Mon 08 Jun 26 - the cannibalisation concern is resolved into a sweeping pivot: forward-dated sale messaging is pulled from the general site, the MYS pop-up reverts to the BAU 15% welcome offer, and hype is rechannelled to a 20 June email sequence.
Decisions & pivots
- Pivot: MYS pop-up (30% off, 1 July) reverted to standard BAU 15% welcome pop-up sitewide - it was killing purchase urgency for ready-to-buy traffic. (tethrd-boncharge)
- MYS pop-up kept live but unlisted - serves paid ad traffic only, no longer shown to general/organic visitors. (tethrd-boncharge)
- Paid ad messaging reverted to generic - 30% headline and 1 July date removed from creatives during BAU. (tethrd-boncharge)
- MYS hype preserved via the planned email sequence from 20 June, not via on-site touchpoints. (tethrd-boncharge)
- Hani to build full end-to-end email templates for BAU sprints and promos - all prior in-flight email design feedback stood down until templates land. (tethrd-boncharge-klaviyo)
- GWP swap to toothbrush + cap rejected on OOS/lead-time risk - Air Tubes and Bullet device remain the GWP items. (tethrd-boncharge-klaviyo)
- Spend-and-save / flash emails send to all regions, not US-only, to build a fair MYS baseline. (tethrd-boncharge-klaviyo)
- Multi-currency email treatment split confirmed: exact thresholds for US and UK only (Rebuy caps at 3 region bars), general "up to $100 off" language for AU, EUR and ROW. (tethrd-boncharge-klaviyo)
- Existing subscribers who submit the BAU popup get a non-standard success step, not the welcome flow. (tethrd-alia-boncharge)
- Floating "mystery discount" button removed from all PDPs (blocked copy / add-to-cart); Alia smart trigger enabled to compensate. (tethrd-alia-boncharge)
- Phase A ads to include end frames, scoped to list building - copy pulled from the master Figma, not newly written. (tethrd-blackboard-boncharge)
Discussed / in motion
- Sale and VIP form copy being revised to more generic language - preview copy is not final. (tethrd-blackboard-boncharge)
- "Discover benefits" creative favoured over "testimonial + awards" (latter switched off at 0.42X ROAS). (tethrd-marpipe-boncharge)
- Browse abandonment flow ~halfway through design (approx 10 emails left), targeted to client by Wed 10 Jun; cart flow designs complete and queued for QA. (meeting)
Open loops
- Open: exact copy and destination for the existing-subscriber popup success step ("new subscribers only" message vs VIP redirect) still undecided. (tethrd-alia-boncharge)
- Raised: client interest in a post-purchase OTO for incremental revenue - flagged for a cross-team call, no brief confirmed. (tethrd-boncharge-klaviyo)
- Open: term "bijou" used throughout the Marpipe planning brief but undefined - clarification needed. (tethrd-marpipe-boncharge)
Rules added (13)
- Flash sale emails must lead with strong urgency and scarcity ("72 hours only"). (meeting)
- Do not announce the MYS 30% discount before the sale is live - keep pre-sale messaging vague. (meeting)
- Broadcasting a future-dated sitewide discount during BAU kills urgency - avoid. (tethrd-boncharge)
- BAU popup suppressed for traffic arriving via Klaviyo email UTMs. (tethrd-alia-boncharge)
- Meta catalog ads need a minimum of 4 unique products per product set. (tethrd-marpipe-boncharge)
- No Oxford comma in email copy. (figma)
- Discount code merge tag is {{ dynamic_code }}. (figma)
- No refund / return / guarantee language in emails. (figma)
- Fulham FC approved phrasing: "Official Recovery Partner of Fulham FC". (figma)
- BON CHARGE is not a "cool fun brand" - avoid casual voice. (figma)
- Australian English throughout - "instalments" not "installments". (figma)
- Email footer copyright is (c) 2026. (figma)
- BON CHARGE voice / casing standards (above) apply across all flows. (figma)