Good morning, Chase and Jimmy here.

Here's a question: how many of your customers buy from you more than once?

If you don't know the answer off the top of your head, that's a problem. Because that number matters more than your email open rates, your click-through rates, or how many people are on your list.

Retention marketing isn't about sending more emails or improving engagement. It's about answering one fundamental question: are people coming back?

If they're not, it doesn't matter how good your acquisition strategy is. You're just replacing customers instead of building a business that compounds over time.

The brands growing sustainably in 2026 have figured out six specific habits that turn one-time buyers into repeat customers. And none of them involve obsessing over email metrics.

Today we're breaking down what those habits are and how to build them into your strategy.

Also inside:
✔️ You don't need more content ideas. You need more leverage from the ones you have.
✔️ Knowledge drop: Instagram reels now let creators tag products directly
✔️ DTC wins: Andie made a Target run.

Let’s get into it.

You don't need more content ideas. You need more leverage from the ones you have.

Treating every channel like it needs original content is the fastest way to burn out your team. That's why Jay from AmpiFire is teaming up with Omnisend on April 21st; they're sharing their core strategy for repurposing content with intent and building an organic presence that compounds in 2026.

What you'll learn:

• How to turn one idea into 8+ high-performing formats without diluting the message

• A practical framework for distributing content across 300+ platforms (yes, really)

• How to align email, social, and organic strategy so they feed each other instead of competing for attention

→ Register free

*Sponsored

6 Retention habits that turn one-time buyers into repeat customers

Retention marketing gets talked about a lot, but most of the conversation stays surface-level. Open rates, click-through rates, maybe some vague talk about "increasing engagement."

That's not retention marketing. That's email vanity metrics.

Real retention marketing is about setting specific goals, tracking the metrics that actually predict revenue, and building systems that turn one-time buyers into repeat customers. Here's how to do it right.

Start by setting retention-specific goals

Here's what happens at most brands: acquisition gets clear, measurable goals (CAC, ROAS, spend targets), and retention gets... nothing. Or worse, it gets goals like "improve engagement" that don't mean anything.

If you're serious about retention, you need specific targets:

• Reduce churn rate by X% in the next quarter. What percentage of customers are buying once and never coming back? Set a goal to reduce that number.

• Increase repeat purchase rate to X%. How many customers buy more than once? That's the number you're optimizing for.

• Decrease average days between orders. The faster someone buys again, the more likely they are to become a repeat customer. Track this and work to shorten it.

These goals give you something to measure against and force you to focus on actions that actually drive retention, not just email activity.

Without clear retention goals, you're just sending emails and hoping something sticks. With them, you're building a system that compounds over time.

Track layer two metrics, not just opens and clicks

Open rates and click-through rates tell you if people are engaging with your emails. They don't tell you if your retention strategy is working.

The metrics that actually matter are one level deeper:

Repurchase rate. What percentage of customers buy more than once? If this number is low, your retention strategy isn't working, no matter how good your open rates are.

Average days between orders. How long does it take someone to buy again after their first purchase? The shorter this window, the better. If it's getting longer, something's broken.

Churn analysis. Who's leaving, when, and why? Segment your churn by customer type (high-value vs. low-value, one-time vs. repeat) and figure out where the biggest leaks are.

Customer lifetime value by cohort. Track LTV by the month or quarter someone became a customer. This shows you which acquisition channels and time periods bring in the most valuable long-term customers.

These metrics give you a real picture of retention health. If your open rates are high but your repurchase rate is flat, you've got a content problem, not a deliverability problem.

Retention isn't just email and SMS

Email and SMS are the most visible retention channels, but they're not the only ones. If your entire retention strategy lives in those two places, you're missing opportunities.

Here's what else drives retention:

Loyalty programs. Points, tiers, exclusive perks. When done well, loyalty programs give customers a reason to come back beyond just wanting your product.

Mobile apps. Push notifications, personalized recommendations, easy reordering. Apps create a direct line to customers that doesn't rely on email deliverability or SMS opt-ins.

Physical mailers. Yes, actual mail. For high-value customers, a personalized postcard or thank-you note can create more impact than another email.

Product inserts. QR codes, discount codes for next purchase, referral incentives. The unboxing experience is a retention opportunity most brands waste.

Each of these channels reinforces your brand and creates additional touchpoints that keep you top of mind. Don't rely on email and SMS to do all the heavy lifting.

Use retention insights to improve acquisition

Retention and acquisition aren't separate strategies. They feed into each other.

Here's how retention data improves acquisition:

Pop-ups and welcome flows aren't just retention tools. They're the first interaction with new customers. Test different angles, offers, and messaging, then share what's working with your acquisition team so they can use those insights in ad creative and landing pages.

Customer feedback reveals what messaging resonates. If certain product benefits or value props drive repeat purchases, your acquisition team should be leading with those in ads. Create a feedback loop so retention learnings inform acquisition strategy.

High-LTV customer profiles guide targeting. If you know which customer segments have the highest lifetime value, your acquisition team can optimize for those profiles instead of just optimizing for lowest CAC.

Retention teams often operate in a silo. Break that down. Share what's working, what's not, and what you're learning about customer behavior. Acquisition will perform better when they understand what actually drives long-term value.

Build internal feedback loops across teams

Retention marketing works best when it's connected to the rest of the business, not isolated in the marketing department.

Here's what that looks like in practice:

Connect retention and customer service. Customer service hears complaints, product issues, and frustrations before anyone else. Create a system where those insights flow back to retention and product teams so you can address problems before they turn into churn.

Share insights with the product team. If customers aren't reordering a specific product or category, that's a product problem, not a marketing problem. Maybe the quality isn't there, the price point is off, or the product doesn't solve the problem they thought it would. Make sure product teams see retention data and understand how their decisions impact repeat purchase behavior.

Loop in acquisition. As mentioned earlier, retention insights should inform acquisition strategy. High-performing email angles, messaging that drives repeat purchases, customer objections that come up in surveys: all of this is valuable for acquisition teams.

The faster you can identify issues and share learnings across teams, the faster you can fix problems and capitalize on what's working.

Test new technologies, but don't let them run the strategy

AI, predictive analytics, advanced segmentation tools: there's no shortage of new technology promising to revolutionize retention marketing.

Some of it works. A lot of it doesn't.

Here's the right approach: test new tools quickly, measure their impact, and kill what doesn't work. Don't commit to a year-long implementation of a platform just because it's trendy.

Use technology to enhance your process and free up time for strategic work. Don't use it as a replacement for thinking.

What retention marketing actually looks like when it's working

Retention marketing isn't about sending more emails. It's about creating a system that turns first-time buyers into repeat customers, and repeat customers into advocates.

When it's working, you'll see:

• Repeat purchase rates climbing quarter over quarter

• Time to second purchase shortening

• Churn rates dropping, especially among high-value customers

• Customer lifetime value increasing across cohorts

• Revenue from repeat customers growing as a percentage of total revenue

If those metrics are moving in the right direction, your retention strategy is working. If they're flat or declining, it doesn't matter how good your email open rates are. Something's broken.

Here's what to focus on:

• Set clear, measurable retention goals (not just engagement goals)

• Track metrics that predict revenue (repurchase rate, LTV, churn), not just email activity

• Build retention touchpoints beyond email and SMS

• Share retention insights with acquisition, product, and customer service teams

• Test new technologies, but keep strategy decisions in human hands

Retention is where sustainable growth comes from. Acquisition gets you the customer. Retention determines whether they're worth the cost of acquiring them. Get both right, and you've got a business that compounds over time instead of burning cash to replace churned customers.

Growing profitably in 2026 isn't about having the biggest acquisition budget. It's about figuring out how to keep the customers you already have.

Knowledge drop:

Meta is rolling out product tagging for Instagram Reels, letting creators link up to 30 items directly in their videos; no more "link in bio" workarounds. The feature shrinks the gap between discovery and purchase, and eligible creators can also earn commissions through affiliate partnerships with Amazon, eBay, and Temu. Currently in testing across five markets, with a wider rollout expected this spring.

Instagram post

DTC wins:

The fit-first DTC swimwear brand is bringing 49 exclusive swim and ready-to-wear styles to all 2,000 Target stores; sizes XS–3X, starting at $32. Known for past sellout collabs with Demi Moore and Mindy Kaling, Andie is now reaching more women than ever without compromising on the quality and fit that built its loyal following.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me, always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey, it's Chase and Jimmy here.

Loyalty programs are built on making members feel special – early access, exclusive perks, personalized experiences.

Olive & Piper leaned into this with their "Thank You Sale," positioning 30% off as gratitude for O&P Club members instead of just another discount.

The framing is smart. It creates exclusivity and makes the sale feel like a reward, not a revenue grab.

But the execution didn't match the strategy. Six emails across the campaign used nearly identical hero images, similar product selections, and messaging that stayed static from early access through final hours.

When the creative doesn't evolve, even the best loyalty positioning starts to feel repetitive instead of rewarding.

Today we're breaking down what Olive & Piper gets right about loyalty-driven sales and where fresher creative could have kept the momentum strong.

Also inside:
✔️ Omnisend analyzed 717 agencies to understand what separates top performers
✔️ The drop zone: New from Dollar Shave Club + Hot Ones

Let’s jump in👇

Omnisend analyzed 717 agencies to understand what separates top performers. Hint: it's not more campaigns or bigger budgets.

What did Omnisend find? The top 10% aren't working harder; they're working in systems. Complete lifecycle automation that runs without constant manual effort, not just endless campaign calendars.

Here's what that looks like:

• Top agencies launch automations in 8 days; they capture revenue while average agencies are still "getting set up"

• They run 5+ automations per client, covering the full customer journey instead of just cart recovery

• SMS isn't an experiment for them; it's standard, and it drives 202% more revenue than email-only strategies

• They test constantly (192% higher revenue) because optimization is built into the process, not a quarterly project

The gap doesn't come from one big decision; it comes from layering small improvements (SMS, testing, deeper automation) that compound over time.

Learn how the top agencies are driving 109% more revenue per subscriber.

→ Read the full study

*Sponsored

Olive & Piper Thank You Sale: When loyalty messaging can't compensate for creative fatigue

Olive & Piper sells accessible fine jewelry with a focus on everyday elegance and trend-forward designs. Their "Thank You Sale" positions 30% off as gratitude for O&P Club members (their loyalty program), creating exclusivity around what could be a standard sitewide discount.

Across their email flow spanning early access to final day, the campaign uses O&P Club exclusivity framing, loyalty-driven messaging, and countdown urgency. But creative repetition undermines the campaign's momentum and risks subscriber fatigue.

Here's what Olive & Piper attempts strategically, where execution falls short, and what jewelry and lifestyle brands can learn from this loyalty-focused but creatively stagnant approach.

1. 30% Off — Early Access Starts Now

Focus: Loyalty program early access with club exclusivity framing

Why This Works:

• "O&P Club Exclusive Early Access" positioning makes loyalty members feel valued and prioritized

• "Our way of saying thank you" frames discount as gratitude rather than sales pressure

• "Shop before anyone else" creates temporal exclusivity even though discount is same

• "Because you're in the Club" section reinforces membership benefits and community belonging

• Category grid (Fresh and New, Bestsellers, Wedding Season, Back by Demand) provides clear navigation paths

• Trust badges (Free Shipping, Easy Returns, Shop Now Pay Later, O&P Club) address common purchase objections

Opportunities for Improvement:

• Early access offers same 30% discount as public launch, missing opportunity for tiered exclusivity (35% for members, 30% for everyone else would create real differentiation)

• "Fresh and New" and "Back by Demand" categories overlap conceptually and create navigation confusion

• No indication of when early access ends or when sale goes public, reducing urgency to shop immediately

• Social proof absent despite jewelry being highly visual and share-worthy category

2. Get early access to 30% off

Focus: Early access reminder with identical creative

Why This Works:

• Maintains consistent "O&P Club Exclusive Early Access" messaging for members who missed first email

• Category navigation identical to previous email creates familiarity

Opportunities for Improvement:

• Email is pixel-for-pixel identical to previous send except subject line

• No new information, product highlights, or messaging angles to justify second touch

• Subscribers who opened first email gain nothing from this repeat

• Wastes opportunity to showcase different product categories or customer stories

3. 30% Off Starts Now

Focus: Public launch with product spotlights

Why This Works:

• "This one's for you" personalizes broad discount launch

• Specific product callouts (Serena Drops, Nocilla Bracelet, Porter Cluster Studs, Dora Ring, Esse Pendant, Sydney Studs) give overwhelmed shoppers clear starting points

• "Shopping for something special?" wedding shop callout creates occasion-based navigation

• Lifestyle imagery shows jewelry worn rather than just product shots

Opportunities for Improvement:

• Hero image and gradient background identical to early access emails despite moving from exclusive to public phase

• Product selection appears arbitrary; no bestseller indicators, trending signals, or editorial curation

• Six random products without context (why these? what makes them special?)

