Status & Handoff Brief
For Kia & Karl - March 28, 2026 - v4: All client feedback applied
ⓘ
v4 updates: All feedback from Kia and Karl applied. Origin story corrected. Ingredient counts fixed across all emails. Discount updated to TRIBE10 (10%). Product claims verified. Emails marked UPDATED have changelogs inside.
Total System
17 EMAILS
- Welcome Sequence (5) - copies ready
- Abandoned Cart (4) - copies ready
- Post-Purchase (5) - copies ready
- Browse Abandonment (3) - copies ready
Word Count Targets
OPTIMISED
Based on DTC welcome email research (Klaviyo, HubSpot, Campaign Monitor):
- Founder story (E1): ~250 words
- Education (E2): ~200 words
- Interactive (E3): ~150 words + visuals
- Cart/Browse/PP: 80-150 words each
Action Items
TODO
- Pull REAL reviews from Trustpilot/product pages
- Review & approve all copies
- Design phase: NanoBanana images + HTML templates
- Karl: DNS fix (SPF/DKIM/DMARC) - BLOCKER
- Upload to Klaviyo + configure flow triggers
All Flows - Architecture
4 flows · 17 emails · Full copy for each
Subscriber Journey Map
1
Days 0–7 · New subscribers · Branded HTML
Welcome Sequence (5 emails)
Founder trust → ingredient education → quiz → personalised recs → community close.
2
Trigger: Cart abandoned · 1hr – 72hrs
Abandoned Cart (4 emails)
Gentle nudge → social proof → ingredient education → recovery offer (10% off).
3
Trigger: Purchase confirmed · Days 0–30
Post-Purchase (5 emails)
Thank you → usage tips → reef impact → review request → replenish/cross-sell.
4
Trigger: Viewed product, no cart · 2hr – 48hrs
Browse Abandonment (3 emails)
Soft reminder → ingredient spotlight → social proof + nudge.
Klaviyo Exit Conditions
| Flow | Entry | Exit |
|---|---|---|
| Welcome | Added to list | Purchase → Post-Purchase |
| Abandoned Cart | Started Checkout, no purchase 1hr | Purchase. Suppressed during Welcome (first 7 days). |
| Post-Purchase | Placed Order | Completes sequence. Repeat purchase restarts. |
| Browse Abandon | Viewed Product, no cart 2hrs | Adds to cart or purchases. Suppressed if in Welcome or Cart flow. |
How Dynamic Content Works
Shopify → Klaviyo integration · How personalised emails are populated
ⓘ
Suntribe runs on Shopify. Klaviyo's native Shopify integration syncs all product data, cart events, and order history automatically - it's Klaviyo's best-supported platform. Every dynamic element below is powered by this sync - no custom development needed.
🛒 Dynamic Product Cards
Used in: AC1, AC2, AC4, BA1, BA3, PP5
Klaviyo's Shopify integration automatically captures product name, image, price, and URL when a customer abandons a cart or views a product. In the email template, we use Klaviyo's built-in "Dynamic Product Block" - no code needed. You drag the block into the template, and Klaviyo populates it with the actual product the customer left behind.
How it looks in execution: The customer sees their exact product with its image, name, and price - identical to how it appears on suntribesunscreen.com. Klaviyo pulls this from the Shopify product catalog that syncs in real-time.
⭐ Dynamic Reviews
Used in: AC2, BA3, E4 variants
Klaviyo does not natively pull reviews from Shopify. Two options:
Option A (Recommended): Connect a review platform like Judge.me or Trustpilot that integrates with Klaviyo. Reviews auto-populate in emails matched to the specific product.
Option B (Manual): We curate 3-5 top verified reviews per product and hardcode them into Klaviyo template blocks with conditional logic per product category.
How it looks in execution: With Judge.me/Trustpilot integration, each customer sees real reviews specific to the product they viewed or left in cart. Without integration, we show curated reviews that rotate per product type (sunscreen vs zinc stick vs kids). Both look identical to the customer.
📝 Dynamic Ingredient Lists
Used in: AC3, BA2
Different Suntribe products have different ingredient profiles. Zinc Sticks and Tins have just 4 ingredients; SPF 30 products have a longer but fully readable list; SPF 50 has a broader formulation. We handle this with Klaviyo conditional content blocks. In the email template, we create separate content sections and use Klaviyo's "Show/Hide" logic based on the product category in the cart/browse event.
