racosmetics is leaving ~$660K/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 racosmetics
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: RABEAUTY10 takes 10% off your first order
Preview Text: 10% off, 14 days, yours to use
HERO MODULE
Hero Approach: Direct
H1: Your 10% Is Live
Subhead: Clean roots, real results
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
Use code RABEAUTY10 at checkout for 10% off your first order. It's good for the next 14 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Start Here. Our Best Sellers
African Shea Butter Raw, pure moisture for skin and hair that actually absorbs
Batana Oil The rare Central American oil people use when nothing else works on their scalp
African Black Soap Traditional West African formula that cleans without stripping
Whipped Body Butters Lighter than you'd expect, softer skin by morning
Turmeric Collection For anyone tired of uneven tone and dull skin
Chebe Collection Chadian hair tradition, bottled for modern hair growth routines
2
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I want to tell you something that doesn't usually make it into the product descriptions.
RA Cosmetics didn't start because someone saw a market opportunity. It started because the products most of us grew up with weren't made for us. Or with us in mind. The ingredients that show up in African beauty traditions, shea butter, batana oil, chebe, black soap, have been doing real work for generations. We just didn't see them getting the respect they deserved on store shelves.
So we started formulating. No sulfates. No parabens. No phthalates. No shortcuts on sourcing. And no rushing. Over 20 years of getting this right, one product at a time.
We got Leaping Bunny certified because we wanted someone other than ourselves verifying that claim. The certification requires annual recommitment and a full supply chain audit. It's not a badge you buy. It's one you earn, and re-earn.
What keeps me going is hearing from customers who finally found something that works. Not just for their hair or their skin, but that feels aligned with what they actually believe. That matters to me.
If you have questions about any of our products, or you're not sure where to start, just reply to this email. I read these.
Your 10% off code is RABEAUTY10. It's good for the next 14 days. Use it on anything in the store.
– Adia
Chief Operational Officer, RA Cosmetics
3
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INBOX MODULE
Subject Line: Most "clean" labels are lying to you
Preview Text: RA has been doing this for two decades. Here's what that looks like
HERO MODULE
Hero Approach: Curiosity
H1: Not All Clean Is Clean
Subhead: Here's what actually sets us apart
Cta Button: See the Difference
MODULE 2: TRANSITION COPY
Anyone can put "natural" on a label. What RA Cosmetics does instead is prove it.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: 6 Reasons Customers Come Back to RA
Infographic: Checklist
- 20+ years of formulation. Not a trend brand, not a startup guess
- Leaping Bunny certified. Third-party audited annually, not self-declared
- Zero sulfates, parabens, or phthalates. Across the entire product line, not just select SKUs
- Rooted in African beauty traditions. Shea, batana, chebe, and black soap sourced with cultural integrity
- Fragrance-free options available. A full line, not a single product afterthought
- The RA Shea Experience. Private classes for customers who want to go deeper than a label
Products Shown
- Batana Oil. For scalp health and growth, backed by 20 years of formulation
- Chebe Collection. Hair retention the way it's been done in Chad for centuries
- African Black Soap. Face and body cleansing with nothing hiding in the formula
4
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INBOX MODULE
Subject Line: You browsed, code still works
Preview Text: RABEAUTY10 works at checkout, 10% off anything
HERO MODULE
Hero Approach: Direct
H1: Still 10% Off
Subhead: Code expires in 8 days
Cta Button: Use My Code
MODULE 2: TRANSITION COPY
RABEAUTY10 is still active at checkout. 10% off your first order, no minimum, no catch.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Popular Right Now
African Shea Butter Deep moisture that actually stays, not just a surface fix
Whipped Body Butters Everyday skin hydration without the heavy, greasy finish
Akpi Hip, Breast & Bum Butter Targeted firming butter using akpi seed, not empty promises
Cocoa Butter The classic conditioning ingredient for skin elasticity, done right
Turmeric Collection Brighter, more even skin tone without harsh ingredients
Batana Oil Rare, concentrated, and worth every drop for struggling hair
5
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INBOX MODULE
Subject Line: Front of the bottle, back of the bottle
Preview Text: How RA Cosmetics compares to what's on most store shelves
HERO MODULE
Hero Approach: Question
H1: Why Does This Matter
Subhead: Not all formulas are equal
Cta Button: See How We Compare
MODULE 2: TRANSITION COPY
Most beauty products look fine on the front of the bottle. It's the back that tells you what you're actually putting on your skin.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: RA Cosmetics vs. The Typical Shelf Brand
Infographic: Table
- Cruelty-free certification | RA: Leaping Bunny. Third-party audited | Typical brand: Self-declared or not certified
- Formulation standards | RA: No sulfates, no parabins, no phthalates | Typical brand: One or more present
- Ingredient heritage | RA: African-origin (shea, batana, chebe, black soap) | Typical brand: Generic synthetics and commodity fillers
- Years of formulation experience | RA: 20+ years | Typical brand: Most clean beauty brands are under 5 years old
- Fragrance-free options | RA: Full dedicated line for sensitive skin | Typical brand: One token product if any
- Education and community | RA: Private Shea Experience classes | Typical brand: Product only. No learning layer
Products Shown
- African Black Soap. Traditional formula with nothing added that shouldn't be there
- Whipped Body Butters. The texture that shows what clean formulation actually feels like
- Batana Oil. The ingredient most brands haven't heard of yet
6
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INBOX MODULE
Subject Line: What kept them coming back?
