Ro Sham Beaux is leaving ~$5K/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 Ro Sham Beaux
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: RSB10 takes $10 off your first order
Preview Text: Handmade lighting that defines a room, not just fills it
HERO MODULE
Hero Approach: Direct
H1: Light That Stays
Subhead: Your $10 off, right here
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
Use code RSB10 at checkout for $10 off your first order. It's good for 14 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Where to Start
Adelaide Beaded Chandelier Natural stone and crystal, handcrafted for rooms that need a centerpiece
Carmen Chandelier Statement piece available in standard and Noir, fits almost any interior
Cayman Natural Hemp Pendant The RSB signature construction in pendant form, sized to your space
Ananas Table Lamp Bring the handmade aesthetic to a side table or reading corner
Ann Orb Chandelier Namesake orb form, available in a wide custom size range for dramatic installations
2
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I didn't set out to start a lighting company.
I studied sculpture and metal-smithing at the Portland School of Art. I learned how to work with my hands, how materials behave, how a finished piece can carry a feeling that's hard to put into words.
After that I spent years moving. Manhattan. Venice Beach. New Orleans. Paris. Italy. Each place left something with me. A sense of scale, a color, a way people lived in their spaces. I absorbed all of it.
When I finally landed in Charleston and launched Ro Sham Beaux in 2010, those years started making sense. I wasn't just designing lighting. I was building something that held all of it. The craft training, the cities, the materials I'd fallen in love with along the way.
Every piece we make in our Charleston studio reflects that. Natural stones, hemp wrapping, recycled glass, antique brass. Things that were made to last and to mean something in the rooms they live in.
That's what this brand is. Functional art, built by hand, designed to define a space rather than just occupy it.
If you have questions about a specific piece or want help figuring out what would work in your space, just reply here. I read these.
Your $10 off code. RSB10. Is still active for the next 14 days. Use it when you're ready.
– Ann
Founder and Principal Designer, Ro Sham Beaux
3
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INBOX MODULE
Subject Line: Handmade in Charleston, not a catalog
Preview Text: It shows up the moment you install the piece
HERO MODULE
Hero Approach: Curiosity
H1: Built Different
Subhead: Here's what that actually means
Cta Button: See the Collection
MODULE 2: TRANSITION COPY
Most lighting is sourced from a catalog and shipped from overseas. Ro Sham Beaux is made by hand in Charleston by a team of skilled artisans, and the difference is visible the moment a piece goes up.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What Sets These Fixtures Apart
Infographic: Checklist
- Designed by Ann Yancy. A trained sculptor with a fine art background, not a trend-tracking catalog team
- Handmade in Charleston, SC. Every fixture crafted by skilled artisans, not mass-produced in a factory
- Natural and curated materials. Stones, crystals, recycled glass beads, and hemp wrapping sourced globally
- Original hemp-wrapped construction. Accented with antique brass or polished nickel hardware
- Full bespoke service. Each piece can be personalized to your space, style, and application
- Functional art philosophy. Built for lasting durability, not just for the photo
Products Shown
- Adelaide Beaded Chandelier. Natural stone and crystal, handcrafted centerpiece
- Malibu 30. Large-scale design built for high-impact spaces
- Cayman Natural Hemp Pendant. Signature hemp construction in pendant form
4
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INBOX MODULE
Subject Line: Something get in the way?
Preview Text: A few pieces worth a closer look
HERO MODULE
Hero Approach: Direct
H1: Still Deciding?
Subhead: Your $10 off won't wait
Cta Button: Claim Your Discount
MODULE 2: TRANSITION COPY
Code RSB10 takes $10 off your first order and expires in 8 days. Here are a few pieces people come back to.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Pieces Worth Coming Back For
Carmen Chandelier One of the most versatile in the collection, available in standard and Noir
Fiona Chandelier Wide size range, built for grand rooms and open spaces
Victoria Chandelier Quadruple Rattan configuration designed for large-scale residential or commercial use
Ann Orb Chandelier Namesake orb form spanning an exceptional size range for custom installations
Ananas Table Lamp The RSB handmade signature at table scale, $799
5
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INBOX MODULE
Subject Line: What lives in your room for years?
