Behind the launch
Every text and email, mapped.
One sign up starts it. Every message waits its turn and checks who it is for.
- Text
- Decision
- Rule
Scroll to walk it one step at a time. The header says what each step does. The phone shows the exact message.
The trunk · Page · Get early access
Email captured
One field on the launch page. An email here starts every step below.
To: Anyone on the launch page
A field watch with a swappable dial.
Free to join. Launch emails only. Launching on Kickstarter in 60 days.
The trunk · Email · Right away
Double opt in
Right away. One tap proves the address is real. Until then, nothing else sends.
To: Everyone who signs up
Confirm it's you
Hi,
One tap below confirms this address. Until you do, we send nothing else.
Confirm my email: (link)
Not you? Ignore this and you won't hear from us again.
Oriel
Branch 1 · Reserved · Decision · Before every send
Reserved for $1?
Checked before every send, so each person only gets their own side.
Reserved for $1?
Yes: The VIP side. A receipt, a short countdown, the launch text first.
No: The list. Four nudges to reserve, then the launch email.
Checked before every send. Reserve later and you cross over.
Branch 1 · Reserved · Email · 15 min after sign up
Nudge 1
15 minutes after sign up. The one email that turns a sign up into a $1 reservation.
To: The list
$1 holds 40% off the Field One
Hi,
You're on the list for The Oriel Field One. Thank you.
Put down $1 today and it's 40 percent off when we open on Kickstarter in 60 days. You hear first on launch day, too.
Change your mind and we send the $1 back. Any time.
Hold 40% off for $1: (link)
Oriel
Branch 1 · Reserved · Email · Day 1
Nudge 2
Day 1. Shows what the watch is, so the $1 feels like an easy yes.
To: The list
It winds itself as you wear it
Hi,
The Field One is a 38 mm automatic. A small weight inside swings as your wrist moves and winds it. There's no battery to change.
A sapphire crystal covers a plain dial. No date window. Just the time.
$1 still holds 40 percent off at launch.
Hold 40% off for $1: (link)
Oriel
Branch 1 · Reserved · Email · Day 3
Nudge 3
Day 3. Shows the dial swap, the reason this watch exists.
To: The list
Change the dial, keep the watch
Hi,
Most of us want one good watch, not a drawer of them. So we made the dial the part you change.
Twist the ring, lift the dial out, drop another in. Cream, black or green. The case and movement stay put.
$1 holds 40 percent off at launch.
Hold 40% off for $1: (link)
Oriel
Branch 1 · Reserved · Email · Day 5
Nudge 4
Day 5. The last nudge. After this the list stays quiet until launch day.
To: The list
Last note until launch day
Hi,
This is our last email until The Oriel Field One is live. No more nudges after this one.
Until then, $1 holds 40 percent off. On launch day, that price is only for people who reserved. The $1 is refundable any time.
Hold 40% off for $1: (link)
Oriel
Branch 1 · Reserved · Email · Right after the $1
VIP receipt
Right after the $1. Says the price is locked and the refund is one reply away.
To: VIPs
Your $1 is in. 40% off is locked.
Hi,
We got your $1. Your 40 percent off The Oriel Field One is locked.
Receipt: $1 reservation, refundable any time.
On launch day you hear first, before the rest of the list. Until then, a few short notes.
Want the $1 back? Reply to this email. One of us reads every reply.
Oriel
Branch 1 · Reserved · Decision · On the VIP page
Added a phone?
Asked once, on the VIP page. Only people who tick the box get texts.
Added a phone?
Yes: Texts too. Five at most, and only with the box ticked.
No: Email only. Every VIP email still goes.
Asked once, on the VIP page, right after the $1.
Branch 1 · Reserved · Page · Before any text
Consent line
Before any text. The exact line on the VIP page. No tick, no texts.
To: VIPs who add a phone
Get the launch by text.
Text me about the Oriel launch at this number. Up to 5 msgs. Consent is not a condition of purchase. Msg and data rates may apply. Reply STOP to cancel, HELP for help.
Box not ticked, no texts.
Branch 1 · Reserved · Text · Right away
VIP welcome text
Right away. Says the texts are on, how many, and how to stop them.
