10 is your last shot. It expires today. 10% off anything in the coffee lineup. Pods, whole beans, cold brew, bundles. After today it's gone.
Here if you need anything.
– Andre
Co-Owner, 27 Club Coffee
Ready to see this live in your ESP?
Let's get your free welcome flow set up →Where most DTC brands leak revenue on email
These are the patterns we see across almost every $100K-$500K/month store before we start working together:
- ✕Most DTC welcome flows cut off after 2-3 emails, right when new subscribers are at peak intent and open rates are highest.
- ✕Relying on discount codes as the primary incentive trains your list to wait for deals instead of buying on brand desire.
- ✕The founder story and origin of the brand gets buried on the about page and never shows up in email, losing the biggest differentiator a small brand has.
- ✕Zero segmentation between first-time buyers and repeat customers, so everyone gets the same generic promo blasts.
- ✕Abandoned cart flows stop at one email. Industry benchmark recovers 2-3× more revenue with a 3-touch sequence layered with real objection handling.
Four pillars. No fluff.
Trust Transfer
Plain text founder emails convert your existing audience trust into buyer confidence in a way designed emails never can.
Layered Objection Removal
Each email removes one specific purchase barrier, so by the final send the only thing left between them and a purchase is inertia.
Controlled Urgency Curve
Discount pressure starts casual and escalates to real scarcity, without training subscribers to wait for the next deal.
Soft Landing
The final email is a personal check-in, not a hard sell. Non-buyers leave the sequence warm for future campaigns instead of unsubscribed.
Real numbers from a real 8-email welcome sequence
Social proof
Nick Yates
Thanks for checking this out. This document will help you build a retention engine that keeps customers buying without burning through margin on discounts.
What I do
- Build email retention systems that generate consistent revenue for ecommerce brands doing $100K-$500K monthly
- Embed myself into your brand voice so every email sounds unmistakably like you
- Create promotional strategies that protect margin while keeping your list engaged year-round
- Design the 30-Day Email Engine, a complete retention foundation with a $25K revenue guarantee
My approach is different. I don't touch generic templates or cookie-cutter campaigns. This is boutique, voice-driven email marketing where I become an extension of your brand for 18+ months on average. No junior copywriters. No bloated agency bureaucracy. Just strategic retention work that CEOs actually care about.
I've helped brands like Ancestral Supplements generate $7.6M in attributed email revenue by focusing on loyalty and LTV, not just broadcast blasts.
Let's get your free welcome flow set up
Pick a time below. In less than 30 minutes we'll get everything we need to get this split test set up in your ESP in less than two weeks.