ChessUp is leaving ~$410K/year on the table in welcome-flow revenue.
I want to fix that for you, for free.
We'll Build This Flow In Your ESP. Free.
Our expert designers and tech team will design this entire 8-email flow, build it into your ESP, and split test it against your current welcome sequence.
The 8 emails we wrote for ChessUp
Click any email to expand the full copy. Subject line, preview text, hero, every module. Production-ready and built to drop into your ESP.
1
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INBOX MODULE
Subject Line: CHESSUP10 gets you $10 off today
Preview Text: Your $10 off is ready. Here's where to start
HERO MODULE
Hero Approach: Direct
H1: Play Smarter Chess
Subhead: $10 off your first order
Cta Button: Claim $10 Off
MODULE 2: TRANSITION COPY
Your code is CHESSUP10. Use it at checkout on any order. It expires in 14 days, so here's what's worth looking at first.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: The Board That Teaches While You Play
ChessUp 2 Smart Chess Board Touch any piece and the board lights up every legal move, color-coded by strength. Play Chess.com opponents live. Built-in lessons that work like a coach in the room.
ChessUp 2 Bundle Everything you need, out of the box. Board, accessories, and the fastest way to get a complete setup without hunting for add-ons.
Carry Bag and Piece Sacks Purpose-built to protect the board and every piece. Take a serious game anywhere without the paranoia.
2
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I've loved chess since I was a kid. The problem was always the same: most people I knew didn't play, and the ones who did were either way better or way worse than me. You either got crushed or had to hold back. Neither one was fun.
For years I played online. It scratched the itch, but it never felt right. A phone screen is not a chess board. The physical game. The feel of the pieces, the board between two people. That's what chess actually is.
That's what we set out to fix at Bryght Labs. Not just a prettier board. Not a fancier app. A real chess board that closes the gap between the game on your screen and the game in your hands. One that lights up to guide beginners without embarrassing them. One that connects directly to Chess.com so you can play a live opponent anywhere in the world and still feel every move on the board in front of you.
We showed it on Shark Tank. We shipped it to players in the UK, Australia, Germany, and everywhere in between. And we keep improving it. Real firmware updates, real post-sale support. Because the people who buy ChessUp deserve a board that gets better over time, not one that collects dust.
If you've been waiting for a reason to take chess seriously, or to share it with someone you care about, I think this is it.
Your welcome code is CHESSUP10. $10 off, good for the next 14 days. Use it whenever you're ready.
Hit reply if you have questions. I read these.
– Jeff
Founder & CEO, ChessUp
3
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INBOX MODULE
Subject Line: The part other boards skip entirely
Preview Text: They're passive. ChessUp isn't.
HERO MODULE
Hero Approach: Curiosity
H1: Chess Boards Don't Teach
Subhead: Ours is the exception
Cta Button: See How It Works
MODULE 2: TRANSITION COPY
Every other board sits there and waits for you to already know what you're doing. ChessUp is the one that actually participates.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Nine Reasons ChessUp 2 Stands Alone
Infographic: Checklist
- Touch any piece. The board lights up every legal move in 3 colors based on strength. No guessing. No second screen.
- Play Chess.com live. Your opponent's moves light up on the physical board in real time, from anywhere in the world.
- Built-in bots scale to your level, so there's always a worthy game whether you're a beginner or rated 1800.
- Balance a Match lets you set different assistance levels per player. Finally, a fair game against your kid or your partner.
- Interactive voice coaching walks you through lessons while the board lights up. Customers call it "like hiring a personal chess coach."
- Works completely offline. No WiFi required for full functionality.
- STEM.ORG Authenticated. Officially recognized as an educational product by a body that matters to schools and parents.
- As seen on Shark Tank, Season 14. The credibility check that isn't self-reported.
- Regular firmware updates keep the board improving after you buy it. Not a product frozen at the moment it shipped.
