SURFLY

THE PROBLEM

Surfly’s welcome flow was surface-level. In other words, it introduced the brand but didn’t necessarily stand out or set expectations. Each email was written like a mini sales page, without anchoring them to a deeper shift in problems their target audience faces on a daily basis. It was informational, not transformational.

THE SOLUTION (WHAT WE DID)

We rebuilt the entire welcome sequence around identity shift and psychological repositioning, as well as a gap in the activewear market we discovered through research. Instead of selling activewear, we reframed Surfly as a long-term investment, outliving cheap materials and fast trends.

Email 1 established the enemy (fast fashion’s built-in obsolescence), introduced the founder’s origin story, and positioned Surfly as the a timeless, durable and multi-environment activewear that doesn’t expire.

Email 2 deepened the relationship by shifting from product to lifestyle. We turned the newsletter into a community invitation.

Email 3 dismantled the price objection by reframing cost as investment. We used real math (cost-per-wear), exposed the hidden expense of cheap clothes, and anchored Surfly’s value in longevity, ethics, and freedom from the replacement cycle.

Overall, we turned a generic welcome flow into a strategic decision. We moved subscribers from “I’m shopping for activewear” to “I’m choosing a different relationship with my wardrobe.”

THE FEEDBACK

“So impressed by the level of care and thoughtfulness cjam put into this. They created a detailed, strategic 3-piece welcome flow for my brand, and it was clear he took the time to truly understand our POV, brand voice, and ideal customer. The flow felt intentional, on-brand, and incredibly well researched. I couldn’t recommend them any more.”

- LINDSAY, FOUNDER OF SURFLY