<!-- GENERATED by build_pack.py from stores/alder-and-ash.json — do not hand-edit. Rebuild: python3 build_pack.py stores/alder-and-ash.json -->
Store: https://alderandash.example Platform: Shopify + Klaviyo List: 9,400 subscribers (email), 1,180 SMS opt-ins Window: Thu 26 Nov 2026, 8:00pm ET → Mon 30 Nov 2026, 11:59pm ET Offer: 20% off sitewide · free 10ml Barrier Balm mini over $85
Status: DRAFTS ONLY. Nothing in this document is scheduled, sent, or connected to your store. You review every line and send from your own account.
Voice read from your store: Plain, specific, ingredient-first. Short sentences. No exclamation marks. Product names in Title Case. The owner writes 'we', never 'Alder & Ash is pleased to'. No 'clean beauty', 'toxin-free' or 'ritual' language. Never claims a product treats a condition.
| Product | Price | Role in the campaign |
|---|---|---|
| Night Repair Serum | $68 | Hero. Leads the campaign. Bakuchiol and squalane, no retinol sting. |
| Barrier Balm | $48 | Bestseller and the free-gift threshold driver. Also the gift-for-someone-else product. |
| Vitamin C + Ferulic | $78 | Highest price point. The 'look awake' gift. |
| Cloud Cream | $54 | Daily moisturiser. Pairs with Barrier Balm in the flaky-winter-skin gift. |
| Rosehip Face Oil | $44 | Add-on to cross the $85 gift threshold. |
| Clay + Oat Mask | $36 | Impulse add-on, good for the beginner gift. |
| Gentle Milk Cleanser | $32 | Lowest entry price. The 'start here' product. |
Bundles: The Night Set $104 (was $116) · The Full Regimen $198 (was $232)
| # | Channel | When (store-local) | Audience | Job |
|---|---|---|---|---|
| 1 | Thu 26 Nov, 8:00pm | Full list, non-buyers | Open the sale early for subscribers | |
| 2 | Fri 27 Nov, 7:00am | Non-openers of E1 + everyone else | State the deal plainly for the Friday crowd | |
| 3 | SMS | Fri 27 Nov, 10:00am | SMS opt-ins | Door is open, one link |
| 4 | Sat 28 Nov, 10:00am | Full list minus buyers | Gift angle — decide for someone else | |
| 5 | SMS | Sat 28 Nov, 5:00pm | Opt-ins who did not click S1 | The free mini is the nudge |
| 6 | Sun 29 Nov, 7:00pm | Openers, non-buyers | One day left, bundle math | |
| 7 | SMS | Mon 30 Nov, 9:00am | All opt-ins | Final day, morning decision window |
| 8 | Mon 30 Nov, 6:00pm | Full list, non-buyers | Close the loop — ends at midnight |
Suppression rules and the exact Klaviyo setup steps are in the checklist at the end. Nobody receives the same message twice, and nobody who bought gets a discount email.
Subject: 20% off starts tonight — you're first Alternates: Your Black Friday order, 12 hours early / The sale opens for you at 8pm Preview: Night Repair, Barrier Balm, everything. Until Monday at midnight.
Black Friday starts here at 8pm tonight, and it starts with you.
Everything on the site is 20% off until Monday at midnight. Two bundles are already priced under the discount, so they stay as they are: The Night Set at $104 and The Full Regimen at $198.
If you have been circling the Night Repair Serum, this is the week it makes sense. Bakuchiol and squalane, no retinol sting, and it is the one product people email us about at the six-week mark rather than the first one.
Three things worth knowing before you look:
We are here if you want a recommendation. Reply to this email and a person answers, usually the same day.
— The Alder & Ash team
*Not for you? Unsubscribe here and you will not hear from us again.*
*Why this works:* The list gets the sale 12 hours before the public, which is the only honest reason to open an email at 8pm on Thanksgiving. The batch-production line does the scarcity work without a countdown timer, and it is true.
Subject: 20% off, all of it, until Monday Alternates: Black Friday is live at Alder & Ash / Everything is 20% off. Here is where to start. Preview: Plus a 10ml Barrier Balm over $85. No code needed.
The sale is open to everyone now.