How it looks in execution: If the customer viewed a Zinc Stick, they see "4 ingredients - that's the full label." If they viewed SPF 30, they see the full readable ingredient list. If SPF 50, they see a broader formulation comparison. The template has all versions built in - Klaviyo shows the right one automatically based on which product triggered the flow.
🎁 Cross-Sell Recommendations
Used in: PP5
Klaviyo's "Product Recommendations" block uses purchase history and catalog data to suggest complementary products. We configure it to recommend based on the customer's last purchase (e.g., bought SPF 30 → suggest Zinc Stick). Alternatively, we set up manual conditional splits in the Klaviyo flow based on product category purchased.
How it looks in execution: 30 days after purchase, the customer sees a product card for something that complements what they bought. If they bought SPF 30 body sunscreen, they see the Zinc Stick for face. Klaviyo handles the logic - we just configure the rules once.
Klaviyo Template Variables Used
| Variable | Source | Used In |
|---|---|---|
{{ event.extra.line_items }} | Shopify cart data (auto-synced via native integration) | AC1-AC4 (cart items) |
{{ product_name }} | Klaviyo product catalog | All cart + browse emails |
{{ person.first_name }} | Klaviyo profile | Subject lines (optional) |
Dynamic Product Block | Drag-and-drop in Klaviyo editor | Product cards in all flows |
Product Recommendations | Klaviyo AI + catalog | PP5 cross-sell |
Show/Hide conditional | Klaviyo template logic | AC3, BA2 ingredient lists |
E1 - Karl's Letter
Immediate · ~250 words · Feel Safe
E1
Welcome to Suntribe - a quick letter from me, Karl
Changes applied (Kia & Karl feedback):
- Origin story rewritten with Karl's real story (Australia → Portugal → Lund University)
- Removed fabricated Costa Rica surfing story
- Discount changed from TRIBE15 (15%) → TRIBE10 (10%)
- Removed "verified by EWG" claim
- Removed incorrect "5 ingredients" reference
- [Apr 3] Full rewrite by Kia - more engaging version with surfing discovery, hormone-disrupting angle, male infertility hook, "moved back to Europe" framing
Subject Line
Welcome to Suntribe - a quick letter from me, Karl
Preview Text
From Australia to Sweden - why I couldn't find a sunscreen I trusted, so we made one.
From
Karl from Suntribe <karl@suntribesunscreen.com>
Body Copy
Hey there,
I'm Karl, one of the founders of Suntribe - thanks for joining us.
Suntribe started because I couldn't find what I was looking for.
When I was 20, I moved to Australia and fell in love with surfing. That's where I first heard about mineral sunscreen - all my friends were using it.
The more I researched, the more I discovered how harmful chemical sunscreens can be - damaging coral reefs, containing hormone-disrupting ingredients, and even being linked to male infertility. As a 20-year-old guy, that was enough to make me switch and never look back.
When I moved back to Europe, I realised mineral sunscreen wasn't easy to find - at least not one I truly trusted. So I decided to make it myself.
That idea became Suntribe.
Today, over 200,000 families across Europe trust us. We're COSMOS certified, reef-safe, and cruelty-free - and have been featured in Forbes, Vogue, and The Independent.
Here's 10% off your first order: TRIBE10
Welcome to the tribe - I'm glad you're here.
Karl
Co-founder, Suntribe
Strategic Notes
~200 words. Real origin story (Australia → Portugal → Lund University) - verified against Karl's blog interview. Social proof, TRIBE10 intro, warm personal tone. No dynamic content - static branded email.
E2 - Why 5 Ingredients Matter
Day 2 · ~200 words · Feel Smart
E2
Can you actually read your sunscreen label?
Changes applied (Kia & Karl feedback):
- SPF 30 does NOT have 5 ingredients - corrected with real ingredient list from Karl
- "27 vs 5" angle → "27 chemicals vs readable ingredients"
- Added Zinc Sun Sticks (4 ingredients) as the minimal-ingredient highlight
- TRIBE15 → TRIBE10
Subject / Preview
Subject: Can you actually read your sunscreen label?
Preview: 27 synthetic chemicals vs. ingredients you can actually read.
Body Copy
Pick up your current sunscreen. Read the ingredients.
If it looks like a chemistry exam, you're not alone. The average sunscreen contains 25-30 synthetic chemicals - Homosalate, Octocrylene, Avobenzone - synthetic UV filters that absorb into your bloodstream within 24 hours and wash into oceans bleaching coral reefs.
