Sequence Architecture
Every persona has a different path to purchase. Each sequence follows the same emotional arc but with persona-specific content. Leads enter based on which ad they clicked.
1
Hook
Mirror the ad that brought them in
2
Educate
Address their #1 objection head-on
3
Prove
Social proof and real stories
4
Differentiate
Why Jade Plus specifically
5
Convert
Direct CTA with urgency
Sequence 1 — Beginner
Beginner
Tone: Reassuring, simple
Entry: Clicked beginner ad | Signal: Control-Beginner 7.15% CTR
Subjects:
Your Bitcoin isn't actually yours yet
"What if I mess up and lose everything?"
What 10 minutes of setup buys you
The hardware wallet designed for people who've never used one
Still on the fence?
1
Your Bitcoin isn't actually yours yet
But it can be in about 10 minutes.
Open with the reality: if your Bitcoin is on an exchange, it's not really yours. Frame self-custody as a simple decision, not a technical project. Mirror the Control-Beginner ad: "Taking control of your Bitcoin is easier than you think." Don't mention Jade Plus yet — this email is about the problem and the possibility.
2
"What if I mess up and lose everything?"
This is the #1 fear. Let's address it directly.
Acknowledge the fear head-on. Explain how hardware wallets actually work: your Bitcoin is on the blockchain, not the device. The device holds keys. If the device breaks, your Bitcoin isn't gone. Explain seed phrases simply: it's a backup password. Write it down, store it safely, recover on any compatible device.
3
What 10 minutes of setup buys you
Real people who made the switch. Here's what they say.
Testimonials and community quotes from people who moved off exchanges. Use the audience research language: "peace of mind," "sleeping better," "finally mine." Include a "day in the life" scenario comparing exchange hack fallout vs self-custody safety.
4
The hardware wallet designed for people who've never used one
USB-C. Follow the screen. Done.
Introduce Jade Plus. Lead with simplicity: USB-C connection, guided on-screen setup, works with Green wallet app. Address the "grow with you" angle: start with simple USB mode, air-gapped QR mode available later. Price framing: "$149-169 to secure your entire Bitcoin portfolio."
5
Still on the fence?
Here's what you're really deciding.
Reframe: this isn't "should I buy a gadget?" — it's "should I actually own my Bitcoin?" Quick FAQ: What if Blockstream goes away? (BIP39 standard.) What if it breaks? (Seed phrase restores everything.) Direct CTA: "Get Jade Plus."
Sequence 2 — Security-Conscious
Security
Tone: Technical, substantive
Entry: Clicked security ad | Signal: Freeze-Security 6.84% CTR
Subjects:
Can you read your hardware wallet's source code?
"But secure elements need to be closed-source..."
47,000 commits. Zero backdoors.
Air-gapped QR signing + open-source firmware
You've verified the code. Now verify the experience.
1
Can you read your hardware wallet's source code?
If not, you're trusting. Not verifying.
Open with the principle: "Don't trust, verify." Most wallets have closed-source components. Ledger's secure element OS is under NDA. If the firmware CAN send your seed phrase (as Ledger Recover proved), what else could it do?
2
"But secure elements need to be closed-source for security"
That's what they told you. Here's the reality.
Address the main counterargument. Explain the alternative: Jade Plus uses a virtual secure element model — open-source code + Blind Oracle protocol achieves equivalent security without closed hardware. Link to GitHub for verification.
3
47,000 commits. Zero backdoors.
Open-source security in practice, not just in marketing.
Quantify the open-source commitment: commits, contributors, audit history. Blockstream's track record: Liquid Network, Bitcoin Core contributions. Compare: Ledger audits internally and asks you to trust the results vs Jade Plus where anyone can audit anytime.
4
Air-gapped QR signing + open-source firmware. The full stack.
True cold storage means your keys never touch a computer.
Technical deep-dive: air-gapped QR operation, virtual secure element + Blind Oracle, camera-based signing workflow, offline firmware updates. Compatible with Sparrow, Electrum, Nunchuk.
5
You've verified the code. Now verify the experience.
$149 for auditable security.
Respect their diligence. Comparison table: Jade Plus vs Coldcard vs Trezor vs Ledger on open-source %, air-gap method, data practices. No account creation, no email database. Direct CTA.
Sequence 3 — BTC Maximalist
BTC Maxi
Tone: Peer-to-peer Bitcoiner
Entry: Clicked BTC Maxi ad | Signal: Hold-BTCMaxi 4.93% CTR
Subjects:
Your hardware wallet supports 10,000 coins. That's a problem.
"I can just ignore the altcoin features"
Built by the people who build Bitcoin
Bitcoin hardware built by Bitcoiners
Stack sats. Secure sats.
1
Your hardware wallet supports 10,000 coins. That's a problem.
Every altcoin is code you didn't ask for on your signing device.
The attack surface argument: every chain adds firmware code, more potential vulnerabilities. Most Bitcoiners will never touch 9,999 of those coins. So why is that code on their signing device?
2
"I can just ignore the altcoin features"
You can. Your device's firmware can't.