Preview Text: What you're actually comparing when you compare lighting
HERO MODULE
Hero Approach: Question
H1: Why Does It Matter?
Subhead: Compare before you decide
Cta Button: Shop Ro Sham Beaux
MODULE 2: TRANSITION COPY
A lighting fixture lives in your space for years. The decision is worth a second look.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Ro Sham Beaux vs. The Alternatives
Infographic: Table
- Design origin | Founder-designed by a trained sculptor | Generic catalog or trend-cycle designs
- Manufacturing | Handmade in Charleston, SC by skilled artisans | Mass-produced overseas
- Materials | Natural stones, crystals, recycled glass, hemp wrapping | Synthetic or commodity materials
- Customization | Full bespoke service. Sized and styled to your space | Standard SKUs, no custom options
- Price positioning | Investment piece, built for lasting beauty | Disposable or trend-cycle pricing
- Aesthetic range | Global influences. Charleston to Paris to Venice Beach | Single regional style or single look
Note: Price point Mass-market brands will often come in lower on initial cost. RSB pieces are built to last decades, not product cycles.
Products Shown
- Adelaide Beaded Chandelier. Natural stone, crystal, and handcraft in one centerpiece
- Cayman Natural Hemp Pendant. Signature hemp construction, scaled to your space
- Carmen Chandelier. Statement piece built for rooms that deserve to be noticed
6
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INBOX MODULE
Subject Line: Fixtures in real rooms, real reactions
Preview Text: Here's what people say after the install
HERO MODULE
Hero Approach: Direct
H1: Real Rooms, Real Reactions
Subhead: From people who own these pieces
Cta Button: Shop the Collection
MODULE 2: TRANSITION COPY
The proof is in the rooms. Here's what customers said after their fixtures went up.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What Customers Are Saying
Infographic: Numbered List
- "The craftsmanship is unlike anything I've seen at this price point. Every detail is intentional.". Sarah M.
- "I was nervous ordering something this size online. It arrived perfectly packaged and looked even better in person than in the photos.". James T.
- "We've had ours for three years and it still looks brand new. Worth every penny.". Caroline B.
- "Ann's team helped me find exactly the right size for my dining room. The custom service made all the difference.". David R.
- "I replaced a builder-grade fixture with the Carmen and the entire room changed. Friends ask about it every time they visit.". Lauren K.
Products Shown
- Carmen Chandelier. The piece that changes a room on sight
- Fiona Chandelier. Wide size range for grand rooms and open spaces
- Ann Orb Chandelier. Custom size range for one-of-a-kind installations
7
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INBOX MODULE
Subject Line: RSB10 expires at midnight tonight
Preview Text: RSB10 expires in hours. No extensions
HERO MODULE
Hero Approach: Direct
H1: Last Chance
Subhead: RSB10 expires tonight
Cta Button: Use RSB10 Now
MODULE 2: TRANSITION COPY
Code RSB10. $10 off your first order. Expires at midnight. After that, it's gone.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Pick Your Piece
Adelaide Beaded Chandelier Natural stone and crystal, built to anchor a room for years
Carmen Chandelier Standard and Noir finishes, one of the most versatile in the line
Malibu 30 Large-scale statement piece for high-impact spaces
Cayman Natural Hemp Pendant Signature hemp construction, sized to your ceiling
Ananas Table Lamp The handmade RSB aesthetic at $799
8
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Hey. Just wanted to reach out before your discount expires.
I know buying a lighting fixture isn't an impulse decision. These pieces take up real space in a room, and the right one matters. That's not a pressure tactic. It's just true.
If you're still figuring out what would work in your space, reply to this and tell me about the room. I'm happy to point you in the right direction. We do this every day, and it's genuinely the part of the job I enjoy most.
If this isn't the right time, no pressure at all. The collection will be here when you're ready.
But if you've had a piece in mind and just haven't pulled the trigger. Code RSB10 takes $10 off and it expires today. No extensions after this.
– Ann
Founder and Principal Designer, Ro Sham Beaux
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.