Four structures, four stories
Each email follows a different, proven structure and tells its own story: magic, the emotional hook, family across distance, and the deadline.
The series
Animated hero. Introduces the magic: film pieces, coaching lights, three ways to play.
The same living room on two evenings. Removes the “I don’t know chess” objection.
Remote play: kids on the board, Grandpa on his tablet, one live game.
Gift angle plus urgency: the offer block turns into “Last chance”.
The structure of each email
Each send follows a different, well-known email pattern, so the same subscriber gets four different reads, not one template four times.
Offer up front, three features, then the range and reviews. The first email sets the deal and lets them browse.
Story first (the problem), features as the answer, the offer only after the value lands. No product grid: one focus.
How it works, a real use-case, then reviews right before the product range, where doubt is highest.
Short and offer-led: the deadline, the range, quick quotes, one button. No features or story.
What changes from email to email
| Section | Day 0 | Day 2 | Day 4 | Day 6 |
|---|---|---|---|---|
| Subject A | Your move, wizard: [XX]% off inside | “Not now, buddy.” | Your move, Grandpa | Your [XX]% off ends [date] |
| Subject B (test) | The board that shows every move | They only ask so many times | Chess with Grandpa, from miles away | The gift they will still play in March |
| Preheader | The official Harry Potter smart chessboard. Lift a piece and the board lights the way. | They only ask so many times. Tonight, say yes to one game. | Miles apart. Same game. The kids play on the board, Grandpa plays from his tablet. | Last chance on your offer. Not a toy for the drawer: a game for every evening. |
| Hero CTA | Shop GoChess Wizard | Say yes tonight | Start the family game | Give the gift |
| Offer framing | Welcome offer | For your first game tonight | For the whole family | Last chance, ends [date] at midnight |
| Features | Pieces, lights, 3 ways to play | No chess skills needed, pieces, kids teach you | Online Challenge, lights for kids, visits | Not in this email |
| Story photo | Not in this email | Tonight, she teaches you chess. | Three generations. One board. | Not in this email |
| Product range title | Find the right board | Not in this email | Which board fits your family? | Last call: pick your board |
| P.S. | Your code is applied for you by the offer button above, and every order comes with 30 days to change your mind. | Not sure it will stick? Try it for 30 days. If it does not earn its place, send it back for your money. | 65 reviews, 5.0 out of 5. Read every one of them on the product page. | After [date] at midnight the code stops working. This is the last reminder. |
| Reviews | Lucas, Chloe | Sarah K. | Alyssa M. | Marcus T., Sophie, Jeffrey Hoffman |
Placeholders to fill
[XX]% OFF, [COUPON CODE] (swap for Klaviyo’s coupon tag) and [date]. Subject lines and preview text go on each campaign (A/B pair above). First name is live Klaviyo personalisation; without a name it reads “Reserved for you”.
Proof is real
Review quotes are verbatim from the Wizard Lite product page (5.0 from 65 reviews). The demo loop is real creator footage from the same page and links to it.
Status
Design previews only. Nothing is in Klaviyo or scheduled. Prices read live from the store on 16 Oct 2026.