Draft the 4-Email Sequence: From Value Reminder to Sunset
Objective: Draft the subject line, angle, and CTA for each of the 4 emails in a re-engagement sequence, in the correct order, with no discount on email 1.
You're the lifecycle marketer at Robinhood building the re-engagement flow for traders who haven't logged in or placed a trade in 90 days.
Follow the lesson's Day 0/7/14/21 escalation exactly: value first, incentive second, preference third, sunset last.
Before you start
What you'll need
Free path (everything below is enough to finish)
No account needed, fast to iterate on copy angles
Paid upgrades (optional, faster/deeper)
Klaviyo Flows is only needed once you're ready to automate the trigger; the draft itself only needs a spreadsheet.
Turns the draft into a live behavior-triggered flow instead of a manual batch send
No access? Google Sheets draft handed to whoever owns the ESP
The process
1 step
Step 01 of 01
The lesson's 4-email escalation gives each email a single job: value reminder (Day 0), soft incentive (Day 7), preference center (Day 14), sunset stay-or-leave (Day 21), and a discount can never lead email 1.
For a 90-day-dormant Robinhood trader segment, what should each of the 4 emails say, in what order, so email 1 never opens with a discount?
Procedure
- Create 4 rows labeled Email 1 through Email 4 with a Day column (0, 7, 14, 21)
- Write email 1 as a pure value reminder referencing what the trader missed, no offer, no discount
- Write email 2 as a single time-limited incentive with one CTA button
- Write email 3 as a preference-center offer (fewer emails, digest, category-only)
- Write email 4 as a sunset stay-or-leave message sent from a real person's name
Day 0: "Here's what moved in your watchlist while you were away" -- no offer Day 7: "10% off your next options contract fee, ends Friday" -- single CTA Day 14: "Too many market alerts? Pick your frequency" -- preference link Day 21: "This is goodbye, unless you tap to stay" -- from "Jordan at Robinhood"
Healthy
Email 1 has zero discount language and email 4 uses a real first name in the From field.
Unhealthy
Email 1 opens with '20% off options fees, come back now', which trains dormant traders to wait for a discount before ever opening a regular email again.
What this means
The order is not arbitrary, leading with an incentive teaches the exact behavior the sequence is trying to break.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| Draft email 1 currently includes a discount code | Move the discount to email 2 and rewrite email 1 as a pure value recap | 5 min |
Final deliverable
A 4-row sequence draft (Day 0/7/14/21) with subject line, angle, and CTA for each email, ready to hand to whoever builds the automation.
See a reference example
Grab, dormant-rider re-engagement draft (excerpt) Day 0: "Your favorite drivers missed you" -- no offer, 3 nearby promos shown Day 7: "Free delivery on your next 3 orders, ends Sunday" -- single CTA Day 14: "Fewer notifications? Choose your ride alerts" -- preference link Day 21: "We're removing you from ride offers unless you tap stay" -- from "Mei at Grab"
Success criteria
You're done when you can:
- Email 1 contains no discount or incentive language
- Email 4 uses a real person's name in the From field, not a brand name
- All 4 emails are in the correct Day 0/7/14/21 order