E. Frances Paper is leaving ~$1.5M/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 E. Frances Paper
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: FRANCES10 takes 10% off your first order
Preview Text: Your 10% off is ready. Here's where to start
HERO MODULE
Hero Approach: Direct
H1: Send More Love
Subhead: 10% off, yours for 14 days
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
You showed up. Here's your reward: code FRANCES10 takes 10% off your first order, good for the next 14 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: A Few Things Worth Sending
Little Notes® Keep a stack handy for every small moment that deserves a big reaction
Greeting Cards Original artwork for birthdays, weddings, sympathy, and everything in between
Boxed Greeting Card Sets Stock up so you're never caught without the right card
Flat Note Sets Personal correspondence that actually feels personal
Notepads Daily lists that look good sitting on any desk
Weekly Planners Paper planning, done beautifully
2
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In 2013, my sister and I kept staring at our cousin's paintings.
There was something about them. They'd make you laugh out loud, then get a little misty, then laugh again. All in the span of about ten seconds. We couldn't figure out exactly what it was, but we knew it felt too good to stay in a living room.
So the three of us started a company. We named it after our grandmothers, Elizabeth and Frances, because they're the ones who taught us what it means to actually stay in touch with the people you love.
We launched out of my tiny guest room. Then a storage unit with no electricity (yes, really). Then a series of spaces I can only describe as "hilarious." Now we have a real studio, three founders, six kids between us, and a catalog that covers pretty much every occasion worth celebrating. Or grieving, or laughing through.
The mission hasn't changed once: make products good enough to stop someone mid-scroll, and help them send a little more love to the people who matter.
That's still the whole point.
If you have questions, or want help finding the right card for a specific moment, just hit reply. I actually read these.
And if you're ready to send something good. Use code FRANCES10 at checkout. It's good for 10% off and expires in 14 days.
– Ali
Founder and Chief Creative Officer, E. Frances Paper
3
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INBOX MODULE
Subject Line: 1,592 uses for one tiny card
Preview Text: What makes E. Frances different from every other card company
HERO MODULE
Hero Approach: Curiosity
H1: Not Your Average Card
Subhead: Here's what sets us apart
Cta Button: See for Yourself
MODULE 2: TRANSITION COPY
Most paper goods brands look the same because they use the same stock art, the same four occasions, and the same forgettable designs. E. Frances Paper was built differently from day one.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Six Reasons People Keep Coming Back
Infographic: Icon Graphic
- Every design comes from original paintings by a real artist. Not a stock image library or a licensed clip art pack
- The company name honors two real grandmothers, Elizabeth and Frances. There's a story behind every product we make
- Little Notes® covers 1,592 documented use cases, from place cards to love notes to a quick "thinking of you" left on someone's pillow
- One place for every occasion. Birthday, sympathy, wedding, baby, graduation, teacher, anniversary, and more
- Free U.S. Shipping on orders over $50, because sending love shouldn't come with a surprise fee at checkout
- A positive-only brand. Every product is designed to add something good to the person receiving it
Products Shown
- Little Notes®. The one product with 1,592 reasons to own it
- Greeting Cards. Original artwork for the moments that actually matter
- Boxed Greeting Card Sets. The right card is always on hand when you need it
4
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INBOX MODULE
Subject Line: You browsed, code still works
Preview Text: FRANCES10 is still good. But not for long
HERO MODULE
Hero Approach: Direct
H1: Still Here, Still 10% Off
Subhead: Code expires in 9 days
Cta Button: Use FRANCES10
MODULE 2: TRANSITION COPY
You've got nine days left on FRANCES10. Here are a few things worth picking up before it's gone.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Popular Right Now
Little Notes® For the friend who deserves a note and the moment that can't wait
Greeting Cards Because the right card at the right time is genuinely unforgettable
Little Pouches A zippered home for all the small things always going missing
Notepads Your daily list, but make it something you actually want to look at
Pencils The kind that give you new school supplies butterflies all over again
Flat Note Sets Personal correspondence for when a text just won't cut it
5
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INBOX MODULE
Subject Line: Most cards get recycled, not kept
Preview Text: See how E. Frances stacks up against the rest
HERO MODULE
Hero Approach: Question
H1: Why Does It Even Matter?
