Module 05 — The Retention Engine
Sun Day Red asks visitors to sign up for "news, product drops & offers" — and offers them nothing for it. Meanwhile the assets a world-class retention program is built from are already sitting in the account: a live Klarna program, genuinely free 30-day returns, a waitlist machine fed by constant sell-outs. This module is the blueprint that turns them into a revenue engine.
01 · What Exists Today
What we could observe from the outside, on Aug 1, 2026. An honest limit up front: flows, segmentation, and send cadence can't be fully audited without platform access — that inspection is week one of an engagement, and anything marked "verify live" gets confirmed on screen in the meeting.
"Sign me up for the mailing list to receive the latest news, product drops & offers from SUN DAY RED."
That's the entire pitch, verbatim, from the site footer. No welcome offer, no early access, no membership framing — at a $115–$145 price point where every competitor is paying for the address. Slice audit, Aug 2026
A real SMS/MMS program exists (opt-in by texting JOIN, opt-out STOP to 27348), and its own terms promise "sales promotions… back-in-stock notifications… loyalty program exclusive coupons." But no signup incentive is stated anywhere. The pipes are laid; nothing flows through them at capture. Slice audit, Aug 2026
OOS product pages carry "Available Soon → Join Waitlist" email capture — the right pattern, and given that 6 of the first 8 polos on the money category page were out of stock, it's likely a major existing list source. Back-in-stock is probably the brand's highest-intent trigger today, by accident rather than design. Slice audit, Aug 2026
Welcome popup behavior (JS-triggered, invisible to our fetch method), welcome/abandon flow existence, send cadence, list size, and revenue attribution. Flows can't be fully audited without platform access — verify live. The only verified structured discount is the ID.me community program (military/first responders); coupon-aggregator codes are noise, not evidence. Slice audit, Aug 2026
02 · The Blueprint
This is the full lifecycle architecture — every flow tied to something we observed on the live site. Timings and split logic shown are our starting configuration; every one gets A/B-tested against the account's actual data once we're inside the platform.
03 · Designed in Their World
Not wireframes — designed concepts using the brand's real photography, real products, real prices, and verbatim copy from sundayred.com. Dark, red, disciplined. Typography approximated (Archivo); exact brand webfonts confirmed in the working session.
From: SUN DAY RED <hello@sundayred.com>
It's More Than a Shirt. It's a Mindset.
Welcome to Sun Day Red — the story behind the red, and what comes next.
Welcome — Email 01
It's More Than a Shirt.
It's a Mindset.
"Every seam, every stitch, every fold of SUN DAY RED, is sewn with the meticulousness, care, and unwavering focus that has defined Tiger Woods' legendary career."
You're on the inside now. Drops, stories, and early windows land here first.
Explore the CollectionConcept mockup Welcome Series, Email 1 — imagery hotlinked from sundayred.com; headline & body copy verbatim from the brand.
From: SUN DAY RED <hello@sundayred.com>
The Icon is back.
Icon Polo II — restocked. You asked us to tell you first. This is first.
Waitlist Alert
The Icon is back.
Icon Polo II
$115.00
"The Icon is the ideal representative of our Heritage polo collection, built to fulfill Tiger's requests for how a golf shirt fits, performs and looks."
Or 4 interest-free payments of $28.75 with Klarna
Heritage Fit · sewn-in collar stays · stay-tucked stepped hem · 15-Stripe Tiger logo
Concept mockup Back-in-Stock flow — real product, price, fabric copy, and Klarna math ($115 ÷ 4 = $28.75, within Klarna's live $35–$1,000 range).
From: SUN DAY RED <hello@sundayred.com>
The Sunday Send — Vol. 01: Why red?
The story every fan knows by sight and few know by heart. Plus: what's new this week.
Sunday, 7:00 AM
Why Red?
"Tiger Woods in red on Sundays: it's an image etched in golfing history — as iconic as his swing and as legendary as his wins. A strong believer in lucky colors, Tiger's mother Kultida saw red as a symbol of strength and dominance, and once Tiger started winning in red, those beliefs solidified."
"Today, the Sunday red is more than superstition. It's a symbol of Tiger's relentless pursuit of excellence, and a testament to his mental fortitude under the greatest of pressures."
Read the Full Story
Concept mockup The Sunday Send, Vol. 01 — origin-story copy verbatim from sundayred.com's About page; products and prices from the live catalog.
04 · Program Math
We won't pretend to know Sun Day Red's revenue — so the model is expressed per $10M of annual DTC revenue and scales linearly. Mature ecommerce email programs typically attribute 25–35% of DTC revenue to email Industry benchmark — verify; welcome-class flows alone typically carry 3–7% Slice audit, Aug 2026. Today's baseline is unknown from outside the platform — establishing it is week one.
| Scenario | Email share of DTC revenue | Per $10M annual DTC revenue | What it assumes |
|---|---|---|---|
| Conservative | 15% | $1.5M /yr email-attributed | Core flows live (welcome, cart, back-in-stock), incentive test running, list growing from fixed capture |
| Base | 25% | $2.5M /yr email-attributed | All 10 flows live, Sunday Send cadence established, SMS layered on the same triggers |
| Stretch | 35% | $3.5M /yr email-attributed | Mature program: VIP/Club Red segmentation, review engine feeding PDPs, drop-calendar choreography |
Illustrative All three tiers are modeling scenarios, not forecasts — benchmark ranges applied to a placeholder revenue figure. The lift attributable to email depends on baseline program state (unknown externally), list size, and drop cadence. We replace this table with real numbers within 30 days of platform access.
Paid channels rent attention one auction at a time. A retention engine compounds: every drop, every restock, every Sunday morning, the brand talks to people who already said yes. Right now that audience is being collected — and left in the clubhouse.
Sources & Methods