Address the "just don't use it" argument. Analogy: a backdoor you "just don't use" is still a door. Ledger Nano S ran out of storage. Introduce Blockstream's credibility: Bitcoin satellites, Liquid Network, Bitcoin Core contributors.
3
Built by the people who build Bitcoin
Blockstream's Bitcoin infrastructure, from satellite to signing device.
Blockstream's resume: founded 2014, Bitcoin Core contributors, Liquid Network, satellite broadcasts, Lightning development. This isn't a generic electronics company. Community endorsements from Bitcoin voices.
4
Bitcoin hardware built by Bitcoiners
No altcoin bloat. No compromises. Just your sats, secured.
Product through the Maxi lens: Bitcoin-only firmware, Liquid Network support, open-source. Stacking workflow: Sparrow + Jade + own node. Multisig capability for serious stackers.
5
Stack sats. Secure sats.
The rest is noise.
Brief, confident, no-BS. "You know what you hold. You know why you hold it. Now hold it properly." Direct CTA. Mention Bitcoin payment option if available.
Sequence 4 — Privacy / Air-Gap
Privacy
Tone: Respectful, practical
Entry: Clicked privacy ad | Signal: Freeze-Privacy 3.93% CTR
Subjects:
Your hardware wallet purchase created a record
"Air-gapped is too complicated for daily use"
No account. No email. No database.
Air-gapped. Open-source. No data trail.
Your keys. Your data. Your identity.
1
Your hardware wallet purchase created a record
Name. Address. "Owns cryptocurrency." On a database somewhere.
The privacy paradox: you buy a wallet to secure Bitcoin, but the purchase creates a data trail linking identity to crypto. Ledger breaches made this concrete: 300K names and physical addresses leaked. Some customers received physical threats.
2
"Air-gapped is too complicated for daily use"
It doesn't have to be. Here's how QR signing actually works.
Acknowledge the reputation. Explain QR-based air-gapping: scan a QR code, sign on device, display QR back. No USB, no SD card, no files. 3 scans, done.
3
No account. No email. No database.
What Blockstream doesn't collect can't be leaked.
Jade Plus data practices: no account creation, no email collection, no cloud sync, no telemetry. Open-source firmware = no hidden phone-home. Contrast with Ledger Live requiring an account.
4
Air-gapped. Open-source. No data trail.
Privacy by design, not by promise.
Full privacy stack: air-gapped QR + open-source + no account + no collection. Tor compatibility, offline updates. For the most private setup: buy with Bitcoin, PO box, Sparrow over Tor.
5
Your keys. Your data. Your identity.
All protected. None exposed.
Short and direct. This audience doesn't want to be sold to. Summarize the privacy promise. CTA with Bitcoin payment option. Avoid tracking links if possible.
Sequence 5 — Competitive Switcher
CompSwitch
Tone: Empathetic, factual
Entry: Clicked competitor ad | Signal: Freeze-CompSwitch 4.36% CTR
Subjects:
You trusted them. They let you down.
"Switching wallets sounds like a hassle"
Ledger: 2.8 stars. Trezor: 4.5 stars.
No Ledger Recover. No data breaches.
You've done enough research
1
You trusted them. They let you down.
It's not your fault. But it is your problem to solve.
Validate: you bought a wallet to protect your Bitcoin. That was smart. The manufacturer not protecting your data wasn't your fault. Brief recap of trust violations without being exhaustive — they already know. Don't pitch yet, just acknowledge.
2
"Switching wallets sounds like a hassle"
It's actually simpler than you think. Here's the process.
Address migration friction. You set up the new wallet, get a new seed phrase, send Bitcoin to new address. Or import existing seed phrase. Step-by-step overview. "The switch takes less time than the frustration you've been living with."
3
Ledger: 2.8 stars. Trezor: 4.5 stars. Here's where Jade Plus fits.
Trustpilot tells a story. So does the code.
Side-by-side comparison on metrics that matter to switchers: open-source %, breach history, support responsiveness, secure element model, battery, air-gap capability. Include community sentiment and actual switcher quotes.
4
No Ledger Recover. No data breaches. No closed-source secrets.
What a hardware wallet should have been all along.
Point-by-point response to each failure: Recover → seed phrase can't leave device. Breaches → no customer database. Closed firmware → 100% open-source. Battery death → no built-in battery. CTA: "See the comparison."
5
You've done enough research
You already know you need to switch. Here's the link.
"If you're reading email 5, you're still comparing. That's fine. But at some point, research becomes procrastination." Every day on a compromised platform is a risk. Direct CTA: "Get Jade Plus. Move your Bitcoin this weekend." Include migration guide link.
Measurement & Optimization
Key Metrics
Open Rate35-45%
Click-through RateTrack per email
Sequence Completion% receiving all 5
Conversion RatePurchase from email
Unsubscribe RateWatch for drops
A/B Test Priorities
P1Subject lines — ad-derived vs original copy
P2Email 1 hook — emotional vs informational
P3Email 5 CTA — urgency vs value framing
P4Timing — 2-day vs 3-day vs 5-day spacing
Iteration loop: Winning subject lines from email become candidates for new ad headlines. High-performing email content becomes blog posts. The ad → email → content pipeline flows both directions.