Rustler Hat Co. is leaving ~$330K/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 Rustler Hat Co.
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: RUSTLER10 takes 10% off, right now
Preview Text: Your 10% off starts now. 14 days to use it
HERO MODULE
Hero Approach: Direct
H1: Your Hat Awaits
Subhead: 10% off, right now
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
You signed up, so here it is: code RUSTLER10 takes 10% off your first order and it's good for the next 14 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Start Here. Our Most-Loved Pieces
Brown Rustler Rodeo Trucker Hat The one that put us on the map, built for everyday Nashville living
Nashville Stole My Heart Trucker Hat Take the city home with you, one hat at a time
Rustler Ranch Suede Trucker Hat Same classic shape, softer texture, one step up from the crowd
Leather Bullet Hat Band Snap it on any hat and it's a completely different look
Nashville Rodeo Hoodie The Rustler aesthetic, now in fleece form for cooler nights
Gold Charm Necklace / Hat Band Wears as jewelry, clips to your hat, works either way
2
▼
Hey,
I want to tell you something I don't put on the website.
When I started Rustler, the pitch wasn't really about hats. It was about what happens when you put the right hat on someone's head in a room full of their people. The energy in that moment. The way they stand up a little straighter, laugh a little louder. That's what I was chasing.
Nashville already had stores selling hats. What it didn't have was a place that made the whole thing feel like an event. So we built that instead. We called ourselves a hat bar because that's what it actually is: you come in, you get fitted, you get styled, and by the time you walk out you feel like the city handed you something.
The merch line came out of demand. People kept asking if they could buy something online, something they could take home or ship to a friend who couldn't make the trip. So we built that too.
Every piece in the shop. Every hat, hoodie, and accessory. Is an extension of what happens inside that room at 407 11th Ave.
If you haven't ordered yet, your code RUSTLER10 is still good for another 12 days. Take a look when you get a chance, and hit reply if you have any questions. I read these.
– Alex
Founder and CEO, Rustler Hat Co.
3
▼
INBOX MODULE
Subject Line: Most brands ship a box, we don't
Preview Text: What makes Rustler different from everything else out there
HERO MODULE
Hero Approach: Curiosity
H1: Not Just a Hat
Subhead: Here's what sets Rustler apart
Cta Button: See the Difference
MODULE 2: TRANSITION COPY
Most hat brands ship you a box. Rustler ships you a piece of something bigger.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Eight Reasons People Keep Coming Back
Infographic: Icon Graphic
- The Original Nashville Hat Bar. We created this category. No one else in the city does what we do.
- Custom fittings, not guesswork. Every hat is shaped and styled to match you, not a mannequin
- Group bar experiences. Bachelorette parties, birthdays, and corporate outings are built around a Rustler visit
- Off-site event capability. We can bring the full experience to your venue, not just the shop
- A full lifestyle line. Hats, apparel, and accessories that work together as a wardrobe, not just a souvenir shelf
- Corporate and wholesale partnerships. Brands and businesses trust us with their custom hat needs
- Press-backed destination status. Rustler is on Nashville itineraries alongside the honky-tonks, not because we paid for it
- Ships to the US and Canada. You don't have to visit Nashville to own a piece of it
Products Shown
- Howdy Trucker Hat. The everyday western look, no occasion required
- Buckle Up Buttercup Crew Sweatshirt. The phrase that says exactly what Rustler feels like
- Gold Charm Necklace / Hat Band. The accessory that finishes the look, two ways
4
▼
INBOX MODULE
Subject Line: You haven't used RUSTLER10 yet
Preview Text: RUSTLER10 is still good. Here's what to grab
HERO MODULE
Hero Approach: Direct
H1: Still Thinking It Over
Subhead: Your 10% off won't wait forever
Cta Button: Shop With RUSTLER10
MODULE 2: TRANSITION COPY
Code RUSTLER10 is sitting in your inbox, unused, with about 8 days left on the clock.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Here's What People Are Grabbing
Brown Rustler Rodeo Trucker Hat The hat that started Rustler, still the one people reach for first
Nashville Stole My Heart Trucker Hat A statement for anyone who's already lost a piece of themselves to this city
Rustler Ranch Suede Trucker Hat When you want the trucker silhouette but with a little more texture and weight
Leather Bullet Hat Band The fastest way to make any hat look intentional
Nashville Rodeo Hoodie Premium fleece, Rustler graphics, the kind of hoodie you actually want to be seen in
5
▼
INBOX MODULE
Subject Line: Weighing us against a generic hat shop?