Our Mineral Sunscreen SPF 30? Every ingredient is one you can read and understand:
Sunflower Seed Oil, Non-Nano Zinc Oxide, Coconut Oil, Cacao Seed Butter, Beeswax, Vitamin E, Trihydroxystearin (from Castor Oil), Iron Oxides, and Vanilla Extract.
All organic where possible. No synthetic fragrances, no preservatives, no chemicals you can't pronounce.
And our Zinc Sun Sticks? Just 4 ingredients. That's it.
[VISUAL: "27 chemicals vs ingredients you can read" comparison infographic]
[VISUAL: Ingredient list with teal checkmarks]
This is what "nothing to hide" actually means.
Your TRIBE10 code (10% off) is still waiting. And in a couple of days, I've got something fun for you - a quick way to find which Suntribe products match your lifestyle.
- Karl
Strategic Notes
~190 words. Corrected ingredient comparison - SPF 30 has readable ingredients (not "5"), Zinc Sticks have 4. Real SPF 30 ingredient list from Karl. Seeds E3 quiz at the end. No dynamic content - static branded email.
E3 - Interactive Quiz
Day 4 · ~150 words + visuals · Feel Alive · HTML BUILT
E3
What kind of outdoor person are you?
Changes applied (Kia & Karl feedback):
- "Explore all collections here" → link to Suntribe Product Quiz page
- TRIBE15 → TRIBE10
Subject / Preview
Subject: What kind of outdoor person are you?
Preview: Pick your adventure - we'll match you with the perfect sun protection.
Body Copy
Everyone lives in the sun differently.
Some of us chase waves. Some of us chase toddlers. Some of us are halfway up a mountain. And some of us just want to walk to the café without worrying about UV.
We make different products for each of those moments. So tell me - which sounds most like you?
[2×2 INTERACTIVE GRID]
🏄 Surfing & Water Sports
🏖 Beach & Family Days
⛰ Mountains & Trails
☀ Everyday Protection
Tap your pick and I'll send personalised recommendations.
Can't decide? Take the Suntribe Product Quiz - we'll match you with the right product: https://suntribesunscreen.com/pages/suntribe-product-quiz
P.S. - TRIBE10 works on everything.
Status
HTML BUILT & TESTED. Files:
• Preview: Email Marketing/Welcome Sequence/Email 3/email-3-PREVIEW.html
• Production: Email Marketing/Welcome Sequence/Email 3/email-3-quiz-template.html
• All 8 NanoBanana images generated & optimised
UTM tracking per option card for Klaviyo conditional split into E4 variants.
How the quiz → E4 personalisation works: Each option card links to suntribesunscreen.com with a unique
utm_content parameter (surfing/family/mountains/everyday). When the subscriber clicks, Klaviyo captures the URL. A conditional split in the Klaviyo flow checks which utm_content value was clicked and sends the matching E4 variant. No custom code - this is standard Klaviyo flow logic.E4 - Personalised Recommendations
Day 5 · ~200 words · 4 variants · Feel Safe + Alive
Safe Alive
ⓘ
4 variants. Klaviyo sends matching variant based on E3 quiz click (UTM conditional split). Default (no click): Everyday.
E4aSurfing & Water Sports
Changes applied (Kia & Karl feedback):
- Origin story corrected - real story (Australia/reefs), not fabricated Costa Rica
- "Draw directly" → "Apply directly"
- Removed "9 ingredients" and "water-resistant, not water-soluble" from SPF 50
- Added Titanium Dioxide as second UV filter for SPF 50
- Water resistance: now uses vague "stays on through the whole session" (certified 90 min only)
- TRIBE15 → TRIBE10
Subject / Preview
Subject: Your sun protection lineup - built for the water
Preview: Zinc that stays on through duck dives. Here's what surfers use.
Body Copy
So you're a water person. Same.
Suntribe was born from the ocean. I spent years surfing in Australia and saw firsthand what conventional sunscreen does to coral reefs. Most sunscreens dissolve in water, run into your eyes, and harm the reef you're surfing over. We fixed all of that.
YOUR TOP PICK: ZINC SUN STICK SPF 50
Apply directly onto your face. Stays on through the whole session. Non-Nano Zinc Oxide. No stinging eyes. Available in white, tinted, and coloured.
ALSO: ACTIVE MINERAL SUNSCREEN SPF 50
For body - arms, shoulders, back of neck. Non-Nano Zinc Oxide combined with Titanium Dioxide for extra protection.
