Jiminy's is leaving ~$560K/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 Jiminy's
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: JIMINY10 gets you 10% off today
Preview Text: Your dog's going to feel the difference
HERO MODULE
Hero Approach: Direct
H1: Happy Dog Inside
Subhead: 10% off, right now
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
Use JIMINY10 at checkout for 10% off your first order. It's good for the next 14 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Where to Start
Cravin' Cricket Gut health that shows up in every single stool
Good Grub Novel protein for the dog who's always itchy, always scratching
Cinnamon Dental Chews Cleaner teeth without anything sketchy in the ingredient list
Chewy Treats, Pumpkin & Carrot Low-calorie rewards for the dog who's always watching you eat
2
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I spent years working inside big consumer brands. Fortune 500 companies, a few startups, a data business I eventually sold. Good work. Real work. But somewhere along the way I kept coming back to the same category: pets.
I have two rescue dogs, Derby (a Great Dane) and Tuco (a lab/border collie mix). Anyone who's owned a dog with mystery skin problems, chronic stomach issues, or teeth that could clear a room knows how frustrating it gets. You try food after food. Nothing sticks.
At some point I started asking a different question. What if the protein we'd been feeding dogs for decades was actually part of the problem? Chicken, beef, lamb. They're the most common proteins in pet food. They're also the most common allergens.
Insect protein. Crickets and grubs specifically. Almost no dog has ever been exposed to it. No prior exposure means no allergic reaction. And cricket protein happens to be naturally prebiotic, which means it feeds healthy gut bacteria instead of irritating them.
That was the beginning of Jiminy's.
If your dog is struggling and you haven't tried a novel protein yet, I'd love for you to give it a shot. Use JIMINY10 at checkout for 10% off. It's valid for the next 14 days.
Hit reply if you have questions. I genuinely read them.
– Anne
Founder & CEO, Jiminy's
3
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INBOX MODULE
Subject Line: Bugs outperform beef, actually
Preview Text: There's a connection most brands won't talk about
HERO MODULE
Hero Approach: Question
H1: What's Actually in There
Subhead: Six things that set Jiminy's apart
Cta Button: See the Difference
MODULE 2: TRANSITION COPY
Most dog food looks fine on the bag. What it does inside your dog is a different story.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Why Jiminy's Works When Everything Else Hasn't
Infographic: Checklist
- Novel protein (crickets and grubs). Most dogs have zero prior exposure, so food allergies don't trigger
- Cricket protein is naturally prebiotic. Feeds healthy gut bacteria without a single added supplement
- Grub protein clears skin issues. Hot spots, chronic itching, and paw-licking improve when the allergen is removed
- Award-winning dental chews. Cinnamon and grub protein clean teeth, kill odor bacteria, and reduce gum inflammation
- Backed by credentialed veterinarians. Dr. Natalie Marks, DVM; advised by Dr. Ian Dunbar of the Royal Veterinary College
- 14,200+ tons of greenhouse gas averted. Real numbers, not a tagline
Products Shown
- Good Grub. The food for dogs who've been miserable on chicken or beef
- Cravin' Cricket. Gut health you'll notice in the first bag
- Cinnamon Dental Chews. The only dental chew with an award to back it up
4
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INBOX MODULE
Subject Line: You grabbed a code, not used it
Preview Text: Your dog's first bag is waiting
HERO MODULE
Hero Approach: Direct
H1: Your Code Is Live
Subhead: 10% off, expires soon
Cta Button: Use JIMINY10
MODULE 2: TRANSITION COPY
You grabbed the code. Here's a quick look at what most first-time buyers pick up.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Most Popular First Orders
Cravin' Cricket For the dog with loose stools, gas, or a sensitive stomach
Good Grub For the dog who's been scratching since the day you brought them home
Cinnamon Dental Chews For the dog whose breath you've been quietly avoiding
Chewy Treats, Peanut Butter & Cranberry A low-commitment entry point if you want to start small
5
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INBOX MODULE
Subject Line: Still feeding the same protein?