• Wedding shop callout feels disconnected from main sale messaging

4. Still time to enjoy 30% off

Focus: Mid-campaign reminder with inventory signals

Why This Works:

• "Pieces you'll keep reaching for" positions jewelry as wardrobe staples rather than trendy impulse buys

• Category buttons (Best Sellers, Now Trending, Back in Stock, Leaving Soon) create urgency through different scarcity angles

• Specific product highlights (Cleo Ring, Clemence Studs, Flowen Drops, Vivi Drops) with lifestyle photography show pieces in context

• Mix of product shots and worn imagery helps shoppers visualize purchases

Opportunities for Improvement:

• Four category buttons create decision paralysis without guidance on which is most important

• "Leaving Soon" creates urgency but email doesn't specify what's leaving or when

• Product selection overlaps with previous email (different styles but same photography approach)

• No actual inventory levels or popularity metrics despite scarcity framing

• Product highlights lack context or curation rationale (are these bestsellers? customer favorites? stylist picks? editor selections?) and would benefit from UGC or social proof showing real customers wearing these pieces

5. This is your sign

Focus: Penultimate urgency with countdown timer

Why This Works:

• "Thank You Sale Ends Tomorrow" creates clear deadline urgency

• Countdown timer (00:00:00:00 for days/hours/minutes/seconds) makes deadline tangible

• "Before the favorites disappear" messaging implies inventory scarcity without false claims

• "Still time to get something you love" focuses on shopper benefit rather than brand urgency

• Specific product grid (Chloe Pendant, Serena Drops, Eden Earrings, Rue Drops, Sylvie Ring, Remi Studs, Mini Chloe Bracelet) with names helps recall

Opportunities for Improvement:

• "Ends Tomorrow" needs specific time and timezone for effectiveness

• Countdown timer shows zeros (not yet activated or placeholder); confusing and undermines urgency

• Product selection repeats items from previous emails (Serena Drops appearing again)

• No new angle or added value beyond "tomorrow is last day"

• Visual repetition continues with same gradient backgrounds and photography approach

6. Goodbye — this sale ends tonight

Focus: Final hours with last-chance product highlights

Why This Works:

• "Thank You Sale: Final Day" creates definitive ending framing

• "One last chance to shop your favorites" acknowledges shopper familiarity with products

• "Today's the final day. Enjoy 30% off sitewide before the door closes." maintains gratitude tone through final send

• "Too good to pass on" product showcase (Iris Drops, Roni Hoops, Vale Ring, Cleo Ring, Elora Drops) attempts to drive last-minute conversions

• Split product/lifestyle imagery shows versatility

Opportunities for Improvement:

• "Ends tonight" still lacks specific time; when tonight?

• Hero image nearly identical to previous five emails with minimal variation

• Product selection heavily overlaps with penultimate email (Cleo Ring, Vale Ring appear again)

• Final email should feel urgent and different; instead feels like yet another reminder

• No sold-out warnings, low stock indicators, or popularity metrics despite final hours

• Missing opportunity to showcase "last chance" items that won't return

What Olive & Piper Gets Right

Loyalty Exclusivity Creates Perceived Value: O&P Club early access framing makes loyalty members feel prioritized even though discount eventually goes public.

Gratitude Messaging Softens Sales Pressure: "Thank you" positioning feels less aggressive than standard promotional messaging.

Trust Badge Integration Addresses Objections: Consistent display of free shipping, easy returns, payment options throughout campaign.

Where Execution Could Sharpen

Creative Repetition Kills Momentum: Identical or near-identical hero images across six emails creates visual fatigue and makes every send feel like a duplicate.

Product Selection Recycles Constantly: Same jewelry pieces appear repeatedly across multiple emails without new context or framing.

Missing Founder Connection: "Thank You Sale" positioning begs for personal gratitude from brand founders, but campaign lacks any plain-text email or founder note that would make appreciation feel genuine rather than transactional.

Zero Social Proof Integration: Jewelry is highly visual and socially driven category—complete absence of customer photos, reviews, or testimonials is glaring miss.

Urgency Lacks Specificity: "Ending soon," "tomorrow," "tonight" messaging never includes actual times or timezone details.

Messaging Evolution Nonexistent: Campaign messaging stays static from early access through final hours with no escalation, new angles, or added value.

Final Takeaway: Loyalty Framing Can't Save Lazy Execution

Olive & Piper understands the strategic value of positioning sales as loyalty rewards rather than desperate discounting. The "Thank You Sale" framing and O&P Club exclusivity create goodwill and perceived value.

But creative repetition and messaging stagnation completely undermine strategic intent. When subscribers see the same hero image, similar product selections, and identical messaging six times in one week, the campaign feels like spam rather than curated member benefit.

Loyalty-driven campaigns require even more creative sophistication, not less. Members deserve fresh content, diverse product showcases, and evolving messaging that respects their inbox and rewards their attention.

Key Takeaways for Brands

• Loyalty exclusivity framing adds perceived value but requires creative diversity to maintain engagement

• Refresh hero imagery, product selection, and messaging angle with each send; repetition kills campaign momentum

• Integrate social proof (customer photos, reviews, testimonials) especially in visual categories like jewelry

• Specify exact sale end times with timezone for maximum urgency effectiveness

• Evolve messaging from launch through final hours; each email should offer new value or angle

• Use inventory signals, popularity metrics, or editorial curation to guide product selection rather than arbitrary repetition

• Balance loyalty gratitude messaging with clear commercial CTAs and product showcase 

Meme drop:

Be so fr.... it never gets old ;)

The drop zone:

Dollar Shave Club extends the no-BS promise to women.

For over a decade they've been cutting out the gimmicks for men; now they're doing the same for women. Razors, shave butter, sugar scrub, body balm, all Cashmere Santal scented and priced $5–$10.

Hot Ones' new launch comes just in time for BBQ season.

Four flavors (Original Hot, Smoky Serrano, Hot Honey, and Caribbean) rolling out now online and at Walmart.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with us, it’s always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey, it's Chase and Jimmy here.

We've been testing AI tools for email marketing over the last year – copy generators, design assistants, segmentation models, send-time optimization, all of it.

Here's what we learned: AI is incredibly good at making you faster. It's terrible at making you interesting.

It can draft 10 subject line variations in seconds, but they all sound like they came from the same template. It can generate email designs quickly, but they look like every other AI-generated email. It can analyze your data and surface patterns, but it can't tell you what to do about them.

The real value of AI isn't in replacing the work. It's in handling the repetitive stuff so you can focus on the parts that actually matter – strategy, creativity, and building genuine connections with your audience.

Today we're breaking down exactly where AI earns its keep in email marketing and where it just wastes your time.

Also inside:
✔️ Spring clean your retention strategy w/ $450 off eCom Email Certified
✔️ Inside the send: How Olaplex makes routine feel like ritual
✔️ Quick clips: This week's top eCom news stories

Let’s dive in.

Spring clean your retention strategy w/ $450 off eCom Email Certified

Q1 is in the rearview. If your email and SMS programs are still running on last year's flows, Q2 is going to expose it (and fast).

That's where eCom Email Certified comes in. It's the only certification built specifically for ecommerce email and SMS marketers, taught by operators who've actually moved the numbers.

What you'll get:
- The retention playbook used by 8 and 9-figure DTC brands
- Frameworks for welcome flows, abandoned cart, post-purchase, and winback
- Segmentation strategies that actually move open rates and revenue per recipient
- Hands-on breakdowns of real campaigns (not theory)
- Lifetime access to the course, updates, and the certified community

It's normally $997. Right now it's $450 off with code: SPRING

This one closes Sunday, April 19th at 11:59 PM PT. After that, it's back to full price.

→ Get certified with code SPRING

AI Hit or Flop? 6 Ways AI Actually Wins in Email Marketing

AI is everywhere in email marketing right now. Brands are using it to write copy, generate designs, personalize content, and automate flows. And most of it feels exactly the same.

That's the problem.

AI can be a powerful tool for email marketers, but only if you know where it actually helps and where it just creates more generic noise. The key is using AI to enhance your process without letting it replace the creativity and authenticity that make your brand worth reading.

Here's how to use AI strategically in email marketing without sounding like every other brand in the inbox.

Know where AI actually helps (and where it doesn't)

AI is a double-edged sword. It can streamline processes, speed up production, and surface insights you'd miss manually. But it also creates lazy, forgettable content when you use it as a replacement for thinking.

Here's where AI excels:

Data analysis and segmentation. AI can identify patterns in customer behavior, predict churn, and surface high-value segments faster than any human could. Use it to understand what's happening in your data, not to tell you what to do about it.

Design ideation and iteration. Tools like Gemini can draft visual concepts quickly, which means you can test more ideas faster. But you still need human oversight to make sure the designs align with your brand and actually work.

Process automation. AI can handle repetitive tasks like A/B testing subject lines, optimizing send times, and populating dynamic content blocks. This frees up your time for the strategic work that actually moves the needle.

Here's where AI falls flat:

Writing authentic copy. AI-generated copy sounds generic because it's trained on generic inputs. It doesn't understand your brand voice, your customers' inside jokes, or the nuance that makes messaging memorable. Use AI for research and ideation, not final drafts.

Making strategic decisions. AI can't tell you whether an offer is right for your brand or if now is the time to send it. Those are judgment calls that require understanding your business, not just your data.

Creating emotional connection. The best email marketing feels personal. AI can't replicate empathy, humor, or the human touch that builds relationships.

Use AI where it's strong. Lean on your own judgment everywhere else.

Use AI for design speed, not design quality

AI design tools can generate concepts in seconds, which is useful for brainstorming or testing multiple directions quickly. But speed doesn't equal quality.

The workflow that works: use AI to draft visual ideas, then let a designer refine them. AI gets you to the first 60-70% faster, but the last 30% is what makes a design actually good. That's where human judgment, brand alignment, and aesthetic sensibility come in.

If you're using AI to skip the designer entirely, your emails are going to look like AI-generated emails. And people can tell.

Let AI assist your copywriting, not replace it

AI can help with research, idea generation, and drafting variations. But it shouldn't be writing your final copy.

Here's a better workflow:

• Use AI to generate 10 different subject line angles, then pick the best one and rewrite it in your voice

• Ask AI to outline a campaign structure, then write the actual emails yourself

• Feed AI your past high-performing emails and ask it to identify patterns, then apply those insights to new campaigns

The key is keeping AI in the assistant role. It can speed up your process, but it can't replace the creativity and brand knowledge that make copy actually convert.

Build non-promotional, interactive campaigns that drive engagement

One of the most effective strategies in email marketing right now is non-promotional, click-based campaigns. These aren't sales emails. They're interactive experiences that engage people and build affinity without asking for a purchase.

Here's an example: create a flowchart-style email that guides readers through a series of relatable choices. Each click takes them to a new page or result that feels personalized to their answers. It's interactive, it's fun, and it gets people engaging with your brand without feeling like they're being sold to.

This works because:

• It's different from the promotional emails flooding their inbox

• It creates a personalized experience without heavy data requirements

• It builds engagement and brand affinity, which pays off in future campaigns

• People are more likely to click when it's not tied to a purchase decision

The key is making the content emotionally resonant and genuinely interesting. If it feels like a quiz just to collect data, people won't engage. But if it feels like something they'd actually want to do, click-through rates skyrocket.

Capitalize on cultural moments when attention is available

Timing matters. There are moments when people are distracted, bored, or actively looking for something to do. That's when your emails have the best shot at cutting through.

One example: the Super Bowl halftime sale. During halftime, millions of people are on their phones, disengaged from the game, and open to distractions. A well-timed email with a short-window offer can drive massive engagement because you're reaching people when they're already looking for something to do.

This strategy works for any cultural moment where attention is available:

• Halftime during major sports events

• Commercial breaks during big TV finales

• Waiting periods during live events

• Downtime during holidays or long weekends

The trick is identifying when your audience is most receptive and timing your send accordingly. Don't just send when it's convenient for you. Send when they're actually paying attention.

Use recent data, not old data

A lot of brands are feeding AI models with historical data from the last year or two, hoping to uncover insights. The problem? Old data reinforces old strategies, and customer behavior changes fast.

Instead, focus on recent data from the last 30, 60, or 90 days. This gives you a more accurate picture of what's working right now, not what worked six months ago.

AI is great at analyzing large datasets quickly, but if you're feeding it stale data, you're just automating outdated tactics. Use AI to analyze recent behavior, identify emerging patterns, and adjust your strategy in real time.

Prepare for AI-powered inboxes and personal assistants

Email marketing is about to get more complicated. As AI-powered personal assistants become more common, you might not be writing just for human readers anymore. You'll be writing for AI agents that filter, prioritize, and summarize emails on behalf of users.

What does that mean for email marketers?

Clarity and structure matter more than ever. If an AI assistant is scanning your email to decide whether it's worth showing to the user, vague or overly clever copy won't work. You need clear subject lines, structured content, and obvious value propositions.

Personalization becomes even more critical. Generic emails will get filtered out. Emails that feel relevant and timely will make it through.

Data quality and segmentation become competitive advantages. The better your data, the more targeted your messaging, the more likely you are to bypass AI filters and reach the actual person.