[PRODUCT CARDS WITH IMAGES]
[REAL REVIEW PLACEHOLDER - Pull 2-3 reviews from surfer/water sports customers on Trustpilot or suntribesunscreen.com product pages]
Your TRIBE10 code gives you 10% off everything.
[CTA: Get Your Surf Essentials]
- Karl
Reviews execution: Product cards are static (we design these in the HTML template with specific product images). Reviews require either Judge.me/Trustpilot integration or manually curated reviews per activity type. We recommend starting with curated reviews and upgrading to automated once a review platform is connected.
E4bBeach & Family Days
Changes applied (Kia & Karl feedback):
- Removed "Five ingredients" and "5-ingredient formula" claims (SPF 30 has more)
- Karl's corrected text applied: "Ingredients you can read" instead of specific count
- "Same gentle formula, tinted for adults" (Karl's wording)
- TRIBE15 → TRIBE10
Subject / Preview
Subject: Sun protection the whole family can share
Preview: Ingredients you can read - gentle enough for babies, effective enough for you.
Body Copy
When you become a parent, you start reading labels differently.
Children's skin is thinner, more permeable, and more sensitive to chemicals. Which is exactly why it deserves the cleanest possible protection.
YOUR TOP PICK: KIDS MINERAL SUNSCREEN SPF 30
Ingredients you can read and understand. Non-Nano Zinc Oxide sits on top of the skin - never absorbs. No synthetic fragrances, no preservatives. Gentle enough for babies (6 months+). COSMOS certified organic.
ALSO: MINERAL SUNSCREEN SPF 30 (BODY & FACE)
Same gentle formula, tinted for adults to reduce whitening. One for you, one for the little ones.
[PRODUCT CARDS WITH IMAGES]
[REAL REVIEW PLACEHOLDER - Pull 2-3 reviews from parents/family customers on Trustpilot or product pages]
TRIBE10 -10% off to stock up for the whole family.
[CTA: Get Your Family Essentials]
- Karl
E4cMountains & Trails
Changes applied (Kia & Karl feedback):
- Removed "9 ingredients" count and "only UV filter" - SPF 50 uses both Zinc Oxide AND Titanium Dioxide
- Karl's corrected text applied for SPF 50 description
- TRIBE15 → TRIBE10
Subject / Preview
Subject: Built for altitude - your mountain sun protection
Preview: UV increases 10% per 1,000m. Your sunscreen needs to keep up.
Body Copy
The higher you go, the more dangerous the sun gets.
UV intensity increases 10% per 1,000m of elevation. Add snow reflection (80% of UV bounces back) and thin mountain air, and you need serious protection that won't quit.
YOUR TOP PICK: ACTIVE MINERAL SUNSCREEN SPF 50
Our strongest formula. Non-Nano Zinc Oxide combined with Titanium Dioxide for extra protection. This sunscreen doesn't break down in heat or sweat. Won't drip into your eyes on steep switchbacks.
ALSO: ZINC SUN STICK SPF 50
For face, nose, ears, lips - the areas hit hardest at altitude. Solid stick, no mess, fits any pocket.
[PRODUCT CARDS WITH IMAGES]
[REAL REVIEW PLACEHOLDER - Pull 2-3 reviews from hikers/skiers on Trustpilot or product pages]
TRIBE10 -10% off to gear up before your next summit.
[CTA: Get Your Mountain Essentials]
- Karl
E4dEveryday Protection
Changes applied (Kia & Karl feedback):
- Completely rewritten per Karl's direction -"does not really work" in original form
- Now highlights Mineral Day Cream SPF 20 + UV Shield SPF 50 (Karl's recommended everyday products)
- Removed questionable "80% of UV exposure" stat
- Removed all "five ingredients" claims
- TRIBE15 → TRIBE10
Subject / Preview
Subject: The simplest way to protect your skin every day
Preview: Day Cream SPF 20 + UV Shield SPF 50 - daily protection without the fuss.
Body Copy
Sun protection shouldn't feel like a chore. The best SPF is the one you'll actually wear every day - lightweight, simple, and part of your routine.
That's why we made products designed for exactly this.
YOUR TOP PICK: MINERAL DAY CREAM SPF 20
Your daily moisturiser and sun protection in one. Lightweight, hydrating, and designed to wear under makeup or on its own. Non-Nano Zinc Oxide protects without absorbing into your skin. Perfect for everyday commutes, errands, and outdoor lunches.
