Allstora is leaving ~$530K/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 Allstora
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
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INBOX MODULE
Subject Line: ALLSTORA10 takes 10% off today
Preview Text: Your 10% off code, plus a few picks we think you'll love
HERO MODULE
Hero Approach: Direct
H1: Books That See You
Subhead: Your 10% off starts now
Cta Button: Start Reading
MODULE 2: TRANSITION COPY
Welcome to Allstora. Use code ALLSTORA10 at checkout for 10% off. Good for the next 14 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: A Few Places to Start
RuPaul's Book Club Hilarious, empowering reads chosen personally by RuPaul; 50% off your first month
Eric's (Very Gay) Book Club Gay fiction and nonfiction curated by NYT bestselling author and Allstora co-founder Dr. Eric Cervini; 50% off your first month
The Next Chapter with Chani Nicholas Books that reckon with and reimagine the world, chosen by astrologer and author Chani Nicholas; 50% off your first month
The Sapphic Shelf Sapphic fiction and memoir centered on queer women's voices; 50% off your first month
The Pride Shop Curated LGBTQ+ titles across fiction, memoir, history, and more
Shop All 179,000+ Titles Browse by sexual identity, gender identity, racial identity, and more; members pay roughly 50% of retail
2
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Hey,
I want to tell you something that doesn't usually end up in a welcome email.
When we looked closely at how traditional book retail actually works, the numbers were hard to sit with. An author pours years into a book. A reader buys it. And somewhere in between, a giant retailer captures up to five times more per sale than the person who wrote it.
That's not a small rounding error. That's the whole system working against the people it's supposed to serve.
So we built Allstora specifically to flip that. When you buy through us, authors earn double the industry standard royalty rate. The reader gets a book they love. The author gets paid like their work actually matters. That felt like the right place to start.
We also knew that finding books that genuinely reflect who you are. Your identity, your community, your life. Shouldn't require digging through ten pages of algorithm results. So we built filters for that too, and brought in people like RuPaul, Dr. Eric Cervini, and Chani Nicholas to help readers find something worth reading.
If any of that sounds like what you've been looking for, your 10% off code is ALLSTORA10 and it's good for the next 14 days. No pressure. Just wanted you to know it's there.
Hit reply anytime. I actually read these.
– Adam
Co-Founder & Chief Talent Officer, Allstora
3
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INBOX MODULE
Subject Line: 179,000 books, still handpicked for you
Preview Text: Scale and specificity don't have to be opposites
HERO MODULE
Hero Approach: Curiosity
H1: Both Huge and Personal
Subhead: How Allstora pulls that off
Cta Button: See How It Works
MODULE 2: TRANSITION COPY
Most stores make you choose between a big catalog and a curated one. Here's what makes Allstora different from both.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What Sets Allstora Apart
Infographic: Checklist
- Authors earn double the industry standard royalty on every purchase here. That doesn't happen anywhere else
- Members save 30% sitewide and 50% off their first book club month, right from day one
- 179,000+ titles, searchable by sexual identity, gender identity, racial identity, and more. So you find books that actually reflect your life
- Book clubs led by real cultural figures, not recommendation engines: RuPaul, Dr. Eric Cervini, Chani Nicholas, and more
- Gift subscriptions available. One of the cleaner ways to share a reading life with someone
- Built from Queer Co., a community-first bookstore. The mission didn't expand, just the catalog
Products Shown
- RuPaul's Book Club. Empowering reads, personally chosen; 50% off your first month
- The Next Chapter with Chani Nicholas. Books that push and reimagine; 50% off your first month
- Shop All 179,000+ Titles. Filtered by identity, not just genre
4
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INBOX MODULE
Subject Line: You browsed but didn't grab it
Preview Text: 9 days left before it expires
HERO MODULE
Hero Approach: Direct
H1: Still Waiting for You
Subhead: 10% off, 9 days left
Cta Button: Use It Now
MODULE 2: TRANSITION COPY
Your code ALLSTORA10 is still good. A few of our most-loved picks are below if you need a starting point.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Where Most People Start
RuPaul's Book Club Laugh-out-loud and genuinely life-affirming; 50% off your first month, then 30% off ongoing
Eric's (Very Gay) Book Club Gay fiction and nonfiction from someone who lives and breathes this stuff; 50% off your first month
Kendall's Kooky and Spooky Book Club Chilling, twisty, weird in the best way; 50% off your first month
The Sapphic Shelf Sapphic fiction and memoir chosen with real care for the community; 50% off your first month
Gift Subscription Give someone a new curated book every month; one of the most personal gifts you can send
Shop All 179,000+ Titles Use ALLSTORA10 on any individual purchase too
5
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INBOX MODULE
Subject Line: Authors earn 5X less at Amazon
Preview Text: One of these keeps 5X more per sale than the author who wrote the book
HERO MODULE
Hero Approach: Question
H1: Who Actually Gets Paid
Subhead: When you buy a book anywhere
Cta Button: Shop Allstora
MODULE 2: TRANSITION COPY
The book is the same. The price is often close. What changes completely is who ends up with the money.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Allstora vs. The Typical Bookstore
Infographic: Table
| What You're Comparing | Allstora | Amazon / Barnes & Noble |
|---|---|---|
| Author royalty per sale | Double the industry standard | Authors earn a fraction; retailer keeps up to 5X more |
| Member pricing | ~50% off retail across 179,000+ titles | Full retail unless on sale |
| How books get recommended | Curated by RuPaul, Chani Nicholas, Eric Cervini | Algorithmic; no human editorial voice |
| Identity-based discovery | Filter by sexual identity, gender identity, racial identity | Genre filters only |
| New member offer | 50% off first book club month | No equivalent |
| Platform mission | Built to put money back in authors' hands | Revenue-maximization for the platform |
Note: Selection size at major retailers does exceed Allstora's current 179,000+ titles. But curation and community are where Allstora wins.
