Modern Picnic is leaving ~$140K/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 Modern Picnic
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: PICNIC10 is yours, use it
Preview Text: Your $10 off, ready to use
HERO MODULE
Hero Approach: Direct
H1: Lunch Looks Good
Subhead: $10 off, code inside
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
You're carrying lunch anyway. Might as well carry it in something that turns heads.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Start With a Best-Seller
The Luncher Looks like a handbag, keeps your food cold all day
The Large Luncher Same sleek exterior, fits even more inside
The Tote Your work bag and lunch bag, combined into one
The Backpack Hands-free carry that goes from commute to desk without a second thought
The Snacker Compact enough to slip into any bag, insulated enough to matter
The Fanny Pack The most portable way to keep your food cold on the go
2
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When I moved to New York City after college, I was doing everything right. New job, new city, packed lunch every single day because it was cheaper and healthier than buying out.
The problem was the bag.
I'd walk into the office with this limp paper bag or a plastic tote, and I'd feel totally out of place next to the woman next to me in a blazer and structured handbag. I searched everywhere for something that worked. Something that looked the part. What I found was cartoon-print lunchboxes built for kids and sad nylon coolers designed for men.
Nothing existed for women who actually cared about how they showed up.
So in 2018, I built it. Modern Picnic started out of my parents' garage, and we've since been on Shark Tank, built a community of women who refuse to compromise on style or practicality, and grown into a full lineup of bags that genuinely look nothing like lunchboxes.
If you're here, you probably already know the feeling I'm describing. You want to eat well and look good doing it. That's exactly who we built this for.
Use code PICNIC10 at checkout for $10 off your first order. It's good for the next 14 days, and I'd love for you to find your bag.
Hit reply anytime if you have questions. I actually read these.
– Ali
Founder, Modern Picnic
3
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INBOX MODULE
Subject Line: Looks like a handbag, keeps lunch cold
Preview Text: What separates Modern Picnic from everything else out there
HERO MODULE
Hero Approach: Curiosity
H1: Not Your Lunchbox
Subhead: Here's what makes it different
Cta Button: See the Difference
MODULE 2: TRANSITION COPY
Most lunch bags look like lunch bags. Ours gets mistaken for a designer accessory on a daily basis.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Six Reasons Women Choose Modern Picnic
Infographic: Checklist
- Designed by a woman, for women. Built to fill a gap Ali couldn't find a solution for herself after moving to NYC
- Vegan leather exterior. Stylish enough to carry to a meeting, ethical enough to feel good about
- Insulated interior that actually works. Food stays at temperature from morning commute to afternoon lunch
- Wipeable lining. Cleanup takes 10 seconds, not 10 minutes
- Multiple silhouettes. The Luncher, Tote, Backpack, Fanny Pack, and more so there's a fit for every routine
- Featured on Shark Tank. Third-party credibility that no typical lunchbox brand can claim
Products Shown
- The Luncher. The original. Looks like a handbag, does the job of a cooler
- The Tote. Carries your laptop, your notebooks, and your lunch without looking like it does any of it
- The Wicker Mini. Fashion-forward in a completely different direction
4
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INBOX MODULE
Subject Line: You browsed but didn't grab it
Preview Text: PICNIC10 is still yours. For now
HERO MODULE
Hero Approach: Direct
H1: Code Still Works
Subhead: 14 days goes fast
Cta Button: Use PICNIC10
MODULE 2: TRANSITION COPY
Your $10 off hasn't expired yet, but it will. Here are the bags worth using it on.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Pick the One That Fits Your Routine
The Luncher Your daily carry, redesigned from the ground up
The Large Luncher When you need to fit a full meal plus snacks without compromising the look
The Tote The bag that quietly replaced two bags at once
The Backpack Commuters who want hands free without looking like they're hiking to work
The Snacker The compact option when you just need to get a bite somewhere cool
The Food Container Stackable, microwave-safe, and actually worth pulling out in public
5
