Net Atelier — Email Pack

Every signup-related email in one place, rendered exactly as it will appear in an inbox. Nineteen templates: four account emails the app sends, and the fifteen-email lifecycle sequence. Click any one to see it full size.

20Templates

4Transactional

16Marketing

20Plain-text twins

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The four account emails

Sent because the user did something — signed up, asked to reset a password, was invited. Clean and restrained on purpose: one clear action, no marketing, no images, and no unsubscribe link.

They are exempt from opt-out requirements under CASL and CAN-SPAM precisely because they are transactional. Adding an unsubscribe link to a password reset does not make it safer — it invites someone to opt out of being able to recover their own account.

The fifteen lifecycle emails

Trial activation, paid onboarding and win-back. These are commercial messages, so an unsubscribe link is legally required (CASL in Canada, CAN-SPAM in the US). All fifteen carry {{unsubscribe_url}} and a postal address — both still need wiring on the sending side.

Before any of this can send

Four things need to come from our side. None of them are code.

Postal address. A physical address is required on all fifteen marketing emails under CASL and CAN-SPAM. Currently the literal placeholder [postal address required]. Needs to come from Heather; must not be invented.
Unsubscribe endpoint. A per-recipient signed link, one click, no login, honoured immediately. A shared "contact us" page does not satisfy CASL.
Scheduling. The fifteen marketing emails are a clock, not a trigger: days 0, 1, 3, 7, 8, 14 and 21 after signup, then day 28, then the trial-end branch into paid or win-back. Something has to run that clock. Nothing else in this pack needs a scheduler.
support_email value. The footer prints {{support_email}} on all nineteen. It already existed on the four account emails; the fifteen marketing emails now use it too, so the footer can be one footer.

How the sequences run

Fifteen marketing emails, and only one branch in the whole set. Everything before the trial end is a plain clock: days 0, 1, 3, 7, 8, 14 and 21 after signup, with no conditions on what the user did. At the trial end it forks once — paid, or not paid — and each branch is a clock again.

Sequence	Starts when	Emails	Then
Signup	Account created	d0_welcome, d1_nudge, d3_send_to_client, d5_import, d7_save, d8_aha, d14_stuck, d21_upgrade	Days 0, 1, 3, 7, 8, 14, 21 — unconditional
Trial ending	Day 28 after signup	d28_ending	Fires regardless of activity
Trial over — paid	Payment clears	paid_d0, paid_d7, paid_d14, paid_d30	Days 1, 7, 14, 30 of paid
Trial over — unpaid	Trial lapses	post_d29, post_d45, post_d60	Days 29, 45, 60 after signup

Nothing waits on an event. A user who signs up and does nothing still gets every email on the signup track — which is the point: the sequence does not depend on the product being instrumented.

The sequences run on a clock. Some of the copy still assumed a trigger.

Fifteen marketing emails send on a day offset — day 0, 1, 3, 7, 8, 14, 21, then the trial end. A clock cannot see what the reader has done. Five of them were written as though it could, and every one of those claims is false for the people who did not do the thing:

Email	Said	Says now
`trial_d1_nudge`	“Still empty in there?” / you haven't created a project yet	your first project is one step away / if you haven't started yet
`trial_d3_send_to_client`	“You've got a project.” / you've created your first project	the step most designers don't reach until week two
`trial_d8_aha`	“Your client just opened it” + an activity feed naming a client	“The moment it lands” + the feed is labelled an example
`trial_d14_stuck`	“things have gone quiet”	“If it hasn't clicked yet, it's usually one of two things”
`trial_d21_upgrade`	you've been using it three weeks + a summary card: 3 projects, 14 specs, 6 documents	three weeks in + a card of facts true for everyone: 9 days left, $49/month, no contract

Two were worse than phrasing. trial_d8_aha carried a notification reading “[Client name] just opened what you sent” — a fabricated event, presented as the reader's own activity. trial_d21_upgrade carried a 3 projects / 14 specs / 6 documents summary — invented numbers presented as the reader's own record of work. A day offset cannot supply either.

Also corrected: the invite email said a named person had invited you, and every marketing email opened with the literal text Hi [First Name],. Neither can be filled, because signup asks for an email, a password and a studio name and nothing else.

What changed in this pass

The header images are gone. All fifteen marketing emails used a 600×200 PNG with the headline baked into it, and a ghosted repeat of the same word behind it that the image edge clipped — so one arrived showing a large “Pick” behind “Pick up where you left off.” They are now plain text headlines. There are no images anywhere in the pack, so nothing needs hosting and nothing can arrive broken.
Six headlines were showing the wrong thing. Fifteen emails shared only eight images, so the three paid reminders all read “Welcome to Net Atelier.” and the three win-back emails read “Three days left.” to people whose trial had already ended. Those six now use the email's own subject line.
One footer for all nineteen. Previously the account emails and the marketing emails had different footers — different sender line, type size, padding and wording. Now identical, with the unsubscribe link the only difference.
The sequences are a clock, not a trigger. See above.
No email greets anyone by name, and none names the person who sent an invitation. Signup collects three fields — email, password, studio — and no name, so there is never a name available to use. The fifteen marketing emails were opening with the literal text Hi [First Name],, never wired to a merge field, and the invite said {inviter_name} invited you against a value that cannot be supplied. The greeting is now Hi, and the invitation reads “You've been invited to join {studio_name}.”

Two emails still carry copy written for a trigger and are flagged on their tiles below.

What ships when

four batches, in order

Batch	What it is	Count	Why it is in this position
Batch 1	Core account emails	4	Ship first. The product cannot operate without these.
Batch 2	Signup track - plain days from signup	8	Fires on the calendar, not on what the user did. Days 0, 1, 3, 5, 7, 8, 14 and 21 after signup.
Batch 3	Trial ending, and the first month of paid	5	The decision point, then onboarding for the people who converted.
Batch 4	Trial over, unpaid	3	Win-back for the people the trial did not convert.

Nothing after batch 4 depends on this: the batches are a build order, not a gate. Each batch can be wired and tested on its own.

Batch 1 — ship first

Core account emails

4 emails

Ship first. The product cannot operate without these.

Transactional

01_account_created

Welcome to Net Atelier

On signup

Thing	Value	Why
Format	HTML + Handlebars `{{variable}}`	Pastes straight into Mailtrap's Code Editor. No build step.
Width	600px table	The one width Outlook, Gmail and Apple Mail agree on.
Size	7–10KB each	Gmail clips anything over 102KB and hides the rest.
CSS	Inline on every element	Gmail strips `<style>` in the head.
Headings	Playfair Display 27px / 34px	Falls back to Georgia where web fonts are stripped.
Body	Plus Jakarta Sans 15px / 24px	Falls back to the system sans.
Buttons	48px tall, 15px label	VML block for Outlook, which ignores padding on links.

Net Atelier — Email Pack

The four account emails

The fifteen lifecycle emails

Before any of this can send

How the sequences run

The sequences run on a clock. Some of the copy still assumed a trigger.

What changed in this pass

What ships when

Core account emails

01_account_created

02_password_reset

03_password_changed

04_invite_collaborator

Signup track - plain days from signup

trial_d0_welcome

trial_d1_nudge

trial_d3_send_to_client

trial_d5_import

trial_d7_save

trial_d8_aha

trial_d14_stuck

trial_d21_upgrade

Trial ending, and the first month of paid

trial_d28_ending

paid_d0

paid_d7

paid_d14

paid_d30

Trial over, unpaid

post_trial_d29

post_trial_d45

post_trial_d60

Format, for reference