This shift is coming. The brands that prepare now will have an advantage over the ones that ignore it.

Use AI to enhance your process, not replace your thinking

AI is a tool. It can make you faster, more efficient, and more data-driven. But it can't replace the strategic thinking, creativity, and brand knowledge that make email marketing actually work.

Here's the right way to use AI in email marketing:

• Let AI handle repetitive tasks so you can focus on strategy

• Use AI to surface insights from data, then make decisions based on your judgment

• Ask AI to generate ideas and variations, then refine them in your voice

• Use AI to speed up design and copywriting processes, but keep humans in the loop for quality control

Winning with AI isn't about automating everything. It's about using it strategically to enhance what you're already doing well. The human element is still what makes email marketing effective. AI just makes the process faster and smarter.

Don't let AI write your emails. Let it help you write better emails.

Inside the send: How Olaplex makes routine feel like ritual

Inboox's AI Breakdown unpacked this seasonal routine email and found what clicked:

• "Consistency is Key" hook that taps into real customer behavior (not just product pushing)

• Step-by-step visual layout that makes a multi-product routine feel doable, not overwhelming

• Footer stacked with bundles, discounts, and social links; multiple paths to convert

It also spotted easy wins like sprinkling in customer testimonials to add proof, highlighting results per product (not just steps), and sharpening mobile optimization so it looks just as good on the scroll.

That's the power of Inboox. Access 1.5M+ real Shopify emails, get instant AI breakdowns on what works (and what doesn't), plus send-time data, full HTML, and more.

→ Start your free trial at Inboox.ai

Quick Clips:

• Another fee on your Amazon bill: Amazon is adding a 3.5% fuel and logistics surcharge to FBA fees starting April 17, averaging about $0.17 per unit; and sellers have no great alternatives since UPS, FedEx, and USPS are all doing the same. The bigger concern? Amazon pulled a similar "temporary" surcharge in 2022 and eventually rolled it into standard fees permanently, so don't count on this one going away.

• Retailers have a tariff cheat code & (shocker) Congress wants it gone: The "First Sale" rule lets importers pay duties based on the original manufacturer price rather than the final sale price, which can mean a huge difference when middlemen are involved. It's been legal for decades, but a new bipartisan Senate bill wants to close what critics call a loophole; while retailers argue it's a transparency-promoting, fully legal cost management tool.

• Vacation's got a big new backer: Sun care brand Vacation just landed a $70M investment from VMG Partners (the same firm that backed Sun Bum before its $400M exit) at a $210M valuation. The brand has serious buzz and a cult following, but analysts say the real test is whether it can move from vibe to everyday staple in a category that's increasingly won on formulation, not just aesthetic.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey it’s Chase and Jimmy here!

Is green juice really worth the blender cleanup, the chalky taste, and the fridge space? Kind Patches doesn't think so.

This launch email for their Super Green product is structured around comparison. Instead of just telling you what Super Green does, they spend most of the email explaining why the patch format beats the powder format. It's a smart move when you're introducing something unfamiliar to people who already have a solution they're used to.

Let's break down what's working and where there's room to improve.

Also inside:
✔️ Six months from now you're going to look back at your email program and barely recognize it.
✔️ You're bleeding money on ads while your best customers sit there... make it make sense.
✔️ Hiring vault: 6 New retention marketing job ops

Let’s get into it.

Six months from now you're going to look back at your email program and barely recognize it.

The campaigns will be consistent. The welcome flow will actually convert. You'll have a system you trust instead of a calendar you dread.

And when someone asks how you turned your list into a real revenue channel you'll point to the moment you stopped guessing and started working from a proven playbook.

That's what the eCom Retention Vault does.

50 proven campaigns built from watching $200M+ flow through email and SMS across thousands of eCom brands. Real signup forms, welcome emails, and SMS examples from 20+ top performing brands. Copywriting frameworks the best teams use to ship at scale. Design principles pulled from 10,000+ high performing campaigns. And a private community of 350+ retention marketers who are building the same thing you are.

The version of you that has all of this looks a lot different than the version still figuring it out alone.

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Kind Patches' Super Green launch: Positioning a new product by attacking the alternative

Kind Patches' Super Green launch: Positioning a new product by attacking the alternative

Kind Patches launched their Super Green product, and instead of just listing what it does, they built the entire email around why patches beat green drinks.

No blender cleanup. No chalky taste. No prep time. Just stick it on and go.

It's a smart positioning play when you're introducing an unfamiliar product format to people who already have a solution they're used to. The comparison chart makes it impossible to miss the point.

The positioning is strong and the urgency feels real, but the execution leaves conversions on the table. No pricing anywhere, no social proof backing up the claims, and no details about subscription terms to reduce friction.

Today we're breaking down what makes this comparison approach work and where adding trust signals could drive more sales.

Header Block

The top of the email introduces the new product with urgency and clear positioning.

What We Love

• The "Limited Stock - New Super Green Patches" banner creates immediate urgency. You know this is a launch and it might sell out, reinforced by the prominent limited stock badge.

• "Meet Super Green!" with the exclamation point adds energy, and the tagline "A new kind of Greens routine" positions this as an upgrade to what people already do.

• The hero image shows the product on skin. You see exactly how it works and where it goes, which removes confusion about what a "patch" actually means.

• The intro copy hits benefits and differentiation in one block. "Wear your greens instead of drinking them. Super Green is a plant-based patch that delivers daily antioxidants, energy, and nutrient support without the bitter green drink." Then pushes urgency: "Our first drop is tiny, so grab yours now."

• The CTA is clear. "Shop Super Green" tells you exactly what you're clicking to do.

What We'd Do Differently

• There's no pricing. Adding "Starting at $X" would help people decide faster and reduce surprise at checkout.

• The hero image could show lifestyle context. Right now it's a hand holding a plant with patches on the wrist. Showing someone working out, traveling, or in their daily routine would make the use case more concrete.

Body Block

Here's where they make the case for patches over drinks with a comparison chart, then close with a subscription offer.

What We Love

• "Wear your greens, don't drink them" is a perfect section header. It reinforces the core message again.

• The subhead addresses skepticism. "Same daily support, none of the 'just chug it' moments." This acknowledges that green drinks aren't pleasant and positions patches as the solution.

• The comparison chart is genius. No taste, no blender, no prep, gentle on digestion. Each row shows patches winning with a green checkmark vs. drinks losing with a red X. It's impossible to miss the point.

• The visual is clean and scannable. You can process this in three seconds without reading any body copy.

• "Subscribe and get free Energy Patches" is a clear value prop. You know exactly what you're getting and why subscribing matters, with the yellow highlight drawing your eye immediately.

• The subscription offer bundles Smart. "Daily greens plus an extra strong energy boost" connects two products in a way that makes sense together.

What We'd Do Differently

• The chart feels a little one-sided. Adding one benefit that drinks have (like "Hydration" or "Fiber") would make it feel more credible instead of purely marketing.

• There's no CTA after the comparison. You just made a compelling case for patches, but there's no "Try Super Green" button right there to capitalize on that momentum.

• No social proof. Customer testimonials or reviews about the patch format would add credibility to these claims.

• The subscription section lacks details. Adding one line of benefits or reassurance would reduce friction.

• No pricing anywhere. Showing the monthly cost or the savings vs. one-time purchase would help people decide.

Footer Block

Kind Patches wraps up with minimal navigation and legal info.

What We Love

• The footer is clean and uncluttered. It doesn't compete with the main message.

• Legal disclosures are present and accessible.

What We'd Do Differently

• There's no navigation to other products. If someone isn't interested in Super Green but wants to explore other patches, they have no clear path.

• No trust signals. Adding "Free shipping," "Easy returns," or "Satisfaction guaranteed" would help hesitant buyers take the next step.

• No social links. For a product this visual, Instagram and TikTok would be natural places to show the patches in action.

Where This Email Works

Let's zoom out and see where this fits in the bigger email strategy.

New Product Launches: This is a textbook launch email. Clear positioning, urgency, comparison to existing solutions, and multiple CTAs.

Re-engagement Campaigns: New product launches are great for identifying who's still interested. Seeing who opens and clicks on "what's new" helps segment active vs. dormant subscribers.

Category Education: Great for introducing an unfamiliar product format (patches) by comparing it to something people already know (green drinks).

Health and Wellness Audiences: Perfect for people who already take supplements but are looking for more convenient options.

Final Thoughts: Strong positioning, needs more trust signals

This email does a great job of making patches feel like the obvious choice over green drinks. The comparison chart is clear, the urgency is real, and the subscription offer adds value.

But it's leaving some conversions on the table. There's no pricing anywhere, no social proof to back up the claims, and no reassurance about subscription terms. Adding customer reviews, showing prices, and explaining subscription details would help convert more interested browsers without losing the strong positioning angle.

3 Quick Wins to Steal Next Time

✓ Use comparison charts to position new products against familiar alternatives
✓ Create launch urgency with limited stock callouts, not just countdown timers
✓ Bundle new products with bestsellers in subscription offers to increase perceived value

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• Post-purchase email sequences convert 22x better than standard marketing emails

• Automated SMS gets 147% higher click rates and 118% better conversions than campaigns

• Lifecycle segmentation treats VIPs, at-risk customers, and one-time buyers differently—not the same generic blast

• Replenishment reminders prevent customers from running out and buying from competitors

• Exit-intent popups and cart abandonment flows recover 87% of all automated orders

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The Hiring Vault

• Senior Manager, Lifecycle Marketing, Los Angeles Metropolitan Area: Birdy Grey

• Retention Marketing Manager, Los Angeles, CA: Everlane

• Sr. Lifecycle Marketing Manager, Los Angeles, CA: Frank & Eileen

• Senior Lifecycle Marketing Strategist, Activation & Conversion, Pleasant Grove, UT: Pura

• Lifecycle & CRM Marketing Manager, Chicago, IL: Purple Carrot

• Digital Marketing Associate, Lifecycle & CRM, New York, NY: Ralph Lauren

That's a wrap for today!

Appreciate you hanging with Chase and me. We hope you found something you can put to work ASAP.

If you did, don’t keep it to yourself! Send ecomemailmarketer.com to your favorite DTC marketer and get them in on the action.

Catch you next time!

🤘 Jimmy Kim

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey, it's Chase and Jimmy here.

When you're running a sale, there are endless ways to structure the offer – flat discount, free gift with purchase, free shipping threshold, BOGO, single-item promo codes.

Native chose tiered discounts: 20% off $35+, 25% off $50+, 30% off $60+.

It's one of the smartest plays for driving cart value because it creates a natural incentive to add products without training customers to wait for deeper blanket discounts.

The structure is solid and the category-specific emails help reduce browse paralysis, but the execution leaves conversions on the table. Urgency lacks specifics, product curation feels random, and the final emails just repeat the launch creative instead of escalating urgency.

Today we're breaking down what Native gets right about tiered discounts and where sharper execution could drive more revenue.

Also inside:
✔️ Get out of Gmail Promotions Jail for Life
✔️ The drop zone: New from Perfect Snacks and Create

Let’s jump in👇

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Native Spring Clean Sale: Tiered discounts and category deep-dives that make routine refresh feel intentional  

Native sells natural personal care products (deodorant, body wash, shampoo, sunscreen) positioned around ingredient transparency and accessible pricing. Their spring sale doesn't just discount; it uses tiered pricing to drive cart value and category-specific emails to guide shoppers through routine building.

Across their email flow spanning launch to final hours, the campaign uses "spring clean your routine" framing to justify seasonal product swaps, visual segmentation by category to reduce browse paralysis, and consistent tiered discount messaging (20% off $35+, 25% off $50+, 30% off $60+) to incentivize higher cart values. It's a sale that feels less like clearance and more like intentional routine curation.

Here's what Native executes strategically, where messaging could sharpen, and what personal care brands can learn from this category-driven approach.