To: VIPs with a phone
Oriel: you're in. Your 40% off is locked and you get the launch text first. Up to 5 msgs. Msg and data rates may apply. Reply STOP to end, HELP for help.
Branch 1 · Reserved · Email · 30 days out
How it keeps time
30 days out. Keeps the watch in mind a month before, with nothing to do.
To: VIPs
Why there's no battery
Hi,
30 days to go. A quick one on how the Field One keeps time.
It's an automatic. A small weight swings as your wrist moves and winds the spring. Wear it and it runs. There's no battery to change.
Nothing to do until launch. Your 40 percent off is locked.
Oriel
Branch 1 · Reserved · Email · 14 days out
Case, crystal, dial
14 days out. The small details, for the VIPs who read every spec.
To: VIPs
38 mm, sapphire, one orange hand
Hi,
Two weeks to go. The details, plainly.
The case is 38 mm, small enough to slide under a cuff. Sapphire covers the dial, so it's hard to scratch. Clear numerals, slim hands, one orange seconds hand. No date window.
Next from us: a note one week out.
Oriel
Branch 1 · Reserved · Email · 7 days out, 9 am
One week out
7 days out, 9 am. The countdown for every VIP, phone or not.
To: VIPs
One week to go
Hi,
The Oriel Field One opens on Kickstarter in 7 days.
There's nothing to do yet. Your 40 percent off is locked, and on launch day you hear before anyone else.
Oriel
Branch 1 · Reserved · Text · 7 days out, 10 am
One week out
7 days out, 10 am. The same news by text, an hour after the email.
To: VIPs with a phone
Oriel: one week. The Oriel Field One opens on Kickstarter in 7 days, and you hear first. Nothing to do yet. Reply STOP to end.
Branch 1 · Reserved · Text · Any reply, any time
STOP and HELP
Any time. Instant answers to STOP and HELP. They don't count toward the 5.
To: Anyone who gets a text
They reply: HELP
Oriel: launch texts for The Oriel Field One, 5 at most. Questions? Reply to any Oriel email and one of us answers. Reply STOP to end.
They reply: STOP
Oriel: you're unsubscribed. No more texts. Your $1 and your 40% off stay as they are.
Answers, not launch texts. Every email ends with an unsubscribe link.
Branch 1 · Reserved · Email · 3 days out
How to back
3 days out. Walks through launch day, so nobody has to work it out live.
To: VIPs
How launch day works
Hi,
Three days until The Oriel Field One opens on Kickstarter. Here's how it goes.
Our text arrives the minute it's live. Tap the link, pick the Field One at 40 percent off, and you're done.
No phone on file? The same link comes by email.
Questions before then? Just reply.
Oriel
Branch 1 · Reserved · Email · 1 day out, 9 am
The day before
1 day out, 9 am. Tells every VIP where the launch link will land.
To: VIPs
It's live tomorrow
Hi,
The Oriel Field One opens on Kickstarter tomorrow. You hear the minute it's live, before the list.
Watch for our text, or this inbox if you skipped the phone. Your 40 percent off will be waiting.
Oriel
Branch 1 · Reserved · Text · 1 day out, 6 pm
The day before
1 day out, 6 pm. The last text before launch, so the next one is expected.
To: VIPs with a phone
Oriel: tomorrow. We'll text you the minute The Oriel Field One is live, before anyone else. Reply STOP to end.
Branch 2 · Launch day · Decision · The minute it opens
Launch day
The minute it opens. VIPs hear first. Everyone else, an hour later.
VIP?
Yes: The text and the email, the minute it goes live.
No: The launch email, one hour later.
VIPs always hear first.
Branch 2 · Launch day · Text · The minute it opens
VIPs texted first
The minute it opens. The text the $1 bought: first in line, at 40% off.
To: VIPs with a phone
Oriel: The Oriel Field One is live on Kickstarter, and you're first. Back it at 40% off: (link) Reply STOP to end.
Branch 2 · Launch day · Email · Same minute
VIP launch email
Same minute. So a VIP with no phone, or in quiet hours, still hears first.