ALSO: UV SHIELD SPF 50
When you need stronger protection for a full day outdoors. Non-Nano Zinc Oxide combined with Titanium Dioxide for broad-spectrum coverage. Light enough for daily use, strong enough for anything.
[PRODUCT CARDS WITH IMAGES]
[REAL REVIEW PLACEHOLDER - Pull 2-3 reviews from everyday/sensitive skin users on Trustpilot or product pages]
Daily SPF is the single most effective anti-ageing step you can take.
TRIBE10 -10% off to make the switch.
[CTA: Get Your Everyday Essentials]
- Karl
E5 - Last Chance + Community
Day 7 · ~200 words · Feel Safe
E5Before your welcome code expires…
Changes applied:
- TRIBE15 → TRIBE10 (10% discount, not 15%)
- Copy approved by both Kia and Karl 👍
Subject / Preview
Subject: Before your welcome code expires…
Preview: 200,000+ families. Forbes. Vogue. Here's what this tribe looks like.
Body Copy
This is my last welcome email, so I wanted to make it count.
Over 200,000 families across Europe use Suntribe. They're surfers, parents, hikers, and everyday commuters who decided that what goes on their skin matters. They didn't choose us because of marketing - they chose us because they read the label.
Forbes called us one of Europe's standout natural sunscreens. Vogue listed us in their sustainable beauty edit. But the review that means most to me is the parent who says their child's eczema stopped flaring after switching.
[INSTAGRAM GRID: 6 lifestyle/UGC photos]
[PRESS LOGOS: Forbes, Vogue, The Independent]
Your TRIBE10 code -10% off your first order - expires in 3 days.
No countdown timer. No red text. That's not how we do things. But if you've been thinking about trying Suntribe - this is a good moment.
[CTA: Use My 10% Off]
Whether you buy today or in six months, you're in the tribe now.
See you in the sun.
- Karl
P.S. - Follow @suntribesunscreen for zinc face paint content and daily sun tips.
Strategic Notes
~200 words. Gentle urgency -"expires in 3 days" stated once. Community + social proof does the selling. TRIBE10 must actually expire in Klaviyo (real coupon expiration, not fake scarcity). No dynamic content - static branded email.
Abandoned Cart Flow
4 emails · Trigger: Cart abandoned · No discount until AC4
AC1You left something behind
Subject / Preview
Subject: You left something in your cart
Preview: Your {{ product_name }} is still waiting for you.
Body Copy
Hey,
Looks like you left something behind:
[DYNAMIC PRODUCT CARD: image, name, price of abandoned item(s)]
No pressure - we saved your cart so it's ready when you are.
If you have any questions about the product, ingredients, or application, just reply to this email. I read every one.
[CTA: Complete My Order]
- Karl from Suntribe
How this executes: Klaviyo's
Started Checkout event from Shopify captures the full cart (product names, images, prices, URLs). The "Dynamic Product Block" in Klaviyo's email builder auto-renders the exact products the customer left in their cart. No custom code needed - drag the block in, and Klaviyo handles the rest.Strategic Notes
~60 words. Short, helpful, zero pressure. NO discount. Dynamic product block pulls from Klaviyo cart data. The "reply to this email" line builds engagement + deliverability.
AC2Here's what others say about it
Subject / Preview
Subject: What others say about {{ product_name }}
Preview: Real reviews from real Suntribe users.
Body Copy
Still thinking about {{ product_name }}? You're not alone - it's one of our most popular products.
Here's what people who've tried it have to say:
[REAL REVIEW PLACEHOLDER - Pull 3 verified reviews for the specific product from Trustpilot/Shopify. Dynamic: match reviews to the product in cart.]
[DYNAMIC PRODUCT CARD]
Over 200,000 families trust Suntribe. Certified organic by COSMOS. Reef-safe. Nothing to hide.
[CTA: Get Mine Too]
- Karl
How reviews execute: Two approaches -(1) With Judge.me/Trustpilot integration: reviews auto-populate matched to the abandoned product. (2) Without integration: we create 3 Klaviyo template blocks per product category (sunscreen/zinc/kids) and use conditional logic to show the right reviews. Start with option 2, upgrade to option 1 when a review platform is connected.
