Four sends across the long weekend, with a fifth recommended on the Tuesday, going to four
clearly separated audiences. Every subject leads with the holiday and the delivery-date promise moves
to preview text, ramping to a pure deadline at the close.
Window
Aug 28 – 31plus optional Sep 1
Holiday
Mon Sep 7Labor Day
Offer
10% + free shipcode LABORDAY10
Offer ends
Mon 11:59 PMET, hard stop
Target
$1,400 – $1,7005 sends
All times Eastern. Benchmark is Labor Day 2025: $1,571.70 across 5 sends, $314 per send.
Judge this campaign on revenue per send, not the total.
Who we are emailing
Four audiences, built fresh in Klaviyo for this campaign. Nobody receives every send. Plain English
first, the exact rule underneath, so there is nothing to go and look up.
Primary
~11,400 people
Your active list. Anyone who has bought from you or clicked an email in the last 18 months,
plus anyone who has opened one in the last 12. These are people who have shown in the past year
that they still want to hear from Pops Corn.
Rule
Purchased or clicked L18M, OR opened L12M
Why
The biggest and warmest audience, and the one that produces most of the revenue.
Gets sends 1 and 4, the opener and the closer.
Re-engage
~9,800 people
Subscribers going quiet. They were opening and clicking within the last year but have done
nothing at all in the last 90 days, and have not ordered in the last week. They are drifting away,
and a holiday with a real offer is one of the better reasons to reach back out.
Rule
Opened or clicked L12M, zero opens or clicks L90D, zero orders L7D
Why
Winning these back is cheaper than replacing them, and letting them lapse quietly hurts deliverability over time.
Gets send 2, the press-led email. Expect a high open rate and a low click rate. That is normal for this group.
Lapsed buyers
~1,340 people
Past customers who have not come back. They placed an order within the last 12 months but
nothing in the last 90 days. They already know what the popcorn tastes like, so the job is
reminding them rather than convincing them.
Rule
Purchased L12M, zero purchases L90D
Why
Proven buyers convert at roughly 12%, well above a cold list. Small group, strong return.
Gets send 3, on Sunday. Because this list is small, the main list gets a quiet day before Monday's close.
Closer tier 2
~700 people
People who missed the closer but were browsing. Anyone who did not open Monday's final
email, combined with anyone who looked at a collection on the site in the last 90 days. Interest
without action.
Built to be purely additional. Everyone in it has already been given a chance to buy and did not, so anything it earns is incremental.
Gets send 5, the optional Tuesday follow-up. The same audience returned the best conversion rate of the Father's Day campaign at 16.67%.
Applies to every audience above
Subscribed only. Never "Pending", meaning nobody who signed up but did not confirm.
Zero bounced. Bad addresses are excluded so they cannot damage sender reputation.
Unsubscribes are excluded by definition, and every list is rebuilt from scratch for this campaign rather than reusing a saved audience.
Anyone who buys during the campaign stops receiving it. No customer gets chased for a purchase they already made.
"L12M" and similar mean "last 12 months." L18M is 18 months, L90D is 90 days, L7D is 7 days.
The schedule at a glance
Openers are always evening sends and closers are always morning sends, which is the pattern every
campaign on record follows. Sunday only touches the small lapsed list, so the main list gets a quiet
day before the Monday close.
#
When
Segment
List
Role
1
Fri Aug 286:30 PM
Primaryyour active list
~11,400
Opener. Evening slots drive the highest revenue per send.
2
Sat Aug 296:00 PM
Re-engagesubscribers going quiet
~9,800
Press-led win-back. Deliberately not a Saturday morning product push, which was the weakest send of Father's Day at 2.6%.
3
Sun Aug 3011:00 AM
Lapsed buyerspast customers
~1,340
Reactivation. Midday drives the best click rates, and the small list leaves the main list a quiet Sunday.
4
Mon Aug 318:00 AM
Primaryminus anyone who already bought
~11,200
Closer. Morning slots drive the highest conversion, 14% and up.
