Spec Email Funnel for VEYIA Berlin

Natasha Brenko

Email Marketer

Copywriter

Writer

As a continuation of the Copy Posse Launch Pad program, I created a 10-email sales funnel for my A-list company, VEYIA Berlin. This email funnel contains the Day 0 Auto-responder, 3 Indoctrination emails, and 6 sales emails.

The client was thrilled with the results of the email funnel - they received over 800 new leads and had a very high open rate. They advised they would be implementing the email sequence into their regular email sequence.

Day 0 Email for Veyia Berlin - Copy Posse LaunchPad

Context: Day 0

Campaign Audience: New Leads (from Landing Page)

Timing: Automated Email Sequence (upon email signup)

Schedule: 18-day sequence (10 emails)

Cadence: Once every second day

Day 0 Autoresponder

Primary Goal: Acknowledge entry into Gift Certificate Draw

Secondary Goal: Get users to engage with email

Angle: Deliver value, create interest, get the audience used to opening emails

Send: Immediately upon email sign-up

Meta: Thanks for signing up!

Subject Line Examples:

Good Luck, [FIRST NAME]! You have now been entered to win!

Hey there, [first name]! We’re so excited you’re here!

[FIRST NAME], you’ve been entered to win! EEK! Your entry has been received!

We Got Your Entry!

We’re SO glad you’re here, [FIRST NAME]! Thanks for signing up, you have now been entered into our Earth Day draw.

Mark your calendars and tell your friends! Our draw will take place on Monday, April 22, 2024, at 3 pm (CEST) and TWO lucky winners will each win a €200 gift certificate to spend at veyia.com.

What better way to make yourself shine? Check out our website and start picking how you’ll spend your gift certificate if you’re one of the lucky winners!

P.S. We will be contacting the winners by email - make sure you’re getting our emails! Reply and tell us what your favorite piece is.

Chat soon,

Natalie 💜

Indoctrination Sequence for Veyia Berlin - Copy Posse LaunchPad

Email 1: “I Feel You”

Primary Goal: Educate

Secondary Goal: Connect

Angle: Empathize with eco-conscious consumer who wants to make more responsible decisions

Send: Day 2 after sign-up

Meta: I am so glad you’re here!

Subject Line Examples:

Welcome to the Veyia Club!

Hey There, Gorgeous!

Welcome, Goddess!

Get Ready!

Hey [FIRST NAME]!

I see you. Yes, you.

You’re here for a reason. Is it for…

✨Your love of beautiful things?

✨Your need for a change?

✨Your desire to make more responsible choices?

✨All of the above?

Whatever the reason, I want you to know you’re in the right place, exactly where you’re supposed to be.

You pay attention and know what’s going on. It’s no secret that humans have a massive impact on the environment. And many of us have been doing what we can to lessen that impact.

And I bet you have too!

Mining of precious metals, like gold and silver has a much bigger impact on the environment than we’re led to believe.

But here’s the thing, you don’t need to give up your love of beautiful, well-crafted jewelry to make a difference.

You just need to be more mindful of the pieces you’re buying.

We know what a positive impact recycling has on our communities and Mother Earth. However, when we think of recycling, most people automatically think of plastic, paper, and cardboard, and don’t even consider what an impact recycling precious metals has.

Did you know that mining enough gold to produce just one wedding ring uses up to 4,500 litres of precious water and creates up to 20 tonnes of waste?!

Insert GIF (https://giphy.com/gifs/lifetimetv-project-ruwnay-l1J9FiGxR61OcF2mI)

BUT…

Did you know that using recycled gold produces up to 99.5% less greenhouse gasses than newly-mined gold?

So, take a deep breath. We’ve got you!

You deserve to have beautiful jewelry. And you deserve to NOT feel guilty about it!

Want to find out more? Visit our Responsibility page.

Small changes add up, and you can absolutely be part of the solution!

Chat soon,

Natalie 💜

P.S. In honor of Earth Day, April 22, 2024, we will be giving away a €200 Gift Certificate to two lucky winners! Remember to share the love and tell your friends to sign up! 👉 [insert link to sign up for newsletter]

Email 2: “Our Mission” (Backstory on how the brand came to be)

Primary Goal: Gain trust

Secondary Goal: Assert Authority

Angle: Describe Veyia’s backstory and mission

Send: Day 4 after sign-up

Meta: She wouldn’t settle for anything less

Subject Line Examples:

When the Hunter Becomes the Creator

Sacrifice? I think not!

How VEYIA Came to be

She Knew EXACTLY What She Wanted

[FIRST NAME],

Natalie had been on the hunt. She was looking for simply-designed, well-made, responsibly sourced jewelry, and continually coming up empty-handed.

Of course, there were tons of other jewelry options out there, but they all missed the mark.