1. SPRING CLEAN SALE IS HERE

Focus: Launch announcement with tiered discount introduction and category navigation

Why This Works:

• Tiered discount structure (20%/25%/30% at $35/$50/$60 thresholds) creates clear incentive to add more items rather than single-product purchases

• "Spring clean your routine! Switch to feel-good staples that work with up to 30% off." connects discount to seasonal behavior change, not just price hunting

• Category grid (Deodorant, Body Wash, Skincare, Hair) with product imagery reduces decision friction by letting shoppers start with familiar need

• "2 gifts with orders $65+" adds non-discount incentive at higher cart value

• Clean, pastel aesthetic reinforces "fresh start" spring messaging

Opportunities for Improvement:

• Hero section shows three products but doesn't indicate which categories they represent or why they're featured

• "New & Noteworthy" section feels visually busy with text overlayed on product imagery, making it harder to scan

• No social proof (reviews, ratings, customer testimonials) to validate purchase decisions for uncertain shoppers

• "New & Noteworthy" section competes with category navigation rather than supporting it

2. Spring Sips On Sale: Boba Cafe

Focus: Single collection spotlight (Boba Cafe scents)

Why This Works:

• "Save on Spring Sips" headline creates playful connection between beverage-inspired scents and seasonal refreshment

• Vertical scroll format showcases five Boba Cafe products (Aluminum-Free Deodorant, Sulfate-Free Body Wash, Sulfate-Free Hair Care, Silicone-Free Lotion, Sulfate-Free Hand Soap) with individual benefit callouts

• Ingredient transparency messaging ("aluminum-free," "sulfate-free," "silicone-free") reinforces brand values without preaching

• Hand-in-product imagery shows scale and usage context

Opportunities for Improvement:

• No CTAs throughout vertical scroll. First shop button appears quite low in email, reducing conversion opportunities

• Missing product pairing suggestions (pair Boba Cafe body wash with matching lotion, or deodorant with hand soap for cohesive scent experience)

• No guidance on which products work best together within collection or how to build complete Boba Cafe routine

3. Save on your hair's spa day!

Focus: Category-specific deep-dive (Hair Care)

Why This Works:

• "Your Hair's VIP: On Sale" headline creates aspirational framing around routine category

• "Choose Your Adventure" grid segments by hair concern (Moisturizing for Dry Hair, Strengthening for Breakage, Volumizing for Flat Hair, Scalp Detox for Build-Up, Full & Thick for Thin Hair, Curl Care for Curly Hair) helping shoppers self-diagnose need

• Product duos shown together (shampoo + conditioner) establish natural purchasing pattern

• Concern-based navigation more effective than ingredient or scent-based for hair care category

Opportunities for Improvement:

• Six hair concern options may still overwhelm decision-making despite being more targeted than full catalog

• No CTAs on individual concern categories; shoppers interested in specific solution must scroll to find generic shop button

• No indication of which products are most popular within each concern category to guide choice

4. Save on Mineral Sunscreen for Spring

Focus: Single product spotlight (Mineral Sunscreen launch)

Why This Works:

• "Try our new & improved Mineral Sunscreen while it's on sale!" connects product newness to timely purchase justification

• "No B.O.S.* Here!" messaging (No Oxybenzone, No chemical boosters) differentiates from chemical sunscreens without requiring deep ingredient knowledge

• Scrollable product showcase format displays six lotion/spritz variants with scent and format variety

• Beach lifestyle imagery reinforces seasonal relevance and use case

• Ingredient transparency callouts build trust for ingredient-conscious shoppers

Opportunities for Improvement:

• Single product focus narrows potential cart value; no companion product suggestions to hit higher discount tiers

• "New & improved" claim not substantiated; what improved? Why does it matter?

• Email doesn't explain why mineral sunscreen is better choice than chemical alternatives; misses education opportunity for shoppers unfamiliar with mineral vs chemical sunscreen benefits

• No application tips or usage guidance to address mineral sunscreen concerns (white cast, texture differences)

5. Clock's Ticking! Spring Clean Sale Ending Soon

Focus: Penultimate urgency with bestseller product spotlights

Why This Works:

• Returns to category grid format (Coconut & Vanilla Deodorant, Unscented Deodorant, Strawberry Matcha Body Wash, Italian Vanilla Gelato Body Wash, Brown Sugar Boba Body Lotion, Sea Salt & Cedar Deodorant Spray) showing variety across product types

• Specific product callouts with scent names help overwhelmed shoppers make faster decisions

• "Spring clean your routine! Switch to feel-good staples that work with up to 30% off." repeats launch messaging for consistency

Opportunities for Improvement:

• Uses nearly identical hero image to launch email (same three products, same tiered discount circles, same gradient background), creating visual repetition

• No actual urgency specificity. "Ending soon" lacks date or time

• Product selection appears random rather than curated as "bestsellers" or "last chance" items

• Missing inventory signals or popularity indicators to create genuine scarcity

6. ALMOST GONE: SPRING CLEAN SALE IS LEAVING

Focus: Final hours urgency with minimal new information

Why This Works:

• "Almost Gone" subject line creates ending urgency

• Returns to core launch creative (three-product hero with tiered discounts) for visual consistency

• "Spring clean your routine! Switch to feel-good staples that work with up to 30% off." maintains campaign messaging through final send

Opportunities for Improvement:

• Email is nearly identical to launch email; no new products, offers, or urgency signals

• "Almost Gone" and "Leaving" language suggests inventory scarcity but email shows no sold-out products or low-stock warnings

• No specific end time or deadline provided despite final-hours positioning

• Misses opportunity for "complete your routine" messaging to drive last-minute cart additions

What Native Gets Right

Tiered Discount Structure Drives Cart Value: 20%/25%/30% at escalating thresholds incentivizes multi-product purchases more effectively than flat percentage off.

Category Segmentation Reduces Paralysis: Breaking catalog into Deodorant, Body Wash, Hair, Sunscreen with dedicated emails helps shoppers navigate without overwhelm.

Seasonal Framing Creates Rational Purchase Justification: "Spring clean your routine" positions sale as intentional refresh, not desperate clearance.

Ingredient Transparency Reinforces Brand Values: Consistent "aluminum-free," "sulfate-free," "silicone-free" callouts appeal to clean beauty shoppers without preaching.

Where Execution Could Sharpen

Urgency Mechanics Lack Specificity: "Ending soon" and "Almost gone" messaging never includes actual end date, time, or timezone.

Product Curation Feels Random: No bestseller indicators, popularity signals, or editorial guidance to help shoppers make confident choices.

Category Emails Miss Cross-Sell Opportunity: Hair, sunscreen, and Boba Cafe emails focus on single category without suggesting complementary products to hit higher discount tiers.

Final Emails Repeat Launch Content: Last-chance send shows identical creative to launch email, missing opportunity for urgency escalation or new angle.

Final Takeaway: When Structure Does the Heavy Lifting

Native proves that smart discount architecture can drive cart value more effectively than deeper blanket discounts. The tiered structure (20%/25%/30%) creates natural incentive to add products without training customers to wait for 50% off.

But structure without execution leaves optimization on the table. Category emails that suggest complementary products, clearer urgency signals, and dynamic final-hours messaging would convert browsers into buyers more effectively.

Key Takeaways for Brands

• Use tiered discount structures to incentivize higher cart values rather than flat percentage discounts

• Segment catalog by category with dedicated emails to guide shoppers through decision-making

• Frame seasonal sales around routine refresh or behavior change, not just price reduction

• Connect category-specific emails to discount tiers with bundle suggestions (buy shampoo + conditioner to hit $35)

• Specify exact sale end times with timezone to create genuine urgency

• Use final-hours emails to introduce new angles (bestsellers, low stock, routine completion) rather than repeating launch content

Meme drop:

Sometimes you gotta give the people what they want...

The drop zone:

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Perfect Snacks went all in.

Protein + Prebiotics packs 20g of protein, prebiotic fiber, and 20+ superfoods into two flavors; Peanut Butter Chocolate Crunch and Chocolate Mint Crunch. No artificial anything, hitting Whole Foods later this year.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with us, it’s always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey, it's Chase and Jimmy here.

AI can generate email copy in seconds, but let's be honest, most of what it produces is generic, forgettable, and sounds nothing like your brand.

The issue isn't the AI itself. It's how you're prompting it.

When you ask AI to "write an email about our sale," you get something that could work for literally any brand selling anything. But when you treat AI like a junior copywriter who needs a creative brief, clear direction, and feedback? That's when it actually becomes useful.

Today we're breaking down how to write AI prompts that turn generic output into copy you can actually use without killing your brand voice.

Also inside:
✔️ Opens dropping, clicks tanking, subscribers going quiet. Sound familiar? Here's what's actually broken.
✔️ Your next revenue breakthrough isn't coming from a new ad campaign.
✔️ Quick Clips: This week's top eCom news stories

Let’s dive in.

Opens dropping, clicks tanking, subscribers going quiet. Sound familiar? Here's what's actually broken.

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How to write better AI prompts for email (Without sounding like a robot)

AI can write your emails in seconds. But most of the time, what it spits out is generic, forgettable, and sounds nothing like your brand.

The problem isn't the AI. It's the prompt.

When you ask AI to "write an email about our sale," you're going to get something that could've been written for literally any brand selling anything. But when you treat AI like a junior copywriter who needs a creative brief, clear direction, and feedback? That's when it actually becomes useful.

Here's how to write prompts that turn AI from a useless content generator into a tool that actually saves you time without killing your brand voice.

Start with a creative brief, not a vague request

AI only knows what you tell it. If your prompt is broad and lazy ("write 10 subject lines for a product launch"), you'll get broad and lazy output.

To get results you can actually use, treat every prompt like a creative brief. That means you're specifying:

• The goal of the email (drive clicks, build awareness, convert a sale)

• Who you're talking to (not just demographics, but psychographics and behavior)

• The tone and voice (casual, urgent, witty, elegant)

• The format and length (character limits for subject lines, paragraph count for body copy)

Instead of: "Write 10 subject lines for a new product launch."

This gives you generic garbage that's too long, too boring, and could work for any brand.

Try this: "Write 10 subject lines under 30 characters for the launch of a premium vitamin C serum. The audience is women aged 25-45 who prioritize skincare and are familiar with active ingredients. Half should feel fun and approachable, half should feel elegant and science-backed."

Now you get subject lines that are specific, on-brand, and actually usable. The difference is you gave AI the context it needed to do the job right.

Assign AI a role so it writes from the right perspective

AI writes better when it knows who it's supposed to be. Instead of asking it to "write an email," tell it to write as someone with a specific perspective or expertise.

This trick works because it forces AI to adopt a lens, which makes the output feel more authoritative and less like a template.

Instead of: "Write an email about our new vitamin C serum."

This gets you boring, surface-level copy that doesn't say anything interesting.

Try this: "You're a skincare specialist writing to women aged 25-45 who take skincare seriously. Write an email introducing our vitamin C serum. Focus on its ability to brighten dull skin, reduce dark spots, and boost collagen production. Keep the tone warm, professional, and expert-driven, but not clinical."

Now the copy feels like it was written by someone who actually knows skincare instead of a robot trying to hit word count. The role gives the output a point of view. Take it a step further and you can generate the HTML for your email using your new copy. 

Define tone with precision, not generic descriptors

Saying "make it friendly" or "sound professional" doesn't tell AI much. Those words mean different things to different people.

The more specific you are about tone, the more consistent and on-brand your output will be.

Instead of vague tone descriptors, try these:

• Casual and approachable: "Write like you're texting a friend who trusts your taste. Keep it conversational but not sloppy."

• Urgent but not desperate: "Create urgency without sounding pushy. Focus on scarcity and timeliness, not pressure tactics."

• Luxury and refined: "Write with elegance and restraint. No exclamation points, no hype. Let the product speak for itself."

• Witty and engaging: "Inject personality and humor, but keep it smart. Think clever wordplay, not cheesy puns."

You can also ask AI to generate the same email in multiple tones and pick the one that feels most aligned with your brand. This is faster than rewriting from scratch and helps you test which voice resonates with your audience.

Break complex requests into step-by-step instructions

AI doesn't do well with big, vague tasks. It does much better when you break things down into structured steps.

Instead of asking for "a sales email," give it a roadmap to follow.

Instead of: "Write a sales email for our webinar."

This gets you a wall of text with no clear structure or flow.

Try this: "Write a 3-part product launch email for our new eco-friendly water bottle.

1. Start with a hook that addresses a common frustration: single-use plastic waste and lukewarm drinks by noon.

2. Follow with 2-3 key product benefits (keeps drinks cold for 24 hours, made from recycled materials, fits in any cup holder).

3. End with a strong CTA that creates urgency: pre-order now for 20% off, limited to first 500 orders."

Now you get an email with a logical structure, clear messaging, and a CTA that actually drives action. The step-by-step format keeps AI from wandering off into generic territory.

Keep your work in one conversation thread

Every time you start a new chat with AI, you're erasing all the context from the previous conversation. That means every new prompt starts from zero, which wastes time and creates inconsistency.

Instead, build on your prompts within the same conversation. This way, AI remembers what you've already said and can refine its output based on your feedback.

Here's a workflow that works:

1. Start by asking for subject lines: "Write 10 subject lines under 40 characters for our summer sale email."

2. Pick the best one and expand on it in the same thread: "Great, use subject line #3 and write the email body. Keep it under 150 words, focus on free shipping and 20% off, and use a casual, fun tone."

3. Refine the output: "Make the opening line punchier and change the CTA to 'Shop the Sale.'"

This iterative process is way more efficient than starting over every time. You're guiding AI toward what you need instead of hoping it nails it on the first try.

Use AI to expand rough drafts, not replace your thinking

AI works best when you've already done the strategic thinking. If you have an outline, a few bullet points, or a rough concept, AI can help you flesh it out into polished copy.

Example workflow:

You've got some rough notes:

• New product launch

• Solves problem: dry, flaky skin

• Key benefits: hydrating, fast-absorbing, clean ingredients

• Offer: 15% off for early access

Paste those into AI with this prompt: "Turn these bullet points into a persuasive product launch email. Keep the tone warm and approachable, emphasize the clean ingredients and fast results, and end with a strong CTA for early access."

Now AI does the heavy lifting of turning your strategy into actual copy, but you're still in control of the message and positioning.