5
Tue Sep 16:30 PM
Closer tier 2missed the closer, but browsing
~700
Optional follow-up on the demand peak day. The same send at Father's Day returned the campaign's best conversion rate, 16.67%.
Subject lines and preview text
"Labor Day" sits inside the first 37 characters of all five, so the occasion survives truncation on a
phone even when the offer does not. None reuse a 2025 line verbatim.
01
Opener
Fri Aug 28 · 6:30 PMPrimary
Subject
Get Your Snacks In Time for Labor Day 🍿 10% Off + Free Shipping
Preview
Choose your delivery date at checkout. Popped the day it ships.
Angle
End of summer, the last long weekend, one bowl that feeds the yard. Offer stated plainly and early. This send is typically 37% of campaign revenue.
02
Press-led win-back
Sat Aug 29 · 6:00 PMRe-engage
Subject
Labor Day Snacks, As Seen In Marvel & Regal 🍿 10% Off
Preview
Choose your delivery date. Free shipping, through Monday night.
Angle
Lead with the press marks, not the product spec. The press-mention re-engage at Father's Day produced the campaign-high open rate at 66.69% and 15% conversion. Expect high open and low click. That is the known shape of this segment, not a failure.
03
Lapsed reactivation
Sun Aug 30 · 11:00 AMLapsed
Subject
One Bag Feeds the Whole Labor Day Cookout 🍿 10% Off
Preview
300 cups, free shipping, and you choose the delivery date.
Angle
Volume and value. This segment has bought before and knows the product, so lead on how far one bag goes. Creative leads the flavor grid with the 300 cup bag. Lapsed ran a healthy 11.76% at Father's Day.
04
Closer
Mon Aug 31 · 8:00 AMPrimary
Subject
Last Call for Labor Day. 10% Off Ends Tonight at 11:59 PM ET
Preview
Choose your delivery date now. Free shipping included.
Angle
Pure deadline. A specific time plus timezone outperforms vague urgency on record. The deadline is the offer expiring, which we control. It is not a shipping cutoff, so nothing is promised that fulfillment has to honor.
05
Two-tier follow-up
Tue Sep 1 · 6:30 PMOptional
Subject
Still Time to Land Before Labor Day. Choose Your Delivery Date
Preview
Pick the day it arrives. Popped the day it ships.
Angle
No discount. The offer ended Monday and we do not walk that back. This runs on the delivery-date guarantee alone, to a cold tier that did not open Send 4. It also lands on the demand peak: the strongest single days in both 2024 and 2025 sat 5 to 6 days before the holiday, which maps to Sep 1 and Sep 2. If there is pressure to extend LABORDAY10 through Tuesday, our recommendation is to hold the deadline, because a deadline that moves teaches the list to ignore the next one.
Before the first send
Create LABORDAY10 and test it at checkout. MOM10 was broken at the Mother's Day opener and suppressed that send. This is the highest-cost preventable failure on the list.
Build every segment fresh. Do not reuse the Shopify audience that caused the July 4 opt-out incident. Subscribed only, never "Pending", zero bounced.
Exclude in-campaign purchasers from each subsequent send.
Check the spam complaint rate the morning of Send 1 before launching.
No "Shopify HIGH Probability" send this cycle. It averages 6.3% conversion and a cold blast is the last thing a bruised sender reputation needs.
Two open items
Creative review timing. The standing rule is all creative to the client at least two business days before a send. A Friday Aug 28 opener gives roughly one. If approval slips past Friday midday, the block slides to Sat Aug 29 through Tue Sep 1, which keeps the evening-opener and morning-closer anchors. It does not slide into Labor Day weekend itself, where both 2024 and 2025 show the weakest demand of the whole window.
The delivery cutoff is unconfirmed. Nothing on file says the actual order-by date for arrival before Sat Sep 5. Until fulfillment confirms it, no send promises an arrival date, and Send 5's copy depends on the answer.