Products Shown
- ChessUp 2 Smart Chess Board. The full experience in one board
- ChessUp 2 Bundle. Board plus accessories, best value setup
4
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INBOX MODULE
Subject Line: You browsed but didn't pull the trigger
Preview Text: CHESSUP10 still works. 8 days left
HERO MODULE
Hero Approach: Direct
H1: Still Thinking It Over
Subhead: Your $10 off is still here
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
CHESSUP10 takes $10 off your order and it's good for another 8 days. Here are the boards worth a look.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Where Most People Start
ChessUp 2 Smart Chess Board The flagship. LED move guidance, Chess.com integration, built-in coaching, offline play. Everything in one board for players who are serious about actually improving.
ChessUp 2 Bundle The version that arrives complete. Board plus accessories in one order, one box, no gaps.
Checkers for ChessUp 2 Extends the board beyond chess. If you're buying for a family, this turns one board into two games.
5
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INBOX MODULE
Subject Line: Most boards are furniture, ours participates
Preview Text: Here's what you're actually comparing
HERO MODULE
Hero Approach: Question
H1: Is Your Board Teaching You
Subhead: Or just sitting there
Cta Button: See the Difference
MODULE 2: TRANSITION COPY
Most chess boards are furniture. Here's what changes when the board actually participates.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: ChessUp 2 vs. The Typical Smart Board
Infographic: Table
| | ChessUp 2 | Typical Competitor |
|---|---|---|
| Move guidance | Color-coded LEDs on the board. 3 levels of move quality, no second screen needed | App-only hints, or none at all |
| Live online play | Chess.com integration. Opponent moves light up on the physical board | Requires a separate screen; board stays passive |
| Offline play | Full functionality, no WiFi required | Many smart boards need a connection to do anything |
| Skill balancing | Per-player assistance levels. Set them independently | Fixed difficulty applies to both players equally |
| Learning mode | Built-in voice coaching with board lighting | External app or video required; board doesn't respond |
| Post-sale support | Regular firmware updates; customers praise responsiveness | Varies; most boards ship and stop |
| STEM certification | STEM.ORG Authenticated | Not certified |
| Price transparency | $349.99 with 30-day return guarantee | Tie. Comparable price range |
Products Shown
- ChessUp 2 Smart Chess Board. The board that wins this comparison
- ChessUp 2 Bundle. The complete setup, free shipping included
6
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INBOX MODULE
Subject Line: 1,000+ buyers were skeptical too
Preview Text: Real players. Different reasons. Same conclusion.
HERO MODULE
Hero Approach: Direct
H1: Don't Take Our Word
Subhead: Take theirs
Cta Button: Shop ChessUp 2
MODULE 2: TRANSITION COPY
These are customers who had different reasons to be skeptical. And bought anyway. Here's what they came back to say.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What Players Actually Said
Infographic: Numbered List
- "The built-in chess lessons are unmatched and make you feel like you hired a personal chess coach, all while the board is lighting up, the chess teacher is speaking to you. UNREAL!". Samuel L. [For buyers worried the learning features are gimmicky]
- "It allows me to play chess with my 5 year old in a few different ways. She can make the moves the board tells her to. Or use the best move available feature and kick my butt.". Clif H. [For parents unsure if it works across huge skill gaps]
- "The features the board offers along with still being able to function offline sets this board above the competition. Has enabled me to enjoy a more evenly matched game with my other half.". Mr. Keith T., UK [For couples with mismatched skill levels, and anyone worried about international shipping]
- "Great board that is constantly being improved with regular updates from a company that value their customers and provide excellent post sale service.". Anonymous, Melbourne AU [For buyers worried about what happens after they purchase]
- "ChessUp is a game-changer for remote play. Its seamless Chess.com integration makes long-distance matches feel personal. It's the perfect social board.". Anonymous, San Jose US [For chess enthusiasts who lack in-person opponents]
Products Shown
- ChessUp 2 Smart Chess Board. What every review above is talking about
- ChessUp 2 Bundle. Board plus everything, one order
7
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INBOX MODULE
Subject Line: CHESSUP10 dies in 48 hours
Preview Text: After that, the $10 off is gone
HERO MODULE
Hero Approach: Direct
H1: 48 Hours Left
Subhead: Then CHESSUP10 is gone
Cta Button: Use Code Now
MODULE 2: TRANSITION COPY
CHESSUP10 expires in 48 hours. No extensions. After that, the $10 off disappears and you're back to full price.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Order Before the Code Expires
ChessUp 2 Smart Chess Board. $349.99 with CHESSUP10. LED coaching, Chess.com live play, offline mode, 30-day return guarantee. The board that actually makes you better.
