Caldera + Lab is leaving ~$155K/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 Caldera + Lab
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: CALDERA10 takes $10 off today
Preview Text: $10 off your first order, good for 14 days
HERO MODULE
Hero Approach: Direct
H1: Built for Your Skin
Subhead: $10 off, starts now
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
Use code CALDERA10 at checkout. It's good for 14 days from today, then it's gone.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Where Most Guys Start
The Base Layer Rich daily moisturizer, best right out of the shower
The Hydro Layer Lightweight daily moisturizer for guys who want something that disappears fast
The Good Rich anti-aging serum; 2,540+ reviews and counting
The Great Same anti-aging results, lighter texture for warmer weather or oilier skin
The Regimen Rich The full 3-step system for men who want to do this once and do it right
The Regimen + Eye Defense Everything in The Regimen, plus an eye serum that gets rid of the look of tired
2
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Here's something most brands won't say out loud: men's skincare has been broken for a long time.
Not because men don't care about their skin. They do. But for decades, the industry's answer was to take a formula designed for women, slap it in a black bottle, and call it "men's."
That's what we set out to fix.
Caldera + Lab was built from scratch for men's skin. Different biology, different concerns, different texture preferences. We started with the science first, then built the formulations around it, not the other way around.
Every product we make is clinically tested on men. The certifications we carry, Made Safe and Leaping Bunny, aren't marketing badges. They're the result of letting outside organizations audit every ingredient and every supplier we work with.
The guys who try it for the first time almost always say the same thing: I wish I'd started sooner.
Your $10 off code is CALDERA10. It's good for the next 14 days. If you have any questions about which product is the right starting point for your skin, just reply to this email.
– Alex
Founder, Caldera + Lab
3
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INBOX MODULE
Subject Line: Same black bottle, completely different formula
Preview Text: Six things most skincare brands can't say
HERO MODULE
Hero Approach: Curiosity
H1: Not Your Average Serum
Subhead: Here's what separates us
Cta Button: See the Difference
MODULE 2: TRANSITION COPY
Most men's skincare starts with a women's formula and a different bottle. Ours doesn't.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Six Things Most Skincare Brands Can't Say
Infographic: Checklist
- Engineered for men's skin from the ground up, not repurposed from a women's formula
- B³OS+™ plant biotech system uses nature's botanicals at maximum efficacy, not standard off-the-shelf actives
- Clinically tested on men's skin specifically, not a general population study
- Made Safe certified: every ingredient, every supplier, the full supply chain, independently audited
- Leaping Bunny certified: no animal testing at any stage, including all ingredient partners
- Compliments Guaranteed: if you don't see results, you get your money back
Products Shown
- The Regimen Rich. The full system for men who want real, proven results
- The Good. The serum that 2,540+ men reviewed and kept buying
4
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INBOX MODULE
Subject Line: You opened it, code still works
Preview Text: Your $10 off code is still valid
HERO MODULE
Hero Approach: Direct
H1: Code Still Works
Subhead: 9 days left on CALDERA10
Cta Button: Use It Now
MODULE 2: TRANSITION COPY
Your code CALDERA10 takes $10 off your first order. It expires in 9 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Popular Starting Points
The Base Layer Post-shower moisturizer that soaks in fast and leaves nothing behind
The Hydro Layer The lightweight version for guys who run hot or hate anything heavy on their face
The Good The anti-aging serum with the most reviews for a reason
The Eye Serum Four minutes less tired-looking, every single morning
The Power Pair Rich Two-product anti-aging combination for men who want the essentials without the full system
The Regimen + Eye Defense The complete 3-step routine plus eye care, for men who want to handle all of it at once
5
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INBOX MODULE
Subject Line: Put them side by side
Preview Text: How Caldera + Lab actually compares
HERO MODULE
Hero Approach: Question
H1: What Are You Buying
Subhead: Side by side tells the story
Cta Button: Shop Caldera
MODULE 2: TRANSITION COPY
Most men's skincare looks the same until you put it next to something that isn't.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Caldera + Lab vs. The Typical Competitor
Infographic: Table
| | Caldera + Lab | Typical Competitor |
| Formulated for men's skin | Yes, engineered from scratch | Usually repurposed from women's formulas |
| Clinical testing | Tested on men specifically | Tested on general or female populations |
| Non-toxic certification | Made Safe certified, full supply chain audited | Self-reported "clean" with no independent verification |
| Animal testing | Leaping Bunny certified, every supplier included | Brand-only claims, ingredient suppliers often unverified |
| Environmental accountability | Plastic neutral via rePurpose Global | Sustainability claims typically unverified |
| Results guarantee | Compliments Guaranteed, money back if no results | Standard return window, if anything |
| Proprietary technology | B³OS+™ plant biotech for max efficacy | Off-the-shelf actives in standard concentrations |
Products Shown
- The Regimen Rich. Complete system, clinically proven, 3,294+ reviews
- The Good. The serum that holds up under comparison every time
6
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INBOX MODULE
Subject Line: 3,294 reviews from real guys
Preview Text: Real feedback from men who tried it
HERO MODULE
Hero Approach: Story
H1: Real Men Said This
Subhead: Not scripted, not polished
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
Forget the marketing. Here's what the guys who actually tried it said.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What They Said After Trying It
Infographic: Numbered List
- "I see the effect. It's made my skin look fresher, smoother. I look more awake. I look better!". Frank G.
- "I wish I would've started it a long time ago. But better late than never. And I can really see a difference now.". Tony G.
- "She said it yesterday. She was like, 'Your skin looks great.' My wife said that. She doesn't usually say things like that.". Lance A.
- "Fresh out of the shower, I like The Base Layer. The serum I'll usually put on once I'm at work, but The Base Layer is what I really like most.". Mind Pump Podcast
Products Shown
- The Base Layer. The product the Mind Pump guys actually use
- The Regimen + Eye Defense. The full routine for men who want the result Lance's wife noticed
7
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INBOX MODULE
Subject Line: CALDERA10 expires at midnight
Preview Text: CALDERA10 expires at midnight. No extensions.
HERO MODULE
Hero Approach: Direct
H1: Last Chance
Subhead: Code expires at midnight
Cta Button: Use CALDERA10
MODULE 2: TRANSITION COPY
CALDERA10 expires at midnight tonight. After that, it's gone. No extensions, no second code.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: $10 Off Any of These
The Base Layer Start here if you want the simplest daily routine
The Good The best-reviewed serum in the lineup, $10 off right now
The Eye Serum Because looking tired is optional
The Regimen Rich The complete system, backed by 3,294+ men who bought it again
The Regimen + Eye Defense The full routine with eye care, $10 off before midnight
8
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I just wanted to check in before your welcome discount disappears.
You signed up a couple weeks ago and I don't know if life got busy, if you weren't sure where to start, or if the timing just wasn't right. All of that is completely fine.
But your code CALDERA10 is expiring. And I didn't want it to quietly vanish without at least saying something.
If you're still on the fence about which product makes sense for your skin, just reply to this. Seriously. I read these. I'll point you in the right direction based on what you're dealing with, whether it's dryness, aging, the look of being tired, or just wanting one solid thing you can do every morning.
No pressure to buy anything. But if you've been thinking about it, this is the last time the $10 off is going to be there.
Use code CALDERA10 at checkout before it expires.
– Alex
Founder, Caldera + Lab
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.