Oaklandish is leaving ~$370K/year on the table in welcome-flow revenue.
I want to fix that for you, for free.
We'll Build This Flow In Your ESP. Free.
Our expert designers and tech team will design this entire 8-email flow, build it into your ESP, and split test it against your current welcome sequence.
The 8 emails we wrote for Oaklandish
Click any email to expand the full copy. Subject line, preview text, hero, every module. Production-ready and built to drop into your ESP.
1
▼
INBOX MODULE
Subject Line: OAKLAND10 gets you 10% off everything
Preview Text: Code OAKLAND10 is yours, grab something good
HERO MODULE
Hero Approach: Direct
H1: Rep the City
Subhead: 10% off, code inside
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
Your welcome code is OAKLAND10. 10% off everything, good for the next 14 days. Here's what people keep reaching for first.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Fan Favorites to Start With
Haze Tee The core Oaklandish graphic, worn by people who actually live here
Fire Horse Tee A longtime fan pick, available in every size from toddler to adult
Vintage Swash Hoodie Classic Oakland style in a heavyweight hoodie built to last
AC Transit Dad Hat A wearable badge for anyone who knows the 51A by heart
Oakland Roots SC Forge Hoodie For the Roots faithful who want to rep the club and the city
Scribble LS Tee A long-sleeve original graphic for the days when a tee alone won't cut it
2
▼
Oaklandish didn't start as a brand. It started as a bet that Oakland deserved better than generic tourist merch.
Back in 2000, a group of Oakland creatives wanted to celebrate the city they actually lived in. Not the version outsiders imagined, but the real thing. The art, the music, the transit lines, the neighborhoods, the teams. So they started making it themselves.
Twenty-plus years later, we're still here. We've got a walk-in shop and warehouse in West Oakland, a full lineup of collaborations with Bay Area artists and local sports clubs, and a community of people who wear this stuff because they mean it.
We work with named artists. Kalani Ware, Chonto, and others. Because the people making the art should be known. We partner with Oakland Roots SC, the Oakland Ballers, the Golden State Valkyries, and Bay FC because those teams are part of what Oakland is becoming. Every piece we make is designed here, for here.
This isn't a brand that happened to pick Oakland as a logo. Oakland is the whole point.
If you haven't picked something up yet, your code OAKLAND10 is still active. 10% off for the next 14 days. Hit reply if you've got questions about sizing, a specific collab, or anything else. I actually read these.
– Aaron
COO, Oaklandish
3
▼
INBOX MODULE
Subject Line: Tourists buy it, locals actually wear it
Preview Text: Oaklandish is built differently. Here's the short version
HERO MODULE
Hero Approach: Question
H1: City Merch or City Pride
Subhead: There's a real difference
Cta Button: See the Collection
MODULE 2: TRANSITION COPY
Most city merch is printed in bulk, designed by no one in particular, and sold to people passing through. Oaklandish is the other thing.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Six Reasons Oaklandish Is Built Different
Infographic: Checklist
- Designed in Oakland, by Oakland locals. Not outsourced to a generic print shop
- Named artists on every collab. Kalani Ware, Chonto, and others are credited, not anonymous
- Active community partners. Oakland Roots SC, Oakland Ballers, Golden State Valkyries, Bay FC, neighborhood orgs
- Cultural collaborations that go deep. Digital Underground, Hieroglyphics, Tupac. Not just licensed logos
- Full size range for the whole family. Men, women, kids, and toddlers covered
- Walk-in shop and warehouse in West Oakland. Pickup available, real people, real place
Products Shown
- Haze Tee. The original Oakland graphic, still the one people grab first