Preview Text: Real people, real results. Here's what they said
HERO MODULE
Hero Approach: Direct
H1: Don't Take Our Word
Subhead: Take theirs
Cta Button: Read More Reviews
MODULE 2: TRANSITION COPY
The cleanest way to know if something works is to hear from someone who already tried it.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What Customers Say About RA Cosmetics
Infographic: Numbered List
- [REVIEW SLOT 1. Pull from product pages or Judge.me/Okendo. Ideal: addresses product quality or ingredient purity. Format: "Quote.". First Name L.]
- [REVIEW SLOT 2. Addresses results over time: hair growth, skin improvement, or visible change. Format: "Quote.". First Name L.]
- [REVIEW SLOT 3. Addresses value or how RA compares to something they used before. Format: "Quote.". First Name L.]
- [REVIEW SLOT 4. Addresses scent, texture, or sensory experience. The thing you can't know until you try it. Format: "Quote.". First Name L.]
- [REVIEW SLOT 5. Addresses sensitive skin, allergies, or a specific concern that made them hesitant to try. Format: "Quote.". First Name L.]
Note To Nick: These five review slots are intentionally left for you to fill with real quotes pulled from RA Cosmetics product pages, Google reviews, or their connected review app. Each slot targets a different buyer objection so the email handles doubt from five angles at once. Do not fill these with invented quotes.
Products Shown
- African Shea Butter. The original, the one most customers mention first
- Turmeric Collection. Skin tone results that show up in before-and-afters
- Chebe Collection. The hair growth answer customers come back for
7
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INBOX MODULE
Subject Line: RABEAUTY10 dies at midnight
Preview Text: Last day. 10% off anything in the store
HERO MODULE
Hero Approach: Direct
H1: Last Chance Today
Subhead: Code gone at midnight
Cta Button: Use It Now
MODULE 2: TRANSITION COPY
RABEAUTY10 expires at midnight tonight. After that, it's gone. No extensions.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Pick One and Go
African Shea Butter Raw moisture that works from day one, no adjustment period
Batana Oil The scalp and hair growth oil worth trying before the price goes up
African Black Soap Clean, simple, and nothing your skin has to fight through
Whipped Body Butters The everyday moisturizer that doesn't feel like a chore
Chebe Collection For anyone serious about keeping the length they've grown
Cocoa Butter Deep conditioning for skin that's been through a lot
8
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I noticed you haven't placed an order yet, and I just wanted to reach out before your discount expires.
No pressure at all. If you're still deciding, or if something felt off, I'd genuinely like to know. Reply to this email and I'll get back to you personally.
Sometimes people aren't sure where to start. Especially if they're new to shea butter, or switching from products they've been using for years. That's completely fair. If it helps, our African Shea Butter is where most customers begin. It's simple, it works, and there's nothing in it that doesn't belong.
If sensitive skin is the concern, we have a full fragrance-free line. If it's hair growth, Batana Oil or the Chebe Collection are the ones people come back for. Just tell me what's going on and I'll point you in the right direction.
Your code. RABEAUTY10. Is expiring today. 10% off anything in the store, no minimum. If you want to use it, now is the time.
And if you decide this isn't the right fit, that's okay too. I'd rather you feel good about whatever you choose.
– Adia
Chief Operational Officer, RA Cosmetics
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.