Welcome series LIVE · top earner

Current: [OAKS] Welcome earns $18,434 / 30d, 16 orders, 4.71% click. The single best performer.

Prescription (§8.1, template "_SEM_ Welcome Automation Template"): 3 emails (5 min after signup, +24h, +24h). Email 1 sets expectations and answers "who are you, what do you promote and when." Email 2 shifts to values and the "us vs them" (here = the AI-Free art commitment), best moment to ask for the inbox add. Email 3 establishes authority with your best content.

Action: confirm it is a true 3-email arc, not a single discount drop. Layer in the AI-Free / real-makers "them" in email 2 (mass-produced AI prints and disposable frames) and feature Brent's founder story. Add an artist-story content email 3. Refresh content quarterly (course: performance diminishes over time). Points: +1.

Abandoned cart LIVE · #2 earner

Current: [OAKS] Abandoned Cart earns $17,253 / 30d, 7 orders, 2.81% click.

Prescription (§8.7, template "_SEM_ Cart Abandon Automation"): trigger at checkout-started + 4h, no purchase. Short, direct, conversion-focused. Dynamic block showing the exact print and frame in the cart. Goal cart-completion rate ~50%. Boom did $1.87 per recipient. Optional: a discount sub-sequence 7 to 10 days later, "one of the best monetization levers."

Action: verify the dynamic product block shows the actual artwork (this is non-negotiable for a visual product). Add a soft "questions about sizing or which collection fits the room?" touch (live chat / reply). Test a small last-step incentive only if completion lags. Points: +1.

Browse abandonment SMS only, email missing

Current: Browse Abandonment email earns $1,376 / 30d, 3 orders, 7% click (the highest click rate of any flow). (BMO) SMS Browse adds $602. The email side is thin or partial.

Prescription (§8.6, template "_SEM_ Browse Abandonment Automation"): trigger on product-page view; MUST show the exact product viewed; exclude buyers in last 14 days and anyone in this flow in last 14 days; remove on order or checkout-start. Gentle tone (highly engaged audience). Add testimonials and an Amazon-style related-art carousel.

Action: build a full email browse-abandon flow alongside the SMS one. The 7% click rate proves browsers want this. Use a dynamic block ("you were looking at this piece") plus 2 to 3 related prints from the same collection (coastal, surf, western). Points: +1.

Post-purchase track stub only

Current: [OAKS] Post Purchase earns $1,467 / 30d, 1 order, 5.76% click (strong click, almost no track behind it).

Prescription (§8.2): the full chunked track, built in order so people exit each chunk when its goal is met:

• Pre-arrival (template "_SEM_ Pre-Arrival Sequence", ~7 days, runs until the print arrives): build excitement, teach how to hang and care for giclé prints and the Endless Frame, set shipping expectations, ask for the birthday. Course effect: lowers refunds.
• Cross-sell (template "_SEM_ Cross-Sell Sequence", starts ~day 9): mini flash sale on a second piece or an extra Endless Frame, gentle scarcity, "thank you" framing.
• Ambassador request (template "_SEM_ Ambassador Request Sequence", ~day 12, 2 emails): letter-format invite for repeat collectors.
• UGC request (template "_SEM_ UGC Request Sequence"): "show us your wall" with a specific ask and a tangible gift; legal use note.
• Feedback request (template "_SEM_ Feedback Request Sequence"): 3 to 4 question survey, framed as a favor, to inform which collections/artists to expand.

Action: build the whole track. The course says start here because it is "the fastest way to invest in long-term growth" and you must get it right before writing more sales. UGC is gold for a visual brand: real customer walls become ad and email assets. Points: +1 (the largest structural fill, anchors the category).

Repeat purchase missing

Current: none. No flow fires on the second order.

Prescription (§8.2, template "_SEM_ Repeat Purchase Sequence"): trigger on the 2nd transaction. A "we love you" email, tip content, status/badge (collector tier), and a soft ambassador mention. Not a top revenue driver, but "the real secret to growing your business." 20 to 40% of customers repeat.

Action: build the second-purchase flow now; add 3rd/4th later. For wall art, lean on "build your gallery wall" and the Endless Frame swap story ("buy once, change your vibe endlessly") as the natural repeat reason. Folds into the post-purchase build.

Win-back missing · course favorite

Current: none. The course calls this "one of my favorites from this entire course."

Prescription (§8.8, template "_SEM_ Winback Automation"): Ezra's discount-ladder. Trigger on place-order, delay = the natural repurchase interval + 10% (Boost example: 60-day cycle, fires at 70 days). Ladder 2 to 3 discount tiers, escalating, each person pulled out when they buy at their threshold.

Action: build it. For one-time-feeling art buyers, the "refresh your walls" angle is the repurchase trigger. Calculate the unassisted second-purchase interval from Shopify, add 10%, then ladder a tier off the standard list offer up to your most generous point. This is the #2 priority in the course build order after post-purchase. Points: +1 (with repeat purchase).

Sunset / list hygiene missing

Current: none. Two "Never Active" lists exist but nothing sunsets them. This is the single biggest deliverability risk given the stale 2022 import.

Prescription (§8.9, template "_SEM_ Sunset Automation"): trigger on profiles created 120+ days ago, no clicks in 90 days, who once clicked and once received. Post iOS-15, require a CLICK not just an open. Be direct ("we will stop emailing you unless you click"). Offer social as an alternative. Remove non-clickers at the end. Makes ~10 cents/person; its job is to protect the inbox, not to earn.