20% off the whole site, automatic at checkout, until Monday at midnight. Orders over $85 get a 10ml Barrier Balm mini, which is the size we only make for this week.
If you are not sure where to start, this is the order we would give a friend:
1. Gentle Milk Cleanser, $32 — takes makeup off without the tight feeling. 2. Night Repair Serum, $68 — the one that does the visible work. Three drops, at night, on slightly damp skin. 3. Barrier Balm, $48 — over the top if your skin is dry, on its own if it is not.
That is $118 after the discount, and it includes the mini.
If you already know what you want: The Night Set ($104) pairs the serum and the balm at a price the 20% cannot beat, and The Full Regimen ($198) is the whole routine for $34 less than buying it in pieces.
One reminder, because it matters: we make this in batches and we do not overpromise stock. If a product page says sold out, it is sold out until the next pour.
— Alder & Ash
*Not for you? Unsubscribe here.*
*Why this works:* Friday morning is the highest-intent window of the weekend. This one drops the storytelling and gives a three-product order with the arithmetic done, because the reader is deciding in ninety seconds.
Segment: SMS opt-ins (1,180) Characters: 181
Alder & Ash: 20% off everything until Mon midnight, no code needed. The Night Repair Serum and Barrier Balm are the first to go. Shop: alderandash.example/sms Reply STOP to opt out.
*Why this works:* One product pair, one link, the actual deadline. No questions, no 'hey!', nothing that needs a second read.
Subject: For the person whose skin hates November Alternates: A gift that is not a candle / Four people, four orders Preview: Four people you probably buy for, and the exact order for each.
Most of this weekend is people buying for themselves. This email is for the other list.
Four people you probably buy for, and what we would send them.
The one whose skin goes tight and flaky every winter. Barrier Balm and Cloud Cream. Balm on the dry patches at night, cream everywhere in the morning. $102, or $81.60 with the 20%.
The one who wants to look awake. Vitamin C + Ferulic in the morning. It is the most expensive thing we make and the one with the clearest visible payoff. $78, or $62.40.
The one who owns three products and wants to own four. Gentle Milk Cleanser and Night Repair Serum. Nothing else, no routine to maintain. $100, or $80.
The one who wants the whole thing and will not shop for it. The Full Regimen, $198. Four products, one box, the 20% does not apply because the bundle is already priced below it.
Every order over $85 includes the 10ml Barrier Balm mini, so three of those four qualify. If you want it wrapped and sent straight to them, put their address at checkout and reply to this email with a short note — we will write it on the card by hand.
Order by Friday Dec 12 for standard shipping, or by Dec 18 if you are in the Pacific Northwest.
— Alder & Ash
*Not for you? Unsubscribe here.*
*Why this works:* Weekend traffic is gift traffic, and gift traffic does not comparison-shop on price — it needs permission to stop deciding. Naming the recipient does that. The hand-written card is true, costs nothing, and is the kind of detail that gets forwarded.
Segment: Opt-ins who did not click S1 Characters: 151
Alder & Ash: the $85 free gift is the 10ml Barrier Balm — we do not sell that size. 20% off ends Mon midnight. alderandash.example/sms STOP to opt out.
*Why this works:* A second text only earns its place if it carries information the first did not. This one leads with the thing that is genuinely exclusive rather than repeating the discount.
Subject: Ends tomorrow at midnight Alternates: Last day is tomorrow, not today / Two bundles, one deadline Preview: The bundle math, and what is still in stock.
The sale ends tomorrow at midnight. Not tonight — tomorrow, Monday the 30th, 11:59pm ET.
Here is the arithmetic if you are choosing between a bundle and the discount.
The Night Set — $104. Serum and balm separately would be $116, and 20% off that is $92.80. The bundle is more than the discounted pair, so if you want exactly those two, buy them separately this week. We would rather tell you that.
The Full Regimen — $198. Cleanser, Vitamin C, Cloud Cream and Night Repair would be $232, or $185.60 at 20% off. Same answer: the pieces are cheaper this week.
What the bundles are for: buying the whole routine in one click without doing the maths, and they are the right buy on Tuesday when the discount is gone.