ChessUp 2 Bundle. $489.99 with CHESSUP10. Qualifies for free shipping. Board plus carry bag and accessories. The version that arrives complete.
Promotion Pack for ChessUp 2. $49.99. If you want a tournament-ready setup, add this. Full pawn promotion support, nothing missing.
8
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I noticed you haven't used CHESSUP10 yet, and I just wanted to check in before it expires today.
No pitch here. If ChessUp isn't the right fit right now, that's genuinely fine. I'd rather you make the right call than feel pressured into one that doesn't make sense.
But if you've had a question sitting in the back of your head. About how the board works, whether it's right for your kid, whether it holds up, whatever. Just reply to this and I'll answer it directly. That's not a bot offer. I'm actually here.
The one thing I will say: CHESSUP10 goes away tonight. $10 off, 30-day return guarantee, free shipping on the Bundle. If you've been close to pulling the trigger, this is the last moment it makes sense to do it.
And if the timing just isn't right, no hard feelings. We'll still be here.
– Jeff
Founder & CEO, ChessUp
Ready to see this live in your ESP?
Let's get your free welcome flow set up →Where most DTC brands leak revenue on email
These are the patterns we see across almost every $100K-$500K/month store before we start working together:
- ✕Most DTC welcome flows cut off after 2-3 emails, right when new subscribers are at peak intent and open rates are highest.
- ✕Relying on discount codes as the primary incentive trains your list to wait for deals instead of buying on brand desire.
- ✕The founder story and origin of the brand gets buried on the about page and never shows up in email, losing the biggest differentiator a small brand has.
- ✕Zero segmentation between first-time buyers and repeat customers, so everyone gets the same generic promo blasts.
- ✕Abandoned cart flows stop at one email. Industry benchmark recovers 2-3× more revenue with a 3-touch sequence layered with real objection handling.
Four pillars. No fluff.
Trust Transfer
Plain text founder emails convert your existing audience trust into buyer confidence in a way designed emails never can.
Layered Objection Removal
Each email removes one specific purchase barrier, so by the final send the only thing left between them and a purchase is inertia.
Controlled Urgency Curve
Discount pressure starts casual and escalates to real scarcity, without training subscribers to wait for the next deal.
Soft Landing
The final email is a personal check-in, not a hard sell. Non-buyers leave the sequence warm for future campaigns instead of unsubscribed.
Real numbers from a real 8-email welcome sequence
Social proof
Nick Yates
Thanks for checking this out. This document will help you build a retention engine that keeps customers buying without burning through margin on discounts.
What I do
- Build email retention systems that generate consistent revenue for ecommerce brands doing $100K-$500K monthly
- Embed myself into your brand voice so every email sounds unmistakably like you
- Create promotional strategies that protect margin while keeping your list engaged year-round
- Design the 30-Day Email Engine, a complete retention foundation with a $25K revenue guarantee
My approach is different. I don't touch generic templates or cookie-cutter campaigns. This is boutique, voice-driven email marketing where I become an extension of your brand for 18+ months on average. No junior copywriters. No bloated agency bureaucracy. Just strategic retention work that CEOs actually care about.
I've helped brands like Ancestral Supplements generate $7.6M in attributed email revenue by focusing on loyalty and LTV, not just broadcast blasts.
Let's get your free welcome flow set up
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