- Fire Horse Tee. Fan favorite, built for the whole family
- Bay FC Leopard Hoodie. The collab for Bay Area soccer fans who don't do half measures
4
▼
INBOX MODULE
Subject Line: Nine days left to use this
Preview Text: Still good, not forever
HERO MODULE
Hero Approach: Direct
H1: Still 10% Off
Subhead: Code expires in 9 days
Cta Button: Use It Now
MODULE 2: TRANSITION COPY
Your code OAKLAND10 is still active. Here are a few things worth a second look before it goes.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Worth Grabbing Before the Code Expires
Vintage Swash Hoodie Heavyweight, classic Oakland, the kind you keep for years
Brrraaap Moto LS Tee Moto-influenced graphic, part of the new arrivals lineup
AC Transit Dad Hat Locally-specific, low-profile, instantly recognizable to anyone who lives here
Oakland Roots SC Forge Hoodie Official club collab for fans who want the city and the team on one piece
Fire Horse Tee Still the most-reached-for tee in the lineup, and available for the whole family
Scribble LS Tee Long-sleeve original graphic for when you want something a little more than a tee
5
▼
INBOX MODULE
Subject Line: Cheap merch wears out, then what
Preview Text: Side-by-side, the choice is clear
HERO MODULE
Hero Approach: Question
H1: Why Not Generic Merch
Subhead: Here's the honest comparison
Cta Button: Shop Oaklandish
MODULE 2: TRANSITION COPY
If you're weighing Oaklandish against the stuff you'd find at a tourist shop or a mass-market online retailer, here's what that comparison actually looks like.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Oaklandish vs. Generic City Merch
Infographic: Table
- Design origin | Created by Oakland locals | Outsourced, no local connection
- Artist credit | Named artists on every collab | Anonymous or uncredited
- Community investment | Sports teams, artists, neighborhood orgs | None
- Cultural depth | Digital Underground, Hieroglyphics, Tupac collabs | Licensed logos, no cultural tie
- Product range | Tees, hoodies, outerwear, hats, kids, drinkware, socks | Usually tees and hats only
- Local access | Walk-in shop + warehouse pickup, West Oakland | Online only or airport retail
- Price per wear | High. Pieces people actually keep | Low. Often replaced within a season
Products Shown
- Vintage Swash Hoodie. The kind of Oakland piece you wear for years, not months
- Haze Tee. Locally designed, original graphic, built to outlast a dozen fast-fashion tees
6
▼
INBOX MODULE
Subject Line: 1,000+ Oaklanders already picked a side
Preview Text: Here's what they're saying
HERO MODULE
Hero Approach: Direct
H1: Real People, Real Opinions
Subhead: From customers who actually live here
Cta Button: Shop the Brand
MODULE 2: TRANSITION COPY
We're still waiting on Nick to confirm the exact review quotes from Shopify or the review app, so the lines below are placeholders built around the specific objections they should address. Swap each one for a real quote before this goes live.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What Customers Say About Oaklandish
Infographic: Numbered List
- [PLACEHOLDER. Quality/construction review: something like "I've washed this hoodie 30 times and it looks the same as the day I got it.". Customer First Name L.]
- [PLACEHOLDER. Sizing/fit review: something like "Finally a brand that gets sizing right across the whole family. Ordered for me, my partner, and our kid. All perfect.". Customer First Name L.]
- [PLACEHOLDER. Cultural authenticity review: something like "This isn't tourist merch. You can feel the difference the second you put it on.". Customer First Name L.]
- [PLACEHOLDER. Gift/recipient review: something like "Bought it as a birthday gift for my Oakland-born friend. She cried. That's all I need to say.". Customer First Name L.]
- [PLACEHOLDER. Value/price review: something like "I was hesitant about the price but after wearing it every week for a year I get it now.". Customer First Name L.]
