The Send: 10
The 10 emails your retail or DTC brand actually needs—with copy formulas and real examples to write them yourself.
Automated Emails
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That Sound Good
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And Sell
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Automated Emails ◯ That Sound Good ◯ And Sell ◯
Your email list is one of the most valuable things your brand owns.
Most brands treat it like an afterthought.
They send when they have a sale. They go quiet between launches. They write the same five emails on repeat, then wonder why their open rates are dropping and their revenue isn't moving.
The problem isn't the platform. It's not the send time. It's not even the subject line.
It's that most brands don't have an email program.
They have a collection of one-offs that don't add up to anything.
The Send: 10 HELPS YOU AUTOMAte IT IN A WAY THAT MATTERS.
From your welcome flow to your winback series, The Send 10 is a copy template and formula guide for the 10 emails every retail and DTC brand needs.
Each email comes with three things:
1. The JOB
What this email is actually supposed to do and why it matters in your program.
No generic templates. No fill-in-the-blank subject lines that sound like everyone else's. Just a clear framework, written by someone who has spent a decade inside retail and DTC brands, and knows the difference between copy that describes and copy that converts.
2. The Formula
A structure you can follow that's built around how retail customers actually read and respond to email.
3. Real examples
Every formula is paired with a complete example email from a fictional skincare brand, written to show you exactly what done looks like
“I thought writing emails for my business would be easy. I was wrong.”
I didn’t know where to start, so I kept putting it off. The Send 10 changed that! It’s easy to follow and taught me a lot about the job of an email. I’ve already seen a noticeable increase in demand. All businesses need this!
-Kara Shaffer, Owner of Kara Shaffer Moves
What’s Inside?
THE WELCOME FLOW
The fist three emails most customers will ever see from your brand. Get them right, and you’re set up for serious loyalty.
the winback series
Good news: Lapsed customers aren’t necessarily lost customers. This three-part flow brings ‘em back in (without guilt or pressure).
WHO IS THE SEND: 10 for?
This is for you if:
• You're a retail or DTC brand with a list you're not fully using—or you’re treating every email as a one-off campaign.
• You're an in-house marketer who needs a faster way to brief or write email copy, and set up meaningful automations.
• You're a founder writing your own emails and you want them to sound like a brand, not a newsletter.
This is not a course. There's no video to watch, no homework to submit. You open it, you follow the formula, you write the email. That's it.
RETENTION TRIGGERS
Don’t wait until someone’s gone to consider retention. These four emails deepen the relationship before there's a reason to repair it.
MEeT ALEXA
I've spent the last decade inside retail and DTC. Not consulting from the outside or learning online, but actually in it, alongside the merchants, creative directors, and marketing leads building brands that last.
I've written email programs for brands like lululemon, Our Place, and Buck Mason. I know what a high-performing retail email looks like—and more importantly, I know what's getting in the way of yours.
The Send 10 is the framework I wish existed when I started. The one that doesn't just tell you what to write, but shows you how and why—and what it looks like when it's done right.