Preview Text: 9 times out of 10, it's the protein
HERO MODULE
Hero Approach: Question
H1: Same Food, Same Problems
Subhead: See how the proteins compare
Cta Button: See the Difference
MODULE 2: TRANSITION COPY
Most dogs are eating the same three proteins they've always eaten. Most dogs also have the same three problems they've always had.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Jiminy's vs. Conventional Pet Food
Infographic: Table
- Protein source | Jiminy's: Cricket and grub. Sustainably farmed | Typical brand: Chicken, beef, or lamb. Resource-intensive
- Allergy risk | Jiminy's: Novel protein, zero prior exposure for most dogs | Typical brand: Chicken and beef are the top two dog allergens
- Gut health | Jiminy's: Cricket protein is naturally prebiotic | Typical brand: No prebiotic benefit from protein itself
- Dental chews | Jiminy's: Award-winning; no artificial additives | Typical brand: Often artificial binders and unproven ingredients
- Vet backing | Jiminy's: Multiple credentialed veterinarians and advisors | Typical brand: Endorsements vary; often marketing-led
- Environmental footprint | Jiminy's: 14,200+ tons GHG averted; 909M+ gallons water saved | Typical brand: Conventional meat among the top contributors to emissions
- Price transparency | Jiminy's: Comparable to premium pet food | Typical brand: Comparable to premium pet food
Products Shown
- Good Grub. Novel protein, real allergy relief
- Cravin' Cricket. Prebiotic gut support in every meal
- Cinnamon Dental Chews. The ones with an actual award
6
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INBOX MODULE
Subject Line: His paws stopped itching
Preview Text: Real owners, real results. Read what they said
HERO MODULE
Hero Approach: Direct
H1: Don't Take Our Word
Subhead: Here's what their dogs said
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
These are real customers. Their dogs had real problems. Here's what happened.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What Jiminy's Customers Are Saying
Infographic: Numbered List
- "His fur is softer than it's ever been, he's no longer licking his paws, and his poops are.normal! It's a miracle!". Harrison M.
- "This is the only dry food Goose will eat plain (without adding anything to it!). And his breath no longer stinks!". Leila S.
- "Frenchies are notorious for skin sensitivities and allergies. Binx doesn't get itchy or gassy anymore!". Nicole T.
- "Jiminy's is leading the animal nutrition space with sustainable insect protein. I'm incredibly impressed with their scientific research and quality.". Dr. Natalie Marks, DVM
Products Shown
- Good Grub. For the dog who's always had skin issues
- Cravin' Cricket. For the dog with the unpredictable stomach
- Cinnamon Dental Chews. For the dog with the breath
7
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INBOX MODULE
Subject Line: JIMINY10 dies at midnight
Preview Text: Last chance to save 10% on your first order
HERO MODULE
Hero Approach: Direct
H1: Code Expires Tomorrow
Subhead: 10% off ends at midnight
Cta Button: Use It Now
MODULE 2: TRANSITION COPY
JIMINY10 disappears at midnight tomorrow. After that, full price.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Still Time to Grab These
Good Grub The food that finally gives your itchy dog a break
Cravin' Cricket Gut health that kicks in fast
Cinnamon Dental Chews Cleaner teeth, better breath, one ingredient doing all the work
Chewy Treats, Sweet Potato & Peas Wholesome rewards with nothing weird on the label
8
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Hey. I wanted to reach out before your welcome code disappears for good.
You signed up a couple weeks ago and I don't know if anything got in the way, or if you're still thinking it over, or if insect protein just sounds too weird to pull the trigger on. All of that is fair.
No pressure at all. If this isn't the right fit for your dog right now, I totally get it.
But if your dog has been dealing with allergies, a sensitive stomach, or teeth that clear the room. And you haven't found something that actually helps. I think Jiminy's is worth one bag. Most people who try it don't go back.
Your code is JIMINY10 for 10% off. It expires today. If you have any questions about which product makes the most sense for your dog specifically, just hit reply. I'll point you in the right direction.
Either way, I hope your pup is doing well.
– Anne
Founder & CEO, Jiminy's
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.