Rareform is leaving ~$300K/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 Rareform
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
▼
INBOX MODULE
Subject Line: 10% off, one bag that's only yours
Preview Text: Your welcome offer + the bags everyone's grabbing
HERO MODULE
Hero Approach: Direct
H1: No Two Alike
Subhead: Your 10% off starts now
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
Every Rareform bag is hand-cut from a real retired U.S. Billboard, which means the one you pick is the only one that exists. Use code RAREFORM10 at checkout. It's good for 14 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Start Here
Blake Tote Lightweight daily carry that fits everything you reach for first
Zippered Blake Tote Same fan-favorite shape, now with a secure close
Zion Sling Bag Hands-free and surprisingly roomy for its size
Sydney Sling Bag Sits close to the body, takes the weight off your shoulder
Frankie Pouch Bigger than it looks, holds more than you'd expect
Charlie Pouch The most-searched product on the site for a reason
2
▼
My brother Aric and I were traveling through El Salvador years ago when we noticed something that stopped us cold. Locals were using old billboard vinyl as roofing material. Cutting it down, shaping it, making it work. The stuff was tough, weatherproof, and clearly built to take a beating.
We couldn't stop thinking about it on the way home.
Back in L.A., we started asking what it would take to do something similar in the U.S. Billboards get retired constantly and almost all of them end up in landfills. The material is perfectly good. It just needs someone to see it differently.
So in 2012, we started Rareform. We hand-cut every bag from real retired billboard vinyl. Which means no two bags are ever identical. The piece of billboard your bag comes from existed somewhere on a highway or city block before it came to us. It has a past. And now it goes forward with you.
More than a decade later, we collect over 90% of the billboards retired in the U.S. That number still gets me.
If you have questions about how any of it works, hit reply. I read these.
Your welcome discount. 10% off with code RAREFORM10. Is good for the next 14 days. Find the bag that feels right and it's yours.
– Alec
Co-Founder & CEO, Rareform
3
▼
INBOX MODULE
Subject Line: Billboards don't belong in landfills
Preview Text: Six things that set Rareform apart from everything else
HERO MODULE
Hero Approach: Curiosity
H1: Built Different
Subhead: Here's what that actually means
Cta Button: See the Bags
MODULE 2: TRANSITION COPY
A lot of brands say they're different. These are the specifics.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What Makes a Rareform Bag a Rareform Bag
Infographic: Checklist
- Hand-cut from real retired U.S. Billboard vinyl. Not factory fabric, not synthetic canvas
- Naturally waterproof from the material itself, no chemical coating required
- Every single bag is one of a kind. The design you get exists nowhere else on earth
- Over 90% of U.S. Billboard vinyl diverted from landfills and counting
- B Corp Certified. Independently verified environmental and social standards
- Vegan. Zero animal products, in any bag, any color, any style
Products Shown
- Blake Tote. The everyday carry that started it all
- Hudson Tote. Roomy enough for carry-on travel, unique enough to get asked about
- Zion Sling Bag. Lightweight daily carry with nothing wasted
4
▼
INBOX MODULE
Subject Line: You browsed, code still works
Preview Text: RAREFORM10 is still active. 8 days left
HERO MODULE
Hero Approach: Direct
H1: Still Yours
Subhead: Code RAREFORM10, 8 days left
Cta Button: Grab It Now
MODULE 2: TRANSITION COPY
Your 10% off is still sitting there. Use code RAREFORM10 before it disappears in 8 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Some Starting Points
Blake Tote Your lightest daily option, fits more than it looks like it should
Zippered Blake Tote Same carry, locked down when you need it
Mini Blake Tote Grab-and-go size for day trips and quick runs
Zion Sling Bag One strap, multiple compartments, zero bulk
Frankie Pouch Travel-ready and bigger inside than out
Charlie Pouch The most-searched bag on the site, and it shows
5
▼
INBOX MODULE
Subject Line: Most bags fail by day ninety
Preview Text: How Rareform stacks up against the alternatives
HERO MODULE
Hero Approach: Question
H1: Why Switch
Subhead: The comparison tells the story
Cta Button: Shop Rareform
