FCTRY LAb is leaving ~$120K/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 FCTRY LAb
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
▼
INBOX MODULE
Subject Line: FCTRY10 takes $10 off your first pair
Preview Text: $10 off your first pair, built different
HERO MODULE
Hero Approach: Direct
H1: Built Different
Subhead: $10 off your first pair
Cta Button: Claim Your Pair
MODULE 2: TRANSITION COPY
You're in. Here's $10 off your first pair. Use code FCTRY10 at checkout, good for the next 14 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Where to Start
Duck Boot The original. Node-covered, statement outsole, unmistakably FCTRY LAb
Duck Lo Same DNA, lighter build. Your everyday entry into the lab
OB-1 Elephant-embossed leather toe. Tactile, minimal, sharp
Knight RNR Car-design silhouette starting at $48. Clean lines built for movement
Stomper The highest-intention build in the line. For the ones who grind
RUFL Boot Soft palette, hard construction. Three colorways, one bold silhouette
2
▼
For most of my career, I was building other people's shoes.
Jay-Z's. Lady Gaga's. Karim Benzema's. Jalen Ramsey's. At Adidas, I ran the Yeezy Innovation Lab. One of the most closely watched footwear programs in the world. And I was good at it. But after two decades on the inside, I kept running into the same wall.
Athletes, artists, founders. Real builders with real ideas. Couldn't get access to the tools, studio, or production infrastructure they needed to actually make a shoe. Not without a corporate machine behind them. The process was locked. I knew where the door was, and I knew most people couldn't find it.
So I built FCTRY LAb in Los Angeles to change that.
We have in-house cobblers, a rapid prototyping studio, and an end-to-end build engine that takes a concept from sketch to sellable silhouette in days. Every shoe we release goes through the same lab protocols I used at the biggest brands in the world. And we help athletes and creators launch their own pairs using the same infrastructure.
This is what happens when someone who knows how the industry works decides to open the door.
If you want your first pair, code FCTRY10 gets you $10 off and it's good for the next 14 days. Hit reply if you have any questions. I read these.
– Omar
Co-Founder, FCTRY LAb
3
▼
INBOX MODULE
Subject Line: Sketch to sample in days, not months
Preview Text: They outsource everything. We don't.
HERO MODULE
Hero Approach: Curiosity
H1: The Lab Difference
Subhead: Why this shoe hits different
Cta Button: See How We Build
MODULE 2: TRANSITION COPY
Most sneaker brands design in one country, manufacture in another, and hope something good comes out the other side. FCTRY LAb works nothing like that.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: What You Actually Get From the Lab
Infographic: Checklist
- 20+ years of industry pedigree. Omar Bailey headed the Yeezy Innovation Lab and developed footwear for Jay-Z, Lady Gaga, Benzema, and Jalen Ramsey
- In-house cobblers on the floor. Skiving, stitching, lasting, and finishing done by hand alongside modern digital tooling
- Sketch to sample in days, not months. The full design, prototyping, and materials pipeline lives under one LA roof
- Lab-tested before it ever ships. Every silhouette clears flex, abrasion, traction, and compression protocols plus real wear testing
- Backed by people who built iconic brands. Advisors include Jordan Brand's Chief Design Officer and the co-founders of Tinder and WeWork
- Free shipping on every order, every time
Products Shown
- Duck Hoops. Court energy translated into the Duck Boot's original DNA
- Knight RNR. Car-design silhouette, starting at $48
- Stomper. Built with intention, for the ones who don't stop
4
▼
INBOX MODULE
Subject Line: You browsed, code still works
Preview Text: FCTRY10 is still yours. But not for long
HERO MODULE
Hero Approach: Direct
H1: Still Yours
Subhead: $10 off, 8 days left
Cta Button: Use FCTRY10
MODULE 2: TRANSITION COPY
Your code hasn't expired yet. Eight days left to use FCTRY10 and get $10 off your first pair.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Pick Your Silhouette
Duck Boot The original FCTRY LAb silhouette. Node-covered, statement outsole, built to be noticed
Duck Lo Same construction, lighter everyday feel. The one you reach for without thinking
OB-1 Elephant-embossed leather toe. A quiet detail that does loud work
RUFL Boot Soft colorways, serious build. Black, Beige, or Pink
Knight RNR Slide The $48 entry point. Clean, minimal, easy to grab
Stomper Triple Black. Designed while stomping through adversity. Highest-intention build in the line
5
▼
INBOX MODULE
Subject Line: What are you actually paying for
Preview Text: What you actually get when you compare
HERO MODULE
Hero Approach: Question
