Emanuel Hespanhol Résumé
All cases

All In and arOS · Launches, SaaS and e-commerce · 2021 to 2026

Email that sells

R$100K+ in our first launch with Bia Meneses · an email track for every funnel at arOS · email beat paid ads in our store.

Launches, a SaaS and a store. I have written and run email as a sales channel, not as an afterthought to the ads.

Fact sheet

  • Role: email strategy, copywriting and automation
  • Period: 2021 to 2026
  • Where: All In Company (agency and e-commerce) and arOS (AI marketing SaaS)
  • Tools: GoHighLevel, Mailchimp, MailerLite
  • Key result: our first launch with Bia Meneses passed R$100K in revenue

Context

Email has been in every business I worked on. In our dropshipping store it outperformed the paid ads. At the agency it carried our launches with experts. At arOS it followed every acquisition funnel we tested, and AI agents started writing the newsletters.

The problem

Most businesses I worked with used email to announce, not to sell: one blast when the cart opened, then silence. Leads went cold between the ad and the decision, and the people who came to a live class but did not buy were never spoken to again.

What I did

Four chapters, mapped below: launch sequences at the agency, the email lifecycle at arOS, the AI agents that write newsletters, and the e-commerce flows where it all started. I wrote the emails, built the sequences and connected each one to the funnel it served.

Key decisions

EvidenceDecisionTrade-off
A launch has more objections than daysOne objection per email while the cart is openLong sequences and much more writing
People sign up for a live class and forget itFour emails on class day, at fixed momentsMore emails in a single day
Every funnel test at arOS brought a different leadEach new funnel got its own email trackMore sequences to maintain
Writing every newsletter by hand does not scaleThe newsletter became a step of the AI content workflowA human still reviews every send

Results

  • Our first launch with Bia Meneses passed R$100K in revenue
  • In our store, email flows converted better than our paid ads
  • At arOS, every funnel we tested ran with its own email sequence in GoHighLevel

What I learned

  • An email has one job. If it has two, it has none.
  • Answering objections does most of the selling. The countdown only closes.
  • The list is the one channel you own. Treat it like an asset.

Where email did the selling

Launches, a SaaS and a store.

Four places where email carried part of the sale: expert launches at the agency, the full lifecycle at arOS, AI agents that write newsletters, and the store where it all started.

What every program shares

  • A sequence for every funnel
  • One job per email
  • Objections answered in order
  • GoHighLevel, Mailchimp, MailerLite
  1. 01Launch sequencesWarm-up, class day, cart open, last hoursAll In · 2021 to 2024
  2. 02SaaS lifecycleA track for every funnel we testedarOS · 2025 to 2026
  3. 03AI that writes emailNewsletter as a step of the content workflowarOS · 2025 to 2026
  4. 04E-commerce flowsWhere email first beat paid adsAll In Commerce · 2021

01 · All In · 2021 to 2024

Launch emails that answer objections, one a day

At the agency we co-produced launches with five experts, and I coordinated all of them, email included. The structure I used: four emails a week during the warm-up, four on the day of the live class, then one objection per day while the cart was open, and two last calls. WhatsApp groups ran alongside. Our first launch with Bia Meneses passed R$100K in revenue.

Bia Meneses on Instagram

  1. Warm-up: content, class invite and more
  2. Class day: heads-up, one hour to go, we are live, where are you?
  3. Cart open: one objection per day, for seven days
  4. Last hours: 2 hours left, ends in 30 minutes
  5. Evergreen: the sequence keeps selling after the launch

Warm-up

Four a week

  1. Content
  2. Class invite
  3. Varied
  4. Varied

Class day

Four in one day

  1. Heads-up
  2. One hour to go
  3. We are live
  4. Where are you?

Cart open

One a day, seven days

  1. Objection 1
  2. Objection 2
  3. Objection 3
  4. Objection 4
  5. Objection 5
  6. Objection 6
  7. Objection 7

Last hours

Two last calls

  1. 2 hours left
  2. Ends in 30 minutes

WhatsApp groups ran alongside every phase. First launch with Bia Meneses: R$100K+ in revenue

The launch calendar I worked from, email by email

02 · arOS · 2025 to 2026

At arOS, every funnel had its email track

At arOS I wrote the emails and ran them in GoHighLevel. Email was not only the webinar launch: every new acquisition funnel we tested came with its own sequence, and the base kept hearing from us through lead nurturing, remarketing, news and product updates.

  1. Webinar: sign-up, reminders, live class, offer
  2. Remarketing for who did not buy
  3. Lead nurturing between offers
  4. News and product updates for the base
  5. A new email track for each funnel test

Webinar launch

  1. 01Ad
  2. 02Sign-up page
  3. 03Confirmation
  4. 04Reminders
  5. 05Live class
  6. 06Offer
  7. 07Replay and remarketing

Always on

  • Lead nurturing
  • Remarketing
  • News
  • Product updates

Written by me, sent with GoHighLevel

The webinar journey, and the tracks that ran all the time

03 · arOS · 2025 to 2026

AI agents that write newsletters in the brand’s voice

arOS runs a content workflow where one idea becomes many pieces, and the newsletter is one of its steps. I designed and evaluated the prompts behind the newsletter and email agents, and fed them a reference library of classic email copywriting so the output reads like a person, not a template.

  1. Brand DNA: audience, offer and voice
  2. One idea, one long-form piece
  3. Newsletter written by the agent
  4. Carousels, posts and scripts from the same idea
  5. A human reviews before anything goes out

In

  • Brand DNA
  • One idea

Reference library of email copywriting

Newsletter agent

Human review before sending

Out of the same idea

  • Newsletter
  • Carousel
  • LinkedIn post
  • Video script
Where the newsletter sits in the content workflow

04 · All In Commerce · 2021

The store where email first beat paid ads

In All In Commerce, our dropshipping store, the email flows converted better than our paid ads. That is where I learned that the list is the one channel you own. These are the core flows I set up for a store today, each with its own trigger and timing, and with rules so no one gets two flows for the same visit. We used Mailchimp and MailerLite.

  1. Welcome series
  2. Browse abandonment
  3. Cart abandonment
  4. Post-purchase
  5. Win-back

  1. 01

    Welcome series
    →
    Joins the list
    ◷
    3 to 4 emails over the first week

    Who we are, best sellers, first-order incentive

  2. 02

    Browse abandonment
    →
    Viewed a product, left
    ◷
    1 email, about an hour later

    The product they saw, with reviews

  3. 03

    Cart abandonment
    →
    Left items in the cart
    ◷
    1 hour, 1 day, 3 days

    Reminder, objections, incentive only at the end

  4. 04

    Post-purchase
    →
    Places an order
    ◷
    Order, delivery, two weeks later

    Thank you, how to use it, review, next product

  5. 05

    Win-back
    →
    No order in 60 to 90 days
    ◷
    2 to 3 emails

    What is new, a reason to come back

Flows exclude each other: whoever enters the cart flow leaves the browse flow

The core e-commerce flows: trigger, timing and the job of each email