To: VIPs
It's live. You're first.
Hi,
The Oriel Field One is live on Kickstarter. You're hearing before the rest of the list.
Your 40 percent off is waiting at the link.
Back it at 40% off: (link)
Anything look wrong? Reply and one of us will sort it out.
Oriel
Branch 2 · Launch day · Text · 8 am to 8 pm, their time
Quiet hours
8 am to 8 pm, their time. A text due at 6:30 am waits. Email never does.
To: Anyone who gets a text
Oriel: The Oriel Field One is live on Kickstarter, and you're first. Back it at 40% off: (link) Reply STOP to end.
Held until 8:00 am
It's 6:30 am where they live, so the text waits until 8. The VIP email already went, so they still hear first.
Branch 2 · Launch day · Email · 1 hour later
Launch email, everyone else
1 hour later. The launch email for everyone who didn't reserve.
To: Everyone not VIP
The Oriel Field One is live
Hi,
The Oriel Field One is live on Kickstarter.
A 38 mm automatic field watch with a sapphire crystal and a dial you swap yourself. Made by the two of us.
Back it on Kickstarter: (link)
Questions? Reply and one of us will answer.
Oriel
Branch 3 · Backed · Decision · Before each send
Backed?
Checked before each send, so backers stop getting asked.
Backed?
Yes: A thank you, then one short note at each step until it ships.
No: One reminder text 48 hours out, then a last day email.
Checked against the backer list before each send.
Branch 3 · Backed · Email · The day they back
Thank you
The day they back. Says thanks, and that there's nothing else to do.
To: Backers
You backed it. Thank you.
Hi,
Thank you for backing The Oriel Field One. That's everything. There's nothing else to do.
From here you get one short note at each step, from parts to shipping. Nothing else.
Questions? Just reply.
Oriel
Branch 3 · Backed · Email · At each step to shipping
Updates
At each step to shipping. One note per step, so nobody has to ask.
To: Backers
Where your watch is
Hi,
The campaign has closed. Thank you again.
Here's the order of things: we order parts, put each watch together, test it, then ship. You get a note at each step.
When yours leaves the studio, you get a tracking number.
Oriel
Branch 3 · Backed · Text · 48 hours before close
48 hour reminder
48 hours before close. One reminder, only to VIPs who haven't backed.
To: VIPs with a phone who have not backed
Oriel: 48 hours left to back The Oriel Field One. Your 40% off ends when the campaign closes: (link) Reply STOP to end.
Branch 3 · Backed · Email · Closing day
Last day
Closing day. The final ask, to everyone who hasn't backed.
To: Everyone who has not backed
Last day for the Field One
Hi,
Today is the last day to back The Oriel Field One on Kickstarter.
If you reserved, your 40 percent off holds until it closes. If not, you can still back it at the launch price.
Back it today: (link)
Oriel
Branch 4 · Refund · Decision · Any time
Refund asked?
Any time, even after launch. One reply gets the $1 back.
Refund asked?
Yes: $1 back, VIP removed, still on the list.
No: Nothing changes. The price stays locked.
Any time, even after launch. One of us reads every reply.
Branch 4 · Refund · Email · Right away
$1 back
Right away. Confirms the refund, and that they're still on the list.
To: Anyone who asks
Your $1 is on its way back
Hi,
Done. Your $1 is on its way back. It can take a few days to show on your statement.
You're still on the list, so the launch email still comes. Change your mind before launch and you can reserve again.
Oriel
Branch 4 · Refund · Back end · Same minute
VIP removed
Same minute. Every VIP send stops. Nothing goes out to them.
VIP tag: Off
Countdown emails: Stopped
Launch texts: Stopped
No message goes out. It happens the minute the refund does.
Branch 4 · Refund · Back end · From then on
Still on the list
From then on. They pick up at the next list email. No catch up.
List emails: On
Next send: The launch email
Reserve again: Any time before launch
Nobody gets a catch up. They pick up at the next send on the calendar.
Doorman Launch
Set once. Runs itself.
I write each message and set each rule before the list opens. Then it runs on its own until the campaign closes.
See the brand outline Back to the launch page