Poki Yoki — Rewards Launch Communications Kit
Every message, ready to send. Copy-paste blocks for all three cohorts — the cheat-code handshake, the Founders announcement, the referral invite, the review ask, and the free-cup reactivation — with timing, subject lines, and the legal disclosures already built in.
v1 · 2026-06-14 · companion to the Rewards & Loyalty Program report · sender: Cristina (personal voice) · highlighted tokens = fill-in / merge fields
How to use this. Each block below is send-ready copy. Yellow {{TOKENS}} are merge fields (your email tool fills them) or decisions to lock first — chiefly {{CLOSE_DATE}} (recommended: June 30, 2026, or your DTC-launch milestone) and the per-person {{CODE}}. The golden rule for every message: it's from Cristina, a real person — warm, specific, never "marketing." Send from cristina@pokiyoki.com, never noreply@. Sequence and timing are in §1; the copy is in §2–7.
Contents
1. The send calendar & sequence
2. The cheat-code handshake (3 cohorts)
3. The Founders launch announcement
4. The referral invite (post-delivery)
5. The review ask (points hook)
6. The free-cup reactivation (Pioneer)
7. The non-buyer share invite (email list)
8. Subject-line bank
9. Voice & legal guardrails
1 The send calendar & sequence
Warmest-audience-first. Don't blast all three cohorts at once — prove the mechanics on the 250 VIPs, then widen.
| When | Cohort | Message | Channel |
|---|
| Wk 1, Day 1 | Charter 250 VIP | Cheat-code handshake (§2A) + Founders announcement (§3) | FB-group DM / post |
| Wk 2, Day 1 | Founding Backer 700 | Founders announcement (§3) + cheat code (§2B) | Email |
| Wk 2–6 | Founding Backer 700 | Referral invite (§4), 14–21 days post-delivery | Email |
| Wk 3–6 | Founding Backer 700 | Review ask (§5), ~10 days post-delivery | Email |
| Wk 4, Day 1 | Pioneer 7,000 | Cheat-code/welcome (§2C) — badge+stars unlock on 1st purchase | Email (Klaviyo) |
| Wk 6–12 | Pioneer engaged only | Free-cup reactivation (§6) — 2+ opens & 1+ click only | Email (segment) |
| Wk 8–12 | Pioneer non-buyers | Non-buyer share invite (§7) | Email |
Lock these two before you send a word
(1) {{CLOSE_DATE}} — the date the Founders cohort closes forever. The scarcity is the whole point; without a real deadline the badge means nothing. Recommended: June 30, 2026. (2) The codes must be generated and loaded (see the build spec) so each {{CODE}} resolves to a real, single-use code before the first send.
2 The cheat-code handshake
The point of these is that they read like a secret from the founders, not a promo. Short, personal, a little conspiratorial. Each recipient gets their own unique {{CODE}}.
2A · VIP group — direct messageCharter · 250 people · sent 1-by-1
Channel: Facebook DM (or comment-reply thread) · personal, not a broadcast post
Hey {{FIRST_NAME}} — before we open Poki Yoki up to the world, I wanted you to have something first. You've been here since the start, so you're officially a Charter Member. 🥈
Here's your founders code: {{CODE}}
Drop it into the Poki Yoki Arcade (under your account → "Got a code?") and it'll load you up with 500 PokiStars and unlock your Charter badge — it shows up next to your name on the leaderboard. It's also good for $10 off whenever you order.
It's just for you, so don't post it publicly. 💛 And honestly — thank you. We wouldn't be here without this group.
— Cristina
Cristina sends these individually. Yes, 250 is a lot — that effort is the founding relationship, and it's why this cohort converts and refers best. Stagger over 2–3 days.
2B · Early customers — emailFounding Backer · ~700
From: Cristina <cristina@pokiyoki.com> · Subject: Your founders code (you were here first) 🥇
Hi {{FIRST_NAME}},
You didn't just buy a cup — you bet on us before we'd proven anything. That makes you a Founding Backer, #{{BACKER_NUMBER}} of 700. It's a status no one who joins later can ever get.
Here's your founders code: {{CODE}}
Enter it in the Poki Yoki Arcade (account → "Got a code?") for 500 PokiStars and your gold Founding Backer badge — it rides next to your name on the leaderboard and on your Poki Pet. It's also $10 off your next order, anytime.
