VICE VERSA is leaving ~$37K/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 VICE VERSA
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: VICEVERSA10 is yours, use it
Preview Text: Your $10 off, no strings
HERO MODULE
Hero Approach: Direct
H1: Heels. Then Flats
Subhead: In seconds, no bag required
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
Use code VICEVERSA10 at checkout for $10 off your first pair. It expires in 14 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Where to Start
Everyday Heel in Black Desk to dinner without a shoe change
Everyday Heel in Crystal The same fold-flat magic, built for evenings that catch the light
Strappy Sandals in Black Elegance with a built-in exit plan
Editor Sandals in Black. 38% off right now, a strong shoe that folds away quietly
Brooklyn Sandals in Beige Refined leather with the convertible design baked in
Clear Mules in Beige PVC The barely-there look, same fold-flat functionality
2
▼
I spent years running around New York City in heels, and I kept hitting the same wall.
Wear the shoes that look incredible and wreck your feet by midnight. Or swap into flats and lose the whole look you spent an hour pulling together. Neither felt acceptable. So I decided to fix it.
What I was trying to build seemed impossible at first. A heel that actually folds to a flat. Not a gimmick version, not something that looks like a science project. A real, fashionable shoe that you could wear to a dinner and walk home in without flagging down a cab.
It took factories across the world, CAD modeling, 3D prototyping, and eventually a testing process alongside Boeing aerospace engineers to get the mechanism right. That last part still surprises people when I say it out loud. But that's the standard I needed to meet before I'd put the shoe in front of anyone.
The result is patented. And it works exactly the way it's supposed to.
If you haven't picked your first pair yet, your welcome code VICEVERSA10 is good for $10 off and expires in 14 days.
– Alanna
Founder & CEO, VICE VERSA
3
▼
INBOX MODULE
Subject Line: Six things most heels can't say
Preview Text: What actually goes into these shoes
HERO MODULE
Hero Approach: Curiosity
H1: Not Your Average Heel
Subhead: Six things worth knowing
Cta Button: See the Collection
MODULE 2: TRANSITION COPY
Most luxury shoes are built to look good in the box. Here's what makes VICE VERSA different once you're actually wearing them.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Built Different, On Purpose
Infographic: Checklist
- Patented fold-flat mechanism. Heel to flat in seconds, a genuine first in footwear
- Tested with Boeing aerospace engineers. Not fashion-industry fit testing, mechanical quality testing
- Handmade with premium leathers, silks, and space-grade metals. No volume shortcuts
- Designed in New York. Small, curated collection built on quality over quantity
- Made to stay in your closet forever. Not trend-driven, not seasonal
- Taxes and duties included at checkout. No surprise charges when your order arrives
Products Shown
- Everyday Heel in Black. The core convertible silhouette, built to go everywhere
- Strappy Sandals in Gold. The convertible sandal that does the talking at events
- Brooklyn Sandals in Rose Gold Crystal. Shimmer and fold-flat in one shoe
4
▼
INBOX MODULE
Subject Line: VICEVERSA10 disappears in 8 days
Preview Text: VICEVERSA10. Don't let it sit unused
HERO MODULE
Hero Approach: Direct
H1: Clock Is Running
Subhead: Use VICEVERSA10 before it goes
Cta Button: Redeem Now
MODULE 2: TRANSITION COPY
Your $10 off code expires in 8 days. Here are a few pairs worth a second look.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Still Deciding? Start Here
Everyday Heel in Black One shoe, every occasion, no swap needed
Editor Sandals in Black. 38% off and the strongest silhouette in the collection right now
Strappy Sandals in Black Silk, convertible, and built for the nights that go long
Brooklyn Sandals in Beige Leather, refined, folds away when the evening calls for it
Everyday Heel in Crystal When the dinner deserves something that catches the light
Clear Mules in Beige PVC Barely-there aesthetic, full fold-flat functionality
5
▼
INBOX MODULE
Subject Line: One shoe, zero compromises
Preview Text: One side of this table is pretty uncomfortable
HERO MODULE
Hero Approach: Question
H1: Sound Familiar?
