Email templates
12 templates · transactional ones can never be switched off — they're the receipt of our promises
| Template | Type | Trigger | Open rate | Last edited | Health | |
|---|---|---|---|---|---|---|
| Order confirmation | Transactional | payment captured | 68% | 2 Sep · GST line fix | pass | Edit |
| Shipping update + SMS mirror | Transactional | carrier scan events | 74% | 9 Sep · delay-copy rewrite | pass | Edit |
| Delivery exception & recovery | Transactional | missed / failed delivery | 61% | 11 Sep · CF-12 variant added | pass | Edit |
| Locker pickup code | Transactional | locker drop scan | 82% | 11 Sep · email fallback (INC-44) | watch | Edit |
| Refund issued | Transactional | refund settled | 59% | 28 Aug | pass | Edit |
| Back in stock | Transactional | watchlist + restock | 44% | 4 Sep · Sage XL wave | pass | Edit |
| Welcome 1 · hello + $10 | Lifecycle | account created | 52% | 1 Sep | pass | Edit |
| Welcome 2 · how delivery works | Lifecycle | +2 days | 41% | 1 Sep | pass | Edit |
| Welcome 3 · rewards explainer | Lifecycle | +5 days | 33% | 1 Sep | pass | Edit |
| Review ask (day 6 / day 14) | Lifecycle | delivered + category timer | 28% | 6 Sep · +$2/$1 copy | pass | Edit |
| Basket reminder | Lifecycle | abandoned 4h (members only) | 19% | 30 Aug | pass | Edit |
| Spring Flash announcement | Campaign | scheduled 26 Sep 07:00 | — | today 6:40pm · Maya C. | 1 alt missing | Edit |
Health check results (run 11 Sep, 7:40pm)
Merge tags resolve in test data12/12
Dark-mode + Outlook fallbacks12/12
Alt text on every image11/12
Unsubscribe present (marketing only)4/4 required
ABN + postal address in footer12/12
Link contrast ≥ 4.5:112/12
Design rules for every template
Mobile-first single column, 640px max; the one thing people read on a bus stop bench.
Prices always incl. GST, exactly as checkout showed — email/purchase mismatch is a trust leak.
Every "arriving X" line carries the same ETA as tracking — one source of truth.
Plain English, no exclamation stacks; bad-news emails lead with the fix, not the apology.