In short
Fritaire sells one hero product at around $200, and people buy an air fryer once and keep it for years. I built the email program around that: a welcome series that sells the product's differences, recovery flows that escalate the offer only after a shopper shows intent, and campaigns that give owners a reason to come back between purchases.
The challenge
An air fryer is a considered purchase with a long repurchase cycle. Most subscribers join the list still comparing options, and most owners will not need a second unit for a long time. So the program had two jobs: convince first-time visitors that a glass, self-cleaning air fryer is worth the switch, and keep owners engaged through the long gap before any repeat purchase.
The welcome series
Five emails, each built around one reason to buy, with the same first-order code (FRYME10, 10% off) repeated in a coupon block.
- Welcome to the family. The brand promise in one line: a non-toxic, self-cleaning glass air fryer with a rotisserie.
- The air fryer that does more. Nine functions, three bowl sizes, and seven colors.
- Fryday everyday. The self-cleaning feature: add water, press start, walk away.
- Healthier, tastier meals. The code starts to expire, and the email says so.
- Can your air fryer do this? The tumbler basket, and the last day of the offer.
Recovery flows
Seven emails across three flows, each matched to how far the shopper got.
- Browse abandonment (2 emails). For people who viewed the product and left. "Cook on glass, not coatings" leads with the non-toxic angle. "One bowl, nine ways to dinner" shows range. Both carry the 10% welcome code.
- Cart abandonment (3 emails). "Your air fryer is almost home" reminds. "See every golden moment" shows the product working and raises the offer to 15%. The third email features the tumbler and closes the 15% offer that night.
- Checkout abandonment (2 emails). For shoppers who reached payment. "Your cart is waiting" and a final "one appliance, endless meals" reminder lead with the product at full price.
The offer only goes from 10% to 15% after someone has added to cart. Browsers who never showed that intent keep seeing the smaller code.
One design system across every send
Every email is assembled from the same blocks: a hero shot in one of the product colors, a coupon block with the code and its terms, a press bar, a product card with price, feature tiles, and a verified buyer review. New campaigns start from the kit instead of a blank canvas, so flows and one-off sends look like the same brand.
Beyond the flows
I also ran campaign sends, segmentation, and list health, with retention focused on repeat purchase for a product people rarely rebuy. The brand's Memorial Day and July 4 social campaigns are in the portfolio gallery.
Results
Fritaire's revenue and flow performance data belongs to Fritaire, so I do not publish it here. If you are hiring for Klaviyo work, I am happy to walk through the flow logic, what I tested, and what I would change, on a call.
Published 2026-09-27 by Clint Balbontin.