We're building the rewards program around people like you. More soon. For now: thank you, truly.
— Cristina
Founder, Poki Yoki
{{UNSUB}}
Personalize {{BACKER_NUMBER}} from the Kickstarter/early-customer export. If a clean number isn't available, drop the "#N of 700" line — don't fake it.
2C · Email list — welcome/cheat codePioneer · ~7,000
From: Cristina <cristina@pokiyoki.com> · Subject: You're an early one — here's your code 🥉
Hi {{FIRST_NAME}},
You signed up for Poki Yoki early, before most people had heard of us — so you're a Pioneer. We saved you something.
Your code: {{CODE}}
Create your account in the Poki Yoki Arcade and enter it to claim your Pioneer badge, 100 PokiStars to start your Poki Pet, and $5 off your first order. (The badge and stars activate with your first order — that's how we keep this for the real early crew.)
Heads up: the founding window closes {{CLOSE_DATE}}. After that, new folks just get a regular account — no badge, no founder status. So this is the moment.
— Cristina, Poki Yoki
{{UNSUB}}
Pioneer perks intentionally unlock on first purchase — the email is a conversion email wearing a reward's clothing. The {{CLOSE_DATE}} urgency is the close.
3 The Founders launch announcement
The public-ish "we're opening this up, and here's what being early gets you forever." Post in the FB group; send as email to the 700. This is what creates the deadline pressure.
3 · Founders announcementCharter + Founding Backer
Subject / post title: We're opening the Founders program (it closes {{CLOSE_DATE}})
A little while ago this was 250 people in a Facebook group and a big idea about a cup that finally doesn't leak, mold, or get lost.
Now we're building the thing we always wanted for you: the Poki Yoki Founders program. If you backed us or you're in this group, you're already in — permanently. Here's what that means:
🥇 A permanent Founders badge on your Poki Pet and the leaderboard — visible, and impossible to get later
⭐ Pre-loaded PokiStars + a personal code (check your messages/email)
🎁 The Founders Kit in the mail — stickers + an enamel pin we only make once
🚪 First access to every new color and product, before anyone else (even before Amazon)
🛟 A direct line to us — you'll shape what we build next
Here's the honest part: this closes {{CLOSE_DATE}}. After that, anyone new just gets a normal account. Founder status is about when you showed up, and you showed up first. We're not reopening it.
Thank you for being early. Let's go. 💛
— Cristina & the Poki Yoki team
Keep the close date real and never reopen it. If you reopen, the badge stops meaning anything and you lose the whole mechanic.
4 The referral invite
Send 14–21 days after delivery — when product-love peaks, not at purchase. To buyers only.
4 · Referral inviteFounding Backer · buyers
From: Cristina <cristina@pokiyoki.com> · Subject: Know a mom who's lost the cup lid 12 times this month?
Hi {{FIRST_NAME}},
If your Poki Yoki has earned its spot in the cabinet, would you tell one friend? It's genuinely how we grow — moms trust moms, not ads.
Here's your personal link: {{REFERRAL_LINK}}
→ Your friend gets 15% off their first order
→ You get $10 in Poki credit when they order
→ Refer 5 friends who order, and your 5th unlocks a free cup (you just cover shipping)
Share it however you like — text, your group chat, the class WhatsApp. No pressure, ever. Just grateful you're here.
— Cristina
{{UNSUB}}
Single-use link (not a code) per the fraud controls. Reward releases 14 days after the friend's order ships.
5 The review ask
~10 days post-delivery. Reviews convert future buyers and photo/video reviews feed your ads — so the points scale with effort.
5 · Review askall buyers
From: Cristina <cristina@pokiyoki.com> · Subject: How's it going with your Poki Yoki? (worth up to 350 ⭐)
Hi {{FIRST_NAME}},
You've had your Poki Yoki for a week or two now — how's it holding up against real toddler life?
If you've got 60 seconds, a review helps other parents more than you'd think (and earns you PokiStars toward $ off):
★ Write a review → 100 stars
📷 Add a photo → 200 stars
🎥 Add a quick video → 350 stars
Leave yours here: {{REVIEW_LINK}}
Totally honest is best — the real stuff is what helps. Thank you!
— Cristina
{{UNSUB}}
Don't gate the points on a positive review (FTC issue + it corrupts the data). Reward the review, not the rating.
