$114K+ in 90 Days. A Welcome Flow Built for Mountainsmith
We just generated $114K+ in 90 days for a similar brand using this exact playbook. Below is the custom version we wrote for Mountainsmith.
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 Mountainsmith
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: Your $10 off starts now
Preview Text: Gear built in Colorado since 1979. Here's your welcome offer
HERO MODULE
Hero Approach: Direct
H1: Gear That Goes
Subhead: $10 off your first order
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
You signed up, so here it is: use code MOUNTAIN10 at checkout and take $10 off your first order. It's good for 14 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Built for where you're headed
Mayhem EVO 45L Backpack The pack that handles serious off-trail days without asking you to compromise
Day Lumbar Pack The original lumbar pack, refined over 45 years, light enough to forget you're wearing it
Tour Lumbar Pack Adapts to hiking, travel, or everyday carry without missing a beat
Zerk 40 Backpack A workhorse trail pack at a price that won't make you hesitate
K9 Dog Pack So your dog carries their own weight, without the stress on their spine
Strapette EVO Turns your lumbar pack into a full shoulder-strap setup in seconds
2
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This one goes back to 1979.
A group of Colorado outdoorsmen kept pushing deeper into the backcountry, and the gear kept failing them. Not in dramatic ways. More like a slow accumulation of frustrations. Straps that dug in on long carries. Packs that put all the weight on the wrong place. Stuff that held up fine on weekend trips but fell apart when the trips got serious.
So they built their own.
Nothing fancy at first. Just people who knew what they needed, figuring it out with whatever materials they had. Those early prototypes turned into real patents. Including the first-ever patent on the lumbar pack, a category that didn't exist until they invented it. The Delta Load Compression system came out of those same sessions: a design that shifts weight off your shoulders so you can carry more, go further, and still feel like a person at the end of the day.
That was Golden, Colorado in 1979. We're still here. Same mountains. Same problems we're trying to solve. Every product still gets designed and tested in the Rockies, because that's the only honest way to know if something actually works.
If you have questions about what pack fits your setup, just reply here. We're a small team and we actually read these.
Your $10 off code is MOUNTAIN10. It's good for another 12 days if you want to use it.
– The
Mountainsmith
3
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INBOX MODULE
Subject Line: What makes Mountainsmith different
Preview Text: 45 years of function-first design. Here's what that actually means
HERO MODULE
Hero Approach: Curiosity
H1: Not Built to Trend
Subhead: Built to last a lifetime
Cta Button: See the Gear
MODULE 2: TRANSITION COPY
Most outdoor brands launched in the last 15 years. Mountainsmith launched in 1979, and the things that made us different then are still the reasons people choose us now.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What 45 years of real design looks like
Infographic: Checklist
- We hold the original patent on the lumbar pack. We didn't join the category, we created it
- The Delta Load Compression system shifts weight off your shoulders, so long carries stop punishing you
- Forged for Life Warranty. Every product, every defect, no time limit
- EVO modularity lets you build out your setup over time instead of starting over
- First brand in the industry to use recycled PET pack cloth. In 2006, before it was a talking point
- Designed and tested in Golden, Colorado, in the same mountains every pack is built for
Products Shown
- Mayhem EVO 45L. Serious backcountry capability with EVO modularity built in
- Day Lumbar Pack. The original lumbar design, still the best version of itself
- Zerk 25 Backpack. Light, simple, proven on the trail
4
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INBOX MODULE
Subject Line: Your $10 is still waiting
Preview Text: Code MOUNTAIN10. Don't let it expire unused
HERO MODULE
Hero Approach: Direct
H1: Still $10 Off
Subhead: Use it before it's gone
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
Your code MOUNTAIN10 is still active. You've got about a week left before it expires.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Pick where you want to start
Day Lumbar Pack Your all-day carry solution that stops your shoulders from hating you by mile five
Tour Lumbar Pack More room, more strap options, ready for whatever kind of day you're planning
Zerk 40 Backpack The trail pack you reach for first because it never lets you down
Mayhem EVO 45L Backpack For the days when you're not sure what you'll need, so you bring everything
Strapette EVO Converts any EVO lumbar pack into a full backpack setup in under a minute
2024 Andesite Trekking Poles. 7075-grade aluminum, tested on Colorado terrain, built for every trail below it
5
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INBOX MODULE
Subject Line: Mountainsmith vs. Everyone else
Preview Text: The comparison most brands don't want you to make
HERO MODULE
Hero Approach: Question
H1: How Do We Stack Up?
