Goodsole is a New Zealand-based premium footwear brand focused on authentic style, high-quality materials, and a commitment to sustainability and ethical manufacturing.

They wanted thoughtful conversion copy that highlighted the unique features of their sneakers (including eco-friendly footbeds and custom slip-on laces) as well as their mission to do good in the world through community-based charity initiatives.

I wrote on-brand copy for all of the flows in the customer journey, from the welcome automations and segmented splits, to the abandoned cart sequence, to the win-back and sunset series.

Here’s some of the copy:

WELCOME FLOW EMAIL

Subject Line: Here’s 10% Off: Welcome to Goodsole

Preview Text: Authentic style. Unparalleled comfort. Real-world impact.

BODY

HEADER: 10% Off With Code: GOODSOLE10

Premium-built footwear on a mission.

CTA: CLAIM YOUR DISCOUNT

Kia ora {{ first_name|default:"friend"}},

Tristan here, writing to personally thank you for signing up and becoming part of the vibrant Goodsole community.

We’re a New Zealand-owned company known for our amazing sneakers.

We’ve spent over 30 years perfecting genuine designs, cloud-like comfort, and next-level craftsmanship.

But Goodsole is more than just a footwear brand – it's a movement for change.

We believe in doing good in the world and we’re committed to action.

Through our TreadlightlyTM program, we plant a tree and donate to a charity of your choice for every pair sold.

Thanks again for joining us and choosing style with a conscience.

To kick things off, here’s 10% off your first full-priced order — just use code GOODSOLE10 at checkout.

With gratitude,
Tristan

CTA: SHOP NOW

ABANDONED CHECKOUT EMAIL

Subject Line: 10% Off - Don’t Leave These Behind

Preview Text: Authentic style + a tree planted for every pair.

BODY

HEADER: 10% Off Your Order With Code: GOODSOLE10

Cool, comfortable, and on a mission.

[KLAVIYO- DYNAMIC PRODUCT LINK]

CTA: CHECKOUT NOW

MODULE 1

HEADER:Look good, feel good, do good.

We have 30 years of experience in making the best, most quality-built shoes. But we’re about more than that, too.

Goodsole is committed to making a difference in the world.

We’re focused on community and minimising our ecological footprint.

Sustainable materials. Ethical manufacturing processes. Products that are built to last.

We give back through initiatives like our TreadlightlyTM Program, through which we contribute to reforestation efforts and combat climate change by planting a tree (via One Tree Planted) for every purchase of Goodsoles.

And we don’t stop there.

With every purchase, we also support your choice of these charities:

Sustainable Coastlines

Bringing people together to protect our moana, reducing plastic pollution and other litter through education, beach clean-ups, and litter data collection

charity: water

A global non-profit on a mission to end the water crisis by providing safe & clean waterto communities that need it

Youthline

An organisation that offers support to young Kiwis aged 12-24, who are struggling and/or looking to learn, grow, and contribute to their community

CTA: SHOP NOW & SUPPORT GOOD

Reviews:

[Insert image example]

“Super comfortable & true to size, and I love the stretchy laces. Makes taking them off/putting them back on really easy. Colour is perfect and I' ve had so many compliments. Feels like walking on a cloud!”

- Olivia G, Verified Reviewer

★★★★★

CTA: CLAIM YOUR 10%