Searching for the perfect ring proved to be a difficult task. It seemed that Natalie would have to sacrifice

⚜️style,

⚜️simplicicy,

⚜️quality,

⚜️affordability,

⚜️sustainability

So, instead of sitting back and sacrificing, she decided to take matters into her own hands. Literally.

Not willing to give up on exactly what she wanted, Natalie went home and started sketching out designs. Her creativity flowed just like the water and molten metal that inspired the designs of the Poise collection.

Before long, 3D designs were being created, printed, and tested.

And VEYIA Berlin was born.

Thanks to Natalie’s perseverance and desire to find the perfect piece, you get to enjoy jewelry that is:

⚜️minimalist

⚜️easy to combine

⚜️high quality

⚜️made from materials that don’t impact the environment

⚜️from a female-founded and female-owned business.

The most incredible news? Your search for the perfect everyday jewelry piece is over.

Welcome to VEYIA. We’re SO glad you’re here. 🥰

Want more info? Check out our About Us page.

Stay gorgeous!

The VEYIA Team 💜

Email 3: “We Can Help You”

Primary Goal: Educate

Angle: Pivot the customer to show them how they can still be stylish by making more responsible decisions.

Send: Day 6 after sign-up

Meta: Your Choices CAN Make a Difference

Subject Line Examples:

🎵What’s Recycling Got To Do With It? 🎶

It’s Probably Not What You Think

I Bet You Didn’t Know…

Hey there,

Who doesn’t love to look beautiful? Pulled together? Stunning? We all do. But sometimes, it can be more difficult than we’d like.

Let’s get serious for a minute and talk about precious metals and recycling.

Humans have been recycling for centuries. This is not new. According to historical data, we’ve been recycling precious metals since about 400 BC. 😳

Though the processes have changed, the principle remains the same.

Recycling precious metals such as silver and gold is a relatively easy process and does not impact the quality or degrade the metals. In other words, it is one of the best options for reducing our impact on the environment when it comes to accessorizing.

The list of undesirable effects of newly mined precious metals is long, and includes

➣ Degradation of soil

➣ Destruction of ecosystems

➣ Contamination of water sources

➣ Public safety concerns

➣ Human rights violations including child labour

But, did you know that recycled gold produces up to 99.8% fewer greenhouse gases and does not have negative effects on ecosystems, water sources, or human rights?

When you really think about it, it just makes sense to choose jewelry made from responsibly sourced recycled precious metals, doesn’t it? Not only is the right choice for you but also for the planet. 🌍

What do you think? Reply to this email and let us know!

Stay gorgeous,

Natalie 💜

P.S. - Promise me something, Now that you know there’s another way—a better way—from now on, you will go forward and treat yourself without feeling guilty, ok? Go on. It’s your time to embellish your style the smart way.

Sales Campaign Outline for VEYIA Berlin - Copy Posse LaunchPad

CAMPAIGN OUTLINE:

Context: Sales Campaign

Audience: Existing Leads

Timing: Real-Time Emails

Schedule: 12-Day Sequence (6 Emails)

Cadence: Mail every second day

Email 1 - “Stop feeling guilty and make the smart choice.”

Email 2 - “How do you express your unique style?”

Email 3 - “The Goddess of Precious Metals.”

Email 4 - “Why sustainable is the new replaceable.”

Email 5 - “Gift giving that gives back.” 1

Email 6 - “5 Tips to Stack, Style, and Mix Metals.” 1

Email 1 - “Stop feeling guilty and make the smart choice.”

Primary Goal: Sale

Secondary Goal: Educate and connect with eco-conscious clients

Angle: Treat yourself without the guilt

Send: Day 8 after sign-up

Meta: This is your sign!

Subject Line Examples:

You’re a smart cookie!

What are you waiting for?

Get what you deserve

Stop battling with yourself!

Feeling guilty? Stop it right now!

Hey [FIRST NAME],

I see you there. Scrolling through jewelry site after jewelry site. Trying to find the perfect piece.

You grab your phone, search, click, scroll, scroll, scroll….X off the page. Throw your phone on the bed. Walk away.

You’re getting ready to head out to meet your date and are putting your perfect outfit together, you notice something is…missing. Ugh. It’s so frustrating! If only you had the perfect jewelry pieces to zhuzh it up!

You grab your phone, search, click, scroll, scroll, scroll….X off the page. Throw your phone on the bed. Walk away. 🤦‍♀️

How many hours have you wasted, [FIRST NAME]?

You’ve seen pieces you kinda liked. They were OK. But they weren’t show-stopping. And they didn’t speak to you.

Plus, ever since you learned about the impact of gold mining on the environment, you haven’t been able to look at a piece of gold jewelry without seeing the awful impacts caused by it. And it makes you feel guilty!