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INBOX MODULE
Subject Line: What they left out when designing lunchboxes
Preview Text: Side by side, the choice is pretty obvious
HERO MODULE
Hero Approach: Question
H1: Why Does It Matter
Subhead: Compare before you decide
Cta Button: Shop Modern Picnic
MODULE 2: TRANSITION COPY
Most lunch bags were designed without women in mind. Here's what that looks like when you put them side by side.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Modern Picnic vs. The Rest
Infographic: Table
- Design aesthetic | Looks like a designer handbag or accessory | Obvious lunchbox. Nylon zippers, plain cooler styling
- Target customer | Built specifically for women | Generic unisex or kids-focused
- Exterior material | Vegan leather | Polyester, nylon, or hard plastic
- Carry silhouettes | Tote, backpack, fanny pack, mini, and more | Usually one or two generic shapes
- Interior cleanup | Wipeable lining, 10-second job | Hard to clean, often absorbs odors over time
- Style credibility | Shark Tank, advised by founders of Gilt and Glamsquad | None
- Sustainability | Replaces single-use bags and plastics every day | Often low-durability, frequent replacement needed
Products Shown
- The Luncher. The original that started the category
- The Backpack. Style credibility from commute to office
- The Fanny Pack. Compact carry that still keeps food cold
6
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INBOX MODULE
Subject Line: She got compliments on her lunchbox
Preview Text: Real reviews from real customers
HERO MODULE
Hero Approach: Direct
H1: They Said It Best
Subhead: Don't take our word for it
Cta Button: See All Reviews
MODULE 2: TRANSITION COPY
We hear the same things over and over, and none of them are about lunchboxes.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What Customers Are Actually Saying
Infographic: Numbered List
- "One of the best purchases I've made, hands down!". If you've been on the fence about price, this one's for you
- "Usually, I have to compromise on style vs practical, but this solves all of those problems!". The thing everyone worries about, answered directly
- "I never thought I would get so many compliments on a lunchbox. I love!". On whether anyone actually notices the difference
- "This tote has helped me reduce the number of bags I carry to work. It fits my laptop, notebooks, and the pouch keeps my food cool all day.". On whether it actually replaces your work bag
- "I didn't realize food containers could be so chic.". On the accessories that come with it
Products Shown
- The Tote. The bag three customers mentioned by name
- The Luncher. Most reviewed product in the lineup
- The Food Container. The surprise favorite
7
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INBOX MODULE
Subject Line: PICNIC10 gone at midnight
Preview Text: Last call on your $10 off
HERO MODULE
Hero Approach: Direct
H1: Last Chance
Subhead: Code gone at midnight
Cta Button: Use Code Now
MODULE 2: TRANSITION COPY
PICNIC10 expires at midnight tonight. No extensions.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Still Time to Grab Your Bag
The Luncher The one that started it all, still the top seller
The Large Luncher More room, same look, same insulated performance
The Tote One bag instead of two, all day
The Backpack Hands free, no compromises on style
The Snacker Low commitment, full insulation
The Fanny Pack The most portable option in the lineup
8
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I noticed you haven't placed an order yet, and I just wanted to see if there's anything I can help with.
Maybe you're still deciding which bag fits your routine. Maybe you had a question you didn't get to ask. Maybe the timing just wasn't right.
All of that is completely fine. No pressure from me.
But if you're still curious, I do want you to know the code expires soon. PICNIC10 gets you $10 off anything in the shop, and it won't stick around past the expiration window.
If you want a recommendation based on how you carry your stuff day to day, just hit reply and tell me a little about your routine. I'll point you in the right direction. I've heard from enough customers at this point that I have a pretty good sense of what works for different people.
And if you've already decided Modern Picnic isn't for you, that's okay too. No hard feelings, and you're welcome to stay on the list for when something changes.
Use PICNIC10 before it expires if you want the $10 off. Otherwise, I'll see you around.
– Ali
Founder, Modern Picnic
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.