Subhead: What you're actually choosing between
Cta Button: See the Difference
MODULE 2: TRANSITION COPY
Most luxury heels make you pick: look incredible or feel human. Here's how that comparison actually stacks up.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: VICE VERSA vs. The Rest
Infographic: Table
- Convertibility: Folds heel to flat in seconds | Fixed heel, one mode only
- Engineering standard: Tested with Boeing aerospace engineers | Fashion-industry fit testing only
- Construction: Handmade with fine leathers, silks, and space-grade metals | Varies; often outsourced at volume
- Design origin: New York-designed, small curated collection | Mass-produced seasonal lines
- Longevity intent: Built to stay in your closet forever | Trend-driven, replaced each season
- Pricing transparency: Taxes and duties included at checkout | Surprise charges common on luxury orders
- Price range: $348–$398 | Comparable luxury heels. Similar range, fixed heel included
Products Shown
- Everyday Heel in Black. The convertible that lives between desk and dinner
- Brooklyn Sandals in Beige. Leather, refined, no commitment to staying in heels all night
- Strappy Sandals in Gold. Built for events where the shoe needs to carry the room
6
▼
INBOX MODULE
Subject Line: She wore them all night, then folded them
Preview Text: The part that usually surprises people
HERO MODULE
Hero Approach: Story
H1: They Wore Them All Night
Subhead: Here's what happened
Cta Button: Shop the Collection
MODULE 2: TRANSITION COPY
The best thing we can do is get out of the way and let the people who've worn them talk.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: From Women Who Actually Wore Them
Infographic: Numbered List
- "I wore these to a wedding, danced for three hours, and folded them to flats for the walk back to the hotel. I've never done that in heels before.". Sarah M.
- "I was skeptical about the quality. Luxury shoes that convert sounded too good. But the leather is exceptional and the mechanism feels solid. Nothing cheap about them.". Rachel T.
- "Bought the Editor Sandals on sale and they became my most-worn shoes. The fold-flat isn't a gimmick. It actually works every single time.". Danielle K.
- "Worth every dollar. I used to pack flats in my bag every time I went out. Haven't touched them since.". Jessica B.
- "The strappy sandals in black went with everything. I wore them at dinner, folded at the afterparty. Got stopped twice and asked where I got them.". Lauren W.
Note To Nick: Reviews marked above are illustrative placeholders. The brief confirmed no published reviews were accessible from the scraped content. Replace with real customer quotes before sending.
Products Shown
- Everyday Heel in Crystal. The convertible built for evenings that go long
- Editor Sandals in Black. 38% off, the silhouette that gets stopped in the street
- Strappy Sandals in Black. Silk, convertible, built for nights that outlast the dinner
7
▼
INBOX MODULE
Subject Line: Code expires at midnight tonight
Preview Text: Last chance on your $10 off
HERO MODULE
Hero Approach: Direct
H1: Tonight It's Gone
Subhead: VICEVERSA10. Final hours
Cta Button: Use It Now
MODULE 2: TRANSITION COPY
Your $10 off expires at midnight tonight. After that, the code stops working and this offer doesn't come back.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Pick Your Pair Before Midnight
Everyday Heel in Black The one that goes from meeting to dinner without a second thought
Editor Sandals in Black. 38% off site-wide, plus your $10 welcome code on top
Strappy Sandals in Gold The event shoe that lets you stay as long as you want
Brooklyn Sandals in Beige Refined leather, fold-flat built in, ready for wherever tonight goes
Everyday Heel in Crystal For the evenings that deserve something that catches the light
Clear Mules in Beige PVC Barely-there look, zero commitment to staying in heels
8
▼
I noticed you haven't grabbed a pair yet, and I wanted to check in.
Sometimes the sizing feels uncertain. Sometimes it's hard to tell from photos how the fold actually works. Sometimes you just need to think it over a little longer. All of that is completely fine.
If you had a question and couldn't find the answer, reply to this and I'll get back to you directly. I read these.
And if you're not sure which style is right for you, the Everyday Heel in Black is where most women start. It's the most versatile shoe in the collection and the one I'd pick if I were starting over.
No pressure at all. If the timing isn't right, I hope we'll be in your inbox when it is.
But if you're close to deciding, your welcome code VICEVERSA10 is still live for a few more hours. It's $10 off your first pair, and once it expires it doesn't come back.
– Alanna
Founder & CEO, VICE VERSA
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.