This also works for repurposing content. Got a blog post you want to turn into an email? Or an email you want to condense into an SMS? AI can handle the reformatting while you keep the core messaging intact.

AI is your co-pilot, not your autopilot

If you're copying AI's first draft and hitting send, you're doing it wrong.

AI-generated copy is almost always bland, safe, and missing the personality that makes your brand memorable. It's a starting point, not a finished product.

Here's how to use AI as a tool without letting it take over:

Review every draft with a critical eye. Does it actually sound like your brand? Or does it sound like every other marketing email in existence? If you can't tell who wrote it, your customers won't either.

Mix and match the best parts. AI might give you five versions of a subject line. Take the hook from one, the phrasing from another, and tweak it into something better than any single option.

Add the details that make it real. AI doesn't know your brand's inside jokes, your customers' specific pain points, or the nuance of your product positioning. That's your job. Inject those details after AI gives you the foundation.

Use AI for speed, not strategy. Let AI handle the grunt work (drafting variations, reformatting, expanding outlines), but keep the strategic decisions in your hands. What angle to take, which offer to lead with, how to position the product. Those calls are yours.

AI gets you 80% of the way there. Your judgment, creativity, and brand knowledge take it the rest of the way.

What separates good AI output from garbage

Good AI output comes down to how much effort you put into the prompt. The more specific and strategic you are upfront, the less editing you'll need to do on the back end.

Here's what the best prompts have in common:

Specificity over speed. The more details you include (audience, goal, tone, format, length), the better the output. Don't rush the prompt. Treat it like a creative brief.

Iteration over starting from scratch. Stay in the same conversation thread and refine AI's responses instead of restarting every time. Guide it toward what you need through feedback, not by hoping it guesses right.

AI as a tool, not a replacement. Use AI to brainstorm, draft, and suggest variations. But your judgment, creativity, and brand knowledge are what make the final email actually work.

If you're copying AI's first draft and hitting send, you're going to get forgettable results. But if you treat AI like a junior copywriter who needs direction, feedback, and editing, it becomes useful. The difference is in how you use it.

Your next revenue breakthrough isn't coming from a new ad campaign.

Plot twist: It's coming from the customers already on your list.

The ones who bought once, trust your brand, and actually want to hear from you. The problem is most brands never build a real system to convert them. The welcome flow is an afterthought. Campaigns go out whenever someone remembers to send one. And the revenue that should be compounding just... isn't.

That's not a traffic problem. That's a retention problem. And it's one of the most expensive mistakes an eCom brand can make.

We've watched this play out across thousands of brands and $200M+ in email and SMS revenue. The fix is never more traffic. It's always a better retention system.

That's what the eCom Retention Vault is. 50 proven campaigns. 130+ pages of real signup forms, welcome emails, and SMS examples. Copywriting frameworks. Design principles. And a private community of 300+ retention marketers who are solving the same problems you are.

The customers are already there. Now go convert them.

👉 Get Instant Access to the eCom Retention Vault

Quick Clips:

• What's on retail's radar for 2026: NRF's State of Retail & Consumer recap had a few consistent threads; supply chains are diversifying, Gen Z wants authenticity and surprise, and AI is creating jobs more than cutting them. The macro read: consumers are resilient, but the growth won't be evenly spread across income groups.

• The room had thoughts on AI: Shoptalk Spring's big theme was "Retail in the Age of AI" and executives weren't short on opinions. Gap's CTO said to keep experimenting because "something that didn't work yesterday will work tomorrow," while Sally Beauty's CEO pushed back; beauty is human-centric and AI can't tell you if a color actually looks good on you. The consensus: AI is the foundation, not a feature, but the human touch isn't going anywhere.

• E.l.f.'s AI rule: humans stay in the loop: E.l.f. Beauty's Chief Digital Officer Ekta Chopra laid out a clear framework at Shoptalk; AI handles the operational lift, humans handle the creative soul. Their community will literally call them out if content feels inauthentic, so AI stays behind the scenes. One standout use case: their AI now drafts responses to 90% of community questions, which a human then reviews before posting.

• The cold start is over: TikTok Shop's newest challenge for brands isn't getting discovered... it's proving you're legit once someone lands on your page. A new Bazaarvoice integration lets brands syndicate existing reviews, photos, and videos directly to their TikTok Shop storefront so they're not starting from zero. Smart move as big names like Ulta and PepsiCo set up shop alongside thousands of creator-sellers.

• Gummy money and cactus capital: Two emerging wellness and beauty brands just closed fresh rounds this week. Create Wellness, the creatine gummy brand, raised $20M to expand retail and launch a new Creatine + Electrolytes product, now live in Target. And Nopalera, the culture-forward Mexican beauty brand, closed a $4M Series A (doubling revenue year over year) with a Costco rollout coming this summer.

• Olaplex finds its fairytale ending: After losing nearly 95% of its value since its 2021 IPO, Olaplex is being acquired by German consumer brand Henkel in a $1.4 billion deal; a 50%+ premium on its closing price. Not the public comeback story they were hoping for, but for a brand that's been fighting its way back from a reputation-wrecking lawsuit, getting scooped up at this valuation isn't a bad exit.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey it’s Chase and Jimmy here!

By now your inboxes are probably flooded with "spring refresh" or "spring cleaning" emails trying to tie every product to seasonal renewal.

Instead, Muddy Bites decided to lean into nostalgia and lead with a “treat yo self” mentality.

The approach works for an impulse product like chocolate bites, but the execution might have left conversions on the table.

Today we're breaking down what makes this straightforward approach effective and where a few trust signals could actually drive sales.

Also inside:

✔️ This outdoor gear brand built a welcome series that generated $235K in sales. Here's the system behind it.
✔️ The conversations that never make it to linkedIn are happening in Austin
✔️ Hiring vault: 7 New retention marketing job ops

Let’s get into it.

This outdoor gear brand built a welcome series that generated $235K in sales. Here's the system behind it.

FLEXTAIL had 150K subscribers but couldn't scale engagement. Their fix: stop treating lifecycle marketing like a campaign calendar.

How they do it:

• Segment customers into three lifecycle phases: becoming a user, active engagement, enthusiasm fading

• Use segmentation to reduce send pressure on disengaged subscribers while keeping engaged audiences strong

• Run winback rules to avoid annoying people who don't want frequent contact

• Welcome automation: $235K in sales, 3,102 orders, $0.52 revenue per message sent

FLEXTAIL switched from Klaviyo and Mailchimp to Omnisend for clear data pipelines, rapid integration updates, and automation controls that don't force endless micro-decisions. The result: $235K from their welcome series alone and 8% of total website revenue from automation.

→ Read the full story

*Sponsored

Muddy Bites' Easter email: Leaning into nostalgia without overcomplicating it

Muddy Bites sells cone-shaped chocolate bites that taste like the bottom of an ice cream cone, and this Easter email keeps things refreshingly simple.

The hook is straightforward: you're never too old for an Easter basket, so treat yourself. Then they show you three shopping options and get out of the way. No long copy, no complicated story, just product and CTAs.

Let's break down what's working and where there's room to improve.

Header Block

The top of the email sets up the premise with a playful Easter tie-in.

What We Love

• "You're never too old for an Easter basket" is a perfect hook. It gives adults permission to buy candy for themselves, which is exactly the mindset shift this brand needs.

• The CTA is clear and benefit-focused. "Treat your inner kid" reinforces the nostalgia angle without being cheesy.

• The hero image shows product in context. An Easter basket filled with Muddy Bites products makes the connection obvious without needing extra explanation.

What We'd Do Differently

• There's no urgency. Adding a line like "Order by [date] for Easter delivery" would push people to act now instead of bookmarking for later.

• The hero image could better match the message. If the headline is "you're never too old for an Easter basket," showing an adult enjoying the product or using UGC would reinforce that angle better than a traditional basket shot.

Body Block

Here's where they walk you through three product options, each with its own clear CTA.

What We Love

• "Pick your favorite" is simple and direct. It positions the options as choices, not a catalog dump.

• Each product gets its own dedicated space. The images are big, the CTAs are clear, and nothing competes for attention.

• The CTAs are product-specific. "Shop Milk," "Shop Peanut Butter Chocolate," "Shop Bestseller Variety Pack." You know exactly what you're getting when you click.

• The variety pack is positioned as the bestseller. That's smart guidance for people who don't know what to pick.

• The visual consistency makes it easy to scan. Same layout, same CTA treatment, same vibe throughout.

What We'd Do Differently

• There's no pricing. Showing the price next to each option would help people make faster decisions and reduce surprise at checkout.

• The product descriptions are missing. One line about flavor, texture, or what makes each option special would help people choose.

• No social proof. Customer reviews, ratings, or a "most popular" badge would add credibility and help hesitant shoppers convert.

Footer Block

Muddy Bites wraps up with a tagline and social links.

What We Love

• "The Best Bite, Every Bite!" reinforces the product benefit in a fun, memorable way.

• The wave graphic adds visual interest and creates a clean break from the product section.

• Social links are easy to spot and cover the right platforms.

• The overall tone stays playful and consistent.

What We'd Do Differently

• There's no navigation to other parts of the site. If someone wants to learn more about the brand, read reviews, or check shipping info, they have no clear path.

• The footer could reinforce trust. Adding "Free shipping over $X" or "30-day satisfaction guarantee" would help hesitant buyers take the next step.

• No final CTA. After walking through all three products, there's no "Shop All Products" or "Build Your Own Bundle" to capture late scrollers.

Where This Email Works

Let's zoom out and see where this fits in the bigger email strategy.

Holiday Campaigns: This is perfect for Easter, but the same "treat yourself" angle would work for any nostalgic holiday (Halloween, Valentine's Day, etc.).

Engaged Subscribers: Great for people who already know Muddy Bites and just need a seasonal reminder to reorder.

Impulse Purchases: Smart for a low-consideration product where people don't need a lot of convincing, just a reason to act.

Final Thoughts: Simple and effective, but could push harder

This email does exactly what it needs to do. The hook is clear, the options are easy to understand, and the CTAs are impossible to miss. It's not trying to tell a big story or educate you on the brand. It's just giving you a reason to buy and making it easy to do so.

But it's leaving some conversions on the table. There's no pricing, no product descriptions, no social proof, and no urgency. Adding a few trust signals, showing prices, and creating a delivery deadline would help convert more browsers without complicating the simple, playful vibe.

3 Quick Wins to Steal Next Time

✓ Use nostalgic hooks to give adults permission to buy treats for themselves
✓ Keep product options simple & visually consistent when selling impulse buys
✓ Label your bestseller or variety pack to guide indecisive shoppers

The conversations that never make it to linkedIn are happening in Austin

You know the best insights never get posted. The real CAC numbers, the channels that quietly print money, the retention strategies that actually move LTV; that's the stuff operators share in person, not in public. Commerce Roundtable Austin is 70% sold out, and on April 20-21, you'll be in the room where those conversations happen.

• Winning with TikTok Shop: The real strategies driving social commerce revenue (not the fluff)

• The Real Story Behind Scaling Cuts Clothing: From startup to hypergrowth - unfiltered

• AI That Actually Works: Cut the myths, get the practical applications operators are using

• Meta Ads & Creative Strategy: What's converting right now (with real numbers)

• How to Get 20B Views on YouTube: The playbook for massive organic reach while scaling brands

• Building Your Operating System: Frameworks for predictable growth that actually work

• Navigating a Male-Dominated Ecosystem: Honest leadership conversations you won't hear on podcasts

• $200K in Giveaways Live on Stage: Yes, really

• Built-In Networking: Sunset rooftop happy hour where the real conversations continue

We've sold out every event for the past three years. Austin is heading the same direction fast.

→ Claim your spot before we hit capacity. Use code CR75 for $75 off your ticket.

The Hiring Vault

• Lifecycle Marketing Manager, Portland, Oregon Metropolitan Area:
  Evelyn & Bobbie

• Retention Marketing Manager - CRM, Somerville, MA:
  PUMA Group

• EMAIL MARKETING SPECIALIST, Austin, TX: Callaway Golf

• Lifecycle and Retention, Senior Manager, Chicago, IL:
  Black Girl Vitamins

• Sr. Manager, Retention Marketing, rhode, Beverly Hills, CA:E.L.F. BEAUTY

• Lifecycle Marketing Manager, Hazelwood, MO: Dive Bomb Industries

• Retention Specialist II, Carlsbad, CA: Vuori

That's a wrap for today!

Appreciate you hanging with Chase and me. We hope you found something you can put to work ASAP.

If you did, don’t keep it to yourself! Send ecomemailmarketer.com to your favorite DTC marketer and get them in on the action.

Catch you next time!

🤘 Jimmy Kim

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Good morning, Chase and Jimmy here.

You're probably segmenting your email list by openers vs. non-openers, maybe by purchase history if you're being thorough.

That's not segmentation. That's just organizing your list into bigger buckets.

Real segmentation is understanding the different ways your customers engage with you – discount rejectors who only buy full price, one-product loyalists who repurchase the same thing every month, engagement-only subscribers who browse but never buy – and tailoring your messaging so it actually resonates.