Products Shown
- Vintage Swash Hoodie. The one reviewers keep calling "the hoodie I'll never get rid of"
- Fire Horse Tee. Family-size range, consistently praised for fit across all sizes
- AC Transit Dad Hat. Low-key favorite among people who want Oakland on their head, not a billboard
7
▼
INBOX MODULE
Subject Line: OAKLAND10 dies in 48 hours
Preview Text: After that, 10% off is gone
HERO MODULE
Hero Approach: Direct
H1: Last Chance
Subhead: Code gone in 48 hours
Cta Button: Use OAKLAND10
MODULE 2: TRANSITION COPY
OAKLAND10 expires in two days. No extensions. After that, you're paying full price.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: What to Grab Before the Code Expires
Vintage Swash Hoodie The heavyweight Oakland classic people come back to reorder
Fire Horse Tee Fan favorite, every size from toddler to adult, always in rotation
Oakland Roots SC Forge Hoodie The club collab for people who want the team and the city
Haze Tee The core Oaklandish graphic tee, the one that started most people here
Brrraaap Moto LS Tee New arrival, moto-graphic long-sleeve worth grabbing while it's fresh
Bay FC Leopard Hoodie The premium collab for Bay Area women's soccer fans who go all in
8
▼
Hey, I noticed you haven't grabbed anything yet, and I wanted to reach out before your welcome code disappears.
No pressure at all. Maybe the timing was off, or you're still figuring out what you want, or the discount just slipped your mind. All of that is completely fine.
But if you're still on the fence about something. A specific fit question, whether a collab piece runs true to size, anything about the product. Hit reply. I read these, and I'm happy to help you figure out whether Oaklandish is actually right for you. Sometimes it is, sometimes it isn't, and I'd rather you make the right call than rush into something.
For what it's worth, the pieces people tend to come back for most are the Vintage Swash Hoodie and the Fire Horse Tee. Both hold up longer than you'd expect. And if you're local to the Bay, you can always swing by the warehouse in West Oakland to see things in person before you commit.
Your code OAKLAND10. 10% off. Closes out today. After that, it's done. If you've been meaning to use it, this is the moment.
And if you've already decided this one isn't for you, no hard feelings. You're welcome back whenever Oakland calls.
– Aaron
COO, Oaklandish
Ready to see this live in your ESP?
Let's get your free welcome flow set up →Where most DTC brands leak revenue on email
These are the patterns we see across almost every $100K-$500K/month store before we start working together:
- ✕Most DTC welcome flows cut off after 2-3 emails, right when new subscribers are at peak intent and open rates are highest.
- ✕Relying on discount codes as the primary incentive trains your list to wait for deals instead of buying on brand desire.
- ✕The founder story and origin of the brand gets buried on the about page and never shows up in email, losing the biggest differentiator a small brand has.
- ✕Zero segmentation between first-time buyers and repeat customers, so everyone gets the same generic promo blasts.
- ✕Abandoned cart flows stop at one email. Industry benchmark recovers 2-3× more revenue with a 3-touch sequence layered with real objection handling.
Four pillars. No fluff.
Trust Transfer
Plain text founder emails convert your existing audience trust into buyer confidence in a way designed emails never can.
Layered Objection Removal
Each email removes one specific purchase barrier, so by the final send the only thing left between them and a purchase is inertia.
Controlled Urgency Curve
Discount pressure starts casual and escalates to real scarcity, without training subscribers to wait for the next deal.
Soft Landing
The final email is a personal check-in, not a hard sell. Non-buyers leave the sequence warm for future campaigns instead of unsubscribed.
Real numbers from a real 8-email welcome sequence
Social proof
Nick Yates
Thanks for checking this out. This document will help you build a retention engine that keeps customers buying without burning through margin on discounts.
What I do
- Build email retention systems that generate consistent revenue for ecommerce brands doing $100K-$500K monthly
- Embed myself into your brand voice so every email sounds unmistakably like you
- Create promotional strategies that protect margin while keeping your list engaged year-round
- Design the 30-Day Email Engine, a complete retention foundation with a $25K revenue guarantee
My approach is different. I don't touch generic templates or cookie-cutter campaigns. This is boutique, voice-driven email marketing where I become an extension of your brand for 18+ months on average. No junior copywriters. No bloated agency bureaucracy. Just strategic retention work that CEOs actually care about.
I've helped brands like Ancestral Supplements generate $7.6M in attributed email revenue by focusing on loyalty and LTV, not just broadcast blasts.
Let's get your free welcome flow set up
Pick a time below. In less than 30 minutes we'll get everything we need to get this split test set up in your ESP in less than two weeks.