AC3Here's what's actually inside it
Changes applied (Kia & Karl feedback):
- "only UV filter" → "main UV filter" (SPF 50 uses both Zinc Oxide AND Titanium Dioxide)
- Dynamic Ingredient List corrected per product specs sheet
- Linked to Karl's product specifications spreadsheet for accuracy
Subject / Preview
Subject: What's actually inside {{ product_name }}
Preview: Every ingredient, explained in plain English.
Body Copy
Most brands hide behind their ingredient lists. We do the opposite.
Here's everything inside {{ product_name }}:
[DYNAMIC INGREDIENT LIST - varies by product:
• If Zinc Stick/Tins: show 4 ingredients with one-line benefits
• If SPF 30/Kids: show full readable ingredient list
• If SPF 50: show ingredients with "chemicals vs readable" comparison]
That's the full label. No fillers, no synthetics, no chemicals you can't pronounce.
Every Suntribe product uses Non-Nano Zinc Oxide as the main UV filter - a mineral that sits on your skin, reflects UV rays, and washes off harmlessly.
[CTA: Back to My Cart]
- Karl
How ingredient lists execute: We build 3 separate content blocks in the Klaviyo template - one for Zinc Sticks/Tins (4 ingredients), one for SPF 30/Kids (full readable list), and one for SPF 50 (broader comparison). Klaviyo's "Show/Hide Section" feature checks the product category from the cart event and displays only the matching block. Each block is pre-designed with the correct ingredients from the product specifications sheet.
AC4A little something to help you decide
Subject / Preview
Subject: A little something to help you decide
Preview: 10% off your cart - just for you.
Body Copy
I noticed you've been thinking about {{ product_name }} for a few days now. Sometimes all it takes is a small nudge.
Here's 10% off your cart:
SUNTRIBE10
[DYNAMIC PRODUCT CARD with discounted price shown]
This code expires in 48 hours and works on your entire order.
Your skin deserves ingredients it can trust. I think you already know that - otherwise you wouldn't still be here.
[CTA: Complete My Order -10% Off]
- Karl
How the discount executes: SUNTRIBE10 is a real Shopify discount code (10%, auto-expiring 48hrs after email send). In Klaviyo, we use a unique coupon pool - each subscriber gets a unique code that expires individually. The dynamic product card shows the original price with the discounted price, pulled from Klaviyo's cart data with the discount applied.
Strategic Notes
FIRST and ONLY discount in the cart flow. 10% (not 15% - that's for welcome). SUNTRIBE10 must be a real Klaviyo coupon with 48hr expiration. Separate code from TRIBE10 for revenue attribution. This is the last email - no further follow-up.
Post-Purchase Flow
5 emails · Trigger: Order confirmed · Loyalty + repeat purchase
PP1Welcome to the tribe (for real this time)
Changes applied (Karl feedback):
- "Gothenburg" → "Malmö, Sweden" (orders packed in Malmö)
Subject / Preview
Subject: You're officially in the tribe now
Preview: Thank you. Here's what to expect next.
Body Copy
Thank you - genuinely.
You just joined over 200,000 families who've decided that what goes on their skin matters. That means something to us.
Your order is being packed in Malmö, Sweden right now. Here's what happens next:
• You'll get a shipping confirmation with tracking within 1-2 business days
• In a few days, I'll send you some tips to get the most out of your Suntribe products
• If you ever have questions about ingredients, application, or anything else - just reply to this email
Welcome to the tribe, for real this time.
- Karl
Strategic Notes
~100 words. Warm, personal, sets expectations. No upsell. No cross-sell. Just gratitude. The "reply to this email" line is intentional - post-purchase replies are the strongest deliverability signal.
PP2Getting the most from your Suntribe
Changes applied (Karl feedback):
- Usage tips completely rewritten with Karl's exact text
- Clarified "Sport Zinc" products (Zinc Sun Stick / Zinc Tins) should be applied thick and visible
- Removed confusing product-specific tips that didn't apply universally
Subject / Preview
Subject: Quick tips for your {{ product_name }}
Preview: How to apply, when to reapply, and a white cast trick.
Body Copy
Your order should be arriving soon (or already has). Here are a few tips to get the best results:
APPLYING MINERAL SUNSCREEN:
• Apply in thin layers rather than one thick coat
• The best way to reduce white cast is to apply in small dots, and then in circular movements spread the dots out until they cover all the sun exposed area.
• When using the "Sport Zinc" products - such as the Zinc Sun Stick or Zinc Tins, apply a thick layer and remember the formula SHOULD be visible on your skin.