Today we're breaking down 12 unusual customer segments that drive serious revenue and exactly how to use them.

Also inside:
✔️ What happens when 350 DTC operators stop posting and start comparing notes IRL?
✔️ Knowledge drop: Customers need to feel like they’ve won
✔️ Top agencies generate $16.70 per subscriber. Here's how they do it.
✔️ DTC wins: Danone acquires Huel in ~$1B deal

Let’s get into it.

What happens when 350 DTC operators stop posting and start comparing notes IRL?

In 19 days, downtown Austin becomes home to the conversations that actually move the needle. Commerce Roundtable is 70% sold out, and the final tickets are moving fast. On April 20-21, you'll get hands-on workshops, actionable insights, and a room full of operators who actually get it.

• Winning with TikTok Shop: Real strategies driving social commerce revenue

• The Real Story Behind Scaling Cuts Clothing: From startup to hypergrowth

• AI That Actually Works: Cut the myths, get the practical applications

• Meta Ads & Creative Strategy: What's converting right now in 2025

• How to Get 20B Views on YouTube: The playbook for massive organic reach

• Building Your Operating System: Frameworks for predictable growth

• Navigating a Male-Dominated Ecosystem: Honest leadership conversations

• $200K in Giveaways Live on Stage: Yes, really

• Sunset Rooftop Happy Hour: Downtown Austin views, real connections

We've sold out every event for the past three years. This one's heading in the same direction.

→ Claim your spot before we hit capacity

Knowledge drop:

If customers can’t recognize progress, they won’t stick around. Jimmy explains how defining clear “win states” turns uncertainty into momentum (and drives retention.)

Twitter tweet

12 Unusual customer segments that drive serious revenue (+ How to actually use them)

Most brands think they're doing segmentation. They've got their "openers" and "non-openers." Maybe they've split their list by purchase history. And they think that's enough.

It's not.

That's like owning a Ferrari and never getting it out of first gear. You've got the tools. You're just not using them the way they're meant to be used.

Real segmentation isn't about splitting your list into two or three buckets. It's about understanding the different ways your customers engage with you and tailoring your messaging so it actually resonates. When you get this right, engagement goes up, revenue goes up, and you stop wasting sends on people who were never going to convert anyway.

Here's how to move beyond basic segmentation and actually use it to drive retention and growth.

Why most segmentation strategies fall flat

The problem isn't that brands don't segment. It's that they segment on the wrong things.

Splitting your list by demographics (age, location, gender) doesn't tell you much about how someone wants to hear from you or what they're likely to buy next. Even splitting by "engaged vs. not engaged" is surface-level. It tells you who's opening emails, but not why they're opening them or what they're actually looking for.

Here's what actually matters:

• Purchase behavior: What they buy, how often, and how much they spend

• Engagement patterns: When they engage, what they click, and what they ignore

• Customer lifecycle stage: First-time buyer, repeat customer, lapsed, at-risk

• Value perception: Do they wait for discounts, or do they buy at full price?

When you segment on these behaviors, you can send messages that feel relevant instead of generic. And relevance is what drives action.

The 12 segments most brands ignore (but shouldn't)

Most brands segment on surface-level stuff like purchase history or engagement. But the segments that actually move the needle are the ones based on specific behavior patterns that tell you exactly what someone needs to hear from you.

These aren't your typical "VIP customers" or "engaged subscribers" buckets. These are microsegments built around how people actually shop, what motivates them, and where they are in their relationship with your brand.

Here are the 12 segments that consistently drive the most revenue when you get the messaging right:

1. Discount rejectors

These customers buy at full price and don't wait for sales. They're motivated by newness, exclusivity, or quality, not by saving 15%. When you send them discount-heavy emails, you're training them to expect promos they don't actually need to convert.

What to send them: Focus on new arrivals, limited editions, exclusive bundles, or early access to product launches. Skip the promo codes entirely and lead with what's new or scarce instead.

2. One-product loyalists

They buy the same thing over and over, and they're not browsing your site for alternatives. They know what they want, and they come back specifically for that one product. Your job isn't to get them to explore more (yet). It's to make repurchasing as frictionless as possible.

What to send them: Make reordering dead simple with one-click reorder links or subscription offers. Once that's established, you can gently introduce adjacent products without pushing too hard or overwhelming them with options.

3. Risky first-time buyers

They just made their first purchase, but they're not loyal yet. Right now, they're evaluating whether you're worth coming back to, and your post-purchase experience is what determines that. If you go silent or immediately hit them with another sales pitch, you've probably lost them.

What to send them: Send onboarding emails that reinforce their decision to buy from you. Usage tips, product care instructions, and a clear return policy all build trust in those critical first few weeks. This is where loyalty gets won or lost.

4. High AOV, low-frequency buyers

They spend a lot when they buy, but they don't buy often. These are considered purchases, not impulse buys, and they don't need (or want) weekly promotional emails pushing them to shop again. Respect their buying rhythm or risk annoying them into unsubscribing.

What to send them: Focus on brand storytelling, product care tips, and content that reinforces the value of what they already bought. Build the relationship between purchases instead of constantly asking for the next sale.

5. Engagement-only subscribers

They open emails, click links, and browse your site, but they haven't purchased yet. They're clearly interested in what you're doing, they're just not convinced enough to pull the trigger. Hitting them with aggressive sales messages will probably push them away instead of converting them.

What to send them: Educational content that answers their objections before they even ask. Social proof, customer reviews, product explainers, and comparison guides all work here. Build trust without being pushy, and let the content do the selling.

6. Seasonal-only buyers

They show up once a year (holidays, back-to-school, summer) and disappear the rest of the time. You can't force them to buy off-season, but you can make sure you're top of mind when their shopping window opens again.

What to send them: Start the conversation early by teasing seasonal collections weeks before everyone else floods their inbox. Remind them why they loved you last time and give them a reason to come back before the peak rush hits.

7. Promo-only buyers

They only buy when there's a discount, and they'll sit on their cart until you send them a coupon code. Full price? Not interested. You're not going to convert all of them into full-price buyers, but you can shift some of them toward better behavior over time.

What to send them: Transition them slowly with bundles, loyalty rewards, or value-based messaging that reframes the purchase as smart instead of cheap. You're playing the long game here, not trying to flip them overnight.

8. Recently lapsed high-value customers

They used to buy frequently or spend a lot, but they've gone quiet. Maybe they found a competitor, maybe life got busy, or maybe they just forgot about you. Either way, these are high-value customers worth winning back before they're fully gone.

What to send them: Personalized win-back emails that reference what they used to love about your brand. A "we miss you" message with a meaningful offer (not just a generic 10% off) can remind them why they bought from you in the first place.

9. Multi-category explorers

They're browsing across different product lines, which means they're curious but maybe overwhelmed by options. They're interested in multiple things but haven't committed to any of them yet. Your job is to help them decide without adding more confusion.

What to send them: Quizzes, comparison guides, or curated recommendations that make decision-making easier. Help them narrow down their choices instead of showing them even more options.

10. Subscription-adjacent buyers

They buy the same category repeatedly but haven't subscribed yet. They're already exhibiting subscription behavior (regular purchases, same product), they just haven't formalized it. The friction might be fear of commitment, uncertainty about pausing or canceling, or just not seeing the value clearly enough.

What to send them: Highlight the convenience and savings of subscribing, and remove friction around pausing, skipping, or canceling. Make it feel low-risk and emphasize control so they don't feel locked in.

11. Brand advocates

They buy frequently, engage consistently, and probably tell their friends about you. These are your superfans, and they're already doing unpaid marketing work on your behalf. Don't take them for granted or treat them like everyone else on your list.

What to send them: Recognize their loyalty with early access, exclusive content, or insider perks. Make them feel like VIPs because they actually are, and give them reasons to keep advocating for you.

12. Silent VIPs

They buy a lot, but they don't engage with emails. They're valuable customers who've made it clear (through their behavior) that they're not interested in frequent communication. Respect that preference or risk pushing them away entirely.

What to send them: Less. Only send high-value, essential messages like order confirmations, shipping updates, or truly exclusive offers. Respect their preference for minimal contact while keeping them in the loop on what actually matters.

Segmentation only works if you actually change something

Building segments isn't the hard part. The hard part is adjusting your messaging to match each segment's behavior and motivations. If you're sending the same email to discount rejectors and promo-only buyers, you're not segmenting. You're just labeling people differently and hoping for the best.

Here's what needs to change for each segment:

The message itself. Tone, copy, and framing should reflect what actually matters to that segment. Discount rejectors don't care about "20% off." They care about "new arrivals" or "limited stock." Engagement-only subscribers don't need urgency. They need education and trust-building.

The offer. Not every segment needs a discount. Some need convenience (one-click reorder, subscription options). Some need education (product guides, comparison charts). Some need recognition (early access, VIP perks). Match the offer to what motivates them, not what's easiest for you to send.

The timing and frequency. High-engagement subscribers can handle more frequent emails without burning out. Silent VIPs should only hear from you when it truly matters. Seasonal buyers need earlier lead time to get them thinking about your brand before peak season hits. Adjust cadence based on actual behavior, not arbitrary send schedules.

If you're not changing at least one of these three elements, you're not really segmenting. You're just sending the same strategy to different groups and wondering why it's not working.

How to actually implement this

Start small. Pick 2-3 segments that will have the biggest impact on your business. Discount rejectors and first-time buyers are usually good places to start.

Use your platform's segmentation tools to build conditions based on:

• Purchase history (what they bought, when, how much)

• Engagement level (opens, clicks, site visits)

• Lifecycle stage (days since last purchase, number of orders)

• Behavioral triggers (abandoned cart, browsing specific categories)

Test your messaging. See what resonates. Then expand to more segments as you learn what works.

Segmentation isn't a one-time setup. It's an ongoing process of testing, learning, and refining.

Segmentation isn't about sending more emails, it's about sending better ones

The brands growing through retention aren't the ones with the biggest email lists or the most frequent send schedules. They're the ones who've figured out that different customers want different things at different times, and they've built their strategy around that reality.

When you segment based on actual behavior instead of surface-level demographics, a few things start to happen:

• Engagement climbs because messages feel relevant instead of random

• Unsubscribes drop because you're not over-mailing or hitting people with irrelevant content

• Revenue per email increases because you're reaching people with offers they actually care about

• Customer lifetime value grows because you're building relationships, not just pushing transactions

Segmentation isn't about making your life more complicated. It's about making your marketing more effective. And when you move beyond the basic "openers vs. non-openers" buckets and start tailoring your strategy to how people actually behave, the results aren't subtle. They're measurable, they're scalable, and they compound over time.

Start with two or three of these segments. Build them, test your messaging, and see what happens. Then expand. The brands that win with retention aren't doing everything at once. They're just doing the right things consistently.

Top agencies generate $16.70 per subscriber. Here's how they do it.

Omnisend analyzed 717 agencies managing 2,990 brands to find out what separates the top 10% from everyone else. Turns out, it's not about client size or volume; it's about how efficiently they turn audiences into revenue.

What sets them apart:

• SMS adoption drives 202% more revenue on average than email-only strategies

• Regular A/B testing correlates with 192% higher revenue compared to agencies that don't test

• They launch the first automation within 8 days of onboarding, capturing revenue faster

• Automations contribute 45% of total email revenue ($5.96 per message vs. $0.67 for campaigns)

• They run 5.3 active automations per client and send 5.4 campaigns monthly; consistent, not chaotic

TL;DR: Strong results aren't about one tactic. They come from layering SMS, testing regularly, optimizing workflows, and maintaining steady campaign activity. Top agencies also retain clients 3x longer (1,020 days on average), pointing to more stable, long-term performance.

→ Read the full study

*Sponsored

DTC wins:

Plant-based nutrition brand Huel is being acquired by Danone in a deal reportedly worth around €1B. Built on a strong DTC foundation, Huel has grown into a global player in the “complete nutrition” space with RTDs, powders, and meals. With Danone’s scale and R&D behind it, the brand is set to expand even further as demand for convenient, functional nutrition continues to rise.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me, always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey, it's Chase and Jimmy here.

Blenders turned 14 and threw a sale that matched their brand personality: loud, colorful, high-energy, and built around celebration instead of just discounts.

50% sitewide tied to their anniversary, a $14K sweepstakes with spending incentives, and lifestyle photography that reinforced their party-first brand positioning across every email.

The energy is consistent and the celebration framing works, but the execution leaves conversions on the table.

Today we're breaking down what Blenders gets right about maintaining brand personality in a sale campaign and where sharper execution could drive more revenue.

Also inside:
✔️ AI tools won't save you if your team isn't ready to use them.
✔️ Inside the send: How Good Molecules educates without overwhelming
✔️ New product finds in this week's drop zone

Let’s jump in👇

AI tools won't save you if your team isn't ready to use them.

Most marketing teams are collecting AI features like trading cards; but features alone don't move the needle. The real advantage comes when your team is ready to work alongside AI strategically, not just experiment with it. Join Omnisend tomorrow at 10:00 AM PT to learn what "agentic readiness" actually means and how to build workflows that scale with AI instead of around it.