6 The free-cup reactivation
Send to the engaged segment ONLY
Filter the 7,000 to people who've opened 2+ emails AND clicked 1+ product link. Never a public link or cold ad — the freebie-hunter risk eats the ~$7/cup loss. Note the FTC-clean disclosure ("you pay $12.95 shipping") is in the copy and the subject.
6 · Free-cup reactivationPioneer · engaged segment
From: Cristina <cristina@pokiyoki.com> · Subject: A free Poki Yoki cup, on us (you just pay $12.95 shipping)
Hi {{FIRST_NAME}},
You've been following along for a while, so let's just put one in your hands: a free Poki Yoki Discovery cup. You cover shipping ($12.95) — that's it. No subscription, no catch, one-time.
Grab yours: {{FREE_CUP_LINK}}
Quick question on the next page so we send the right thing: how old is your youngest? Once you feel the magnetic click and watch a full day go by without a single spilled-cup meltdown, we think you'll get it.
— Cristina, Poki Yoki
Free Discovery cup; you pay $12.95 shipping. One-time charge, no subscription. Offer good through {{OFFER_END}}.
{{UNSUB}}
"Free cup — you pay $12.95 shipping" must appear in the subject and body (FTC Fees Rule). The age-of-child field is the contamination gate. Cap the cohort at ~200 units.
7 The non-buyer share invite
Turns the cold-ish list into a zero-cost acquisition channel even from people who never buy: they share, their friends buy, they earn credit toward their own first order.
7 · Non-buyer share invitePioneer · non-buyers
From: Cristina <cristina@pokiyoki.com> · Subject: Haven't tried it yet? Your friends can still save 15%
Hi {{FIRST_NAME}},
No worries if Poki Yoki hasn't made it to your cart yet — timing is everything with kid stuff. But here's a fun one: you can give friends 15% off even before you buy.
Your link: {{REFERRAL_LINK}}
If 3 friends order using it, we'll drop $15 in credit on your account toward your own first cup. Easiest way to try us for less.
— Cristina
{{UNSUB}}
8 Subject-line bank (A/B fodder)
| Message | Alt subject lines to test |
|---|
| Cheat code (700) | "#{{BACKER_NUMBER}} of 700 — your founders code inside" · "You were here first. Here's proof." · "A little something before we go public 🥇" |
| Cheat code (7,000) | "Your early-bird code (expires {{CLOSE_DATE}})" · "You found us early — claim your badge 🥉" · "100 PokiStars + $5, just for being early" |
| Referral | "Tell one mom, you both win" · "The class group chat needs to know about this" · "$10 for you, 15% for a friend" |
| Review | "Worth up to 350 ⭐: how's your Poki Yoki?" · "60 seconds → PokiStars" · "Real toddler test: how'd it go?" |
| Free cup | "Free cup, you pay $12.95 shipping" · "On us — just cover shipping" · "Put a Poki Yoki in your hands (ships for $12.95)" |
9 Voice & legal guardrails
Voice — the non-negotiables
- It's a person, not a brand. First-person Cristina, lowercase warmth, one emoji max, no exclamation-point spam. If it reads like a Klaviyo template, rewrite it.
- Never market at the kid. The buyer's #1 trust trigger is being sold through her child. Speak to the parent, about her life (the cabinet chaos, the lost lids), never "your kid will love…" pressure.
- Scarcity must be true. The {{CLOSE_DATE}} is real and never moves. The Founders Kit is "made once." Don't manufacture urgency you won't honor.
- Gratitude over hype. Every founder message ends on thanks, not a CTA scream. These people pre-paid your belief; talk to them that way.
Legal — built into the copy above, don't strip it
- "Free" disclosure: any free-product message shows "you pay $12.95 shipping" with the same prominence as "free," in subject and body (FTC Fees Rule, 2025). Already in §6.
- No negative option: never attach a subscription/auto-ship to the free cup. The words "one-time, no subscription" stay in. Call it a "gift," never a "trial."
- Review integrity: reward the act of reviewing, never a positive rating (FTC endorsement rules). Already handled in §5.
- Referral disclosure: referrers sharing an incentivized link technically should note the incentive; "you get $10 in credit" framing keeps it transparent.
- Honor unsubscribes and keep {{UNSUB}} in every email (CAN-SPAM).