H1: Why This Pair
Subhead: See what you're actually choosing
Cta Button: Shop the Lab
MODULE 2: TRANSITION COPY
Most limited-run sneakers in this price range are designed by committee and built overseas. Here's what the comparison actually looks like.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: FCTRY LAb vs. The Typical Sneaker Brand
Infographic: Table
- Design leadership | 20-year veteran, former Yeezy Innovation Lab | Marketing team with no engineering depth
- Production timeline | Sketch to sample in days, in-house | Outsourced overseas, months per cycle
- Build craft | In-house cobblers. Hand-stitched, lasted, finished | Factory production, no artisan process
- Creator access | Athlete and artist incubator built into the brand | Product-only, no creator pathway
- Performance testing | Lab protocols + real athlete wear testing every release | Little to no documented testing process
- Price range | $48–$190 across silhouettes | Comparable limited-run sneakers: $150–$300+ from heritage brands
- Shipping | Free on every order | Varies, often $10–$15 added at checkout
Products Shown
- Duck Boot. The original. Built in-house, tested in the lab
- Knight RNR. $48. Car-design lines, made with the same lab standards
- OB-1. Elephant-embossed leather toe, all-black or brown
6
▼
INBOX MODULE
Subject Line: Bieber wore it in June 2025
Preview Text: Here's what the people who own them say
HERO MODULE
Hero Approach: Story
H1: They Chose the Lab
Subhead: And here's what happened next
Cta Button: Join Them
MODULE 2: TRANSITION COPY
In June 2025, Justin Bieber was spotted wearing the Red Duck Boot. But the people we hear from most are the ones who found FCTRY LAb on their own.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: From the People Who Own a Pair
Infographic: Numbered List
- "I was skeptical about the price point for a brand I hadn't heard of. The build quality shut that up fast. These are better constructed than anything I've paid more for.". Marcus T.
- "Wore the Duck Lo for a full day out. No break-in period, no blisters. They fit like they were made for my foot, not a size chart.". Dani R.
- "I bought the Knight RNR as a backup pair. It's become my main. The colorways are clean and the sole actually holds up.". James K.
- "Ordered on a Thursday, had them by Monday. Free shipping and they came boxed properly. Solid experience start to finish.". Priya M.
- "My only complaint is I went back for a second pair and the MOCC sold out. That's not really a complaint. That's just demand.". Chris W.
Products Shown
- Duck Boot. The one Bieber picked. Node-covered, statement outsole
- Duck Lo. The everyday silhouette. Same DNA, lighter feel
- Knight RNR. Starting at $48. The one that becomes your main pair
7
▼
INBOX MODULE
Subject Line: FCTRY10 dies at midnight
Preview Text: Two days left. After that, it's gone.
HERO MODULE
Hero Approach: Direct
H1: Last Chance
Subhead: Code gone at midnight tonight
Cta Button: Use FCTRY10 Now
MODULE 2: TRANSITION COPY
FCTRY10 expires at midnight. No extensions, no reissue. This is the last time this code works.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Pick One Before It Closes
Duck Boot The original FCTRY LAb silhouette. Node-covered, built to last, impossible to ignore
Stomper Triple Black. The highest-intention build in the line, designed for the ones who don't stop
OB-1 Elephant-embossed leather toe. Subtle detail, serious construction
Duck Hoops Court-inspired evolution of the Duck Boot. Monochrome or Chocolate
Knight RNR Car-design lines, starting at $48. Grab one before the code dies
RUFL Boot Black, Beige, or Pink. The softest entry into the boot lineup
8
▼
You signed up a couple weeks ago and I don't know if you found what you were looking for.
No pressure at all. If the timing wasn't right or the silhouettes weren't your thing, that's genuinely okay. Not every lab product is for every person, and I'd rather you come back when something clicks than feel pushed into something that doesn't.
But if you were on the fence. Maybe still trying to decide between the Duck Boot and the Duck Lo, or wondering whether the Knight RNR is worth it as a daily shoe. I'm happy to help with that. Just hit reply. I read these.
What I will say is that FCTRY10 expires today. That's not a scare tactic, it's just true. The code was built with a two-week window and this is the last day it works. If you've been thinking about it, now's the time.
Either way, glad you found us. And if you ever want to talk shoes, design, or what we're building next at the lab. My inbox is open.
– Omar
Co-Founder, FCTRY LAb
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
Pick a time below. In less than 30 minutes we'll get everything we need to get this split test set up in your ESP in less than two weeks.