WHEN TO REAPPLY:
• Every 2 hours in direct sun
• After swimming or heavy sweating (even if it's water-resistant)
• If you towel off - zinc sits on the surface, so towelling removes it
STORAGE:
• Keep out of direct heat (car dashboards = no)
• Mineral sunscreens last 12+ months sealed, 6 months after opening
[CTA: Shop More Suntribe]
- Karl
How {{ product_name }} executes: Klaviyo's
Placed Order event from Shopify includes the product name. In the email template, the variable {{ event.extra.line_items[0].product.name }} auto-populates with whatever the customer purchased. If they bought multiple items, it shows the first item's name.PP3Your impact - reef-safe by the numbers
Changes applied (Karl feedback):
- Removed false claim about Zinc Oxide existing naturally in the ocean (Zinc ≠ Zinc Oxide)
- Reef impact copy completely rewritten with Karl's exact text
- "only UV filter" → "main UV filter"
- Added: "UV-filter deemed the safest for both humans and the environment in the scientific community"
Subject / Preview
Subject: The ocean thanks you (seriously)
Preview: 14,000 tons of sunscreen wash into reefs every year. Yours doesn't contribute.
Body Copy
Every time you choose mineral sunscreen over chemical, you're making a choice that matters.
14,000 tons of sunscreen wash into coral reefs every single year. The main culprits - Oxybenzone and Octinoxate - trigger coral bleaching even at tiny concentrations. Hawaii, Palau, Key West, and the US Virgin Islands have already banned them.
Suntribe uses Non-Nano Zinc Oxide as our main UV filter. This is the UV-filter deemed the safest for both humans and the environment in the scientific community.
By choosing Suntribe, you've joined 200,000+ families keeping one more chemical-laden product out of the ecosystem. That's not nothing.
[VISUAL: Impact infographic -"200K families, X tonnes of chemical sunscreen avoided"]
[CTA: Share the Impact - link to Instagram or referral]
- Karl
Strategic Notes
~120 words. Feel-good email that reinforces purchase decision. No selling. The CTA to share/refer is low-friction and builds community. No dynamic content - static branded email.
PP4How's your experience so far?
Subject / Preview
Subject: Quick question about your {{ product_name }}
Preview: 30 seconds - your honest review helps the next family decide.
Body Copy
You've had {{ product_name }} for about two weeks now. I'd love to know - how's it going?
Your honest review helps the next family make their decision. It takes 30 seconds:
[CTA: Leave a Review - links to product page or Trustpilot]
Good, bad, or somewhere in between - we want to hear it. Every review helps us improve, and it helps other parents, surfers, and everyday sunscreen users find what works.
If something isn't right, reply to this email. I'll personally make sure we sort it out.
Thank you for being part of the tribe.
- Karl
Strategic Notes
~90 words. 14 days = enough time to have used the product multiple times. The "reply if something isn't right" line catches issues before negative public reviews. Also builds deliverability via replies. Link to Trustpilot or Shopify review section.
PP5Time for a top-up?
Subject / Preview
Subject: Running low yet?
Preview: Restock your {{ product_name }} + something you might like.
Body Copy
It's been about a month since your order. If you've been using {{ product_name }} regularly, you might be getting low.
[CTA: Reorder {{ product_name }} - direct link to product page]
While you're at it, here's something that pairs well:
[CROSS-SELL PRODUCT CARD - dynamic recommendation:
• If bought SPF 30 → suggest Zinc Stick or Lip Balm
• If bought SPF 50 → suggest Day Cream SPF 20
• If bought Kids → suggest adult SPF 30
• If bought Zinc Stick → suggest SPF 50 for body]
Same clean ingredients, same nothing-to-hide approach.
[CTA: Shop Now]
- Karl
How cross-sell executes: Two options -(1) Klaviyo's "Product Recommendations" block uses purchase history to suggest complementary products automatically. (2) Manual approach: conditional splits in the Klaviyo flow check what product category was purchased, then each branch sends a different version of PP5 with the right cross-sell. We recommend option 2 for Suntribe since the product line is small enough to manually curate the best pairings.
Browse Abandonment Flow
3 emails · Trigger: Viewed product, no cart · Lighter touch than cart flow
BA1Still thinking about it?
Subject / Preview
Subject: Still thinking about {{ product_name }}?
Preview: Here's a closer look at what caught your eye.
Body Copy
I noticed you were looking at {{ product_name }}.
Good taste - it's one of our most popular products.