MODULE 2: TRANSITION COPY
Most bags look fine on day one and start falling apart by day ninety. Here's how Rareform measures up against what else is out there.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Rareform vs. The Usual Options
Infographic: Table
- Material source | Hand-cut from retired U.S. Billboard vinyl | New synthetic or canvas from a factory
- Uniqueness | Every bag is one of a kind | Mass-produced, thousands of identical units
- Waterproofing | Naturally waterproof from the vinyl itself | Requires a coating. Or isn't waterproof at all
- Environmental impact | Diverts billboard vinyl from landfills; B Corp Certified | Standard manufacturing, no upcycling
- Vegan | Yes, across every product | Varies. Leather trim and non-vegan dyes common
- Price point | $35–$110, built to last years | Similar range, shorter lifespan
Products Shown
- Hudson Tote. Travel-ready, overhead-bin friendly, completely one of a kind
- Sydney Sling Bag. Close-to-body carry that replaces a purse without the weight
- Zion Sling Bag. Hands-free daily carry with room for everything that matters
6
▼
INBOX MODULE
Subject Line: 4.82 stars, 14,980 reasons
Preview Text: Real customers, real bags, real results
HERO MODULE
Hero Approach: Direct
H1: Don't Take Our Word
Subhead: 4.82 stars across 14,980 reviews
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
People who carry Rareform bags tend to keep coming back. And they tend to tell you exactly why.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What Customers Actually Say
Infographic: Numbered List
- "I've lightened my purse by pounds and my shoulder stopped aching. The bright colors are eye-pleasing and waterproof is a bonus.". Dawn E. [On comfort and daily wear]
- "I bought the mini backpack and the larger one several years ago and I absolutely love them. They are still going strong for me today.". Lin [On durability over years of use]
- "This may be a small bag, but it's mighty. It holds a wealth of items without the bulk and weight.". Ellen W. [On size vs. Capacity]
- "Pickpocket resistant with the zippers and seatbelt-like strap. I like the green and white print I received on my one-of-a-kind bag.". Karen [On security and uniqueness]
- "Extremely well made, and I will get lots of use out of it. There isn't another one like it anywhere.". Robin W. [On quality and originality]
Products Shown
- Blake Tote. The everyday workhorse with over a decade of fans behind it
- Zion Sling Bag. Holds everything, weighs almost nothing
- Charlie Pouch. The most-searched product on the site
7
▼
INBOX MODULE
Subject Line: RAREFORM10 dies at midnight
Preview Text: After this, the offer is gone for good
HERO MODULE
Hero Approach: Direct
H1: Last Chance
Subhead: 48 hours, then it's gone
Cta Button: Use My Code
MODULE 2: TRANSITION COPY
Code RAREFORM10 expires in 48 hours. No extensions, no second code. After that, the welcome offer is closed.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Pick One Before the Code Expires
Blake Tote The one that started everything, still the most-reached-for everyday bag
Zippered Blake Tote All the carry, none of the worry about what falls out
Zion Sling Bag One strap, completely hands-free, more room than it looks
Mini Blake Tote The compact version for when you only need the essentials
Frankie Pouch Your travel kit, your makeup bag, your catch-all in one
Hudson Tote Fits overhead, slides over a carry-on handle, completely one of a kind
8
▼
Hey. I noticed you haven't grabbed anything yet and I just wanted to reach out before your welcome code expires today.
No pressure at all. Maybe the timing wasn't right. Maybe nothing caught your eye. Either is completely fine.
But if you're still on the fence about something. A specific bag, how a style fits, what pattern you might get. Just hit reply. I'm happy to help you find the right one, or tell you honestly if something isn't what you're looking for.
Every bag is cut from a different piece of billboard vinyl, so part of what makes Rareform fun is that you never know exactly what you'll get. Some people love that. If you want to see what's in stock before deciding, the site shows the actual pattern for each bag.
Code RAREFORM10 is good until midnight tonight. After that, I can't bring it back.
If you have questions, reply here. If nothing feels right, no hard feelings. You're always welcome back.
– Alec
Co-Founder & CEO, Rareform
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.