What you'll learn:

• What agentic readiness looks like in modern marketing teams (hint: it's not about tools)

• How to restructure workflows so humans and AI collaborate effectively, not compete

• Practical steps to move from AI experimentation to measurable business impact

This isn't about trying more AI features. It's about building the systems, processes, and mindset that let your team actually use them to scale.

→ Register free

*Sponsored

Blenders 14th birthday sale: High-energy hype that maintains momentum through the final hour

Blenders doesn't do quiet sales. The brand built its identity on bold colors, party energy, and affordable eyewear, and their 14th birthday sale leans fully into that personality with celebration imagery, sweepstakes gamification, and relentless urgency messaging.

Across their email flow spanning teaser to final hours, the campaign uses anniversary framing to justify a steep discount (50% sitewide), lifestyle photography that reinforces brand personality, and category segmentation to reduce decision friction.

Here's what Blenders executes with confidence, where the flow could tighten, and what DTC eyewear and lifestyle brands can learn from this high-energy approach.

1. Something Big Drops Tuesday!

Focus: Teaser with single-day urgency framing

Why This Works:

• Reveals the entire offer immediately (50% sitewide) rather than building curiosity; bold but risky approach that bets on conversion over intrigue

• "Blenders Turns 14" branding ties discount to anniversary milestone, creating rational purchase justification beyond arbitrary sale

• Category navigation (Men's, Women's, PRIME, Snow, In Store) immediately segments shoppers by intent

• "Excludes prescription" disclaimer manages expectations upfront, avoiding downstream friction

Opportunities for Improvement:

• No early access, waitlist, or exclusive preview to capture high-intent subscribers before public launch

• Missing any anniversary storytelling or brand evolution narrative to deepen emotional connection

• Category CTAs feel generic rather than curated for celebration (no "birthday bestsellers" or editorial picks)

2. 50% OFF SITEWIDE // Blenders 14th Birthday Sale

Focus: Launch announcement with celebration framing and sweepstakes introduction

Why This Works:

• "14 Years of Bold" positions brand personality as the story, not just product longevity

• "$14K BDAY SWEEPSTAKES" with transparent mechanics ($1 spent = 1 entry) creates spending incentive beyond discount alone

• Category grid pairs lifestyle imagery with use case (pool, sunset, ski, streetwear) to help shoppers self-select based on identity, not just product type

• Trust badge stack (275K+ reviews, free shipping, 1-year warranty) addresses major purchase objections without interrupting flow

• Torn paper design element maintains visual consistency with brand's bold, slightly irreverent aesthetic

Opportunities for Improvement:

• Sweepstakes introduction feels buried below category grid despite being $14K value; should anchor the email

• Competing CTAs (four category buttons + sweepstakes entry + general shop now) create decision paralysis

• Anniversary narrative stops at headline; no founder story, community thanks, or brand evolution content

• Category segmentation smart but not personalized (why show snow gear to Miami subscribers?)

3. San Diego // The Party Is In-Store This Saturday!

Focus: In-store event promotion with location-specific targeting

Why This Works:

• Event specificity (Saturday, March 7th, 10AM, food/drinks/vibes + 50% off) removes all friction for attendance decision

• Exclusive in-store gift creates differentiation from online experience, though not specifying what it is weakens pull

• Maintains 50% discount parity between channels so online shoppers don't feel punished

Opportunities for Improvement:

• Only valuable if properly geo-segmented to San Diego area; otherwise wastes send and dilutes campaign momentum

• No RSVP mechanism means no attendance data for staffing or inventory planning

• Event timing creates narrative confusion (online sale already running, but email frames Saturday as special)

• Missing opportunity to create store-exclusive product drops or limited colorways for event attendees

4. Sport. Lifestyle. Snow // All 50% OFF

Focus: Category-specific segmentation with lifestyle framing

Why This Works:

• "Whatever you're into, we've got a pair for that" acknowledges diverse use cases without forcing single identity

• Three distinct lifestyle moments (poolside, tanning bed, snowboarding) show product versatility across contexts

• "Shop before styles are gone!" introduces scarcity without aggressive countdown tactics

Opportunities for Improvement:

• Sends all three categories to entire list instead of using purchase history or browsing data for targeted recommendations

• Strong lifestyle imagery but weak product visibility; can barely see actual eyewear details or colorways

• No bestseller indicators, trending styles, or low-stock warnings to guide overwhelmed shoppers

• Discount messaging unchanged from three previous emails; no escalation, additional value, or new angle

5. ENDS TOMORROW // 50% Off + Free Shipping

Focus: Penultimate urgency with category-specific product highlights

Why This Works:

• Shifts from category buckets to specific product recommendations (Meister X2, SciFi Midnight Emma, Millenia DX, Shadow Assertive Style) with clear before/after pricing

• Breaking out Sun vs Snow categories creates simpler decision framework than previous four-category approach

• Price anchoring ($79 → $40, $89 → $35) makes discount savings concrete and tangible

Opportunities for Improvement:

• "Ends Tomorrow" lacks specific time or timezone; when tomorrow? Midnight? Noon? MST?

• Product selection appears random rather than editorially curated (no "top sellers," "running low," or "fan favorites" framing)

• Free shipping reminder is valuable but appears as afterthought in subject line rather than integrated benefit

• Sweepstakes completely absent despite being prominent in earlier emails; inconsistent campaign integration

6. FINAL HOURS // Save 50% Sitewide Before It's Too Late!

Focus: Last-chance urgency with specific product deals and sweepstakes reminder

Why This Works:

• "The party ends at midnight! Come celebrate with us before the lights come on." maintains celebration metaphor through final hour without feeling desperate

• "Last Chance Deals" product grid shows accessible final price points ($30-$45 range) that feel impulse-friendly

• Sweepstakes reminder with clear mechanics re-engages gamification element for fence-sitters

• Individual product names and pricing creates easier comparison shopping than earlier category-only approach

Opportunities for Improvement:

• "Midnight" deadline still lacks timezone specification; critical detail for West Coast vs East Coast subscribers

• No sold-out warnings, low stock indicators, or popularity signals despite final-hours positioning

• Sweepstakes placement at bottom makes it feel obligatory rather than integrated campaign driver

What Blenders Gets Right

Celebration Framing Justifies Discount Depth: Tying 50% off to 14th birthday creates rational purchase justification; shoppers buy to celebrate with the brand, not just chase savings.

Visual Brand Consistency Builds Recognition: Party energy, bold turquoise accents, torn paper design elements, and lifestyle-first photography create immediate brand recognition across every send.

Category Segmentation Reduces Browse Paralysis: Clear navigation by use case and gender helps diverse customer base find relevant entry point without overwhelming catalog exploration.

Sweepstakes Gamification Increases Cart Value: $1 spent = 1 entry mechanics incentivize higher order values beyond baseline discount appeal.

Where Execution Could Sharpen

Urgency Mechanics Lack Precision: "Tomorrow" and "Tonight" messaging never specifies timezone or exact deadline, reducing effectiveness and risking timezone confusion.

Product Curation Feels Arbitrary: No editorial voice, trending indicators, or bestseller callouts to guide shoppers through decision; just random style spotlights.

Segmentation Opportunities Ignored: Sends identical content to entire list instead of personalizing category emphasis based on purchase history or geographic relevance.

Anniversary Story Stays Surface-Level: "14 years" appears as headline hook but never develops into founder narrative, community gratitude, or brand evolution content.

Final takeaway: Energy without strategy leaves money on the table

Blenders proves that consistent brand personality can differentiate a straightforward sale campaign. The celebration framing, visual boldness, and lifestyle-first approach create brand recognition in what could be generic "50% off" messaging.

But personality without precision misses conversion opportunities. Smarter segmentation, editorial product curation, integrated sweepstakes positioning, and deadline specificity would convert browsers into buyers more effectively without sacrificing brand energy.

Key Takeaways for Brands

• Anchor sales to meaningful milestones (anniversaries, community moments) rather than arbitrary discount events

• Integrate gamification elements as campaign heroes, not footnotes—make them unmissable or cut them

• Specify exact deadline times with timezone for maximum urgency effectiveness

• Personalize category emphasis and product recommendations based on purchase and browsing data

• Maintain visual and tonal consistency while evolving messaging angle across sequence

• Use scarcity signals (low stock, bestsellers, trending) to guide overwhelmed shoppers toward decisions

• Balance lifestyle aspiration with clear product details and transparent pricing

Inside the send: How Good Molecules educates without overwhelming

Inboox's AI Breakdown dissected this ingredient-focused promo and found what worked:

• Bold product visuals with price badges front and center; no guessing games

• Benefit-driven copy that explains why you need azelaic acid, not just what it is

• Trust signals in the footer (free shipping, returns, guarantees) that remove purchase friction

It also flagged smart tweaks: simplify the science-speak so it lands with everyone (not just skincare nerds), boost CTA contrast to make the next step impossible to miss, and trim text density so skimmers don't bounce.

That's the power of Inboox. Access 1.5M+ real Shopify emails, get instant AI breakdowns on what works (and what doesn't), plus send-time data, full HTML, and more.

→ Start your free trial at Inboox.ai

Meme drop:

TFW: Using the K-I-S method works 🤌

The drop zone:

Fly By Jing just dropped two new flavors and we're already out of things to say except: order them.

Creamy Sesame and Roasted Garlic join the lineup; sun-dried, 48-hour fermented noodles ready in 6 minutes with 12-13g of protein. The sourdough of noodles, their words, and we agree.

Your electrolyte is doing too little.

Freaks of Nature's Skin Support Electrolyte hydrates, strengthens your skin barrier, supports your gut, and protects against UV damage; all in one 0g sugar tangy passion fruit packet.

Bubble and Poppi just made lip serums taste like soda.

The collab brings Talk Back Serums in Strawberry Lemon, Grape, and Root Beer (squalane, vitamin E, and all the Poppi flavor energy) exclusively at Walmart for $9.99.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with us, it’s always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey, it's Chase and Jimmy here.

The eCommerce landscape has shifted more in the last 18 months than in the previous five years combined.

AI assistants are completing purchases for customers. Checkout friction is disappearing. Customers expect seamless experiences across every channel, not just email.

And the data proves it (more on that soon).

If your strategy hasn't evolved since 2024 (2025 even), you're already playing catch-up.

Today we're breaking down the five trends actually shaping eCommerce in 2026 and what you need to do to stay competitive.

Also inside:
✔️ Get out of Gmail promo box $99 lifetime deal
✔️ The top 10% of ecommerce agencies do these 5 things differently
✔️ Quick clips: This week's top eCom news stories

Let’s dive in.

Get out of Gmail promo box $99 lifetime deal

One small script drove 83% more clicks and 75% more orders from the same email. No changes to copy or audience, just better inbox placement. Get the CustomersAI Deliverability Script $99 lifetime deal and make sure your emails actually get seen. 

→ Book a demo

5 eCommerce trends shaping how brands grow in 2026

Remember when entering your credit card info for every purchase was just... normal? Now you can buy something with a Face ID scan in three seconds, and AI assistants are literally shosurepping for you while you sleep.

The way people discover, evaluate, and buy products has fundamentally changed in the last 18 months. And the brands that are still running playbooks from 2023 are already behind.

Here are the five trends actually shaping ecommerce right now, and what you need to do to keep up.

AI and agentic commerce are changing how customers discover and buy

People are already using AI assistants like ChatGPT to research products, compare options, and make purchases without ever opening a browser. This is called agentic commerce, and it's not some distant future scenario.

The numbers tell the story:

• ChatGPT is driving 15-20% of referral traffic for major retailers right now

• Shopify reports AI-driven traffic is up 7x year over year

• Orders from AI searches are up 11x

Customers are asking questions like "What's the best moisturizer for dry skin under $50?" and AI is recommending products, comparing options, and sometimes even completing the purchase in the same session.

Why should you care? If your products aren't showing up in those recommendations, you're invisible to a growing segment of shoppers. And unlike traditional SEO where you could game rankings, AI recommendations are based on relevance, reviews, product data quality, and availability. You can't buy your way to the top.

Discovery is shifting from visual browsing to conversational search. Customers aren't scrolling through product grids anymore. They're describing what they need and expecting AI to surface the right answer.

Action steps to implement

Start tracking AI-driven traffic. Look for referral sources from ChatGPT, Perplexity, and other AI platforms in your analytics. If you're seeing traffic from these sources, that's your signal to invest here.

Optimize your product data. AI pulls from product descriptions, reviews, specs, and availability. Make sure your product pages are detailed, accurate, and easy for AI to parse. Include clear benefits, use cases, and key attributes.

Monitor how your brand appears in AI results. Periodically search for products in your category using AI tools and see if you show up. If competitors are appearing and you're not, you have a visibility problem.

Build flows for AI-origin traffic. Customers coming from AI assistants are high-intent. Create specific email and SMS flows for this audience that reflect their research-driven mindset.

The brands that figure out agentic commerce early will have a major advantage in discovery and conversion over the next few years.