[DYNAMIC PRODUCT CARD: image, name, price, key benefit]
If you have questions about ingredients, application, or which product is right for your needs - reply to this email. Happy to help.
[CTA: Take Another Look]
- Karl
How this executes: Klaviyo's
Viewed Product event from Shopify captures the product the customer looked at. The dynamic product block auto-renders that product in the email. Suppressed if subscriber is in Welcome (first 7 days) or Cart flow - Klaviyo flow filters handle this automatically.BA2What's inside {{ product_name }}
Changes applied (Kia & Karl feedback):
- Removed "EWG verified" claim (no longer allowed)
- Dynamic Ingredient List corrected - same logic as AC3
- Ingredient data to be connected with product specifications sheet for accuracy
Subject / Preview
Subject: What's actually inside {{ product_name }}
Preview: Every ingredient, explained. No chemistry degree needed.
Body Copy
You were checking out {{ product_name }}. Here's what makes it different from anything else on the shelf:
[DYNAMIC INGREDIENT LIST - same logic as AC3:
• If Zinc Stick/Tins: 4 ingredients with teal checkmarks
• If SPF 30/Kids: full readable ingredient list
• If SPF 50: ingredients with "chemicals vs readable" comparison]
Every ingredient is readable, pronounceable, and purposeful. No fillers. No synthetics.
100% natural. COSMOS certified organic. Reef-safe.
[CTA: See {{ product_name }}]
- Karl
How this executes: Same conditional content approach as AC3 - three pre-built ingredient blocks in the Klaviyo template, shown/hidden based on the product category from the
Viewed Product event. The template logic is reusable across both Cart and Browse flows.BA3200K families chose this one
Subject / Preview
Subject: Here's why 200K families trust {{ product_name }}
Preview: Real reviews from real users. See what they think.
Body Copy
Still on the fence? Here's what people who've actually used {{ product_name }} have to say:
[REAL REVIEW PLACEHOLDER - Pull 3 verified reviews for the specific product from Trustpilot/Shopify]
200,000+ families across Europe. Featured in Forbes, Vogue, The Independent. Certified by COSMOS. Reef-safe.
[DYNAMIC PRODUCT CARD]
[CTA: Join the Tribe]
- Karl
How reviews execute: Same approach as AC2 - curated reviews per product category initially, with automated reviews via Judge.me/Trustpilot integration as an upgrade. No discount in browse abandonment (save discounts for cart abandoners who showed higher purchase intent).
Strategic Notes
~50 words + review cards + social proof. Final browse email. No discount - browse abandoners haven't committed enough to warrant one. After this, no further follow-up.
Deliverability Fixes
BLOCKER - must fix before launching any new flows
⚠
Karl must provide DNS access. Without SPF/DKIM/DMARC, new emails risk spam folder.
SPF Record
MISSING
Klaviyo not authorised to send for suntribesunscreen.com.
Fix: Add include:_spf.klaviyo.com
DKIM
ABSENT
No Klaviyo DKIM. Emails are unsigned.
Fix: Add Klaviyo DKIM CNAMEs from Klaviyo > Settings > Domains
DMARC
WEAK
p=none, reports to Brevo (third party).
Fix: Upgrade to p=quarantine after SPF/DKIM done
Brand & Design Rules
Sacred rules for anyone touching Suntribe emails
Typography & Design
- ONLY Brandon Grotesque (fallback: Arial, Helvetica)
- NEVER serifs
- Background: off-white
#fffcf8(never pure white/black) - CTA: teal
#14D2B6pill, 28px radius - Max width: 600px. Mobile-first (80% mobile traffic).
Product Accuracy (SACRED)
- "4 ingredients" = ONLY Zinc Sun Sticks, Mini Tins, Face & Sport Tins
- SPF 30 = ~11 readable ingredients. SPF 50 = broader formulation. Never state specific counts without checking specs sheet.
- "Non-Nano Zinc Oxide" - capitalised exactly
- "Castor Oil" NOT "Castor Wax"
- From name: always "Karl from Suntribe"
Colour Palette
| Colour | Hex | Usage |
|---|---|---|
| Off-white | #fffcf8 | Background (ALWAYS) |
| Brown | #5b4b43 | Body text, dark sections |
| Teal | #14D2B6 | CTAs, accents |
| Blue | #55A0C3 | Secondary accent |
| Peach | #FFAA71 | Warm tertiary |
E1 - Karl's Letter
Design feedback for this email