# Sleep + Recovery — Sequence Frameworks

> Email and post-purchase nurture flow. Triggers, cadence, content goal per email.

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## Post-purchase sequence (10 emails, Day 3 → Day 90)

| Day | Email | Goal | CTA |
|---|---|---|---|
| 3 | Shipping confirmation | Reassure + set expectations | "Track your order →" |
| 4 | Founder content | Build relationship before product arrives | "Read founder note" |
| 5 | Delivered + how to use | Reduce first-night friction | "Day 1 ritual guide" |
| 7 | Feedback check | Soft check-in, gather signal | "How was night one?" |
| 10 | Ritual deepening | Show consistency-wins data | "10 ritual ideas" |
| 14 | Expectation setter | Re-anchor on 2-4 week timeline | "What week 2 looks like" |
| 30 | Check-in + ICP segment | Subscribe vs one-time offer | "Subscribe & save 20%" |
| 66 | Habit formation | Anchor on 66-day science | "Why night 66 matters" |
| 66 (alt) | Standalone deeper | Long-form for engaged readers | "Read the science" |
| 90 | Review + sub | Loyalty pitch + refer-a-friend | "Subscribe / Refer" |

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## Logic of the cadence

**Days 3-7: Onboarding**
First week = highest friction. Box arrives, customer has to start the ritual. Emails reduce drop-off.

**Days 10-14: Pattern setting**
Most quitters quit between days 10-14. These emails re-anchor on the 2-4 week timeline so they don't expect day-1 magic.

**Days 30-66: Habit window**
The science of habit formation peaks around days 21-66 (the "average 66" from the UCL Phillippa Lally study). We send the long-form habit email at exactly day 66.

**Day 90: Loyalty**
By day 90 most customers know if the product works for them. Pitch subscription, refer-a-friend, leave-a-review.

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## Pre-purchase / Welcome sequence (TBD)

When the site has cart-abandon + opt-in popup → 5 emails:

| Trigger | Email | Goal |
|---|---|---|
| Opt-in (no purchase) | Welcome + ICP quiz | Capture, segment, soft pitch |
| Day +2 | The science | Build credibility |
| Day +5 | Founder note | Build trust |
| Day +7 | Customer story | Social proof |
| Day +10 | Offer (20% off first pack) | Convert |

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## Triggers (Shopify / Klaviyo / SendGrid)

| Event | Trigger which email |
|---|---|
| Order created | Day-3 shipping email at order_create + 1 day delay |
| Order shipped | Day-5 delivered email at fulfillment + 0 day delay |
| Order delivered | Day-7 feedback email at delivery + 2 day delay |
| Cart abandoned (logged-in) | Welcome email + 1hr · then sequence |
| Subscription upcoming | Subscription reminder at fulfillment - 5 days |
| Subscription churn risk | Cancel-save ladder at billing_failure or churn_signal |
| Day-90 anniversary | Review + sub email at order_create + 90 days |

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## Content tone per email

| Day | Tone |
|---|---|
| 3 (shipping) | Confirming, no fluff |
| 4 (founder) | Personal, vulnerable |
| 5 (delivered) | Practical, step-by-step |
| 7 (feedback) | Curious, conversational |
| 10 (ritual) | Tip-list, useful |
| 14 (expectation) | Realistic, grounded |
| 30 (check-in) | Soft pitch, encouraging |
| 66 (habit) | Science-led, deeper |
| 90 (review) | Confident, loyalty |

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## What changes per ICP

Default sequence applies to "general adult." For ICP-specific variations:

| ICP | Modify |
|---|---|
| **Stress-wind-down** (post-work-day) | Day 7 + 14 emphasize racing-mind angle |
| **Recovery-athlete** (post-workout) | Day 10 emphasize muscle recovery |
| **Anti-melatonin** (escape pill habit) | Day 4 + 14 emphasize "no pills" angle |
| **Perimenopausal** (hormonal sleep issues) | Day 14 + 30 add Mg + hot-flash research |

Tag in email tool, dynamically swap relevant content blocks.

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## A/B test cadence

Each email gets 2 subject line variants per quarter. Winner stays for next quarter, loser swapped. Track open rate + CTR in the Copy Bank.