Subhead: See the difference side by side
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
When you're choosing gear you'll carry for years, it's worth knowing exactly what you're comparing.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Mountainsmith vs. The typical outdoor brand
Infographic: Table
- Heritage: Founded 1979, 45+ years of continuous backcountry design | Many brands launched post-2010 with no field history behind them
- Lumbar pack expertise: Holds the original patent. Invented the category | Lumbar packs treated as a secondary or afterthought product
- Load system: Patented Delta Load Compression shifts weight off shoulders | Standard harness with no proprietary weight management
- Modularity: EVO system. Add, swap, and customize components over time | Fixed, non-interchangeable components
- Warranty: Forged for Life. No time limit | Typically 1–3 year limited warranty
- Price point: Competitive with mid-tier brands | Comparable or higher, with less proven field time
- Environmental record: First recycled PET pack cloth in the industry (2006) | Sustainability claims, rarely documented industry firsts
Products Shown
- Mayhem EVO 45L. The pack that puts every one of these advantages to work
- Day Lumbar Pack. The one that started it all, still the best lumbar pack on the market
6
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INBOX MODULE
Subject Line: What people say after a few hundred miles
Preview Text: Real people, real carry time. Not a highlight reel
HERO MODULE
Hero Approach: Direct
H1: From People Who've Tested It
Subhead: Reviews worth reading
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
These aren't cherry-picked. They're from people who've actually put the gear through its paces.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: In their words
Infographic: Numbered List
- "This pack is the most versatile pack on the market. Pockets and storage everywhere but nothing gets lost. The strap pockets can hold a marathon bottle, GPS AND radio. The external tiedowns hold trekking poles, snow shoes, and mountain axe perfectly.". Josh H. (on versatility and organization)
- "I bought the predecessor of this pack in the 1980's. Over time it became a day hike and beach bag until finally giving out around 2010. I was so happy to be reunited with my old friend. It's the same but better.". William M. (on durability across decades)
- "Light, simple, and made from relatively durable materials. Better in pretty much all regards". Manitou Wall Climber (on build quality and weight)
- "Completely changes my Day lumbar pack. Loved these style shoulder straps on my Zerk 40. Could not be happier.". John D. (on the EVO modular system)
- "I am 68 years old and I noticed I was losing my balance sometimes especially coming downhill. These sticks are the best.". Larry V. (on stability and real-world performance)
Products Shown
- Day Lumbar Pack. The one William's been buying since the 80s
- Mayhem EVO 45L. The pack Josh took everywhere
- 2024 Andesite Trekking Poles. What changed Larry's downhill game
7
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INBOX MODULE
Subject Line: Last chance. Code expires tomorrow
Preview Text: MOUNTAIN10 is gone after midnight
HERO MODULE
Hero Approach: Direct
H1: Code Expires Tomorrow
Subhead: MOUNTAIN10. Use it or lose it
Cta Button: Shop Before Midnight
MODULE 2: TRANSITION COPY
Your $10 off expires at midnight tomorrow. After that, MOUNTAIN10 stops working and this offer is done.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Still deciding? Here's where most people start
Day Lumbar Pack The lightest way to carry everything you need without putting it on your back
Zerk 40 Backpack Your reliable trail partner for full-day pursuits and everything in between
Mayhem EVO 45L Backpack When the day might get long, technical, or both
Tour Lumbar Pack Built for flexibility, works for hiking, travel, and anything in between
K9 Dog Pack Your dog's first serious piece of gear, designed with a vet for safe carry
2024 Andesite Trekking Poles. The poles that kept a 68-year-old steady on the downhill
8
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We've sent a few emails over the past two weeks and haven't heard from you, so we wanted to check in.
No pressure at all. Not everyone is ready to buy, and that's completely fine. If the timing was off or if something about the gear didn't feel right for where you're headed, we'd genuinely like to know.
If you had a question and didn't ask, now's a good time. We're a small team and we read these replies. If you were comparing us to something else and we lost you somewhere, we'd want to hear that too.
Or maybe you just need a bit more time. That makes sense. The gear will be here.
The one thing worth mentioning: your $10 off code. MOUNTAIN10. Expires today. If you've been thinking about it, this is the last window to use it. After today it's gone, no extensions.
Either way, thanks for spending some time with us. If you ever head into the Rockies, we'll be out there too.
– The
Mountainsmith
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.