## Sequence plan **Likely cause.** Interruption at the point of purchase, with a durability doubt sitting underneath it — the basket was built deliberately by someone who already knows the brand, which points to distraction first and material anxiety second. **Hesitation answered.** Whether hand-thrown stoneware survives regular dishwasher use, answered in email 2 with the material reason and the real cause of damage. **Evidence needed.** Moderate. At 68 euros the buyer needs process and material specifics rather than third-party proof — concrete detail about clay, firing and handling carries the weight. **Angle map** 1. Use 2. Reassurance 3. Craft **Why this order.** The first email assumes nothing went wrong and simply returns the reader to the moment the mug was for. The second clears the practical obstacle while it is still live. The third moves from the object to the people who made it, which is the only argument left that does not sound like persuasion — and it gives the reader a fact to leave with, whether or not they buy. --- ## Email 1 - 1 hour after abandonment **Angle:** Use **Subject A:** Before the house wakes up **Subject B:** Your first coffee, still hot **Preview text:** Dense clay holds heat longer than a thin factory mug. That is most of the point. ``` {first_name}, this one is about the ten minutes before anyone else is awake. Hands round a warm mug, nothing asked of you yet. Stoneware is dense and heavy for its size, so it holds heat far longer than thin commercial china. The coffee is still warm when you reach the bottom, which means you can sit with it instead of drinking it standing at the counter. You were partway through ordering {product_name} when something else needed you. The link below picks up exactly where you stopped. — {founder_name} ``` **CTA button:** Return to your basket **Body length:** 92 words **Why it works.** It relies on episodic projection — placing the reader inside a specific future moment reactivates the intent that formed the basket, without ever referencing the abandonment as a decision. --- ## Email 2 - 24 hours after abandonment **Angle:** Reassurance **Subject A:** About the dishwasher **Subject B:** Stoneware and hot water **Preview text:** Vitrified clay, and the one thing that actually chips a handmade mug. ``` {first_name}, stoneware goes in the dishwasher. It is fired hot enough that the clay body vitrifies, meaning it stops behaving like porous pottery and starts behaving more like glass. Water cannot get into it, so repeated heat cycles have nothing to work against. What does damage a handmade piece is contact. A thrown mug has a foot and a handle that sit differently to a moulded one, so if it is wedged hard against a plate on a crowded rack, the chip comes from its neighbour rather than the machine. Give it a hand's width of space and it will outlast most of what is in that cupboard. The link below takes you back to {product_name}. — {founder_name} ``` **CTA button:** See your basket **Body length:** 124 words **Why it works.** It resolves the objection by reattributing the risk — the fear is transferred from an unfixable property of the product to a controllable habit of the reader, which converts anxiety into competence. --- ## Email 3 - 72 hours after abandonment **Angle:** Craft **Subject A:** Two of us, one kiln **Subject B:** How this mug gets made **Preview text:** Thrown, trimmed and glazed by two people, in batches we can count by hand. ``` {first_name}, every piece here passes through both of us. One throws it on the wheel, the other trims the foot and glazes it, and it is fired in batches small enough that we know which pot is which coming out of the kiln. That is the honest reason the measurements are approximate. A thrown pot varies by a few millimetres from the one beside it, because it was made in an afternoon by a person rather than pressed out of a mould. If {product_name} is not the piece for you, close this and nothing further will follow. It is a perfectly good outcome and we will not chase it. If it is the piece, it is one click away. — {founder_name} ``` **CTA button:** Complete your order **Body length:** 128 words **Why it works.** It closes on provenance rather than persuasion — granting explicit permission to walk away removes the defensive resistance that a final email normally triggers, leaving the factual detail as the only thing the reader carries forward. --- ## Deployment notes **Merge tags.** {first_name}, {product_name}, {founder_name}, {cart_url} **Do not send to.** Anyone who completed a purchase after the basket event, anyone with an open support ticket about a previous order, anyone who received this sequence within the last 30 days, and anyone whose basket contains a made-to-order or commission item quoted separately. **Test this first.** Email 2 subject line. The reassurance email carries the sequence, and the A version names the doubt while the B version names the material — the winner tells you whether this audience hesitates over the machine or over the clay, which should then reshape emails 1 and 3.