Preview Text: See how Rustler stacks up against the alternatives
HERO MODULE
Hero Approach: Question
H1: Why Not Just Buy Online
Subhead: Good question. Here's the answer.
Cta Button: See the Comparison
MODULE 2: TRANSITION COPY
If you're weighing Rustler against a generic hat shop or a country-themed merch store, here's what you're actually comparing.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Rustler vs. The Rest
Infographic: Table
- Buying experience | Hands-on custom fitting with a stylist guiding you | Self-service retail or a basic online checkout
- Personalization | Hat shaped and styled to your specs, in the moment | Off-the-shelf sizing, no customization available
- Event format | Dedicated group bar experience for parties and corporate events | Hat purchase only, no event capability
- Brand identity | Rooted in Nashville culture with press coverage and destination status | Generic western or country branding with no local story
- Product range | Hats, apparel, and accessories built as a cohesive lifestyle line | Often hats-only or apparel-only, no full look available
- Price | Comparable to mid-tier branded alternatives | Comparable pricing, but no added experience value
Products Shown
- Rustler Ranch Suede Trucker Hat. The one that shows the difference in materials immediately
- Leather Bullet Hat Band. The finishing detail a generic hat shop doesn't carry
6
▼
INBOX MODULE
Subject Line: They rode out cowboys
Preview Text: Real people. Real words. See what they said.
HERO MODULE
Hero Approach: Story
H1: Don't Take Our Word
Subhead: Here's what customers are saying
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
We could tell you Rustler is worth it. But these folks already said it better than we can.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What Real Customers Are Saying
Infographic: Numbered List
- [REVIEW SLOT 1. Pull from Google or Yelp: look for a quote about quality or craftsmanship]. Customer Name
- [REVIEW SLOT 2. Pull from Google or Yelp: look for a quote about the in-store or group experience]. Customer Name
- [REVIEW SLOT 3. Pull from Google or Yelp: look for a quote about the value or price relative to quality]. Customer Name
- [REVIEW SLOT 4. Pull from Google or Yelp: look for a quote about shipping, online ordering, or receiving the product]. Customer Name
- [REVIEW SLOT 5. Pull from Google or Yelp: look for a quote about gifting or buying for someone else]. Customer Name
Products Shown
- Nashville Stole My Heart Trucker Hat. The one visitors and locals both reach for
- Buckle Up Buttercup Crew Sweatshirt. The piece that shows up in photos over and over
- Gold Charm Necklace / Hat Band. The detail people notice and always ask about
7
▼
INBOX MODULE
Subject Line: RUSTLER10 dies at midnight tonight
Preview Text: RUSTLER10 expires in hours. No extensions
HERO MODULE
Hero Approach: Direct
H1: Last Call
Subhead: Code expires tonight at midnight
Cta Button: Use RUSTLER10 Now
MODULE 2: TRANSITION COPY
RUSTLER10 disappears tonight. No extensions, no encore.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Grab One Before It's Gone
Brown Rustler Rodeo Trucker Hat The original, the one worth having
Nashville Stole My Heart Trucker Hat For anyone who's already left a piece of themselves in Nashville
Rustler Ranch Suede Trucker Hat A step up from the standard, and it shows
Leather Bullet Hat Band The accessory that turns any hat into a statement
Nashville Rodeo Hoodie Because the trip doesn't have to end when you get home
Howdy Trucker Hat The clean, crowd-pleasing option if you want to keep it simple
8
▼
Hey,
I noticed you haven't ordered yet and I just wanted to check in.
No pressure at all. I know timing isn't always right, and not everyone who signs up is ready to buy right away. That's completely fine.
But if something's holding you back. Questions about sizing, fit, what to pair things with, whether something ships to you. Hit reply. I'm serious. These come straight to me and I actually respond.
If you're still on the fence and you've been waiting for the right moment, this is probably as close to a sign as you're going to get. Code RUSTLER10 expires today. After that it's gone and I can't bring it back for you.
Either way, I'm glad you found us. Nashville doesn't feel like Nashville without a hat, and Rustler exists to fix that problem. Whether you're here in person or ordering from across the country.
Hope to hear from you.
– Alex
Founder and CEO, Rustler Hat Co.
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.