Action: build it and run it before any big list-wide promo. Direct the "Never Active" cohorts through it, then scrub. Protects open/click rates and primary-inbox placement for the 37K who do engage. Counts toward both Automations and the Deliverability category.

Upsell / lead-to-sale, birthday, giveaway opportunity

Current: SMS exit-intent and Mother's Day lists exist (raw opt-ins), but no lead-to-sale conversion flow, no birthday flow, no giveaway conversion flow.

Prescription (§8.3 to 8.5): Lead-to-sale (template "_SEM_ Upsell: Lead to Sale", John's favorite, ~20% conversion): deliver the coupon first, conditional split for non-openers, content email, then close. Use a personal dynamic code set to expire in 96h. Birthday (template "_SEM_ Birthday Gift", collected in pre-arrival email 4): 7 days before, on the day, 7 days after; biggest discount you offer. Giveaway (template "_SEM_ Giveaway", at least quarterly): turns paid lead-gen into break-even via an expiring buyer coupon.

Action: wire a lead-to-sale flow onto the exit-intent and any new opt-in form so the SMS/email signups actually convert, not just sit on a list. Add birthday once pre-arrival is collecting it. Folds into the upsell phase of the build.

Weeks 1 to 2: post-purchase track (Automations)

Build pre-arrival, cross-sell, ambassador, UGC, feedback off the [OAKS] Post Purchase stub. Start collecting the birthday. This is "the fastest way to invest in long-term growth" and it lowers refunds.

Moves Automations toward 28/30. Sets up every downstream flow.

Weeks 2 to 3: win-back + repeat purchase (Automations)

Calculate the unassisted second-purchase interval from Shopify, add 10%, build Ezra's discount ladder. Add the 2nd-order repeat flow. The course's #2 priority and the first real monetization automation.

Completes the Automations lift (24 → 28).

Weeks 3 to 4: sunset flow + validate the 2022 import (Deliverability)

Build the sunset flow, run the "Never Active" cohorts and the stale import through it, NeverBounce-validate before any list-wide send. Stand up the monthly deliverability check (Sender Score, MX Toolbox).

Moves Deliverability 9 → 13 and protects everything that follows.

Weeks 4 to 6: first flash sale, then the promo calendar (Promotions, biggest lift)

Run one flash sale on a collection, by the template, 3 to 5 emails, on-page price, four-link formula, rising scarcity. Then lay out a quarter on the Internal Promotional Calendar at the 7-and-2 rhythm: roughly 2 promos/month plus content emails (artist stories from the empty blog) plus a quarterly giveaway.

Moves Promotions 4 → 21, the single largest score gain and the path to the 30 to 40% revenue benchmark.

Weeks 6 to 9: segmentation + lead-to-sale (List quality)

Build engaged 30/60/90, window shoppers, buyers vs non-buyers, 2x+ VIP, and collection-affinity segments. Wire a lead-to-sale flow onto the exit-intent/opt-in forms so SMS and email signups actually convert. Apply universal promo exclusions to every send.

Moves List quality & segmentation 9 → 17. Raises revenue-per-recipient via specificity.

Weeks 9 to 12: monetization promos + list growth (Strategy + scale)

Layer an excitement promo (giveaway or "next collection early access") in front of a monetization promo (Extra Extra on the Endless Frame or a limited artist edition with true scarcity). Run the 2x buyer survey to the VIP segment. Begin list growth with a self-liquidating offer (§10): a giveaway or lead magnet driven by paid social, aiming to break even on the lead and monetize on the back end.

Locks in Voice & strategy (4 → 9) and turns email into a compounding, planned revenue channel. Target: 50 → 88.

Excitement

New-artist spotlight drop. Introduce a real artist (Anna Landstedt, Carly Tabak, Plant Passenger), tell their story, reveal the new collection.

Builds anticipation and gives people a reason to look forward to the inbox. Not where we monetize, it is what makes monetization land.

Activation

First-print offer for the engaged-but-never-bought segment, paired with a free-shipping weekend. Low-risk way to get the first piece on the wall.

Turns the ~37,000 list and the engaged segments into first-time buyers. The first print is the hardest, the Endless Frame upsell follows naturally.

Monetization

An Extra Extra style cart-open / cart-close on a limited art series, or an 8-Day-style holiday push on the Endless Frame as a gift.

This is the money lever. Real scarcity (limited run, hard end date) on a transformation people already want.

Post-purchase

Pre-arrival, how-to-hang, cross-sell more prints, ask for a review and UGC.

Buyers are the warmest audience we have. This is the highest-leverage flow and where repeat revenue compounds.

Cart + browse abandonment

Built early, in parallel. Catch the people already mid-decision on a print or the Endless Frame.

Lowest-effort recovered revenue. They were one click away, the flow finishes the sentence.

Win-back

Re-engage past buyers and dormant subscribers with a new drop or a refresh-your-walls angle.

Cheaper than acquisition and it cleans the list, which protects deliverability to the ~37,000.

Welcome / post-opt-in

3-email series: the maker's story, the AI-Free stance, the Endless Frame promise, then a first offer.

Sets the voice and the us-vs-them from email one. Turns new subscribers into first buyers.

Upsells

Endless Frame to print-buyers, second-print and multi-piece prompts, birthday and replenish-your-walls.

Built last because it sits on top of a working post-purchase flow. This is where average order value climbs.