Products Shown
- RuPaul's Book Club. Human-curated, identity-affirming, joyful
- The Pride Shop. LGBTQ+ titles across every genre, hand-selected
- Eric's (Very Gay) Book Club. Co-founder Eric Cervini picks the books himself
6
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INBOX MODULE
Subject Line: They stayed, and here's what they said
Preview Text: Real quotes from real Allstora members
HERO MODULE
Hero Approach: Story
H1: From the Community
Subhead: What it's actually like to read here
Cta Button: Join Them
MODULE 2: TRANSITION COPY
We could keep telling you what makes Allstora different. But the readers who've been here a while say it better.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What Members Are Saying
Infographic: Numbered List
- [PLACEHOLDER. Confirm with Nick] "I've been using Amazon for years, and the selection felt the same at first. What changed was knowing the author actually got paid fairly. That matters to me now.". Jamie R. (quality of mission / values alignment)
- [PLACEHOLDER. Confirm with Nick] "RuPaul's pick for March sat on my shelf for a week and then I read it in two days. That's not typical for me.". Devon K. (curation quality / reading experience)
- [PLACEHOLDER. Confirm with Nick] "I'm a lesbian who reads a lot of fiction. Being able to filter by identity instead of just genre is something I didn't know I needed until I had it.". Mara T. (identity-based discovery / relevance)
- [PLACEHOLDER. Confirm with Nick] "Got a gift subscription for my partner. She's been in three book clubs through Allstora now. Best gift I've given in years.". Chris L. (gift experience / long-term value)
- [PLACEHOLDER. Confirm with Nick] "I emailed a question about shipping and got a real response in a few hours. Genuinely surprised.". Sam P. (customer service / reliability)
Note to Nick: These are placeholder quotes structured to each handle a different objection. Replace with real customer quotes before sending. If no reviews exist yet, pull from Trustpilot, Google, or request directly from Adam's team.
Products Shown
- The Sapphic Shelf. Sapphic fiction and memoir curated for queer women
- Kendall's Kooky and Spooky Book Club. For readers who like their stories with an edge
- Gift Subscriptions. Give someone a new curated book every month
7
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INBOX MODULE
Subject Line: ALLSTORA10 dies in 48 hours
Preview Text: After that, the 10% off is gone
HERO MODULE
Hero Approach: Direct
H1: Last 48 Hours
Subhead: Code gone after that
Cta Button: Use ALLSTORA10
MODULE 2: TRANSITION COPY
Your 10% off code ALLSTORA10 expires in 48 hours. No extensions after that.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Pick Something Before It's Gone
RuPaul's Book Club. 50% off your first month, curated by RuPaul; use ALLSTORA10 at checkout
Eric's (Very Gay) Book Club Gay fiction and nonfiction from Dr. Eric Cervini himself; 50% off first month
The Next Chapter with Chani Nicholas Thoughtful, world-expanding reads; 50% off first month
The Pride Shop LGBTQ+ titles across every genre; 10% off with ALLSTORA10
Gift Subscription Someone in your life would love this; 10% off applies here too
Shop All 179,000+ Titles Your last chance to use the code across the full catalog
8
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Hey,
Your 10% off code. ALLSTORA10. Expires today. I didn't want it to slip by without saying something.
No pressure if the timing wasn't right, or if you're still figuring out what you want to read. That's completely fine. But if you've been meaning to grab something and just haven't gotten to it, today is probably the day.
A few things we offer that sometimes take a second to land: every book club comes with 50% off your first month, members get 30% off everything in the store going forward, and when you buy here, the author earns double what they'd make on Amazon. That part isn't marketing. It's actually how we're structured.
If you have any questions before you decide. About how the book clubs work, what the gift subscription looks like, anything at all. Just reply here. I check this.
And if now just isn't the right time, that's okay too. You'll still hear from us when something good comes up.
– Adam
Co-Founder & Chief Talent Officer, Allstora
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.