No matter how many times you search, click, scroll, scroll…you just can’t seem to find your unicorn…

Until Now…

It’s time to stop going without because you felt you had to.

Why? Because you’re worth it! You deserve to feel bold, beautiful AND confident in the fact that you know your purchases are making a difference.

[insert GIF: https://giphy.com/gifs/beauty-mirror-glamour-sAjc0Gm7rlyo0]

It’s time to drop the guilt and know you’re making a difference with your beautiful recycled piece. Check out our most popular and stunning pieces and find your unicorn!

What are you waiting for? Time to get your sparkle on, girl!

Later gorgeous!

Natalie 💜

Email 2 - “How do you express your unique style?”

Primary Goal: Sale

Secondary Goal: Build trust

Angle: Encourage clients to express their bold & authentic style through jewelry

Send: Day 10 after sign-up

Meta: Tired of all the cookie-cutter looks?

Subject Line Examples:

Be bold in gold. Or silver. OR both!

How do you express your authentic style?

Go ahead, girl, show it off!

You’ve got it, now show it off!

Hey gorgeous!

I’ve got a question for you. How do you show off your bold and authentic style?

Are you a minimalist maven? A vintage vixen? Bohemian babe? Formal femme? Casual chick?

Some people just seem to have it all figured out, and for others, it takes longer—perhaps years—to curate the perfect style.

One thing we all have in common though, no matter our style, is our need and desire for beautiful accessories.

Just like no cake is complete without frosting, no outfit is complete without sparkle! ✨ Am I right? Or am I right? 😉

[insert GIF: https://giphy.com/gifs/kate-hudson-andie-anderson-how-to-lose-a-guy-in-ten-days-eYfTlQnfiziMM]

So what’s the best way to add sparkle to your life and your outfits?

Recycled Gold Vermeil and Sterling Silver Jewelry. That’s how.

Not only is it absolutely gorgeous, but it’s also sustainable, has a much lower impact on the environment, is less expensive than traditionally made jewelry, and is long-lasting. Did I also mention it’s GORGEOUS? 🤩

And here’s the best part, [FIRST NAME]? No matter your style, you can feel confident that any item from our POISE collection will be like the frosting on the cake!

Now’s your chance! Go on. Pick your perfect pieces!

[SHOP NOW]

Bye for now!

Natalie 💜

Email 3 - “The Goddess of Precious Metals.”

Primary Goal: Sale

Secondary Goal: Connect with clients on an emotional level

Angle: Silver and Gold have always been revered as the most precious of metals, and have been surrounded by much legend.

Send: Day 12 after sign-up

Meta: Do you believe?

Subject Line Examples:

Legend, myth, or… truth? 🤔

The goddess of precious metals

Silver and gold and magical powers?

Maybe they were right…

Hey [FIRST NAME],

Everyone knows that silver and gold have been revered as the most precious of metals since the beginning of time. But did you know they are the centre of many legends, myths, and superstitions?

It is said that…

🪙 Artemis, the moon Goddess, carried a silver bow and silver-tipped arrows, bestowed upon her by her father Zeus, which she used for protection.

🌕Titaness Theia, the goddess of divine light, gave gold and silver their radiance and shimmer.

🪙Silver bullets are the only thing capable of killing a werewolf.

🌕Gold and silver coins were buried under the foundation of newly built homes to bring luck and good fortune to the inhabitants.

🪙Silver coins were tossed into wells and many believed that drinking out of silver chalises purified the water and kept whomever drank from the silver chalice healthy.

We all know legends, myths, and superstitions aren’t true, right? 🤔

But what if there was some truth to them?

What if your gold and silver pieces protected and gave you strength? I mean, not in the literal sense of course, but by making you feel confident and beautiful.

Would it be worth it? I think so!

[Insert GIF: https://giphy.com/gifs/del-q1zsIXcp8N2ne]

So what are you waiting for? Check out our POISE collection and find out just how our pieces can help you become the Goddess you are. ✨

Shine on, {FIRST NAME],

Natalie 💜

Email 4 - “Why sustainable is the new replaceable.”

Primary Goal: Sale

Secondary Goal: Educate

Angle: Sustainability

Send: Day 14 after sign-up

Meta: It’s time for a shift in perspective

Subject Line Examples:

Sustainable is the new replaceable

Go for the Gold! Sustainable gold, that is!

Let’s change the way we think about jewelry

Sustainable Jewelry. Heck Ya!

Hey [FIRST NAME],

It's quite shocking to think about how the world has changed over just the last 100 years.

I’m talking specifically about our thoughts regarding how we use everyday items. From clothing to accessories, appliances, to…you name it! Everything seems to be...disposable.

Since around the mid-1940s, we have seen a drastic increase in consumerism, and specifically in more recent years, mass overconsumption.

