You just got upgraded ✈️

Morning! Paperboy here 🗞️

I know you’re all deep in BFCM prep so here’s some campaign inspo:

• Founder’s Favorites

• Fun bundles (go through all their BFCM stuff - you need to have an account first, it’s free)

• Simple bold callout

• Text-based founder

• New arrival

• Sneak Peek

Surprise & Delight Moments

I saw this email and it had me thinking…

Everyone loves a surprise flight upgrade - premium economy, business, or even first class.

Or that moment in a store when you get a discount you weren’t expecting.

Or when a friend gives you a gift completely out of the blue.

It feels good.

So why not bring that same feeling to ecommerce?

The email I shared above is a great example of that and here’s how it would work:

• Your customer fills out a popup for 10% off

• At the success stage, and in the email, you tell them “surprise, it’s actually 20% off”

All of a sudden a customer who was expecting a 10% discount, is delighted to hear they have even more savings (or maybe a free gift).

It shifts their mindset from “ah every brand gives me a discount nowadays” to “wow, that was unexpected”.

These are special moments you’re creating for your brand (and hopefully bumping up conversion rates along the way).

Challenge: Find your surprise and delight moments

You could steal the example I shared and test it.

I brainstormed a few other ideas below:

• A free mini gift inside the order

• Upgrade to express shipping over $x

• Birthday gift

• Re-engagement gift 6 months post-purchase (especially if your product has a long repeat cycle)

• Random storewide giveaways monthly

• Hand-signed notes

• A phone call to VIP customers post-purchase

• A surprise partial refund or donation of proceeds on special day (e.g. thanksgiving)

Not everything needs to be a discount/free gift, but if you play with your margins and segment cohorts effectively, you could unlock unique LTV & brand building moments.

Email me if you have any cool examples of surprise and delight moments. If I get enough, I’ll share them in a follow-up.

Meme of the Week

That’s all for now,
Paperboy 🗞

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I use AfterSell with 7 and 8-figure brands at my agency. I would never promote a product I don’t personally use.