Email copy: Build rules for every email

From Vinson · 25 September 2026 · part of the email plan. For Gavin. How the emails look is in the design brief, for the design team.

Rules for every flow

1. Sender: "Austin from Hypertune". Reply-to: an inbox someone reads, because several emails invite a reply.
2. One button, one destination. Any image links to the same place. No social icon row.
3. Live text only, under 90 words, "Hi there" when there's no first name. Each email is built from one of the design team's three templates: action email, account notice or plain note.
4. Exit on Successfully Paid wherever the job is a payment, and Successfully Paid as the conversion metric on every email.
5. Tag every link: utm_source=klaviyo&utm_medium=email&utm_campaign=<flow>&utm_content=<email number>.
6. Smart Sending off for account notices (failed payment, trial ending, renewal) and for any email that follows another by minutes; on for everything else.
7. Transactional status for failed payment, trial ending and renewal emails. Once Klaviyo approves a message as transactional, it can reach profiles manually suppressed from marketing. Gavin confirms which suppression reasons still block delivery. Smart Sending does not apply to an approved transactional message.
8. Never type a price or date. They come from profile or event data.

Links used in the emails

What gets deleted

• The 13 draft flows from December 2025 to February 2026 that never sent.
• Inside the live flows: every draft email, the failed-payment free-month test, both free-month cancel emails, the "manual service" emails, both "Quick question..." emails, and the day-10 Discord email.
• Templates that go with them, once each flow is rebuilt.

Before anything is unsuppressed

1. Switch off the old account-created flow first (see the sign-up copy). Profiles who already entered it will not enter again under its current once-ever setup. Profiles who never entered can still join when unsuppression makes them qualify for the segment.
2. Unsuppress every current paying customer (about 480), so they get failed-payment and renewal emails.
3. Kamil: when a suppressed person starts a trial or pays, unsuppress them automatically. Today they are skipped by every flow.

Where the numbers come from