How HexClad Built a $500M Funnel

Hey it’s Max from The Inbox Newsletter.

HexClad is doing $500 million in annual revenue.

They do this with one of the most commoditized products… cooking pans.

Here’s the exact funnel strategy they use and how you can rip their best ideas for your own brand.

Key Takeaways:

• HexClad runs over 700 ad creatives driving traffic into segmented landing pages.

• Their pop-up uses a micro-commit strategy that boosts opt-ins without upfront email asks.

• They offer discounts only on second purchases to maximize LTV and profit.

• HexClad’s funnel leans heavily on conversational SMS + email with layered personalization.

• Their end-of-sale pop-ups are smart, timely, and optimized for list growth—not just sales.

1. 700+ Ads → 3 Core Entry Points

HexClad currently runs 790 active Meta ads, which is insane.

Lots of testing and high frequency.

They all funnel traffic through 3 main pages:

• Top of Funnel → Education-Based Listicles: Why Chefs Swear By This Pan" style landing pages listing out why to use Hexclad. This is for education and TOF people who don’t know about the product yet. Example here.

• Middle of Funnel → PDP Direct Hits: For retargeting and middle of funnel traffic. Driving people in the consideration page just to their product pages where they can learn more or buy on the spot.

• Bottom of Funnel → Seasonal Sale Pages: Like their current “End of Summer” promo page to get people who need soem urgency and a discount to purchase.

2. Converting Traffic To Email Subscribers

On every page off of their site viewers they fire an email sign- up form immediately.

They know that email is much cheaper to get someone to convert than just blasting ads.

It’s a Micro-Commitment style pop-up… meaning it gets you to opt-in to a question BEFORE asking for your email.

First, it asks a fun question over an image of the pan (“Want $75 off your next purchase?”), then it asks for email… and then SMS.

This taps into behavioral psychology: the second “yes” (entering your email) is easier after the first.

Something creative is that their offer is for the second purchase, not the first

Meaning:

• No margin gets eaten upfront

• They incentivize repeat orders

• And LTV shoots up as people want to claim that discount

I’ve never tried this… but it is interesting for sure.

BONUS: They also will update their pop-ups for sales they have going on… like the summer sale example below. Great way to get more email sign-ups in periods you may be driving a lot more site traffic.

3. Welcome Flow That Educates and Converts

After opt-in, HexClad’s welcome email series over 2 months hits:

• Email 1: Clear offer + visual brand intro

• Email 2: Infographic on product benefits

• Email 3+: Social proof (with Gordon Ramsay), educational content, product recommendations

• SMS: Conversational messages from “Jesse” guide shoppers through what to buy via quiz-like prompts.

Each email is layered with product CTAs, category links, and gentle urgency around their second-purchase offer.

You can look at the whole sequence here, I laid it all out for you: Welcome Series »

The Bottom Line

This funnel hits all the bases.

Tons of traffic → Strong pop-up form for email capture → Banger educational welcome email / sms series to get the conversion.

This is what has allowed them to scale to this point.

If you want a similar system set up for your brand on the email / sms front, book a call with us here (we’ve done $150M in ecom sales).

Email Inspiration Of The Day

Brand:
Dagne Dover

Email Design:
https://drive.google.com/file/d/1Dm97TaDDPEq4tHQsHZl6_dT3dfJB1FFh/view?usp=sharing

Notes:
Great idea for this brand to show all the products that they can fit in their bag. Great example of helping customers VISUALIZE what your product can actually do.

Template of The Day

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run a 7-9 figure ecommerce brand and you want to have a free email strategy consultation, book a call here »

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