THE SUMMER CLASSIC — LATTE ART THROWDOWN
A three-email campaign for Mom 'n 'em Coffee. Yours to use, free, no strings.

Built by Jacob Gilliam, Cincinnati
jacogilliam@gmail.com · jacogilliam-ai.github.io/email-portfolio


WHAT IS IN HERE

  email.html     Announce      send Wed the 16th, morning
  email-2.html   Reminder      send Tue the 22nd, ~4pm
  email-3.html   Day-of        send Fri the 25th, ~3pm

  Twelve images. Keep them in the same folder as the HTML files.


HOW TO GET THESE INTO KLAVIYO

The images need to be hosted before the HTML will render. Klaviyo hosts them
for you, so do this first:

  1. Klaviyo > Content > Images, and upload all twelve image files.
  2. For each one, copy the URL Klaviyo gives you.
  3. Open the .html file in any text editor and replace the local filename
     with that URL. For example:

         src="hero.jpg?v=334b1991"
     becomes
         src="https://d3k81ch9hvuctc.cloudfront.net/.../hero.jpg"

     Leave everything else alone. The ?v= bit can go.

Then pick one of these two:

  FASTEST — paste the HTML
    Campaigns > Create campaign > Email > Drag and drop, then drop in a single
    Text block and switch it to source view. Or start the campaign and choose
    the HTML editor if your account has it enabled. Paste the whole file.

    Trade-off: nobody on your team can edit it later without touching code.

  BETTER LONG TERM — rebuild in the drag-and-drop editor
    Every block here maps to a native Klaviyo block: image, text, button,
    split (two column). About 30 minutes per email, and then anyone can change
    a word without opening HTML. Worth it for something you may run again.


BEFORE YOU SEND — four things I could not do for you

  1. Nothing. Both the competitor signup and the raffle links are live in the
     files and point at your real pages.

  2. The unsubscribe links use Klaviyo's URL-only tags:
       {% unsubscribe_link %}          and   {% manage_preferences_link %}
     Those are correct for a hand-written <a href> and Klaviyo resolves them
     on send. If you build in the drag-and-drop editor instead, delete the
     footer I wrote and drop in Klaviyo's own footer block, which handles it.
     Do not send without a working unsubscribe link.

  3. Everything factual came from your Facebook post — the prize, the sponsors,
     the $15 entry, the raffle, the DJ, the times. I never confirmed any of it
     with you, so read it once before it goes out.

  4. Send yourself a test of each one and open it on a phone. That is the only
     check that actually matters.


SUBJECT LINES AND PREVIEW TEXT

  1  Subject:  Latte art throwdown, Friday the 25th
     Preview:  A Fellow Series 1 is on the line. Plus smashburgers, Nati wine, and a DJ.

  2  Subject:  Three days out: burgers, wine, and a bracket
     Preview:  Smashburgers, Nati wine, a DJ, and somebody walks out with an espresso machine.

  3  Subject:  Tonight at 5:30 in Madisonville
     Preview:  Madisonville, 4310 Whetsel. Walk in.


A NOTE ON SEGMENTING

If location is on your profiles, weight this toward Madisonville. Camp
Washington regulars are a twenty minute drive and will convert worse, so send
them 1 and 3 only. If location is not on your profiles, send all three to
everybody — under a few thousand contacts, suppression math does not pay.


ONE MORE EMAIL WORTH SENDING

The Saturday after: the winner, one photo, and a line about the next one. It
costs nothing and it is the email that makes the NEXT throwdown easier to
fill. Most shops never send it.
