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Execution plan · pending approval · 2026-07-14
Offer + Email Execution Plan
The moment you approve this and lock pricing, here's exactly what runs, in order, who does it, and the gate that proves it worked. Goal: one coherent 40%-off-first-order funnel instead of today's five different numbers.
The locked offer
| Promo | 40% off your first order · code FIRST40 |
| Default | 2-bottle / 60-day subscription · first box $35.99 (40% off $59.98) · then $59.98 / 60 days ($29.99/mo) |
| One-time | $39.99 anchor (makes subscribing the obvious choice) |
| Shipping | FREE on the bundle — the "$50 threshold" language dies everywhere |
Why 40% (down from 52%): the first box ($35.99) stays close enough to the ad anchor that the sticker gap is still closed, while the shallower discount eases the order-2 price cliff (1.67x vs 2.0x) that drives churn. Still watch order-2 retention once the flows are live.
What happens on approval — the sequence
Two of these need Serina's eyes inside the tool before going live (Klaviyo drafts). Everything else Claude executes directly. Est. total hands-on: about a day, most of it Serina's review windows.
1
Shopify discount → 40% + create FIRST40
One 40%-off automatic discount + the FIRST40 code. Retire FirstOrder52XJ7. This is the single source of truth every surface points at.
CLAUDE executes~5 min
2
Bundle offer live on the PDP (Kaching)
2-bottle / 60-day default, first box $35.99, free shipping, per-month framing. Built from the approved mock. Fixes the cart-step sticker shock (65% of abandoners drop there).
CLAUDE buildsSERINA approves config~30 min
3
Tier 1 Klaviyo standing assets → 40% / FIRST40
The live popup + 4 live flows (Welcome, Browse Abandon, Thank You, Winback). Swap every offer number to 40%, code to FIRST40, kill the $50 shipping-threshold line, move to subscribe-and-save framing. Built as drafts.
CLAUDE draftsSERINA approves in Klaviyo~45 min + review
4
Abandoned-cart flow live + native swap
Build the approved 3-email flow (trigger: Checkout Started), set to 40% / FIRST40. Then: turn OFF the Shopify-native abandoned-checkout email and flip the Klaviyo flow live in the same hour. Never both at once.
CLAUDE buildsSERINA approvesSWAP, no double-send
5
Tier 2 template value swaps
48% → 40%, remove "$50 free shipping," across every template the flows use (Subscribe & Save, Refill Reminder, Spring Immune, etc.). Mapping confirmed in the Klaviyo UI at edit time.
CLAUDE executes~30 min
6
Tier 3 loose codes + future campaigns
SUMMER20 (20%, scheduled Jul 24) and PRIME15 (15%): retire, or point at existing subscribers only so they don't undercut 40%-off-first for new buyers. Check the Jul 29 back-to-school send before it fires.
STEVEN decides SUMMER20CLAUDE executes
7
Ads: 52% → 40%, point at FIRST40
Update the "52%" in ad primary text and the discount reference to 40% / FIRST40 so the ad matches the page the click lands on.
CLAUDE prepsSTEVEN approves (creative)
8
Verification gate — prove it before calling it done
One test email signup → the Welcome email shows 40% + FIRST40. One test checkout → 40% applies and free shipping shows on the bundle. Abandoned-cart draft copy matches. Screenshot both.
HARD GATECLAUDE verifies + shows proof
Reconciliation detail — old → new
Tier 1 (standing, send continuously) fixed first; Tier 2 (value swaps); Tier 3 (loose codes).
Tier 1 · standing assets
| Asset | Now | Change to |
|---|
| Essential Welcome Popup LIVE | signup discount, unknown % | 40% off first order · FIRST40 |
| Welcome Series (SXqFxd) LIVE $815/mo | 48% off + $50 free-ship | 40% off · free ship on bundle · subscribe-and-save |
| Browse Abandonment (Sv35pL) LIVE | one-bottle offer | 40% off · 2-month-supply framing |
| Customer Thank You (TfBRu4) LIVE | post-purchase | no first-order discount; subscribe upsell / manage |
| Customer Winback (Tn4SZw) LIVE | reactivation | keep DISTINCT from first-order (already bought) |
| Abandoned-Cart (new) | "discount applied" placeholder | 40% off, expires tonight, FIRST40 |
Tier 2 · value swaps
| Old | New | Where |
|---|
| 48% off | 40% off | Subscribe & Save, Refill Reminder, Mother's Day, Spring Immune, Clone of T42hG4 ×2 |
| $50 free-ship threshold | removed; free ship on bundle | same set |
| 52% / FirstOrder52XJ7 | 40% / FIRST40 | ads + PDP + Shopify discount |
| 65% / 60% scattered | 40% | July E5, Spring Immune |
Tier 3 · loose codes + future sends
| Asset | Issue | Decision |
|---|
| SUMMER20 (20%) — Jul 24 send | undercuts 40%-off-first for new buyers | subscribers-only, or pause |
| PRIME15 (15%) — Post-Prime | old, weaker than standard | retire or re-point to 40% |
| July E7 back-to-school — Jul 29 | offer unconfirmed | check before it fires |
Sequencing: the 40% reconciliation is a global consistency fix, so it goes live immediately on approval, no test needed. The bundle-default (2-bottle) can go live with it, but if you want a clean measured read of it vs the current default, that formal A/B waits until the live pdp-vs-hp test reads out (~Jul 21) so two SiteSplit tests don't confound each other.