Still in stock as of tonight: everything, in every size. The 10ml mini is the only thing that can run out, and it goes with any order over $85.
— Alder & Ash
*Not for you? Unsubscribe here.*
*Why this works:* Telling a customer the bundle is the worse deal this week is the opposite of an upsell and it is the reason the next email gets opened. It also removes the refund request that arrives when someone works out the maths afterwards.
Segment: All opt-ins Characters: 175
Alder & Ash: final day. 20% off ends at midnight tonight, and orders over $85 still include the 10ml Barrier Balm mini while it lasts. alderandash.example/sms STOP to opt out.
*Why this works:* Sent at 9am, not 11pm, so the reader has a day to act rather than a panic window. The only scarcity claim is the one that is literally true.
Subject: Midnight, then it's gone Alternates: Six hours left / Closing the sale tonight Preview: The 20% and the mini both end at midnight.
Six hours left.
The 20% comes off at midnight, and the 10ml Barrier Balm mini goes with it. After that the site is back to full price until spring, and the mini goes back to being something we only make for ourselves.
If you have been waiting to decide, this is the part where we tell you what we would actually buy:
Thank you for reading these all weekend. We are a small team and we read every reply.
— Alder & Ash
*Not for you? Unsubscribe here.*
*Why this works:* The last email of a weekend should reduce the decision, not raise the volume. Four one-line recommendations beat a hero image, and the thank-you is the only line in the campaign that asks for nothing.
| Step | Timing | Current | Proposed |
|---|---|---|---|
| Cart 1 | 45 minutes | 4 hours, 'Did you forget something?' | 45 minutes, product name in the subject, no discount |
| Cart 2 | 22 hours | 24 hours, generic 10% off code | 22 hours, no extra discount, answer the objection instead |
| Cart 3 | 46 hours | 72 hours, 'last chance' | 46 hours, lands before Monday midnight |
Cart 1 copy — Subject: Your Night Repair Serum is still in your cart. Body: one line that the cart is saved, one line that the 20% is already applied and there is no code to find, one link back. No image of the product they just looked at.
Cart 2 copy — Subject: A question we get about Night Repair. Body: the three-sentence answer to 'will this sting', the returns line, one link. A second discount during BFCM teaches the customer that the first price was not real.
Cart 3 copy — Subject: Your cart closes with the sale. Body: the real deadline, the free mini if they are over $85, and one sentence that this is the last email about it. Then it is.
| Step | Timing | Current | Proposed |
|---|---|---|---|
| Browse 1 | 4 hours | none | 4 hours, viewed-product email, no offer |
| Browse 2 | 26 hours | none | 26 hours, ingredient or routine answer, no offer |
Browse 1 copy — Subject: The one you were looking at. Body: the product name, the size, the price, and the one sentence that usually decides it — what it is for and what it is not for.
Browse 2 copy — Subject: Where it goes in the routine. Body: three lines — morning or night, what it layers with, how long before you can judge it. Links to the two products it pairs with.
1. Duplicate your main campaign folder before importing: Klaviyo → Campaigns → Templates, keep the originals untouched. 2. Create the segment 'BFCM 2026 — non-buyers': everyone who has not placed an order since 2026-11-26 00:00. 3. Create the segment 'E1 non-openers' for the 24 hours after E1 sends; E2 targets that segment plus anyone added since. 4. Suppression: exclude 'Placed Order since 2026-11-26' from E3, E4 and E5 so nobody who bought gets a discount email. 5. Set the sitewide 20% as an automatic discount in Shopify, not a code. Confirm at checkout on a $32 item that it reads $25.60 and that it does not stack on the two bundles. 6. Add the free-gift rule as a Shopify automatic discount: order value over $85 adds the 10ml Barrier Balm mini, one per order, while inventory lasts. 7. Import the CSV into Klaviyo as a campaign template set; check that the subject and preview fields landed and that the body is HTML, not raw markdown. 8. Send all 8 messages to yourself first. Check mobile, check the links, check that the opt-out line renders. 9. Turn off any old abandoned-cart discount code before Cart 2 goes live, or a buyer can stack it on the 20%. 10. Have the reply inbox staffed for the weekend — at least one person checking twice a day, because every email invites a reply.