It has never been easier to get more, newer, and better things. The days of taking immense pride in and coveting the few possessions we have are long gone. Because now, anything can be (and often is) replaced the moment it loses its appeal.

The advent of technology has allowed for pretty much anything and everything to be made quickly and cheaply (aka → low quality).

Along with this, our desire to have the latest and greatest, most trendy items has grown steadily.

But a shift is happening. The mistake of our human ways has become obvious. Thankfully, we are transitioning away from the idea that we should always be following the newest trends, and buying disposable items.

Many of us are going back to our roots.

We are seeing a massive trend toward upcycling and recycling, quality over quantity. Vintage and thrift shopping is on the rise and more and more people are shying away from fast-fashion clothing and jewelry pieces.

But it can also be difficult to find quality, sustainably made items that are at an affordable price point.

If you’ve found yourself caught in the trap of buying cheap, fast-fashion jewelry and accessories, it’s time to STOP and make a change.

If you want to

💘shop mindfully,

💘reduce, reuse, recycle,

💘support ethical brands,

💘minimize waste,

then you’re in the right place.

Our goal and desire to create quality, long-lasting, sustainably made, stunning, affordable jewelry has been met.

Go on, see for yourself. Check out our designs and discover which pieces you can add to your curated collection.

Stay gorgeous,

Natalie 💜

Email 5 - “Gift giving that gives back.”

Primary Goal: Sale

Secondary Goal: Build Trust

Angle: Gift giving that gives back

Send: Day 16 after sign-up

Meta: Sustainable jewelry for any occasion

Subject Line Examples:

Give the gift that gives back

Looking for the perfect gift? You can stop

Your search for the perfect gift ends here

The perfect piece for that perfect person

Gifting…or should we call it GIVEting?

Hey lovely,

Have you been stressing over the perfect gift for that special someone?

Whether you’re looking for a birthday gift for your best friend, a mother’s day gift for the best mom, bridesmaids gifts, or even a gift for yourself (c’mon, you deserve it!) your search ends here.

Our pieces are not only gorgeous (just like you, [FIRST NAME]! 🤩) but also thoughtfully designed, high quality and sustainable.

Not only will you feel amazing about giving a stunning gift to your favourite people, but you can also feel great knowing you’re doing your part to help Mother Earth.

You’re probably wondering what we mean by that. Well, our entire team at VEYIA believes in the power of giving AND giving back.

How? By being proud supporters of 1% for the Planet, a global network of like-minded businesses who know the importance of giving back to local environmental organizations.

So, do you want to be part of the solution? I bet you do, [FIRST NAME].

Check out the collection here and feel good about giving back.

Stay gorgeous,

Natalie 💜

P.S. Spread the love and share this email with your loved ones! Who knows, maybe your favorite piece will end up on their gift-giving list for you! 🙀

Email 6 - “5 Tips to Stack, Style, and Mix Metals.”

Primary Goal: Sale

Secondary Goal: Convert

Angle: 5 Tips on how to mix & match metals

Send: Day 18 after sign-up

Meta: 5 Tips to stacking, mixing, and matching your metals!

Subject Line Examples:

Fashion faux pas? More like fashion Oh Yahhh!

This ain’t your grandma’s jewelry…

Do you stack up?

Gold and silver together? 😻 Oh My!

Hey [FIRST NAME],

Have you ever heard that you “shouldn’t mix gold and silver jewelry”? It was a long-held belief that wearing gold and silver jewelry together was a big ol’ no-no. But guess what? I call BS!

Whoever said that wearing silver and gold together was tacky, had no idea what they were talking about! Mixing and matching metals can help add a bold and edgy twist to your style, and frankly, maybe it’s tacky NOT to mix and match! 🤫

Read on for our top 5 tips for mixing, matching and stacking your jewelry

✅Create Balance

Try to balance the metals equally. What we mean is instead of wearing 4 gold rings and one silver ring, balance your look by wearing two of each.

✅ Vary sizes and shapes

For rings, try to combine thicker and thinner styles of each metal on the same hand. For necklaces, make sure they are different lengths and/or thicknesses.

✅ Don’t be afraid to stack’em

Stacking a gold and silver ring of the same style, but different width, for example, will create an interesting, intriguing look that can’t be beat!

✅ Layer location

Don’t be afraid to experiment with layering all kinds of gold and silver jewelry, [FIRST NAME]. From necklaces to earrings, bracelets to rings, there is no wrong way. But if you’re going to mix metals, include various pieces wherever you wear jewelry.

Looking for ideas and inspo? Check out our Instagram and our Website.

Catch ya later, gorgeous!

Natalie 💜

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Posted May 30, 2024

As part of the Copy Posse Launch Pad Season 5, I created various assets to add to my portfolio for my A-list client, VEYIA Berlin, including a 10-email sequence

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