It’s an
email program.

Four pillars, four accents

• Fork the Rules · Story and fun
  Bryan's story, brand attitude, cheeky moments. This is where the personality lives.
• Eat This Tonight · Recipes
  One recipe, one photo, short ingredient list. Dinner is the job, and recipes prove the product without selling it.
• Net Carb School · Education
  One fact per email: what konjac is, how it is made, net carbs, rice versus pasta. Answers doubts before they come up.
• Real People · Creators and community
  A creator or customer cooks with the product, in their words. Proof from people she already follows beats proof from us.

Mandatories we built against

• No selling, discounts or “buy now” until Week 12, and only if approved
• Two products only: Pasta and Rice Blends
• Brand name is It’s That Simple. Never the old name
• Creators and customers need written permission before we feature them
• Every email has a visible unsubscribe link and a monitored reply address
• Stick to proven product facts: zero net carb, 3 minute cook, vegan, non GMO, gluten free
• No medical or health claims

How it is measured

• Clicks, not opens
• Spam complaints under 0.1%
• Tracked clicks to Walmart.com and Amazon once links are live
• Month 3 check-in before any promotion

Strategy: what is working

• Nurture first, sell later is the right call. The list has been cold since February and past data showed clicks falling as volume rose. Earning the second open is the job.
• Clicks as the north-star metric is honest. Apple Mail Privacy makes opens noise. Every template has one button so the click means one thing.
• Four pillars give the program a rhythm the reader can learn. Each pillar now owns an accent color and a layout, so by Week 4 she recognizes a recipe email before she reads it.
• Linking to recipes and the blog instead of retail keeps the promise of no selling while still moving people to eatsimple.com, where the real click data lives.

Strategy: what to watch

• Deliverability on a 56k list after eight months quiet. Send Week 1 to the most recently engaged segment first, watch complaints, then widen. One bad first send can cap every send after it.
• The Week 12 promo is gated on list health. Define “healthy” now (click rate floor, complaint ceiling) so the Month 3 decision is a reading, not a debate.
• Rice Blends are half the product line and have no Wave 1 feature after the sushi swap. Consider moving the sushi bowl to Week 5 or 9.
• Reply-to is a mandatory. Pick the monitored inbox before the first send and put it in GoHighLevel’s sender settings.
• Walmart has product pages but no brand page, so the footer’s Walmart.com link goes to a search for now. Ask Bryan for the landing page he wants tracked.

Brand, translated to email

• Voice: the “hype man” persona lands in copy. Confident statements, not questions. Roast and reassurance in equal parts. Puns are low-hanging on purpose.
• Palette pulled from the live site: red #A61C1C, black #231F20, cream #FCF7DE, with teal #015870, gold #F8BC1C and purple #742F88 as accents. The emails use cream as the page, black for type, red for every button, and the pillar accent for the top bar and labels.
• Type: the site runs District Pro and League Gothic through Adobe Fonts, which email clients cannot load. Headlines use Montserrat 900 (the brand’s secondary face per the brief) with an Arial fallback; body is Montserrat 400 and 500.
• Photography: the site’s own food photography is craveable and real, so the templates use it. Each hero is the dish the button links to.
• Logo: script “It’s” in red over “THAT SIMPLE” in black, taken from the site’s SVG. A cream version sits on the black footer.
• Retail and social live in the footer as secondary links (Walmart.com, Amazon, Store locator; Recipes, Blog, Instagram, TikTok), so every email points to where she can buy without the body ever selling. The Instagram and TikTok handles and the Amazon store slug still carry the old name; worth a rename request.
• Every eatsimple.com link carries UTM tags (source email, medium ghl, campaign = the email slug, content = cta or footer-link), so GA4 can split clicks by email and by pillar alongside GoHighLevel’s own click tracking.

Copy v1 against the brief

• Konjac email (Week 3) makes health claims the brief rules out. See the flags on that template.
• Brief asks Week 1 to come from Bryan. Copy is unsigned. Decide before design is final, since a signed note changes the sign-off block.
• Welcome email is missing the “one email a week” expectation and the reply invite the brief asks for.
• Alternate subject lines: the brief wants one per email. v1 has them for the welcome (none), Week 1 (alt preview only), Week 4 (yes). Weeks 2 and 3 have none.

Each template carries its own notes and flags on the Templates page.