Subhead: Because the card is what they keep
Cta Button: Shop E. Frances
MODULE 2: TRANSITION COPY
Most cards get glanced at and recycled. E. Frances cards are the ones people put in a drawer and find again ten years later.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: E. Frances vs. The Rest
Infographic: Table
| | E. Frances Paper | Typical Card Brand |
|---|---|---|
| Artwork | Original paintings by a real artist | Stock illustrations or licensed clip art |
| Occasion range | Birthday, sympathy, love, wedding, baby, grad, teacher, seasonal, and more | Usually limited to a handful of occasions |
| Proprietary formats | Little Notes®. 1,592 use cases | Standard card sizes only |
| Brand story | Named after real grandmothers; started in a guest room | Corporate origin or no story at all |
| Free shipping threshold | Orders over $50 | Often higher thresholds or flat fees |
| Retail availability | Carried by third-party stockists nationwide | Varies |
Products Shown
- Greeting Cards. The ones people actually hold onto
- Little Notes®. More versatile than any card you've owned before
6
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INBOX MODULE
Subject Line: She said she'd never switch brands
Preview Text: Real customers. Real reactions.
HERO MODULE
Hero Approach: Story
H1: Don't Take Our Word
Subhead: Here's what customers are saying
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
We can talk about the artwork and the occasions and the quality all day. But the people who've actually sent these cards say it better than we ever could.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What People Are Saying
Infographic: Numbered List
- "I will never send another brand of greeting cards ever again. You always have just the perfect card for every occasion.". Verified Customer (on occasion coverage)
- "These mini note cards are so darn cute and make wonderful little thoughtful surprises. Just makes one smile!". Verified Customer (on the Little Notes® experience)
- "The ultimate gift for a friend, neighbor, sister. Or a little treat for yourself. Great to keep in your car, kitchen, office. Perfect for place cards too.". Verified Customer (on everyday versatility)
- "Amazing paper quality, inspiring words, and creative and joyful artwork.". Verified Customer (on product quality and design)
Products Shown
- Little Notes®. The one that converts skeptics into believers
- Greeting Cards. For every occasion they've ever struggled to find a card for
- Boxed Greeting Card Sets. Because once you find the brand, you stock up
7
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INBOX MODULE
Subject Line: FRANCES10 gone tomorrow night
Preview Text: Last chance to send something worth keeping
HERO MODULE
Hero Approach: Direct
H1: Last Chance
Subhead: 10% off ends tomorrow night
Cta Button: Use Code Now
MODULE 2: TRANSITION COPY
FRANCES10 expires tomorrow. After that, it's gone. No extensions, no second code.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: A Few Things to Order Before It Expires
Little Notes® Send the note you've been meaning to send for weeks
Greeting Cards Stock up now so you're never scrambling for the right one again
Boxed Greeting Card Sets The most practical thing you can buy for the year ahead
Weekly Planners The paper planner that actually makes you want to plan
Little Pouches A small gift with an outsized reaction
Pencils More fun than any office supply has a right to be
8
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I'll keep this short.
You signed up a couple weeks ago and I haven't seen an order come through. Which is totally fine. No pressure here. Not everyone is ready to shop the moment they land on a list.
But I wanted to check in as a real person, not an automated sequence (even though, yes, technically this is that).
If something stopped you. Maybe the timing was off, maybe you had a question about a product, maybe you just forgot. I'm happy to help with any of it. Hit reply and I'll get back to you personally.
If you're not the paper goods type and this just isn't for you, that's okay too. No hard feelings at all.
But if there's someone in your life who deserves a card right now. A birthday coming up, a friend going through something hard, a parent you haven't written to in a while. Code FRANCES10 is still active through tonight. It's 10% off your first order, and it expires at midnight.
Either way, glad you found us.
– Ali
Founder and Chief Creative Officer, E. Frances Paper
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.