Channel strategy is shifting from email-first to true omnichannel

Email is still critical, but it's no longer the only channel that matters for retention. The landscape has evolved:

• SMS has moved from nice-to-have to primary engagement channel

• Social commerce through TikTok Shop and Instagram is driving actual revenue, not just awareness

• Customers expect seamless experiences no matter where they interact with you

The shift isn't just adding more channels. It's about coordinating them so each one plays a specific role in the customer journey instead of all doing the same thing.

Why should you care? Customers don't think in channels. They think in moments. They might discover you on TikTok, research on your website, buy via SMS, and re-engage through email. If those experiences feel disconnected or redundant, you lose them. Brands that master omnichannel aren't just present everywhere. They're strategic about what each channel does best and how they work together.

Action steps to implement

Define the role of each channel. Email is great for storytelling, education, and deeper content. SMS works for time-sensitive offers, restock alerts, and high-intent moments. Social is for discovery and community. Stop using all three the same way.

Coordinate your messaging, don't duplicate it. If you're sending the same promo via email, SMS, and social, you're wasting touches. Tease in one channel, deliver in another. Use email for context, SMS for urgency.

Build SMS as a retention channel, not just transactional updates. SMS isn't for shipping notifications anymore. It's for VIP offers, early access, exclusive drops, and high-value customer engagement.

Track cross-channel behavior. Look at how customers move between channels before they convert. Are people discovering on social and buying via email? Browsing your site and converting via SMS? Use that data to optimize your flow.

The best retention strategies in 2026 aren't single-channel. They're orchestrated across every touchpoint.

Consumer behavior is shifting toward value, transparency, and belonging

Customers are more selective about where they spend. The shift is happening across three key areas:

• Value over price: They're not just looking for cheap. They want quality, experience, and alignment with their priorities.

• Transparency as baseline: Customers want to know where products come from, how they're made, and what the brand stands for.

• Community over transactions: They're drawn to brands that feel like communities, not just places to shop.

This isn't about performative values or surface-level storytelling. It's about customers making purchase decisions based on whether a brand feels trustworthy, authentic, and worth being part of.

Why should you care? Price wars don't build loyalty. They attract deal hunters who'll leave the second someone undercuts you. But when customers feel connected to your brand, understand your value, and trust your transparency, they stick around. The brands growing right now aren't necessarily the cheapest. They're the ones that make customers feel good about buying from them.

Action steps to implement

Communicate value, not just price. When you promote an offer, lead with what customers get, not just what they save. "Free shipping, exclusive access, and priority support" is more compelling than "20% off."

Be transparent about your supply chain, pricing, and values. Don't make customers guess. Tell them where your products come from, how they're made, and what you stand for. This builds trust faster than any marketing copy.

Build community into your retention strategy. Create spaces where customers can engage with each other, not just with you. User-generated content campaigns, exclusive communities, or loyalty programs that feel like clubs all reinforce belonging.

Show up consistently on the things you say matter. If you talk about sustainability, your packaging better reflect it. If you talk about supporting small businesses, your actions need to match. Customers see through inconsistency instantly.

The brands that win long-term are the ones customers want to support, not just buy from.

Payment and conversion friction is disappearing fast

Every barrier between "I want this" and "I bought this" is being systematically removed:

• Buy now, pay later (BNPL) is standard, not special

• One-click checkout is becoming table stakes

• Passwordless authentication is rolling out everywhere

• Guest checkout is expected, not optional

Customers expect the buying process to be instant, flexible, and frictionless. If your checkout requires account creation, manual address entry, or more than two taps, you're losing conversions.

Why should you care? Conversion rate optimization used to be about better product pages and stronger CTAs. Now it's about removing every possible point of friction in the purchase flow. The brands with the smoothest checkout experiences convert more traffic into revenue without spending a dollar more on acquisition.

Action steps to implement

Offer BNPL as standard, not a perk. Integrate Afterpay, Klarna, or Shop Pay into your checkout. Customers expect flexible payment options, and offering them increases AOV and conversion rates.

Enable one-click checkout wherever possible. Shop Pay, Apple Pay, Google Pay; make it possible for customers to buy in a single tap without filling out forms.

Optimize your mobile checkout flow. Most traffic is mobile. If your checkout doesn't work flawlessly on a phone, you're hemorrhaging conversions. Test it yourself. If it takes more than 30 seconds to complete, simplify it.

Use autofill and smart defaults. Pre-populate fields where possible. Default to the fastest shipping option. Make the path of least resistance the path you want customers to take.

Remove unnecessary steps. Do you really need customers to create an account before checkout? Probably not. Let them buy as a guest and collect their info after the purchase when trust is higher.

The less someone has to think or work to complete a purchase, the more likely they are to finish it.

Retention and first-party data are the new competitive advantage

The landscape is forcing a strategic shift:

• Customer acquisition costs keep climbing

• Paid ads are more expensive and less effective

• Third-party cookies are disappearing

• Tracking pixels and retargeting don't work like they used to

This is pushing brands to focus on retention and building direct relationships through owned channels. That means collecting first-party and zero-party data so you can personalize without relying on third-party tracking.

The difference: first-party data is what you collect through customer interactions (purchases, site behavior, email engagement). Zero-party data is what customers intentionally share with you (preferences, goals, product needs).

Why should you care? The brands that own their customer data and relationships will have a massive advantage over the ones that rely on rented audiences and third-party platforms. Retention is also just more profitable. Increasing retention by 5% can boost profitability by 25-95%. Your existing customers are your most valuable asset, and the brands investing in keeping them are the ones growing sustainably.

Action steps to implement

Build zero-party data collection into your flows. Ask customers what they care about, not just what they bought. Use preference centers, quizzes, and surveys to collect information they willingly share. Then use that data to personalize future messaging.

Create post-purchase experiences that drive retention. Don't go silent after someone buys. Use email and SMS to onboard them, educate them on product usage, ask for feedback, and offer complementary products. The post-purchase window is where loyalty gets built or lost.

Segment beyond demographics. Stop segmenting by age and location. Segment by behavior, engagement, purchase frequency, and lifetime value. Use AI to predict which customers are likely to churn and intervene before they do.

Offer value in exchange for data. Customers will share preferences, product needs, and personal info if you give them something valuable in return. Early access, personalized recommendations, exclusive content; all of these work.

Build a loyalty program that actually drives behavior. Loyalty programs aren't just points and discounts. The best ones create tiers, unlock perks, and make customers feel like insiders. Use them to collect preferences, reward engagement, and increase LTV.

The brands that build retention strategies around owned data will be the ones that grow profitably while acquisition costs keep rising.

These trends aren't isolated, they're interconnected

AI is changing discovery, which changes how you show up in the buying journey. Omnichannel is about meeting customers where they are, which requires better data and coordination. Consumer behavior shifts mean you need transparency and community, which feeds retention. Frictionless payments increase conversions, which gives you more customers to retain. And retention depends on first-party data, which lets you personalize at scale.

The brands that understand how these trends intersect are the ones building sustainable, scalable growth.

Here's what to prioritize:

• Start tracking and optimizing for AI-driven traffic now

• Coordinate your channels instead of duplicating effort across them

• Build value, transparency, and community into your brand positioning

• Remove every bit of friction from your checkout experience

• Invest in retention and first-party data collection as your primary growth lever

You don't need to execute all of this at once. But you do need to understand where the market is moving and start building toward it. The brands that wait will spend the next two years catching up.

The top 10% of ecommerce agencies do these 5 things differently

Omnisend analyzed 717 agencies managing 2,990 brands to understand what separates top performers from the rest. The best agencies generate $170K per client annually and $16.70 per subscriber; not by working harder, but by working smarter.

What top-performing agencies do:

• Add SMS to their channel mix (agencies using SMS generate 202% more revenue on average)

• Run A/B tests regularly (192% higher revenue compared to those that don't test)

• Launch the first automation within 8 days of onboarding instead of weeks later

• Run 5.3 active automations per client, covering the full lifecycle; not just cart recovery

• Send 5.4 campaigns per month consistently, maintaining steady communication without oversending

The difference isn't one big decision; it's small, consistent improvements that compound over time. Top agencies also retain clients longer (1,020 days on average) and generate 45% of total email revenue from automations, not campaigns.

→ Read the full study

Quick Clips:

• NRF says 2026 is shaping up strong: NRF is forecasting 4.4% retail sales growth this year (above the 10-year average of 3.6%) driven by a consumer who keeps spending even when sentiment is low. The catch: that growth won't be evenly distributed, with higher-income households expected to carry most of the weight.

• AI is everywhere in ecom; but the handoff is broken: A LogicBroker survey of 600+ enterprise ecom leaders found 96% have invested in AI, with nearly half planning to drop $1M+ more in the next 12 months. The top use cases are all customer-facing, but the real gap is the moment AI passes the baton to a human; most brands are underinvesting there, and customers are feeling it.

• Facebook is paying creators to show up: Facebook's new "Creator Fast Track" program offers up to $3K/month guaranteed pay for creators with 1M+ followers on TikTok, YouTube, or Instagram who start posting Reels. The platform paid out nearly $3 billion to creators in 2025... and clearly wants a bigger piece of the creator economy pie.

• Ferrero goes bold in Brazil: Ferrero is acquiring Brazilian protein snack brand Bold Snacks, marking its entry into the better-for-you segment in South America. Bold Snacks built its name through a digital-first playbook and a growing protein portfolio; a familiar formula Ferrero has used to scale similar acquisitions in Europe and North America.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey it’s Chase and Jimmy here!

Spring has sprung in the inbox and Pura Vida's "spring stack" email shows exactly how to tie seasonal transitions to product styling.

Instead of just slapping a floral graphic on a product grid, they organized everything by how you'd actually wear their bracelets; by texture, occasion, and layering style.

"Mix Your Textures," "Waterproof + Effortless," "Late Night Layers." Each section gives you a reason to care and helps you visualize how to stack pieces together for spring.

It's a smart way to help people shop without overwhelming them with hundreds of individual SKUs, but the execution leaves conversions on the table. No CTAs within sections, no pricing, and product descriptions that focus on vibe over actual details.

Today we're breaking down what makes this curation framework work and where better shopping paths could actually drive sales.

Also inside:
✔️ Omnisend's execs tried migrating to their own platform. Plot twist: they hated it.
✔️ Honest question. How much of your retention are you just winging?
✔️ Hiring vault: 6 New retention marketing job ops

Let’s get into it.

Omnisend's execs tried migrating to their own platform. Plot twist: they hated it.

The leadership team sat down to experience ESP migration firsthand... and it was so painful they decided to eliminate it entirely for everyone else. Now every paid Omnisend plan includes full white-glove migration in 5 days at no extra cost.

What's included:

• Complete contact migration from your current ESP

• Up to 4 workflows recreated (3 templates each)

• 5 custom segments built to your specifications

• 5 signup forms or popups migrated

• 1 master email template cloned

• Sender email verification handled

• 24/7 support throughout the process

How it works: Sign up for any paid plan, submit the Kickstart form, grant account access, and their team handles everything while you keep running your business. No weeks lost to busywork, no risk of breaking critical workflows mid-campaign. They filmed the whole painful experience... watch it here or start your migration.

Pura Vida's spring stack email: Helping people shop by vibe instead of product

Pura Vida is known for colorful, stackable bracelets and a laid-back beach vibe, and this spring email organizes their entire product range around how you'd actually wear them.

Instead of just showing you a grid of bracelets, they're grouping products by texture, occasion, and layering style. It's a smart way to help people visualize how to mix and match without overwhelming them with hundreds of individual SKUs.

Let's break down what's working and where there's room to improve.

Header Block

The top of the email sets up the concept: spring is here, and it's time to refresh your stack.

What We Love

• "The Balanced Spring Stack" is a strong framing hook. It positions the email as guidance, not just products.

• The intro copy acknowledges the real problem. "Spring's so close we can almost feel it, which means it's officially time to refresh your stack. Winter vibes out, fresh color and texture in." It's relatable and creates urgency without being pushy.

• The hero image shows the product in use. Someone wearing a colorful outfit with stacked bracelets makes it feel aspirational and real at the same time.

• The CTA is clear and action-oriented. "Refresh Your Stack" tells you exactly what you're about to do.

What We'd Do Differently

• The layout could use more white space. The headline, intro copy, CTA, and image all run together, making it harder to scan.

Body Block

Here's where they walk you through four different ways to stack bracelets, organized by vibe and occasion.

What We Love

• The organization by theme is really smart. "Mix Your Textures," "Waterproof + Effortless," "Late Night Layers." Each section gives you a reason to care beyond just "here are more bracelets."

• Each section includes specific product recommendations. You're not guessing what to buy. They show you the Multi Mini Braided Bracelet, Spring Mixed Metal Bracelet Set, Skyla Chain Bracelet, etc.

• The visuals support the concept. Flat lays and product shots help you see how pieces look together, which is exactly what you need when shopping for stackable items.

• The color-coded sections create clear visual breaks. Pink for textures, blue for waterproof, yellow for evening. It makes the email easy to skim.

What We'd Do Differently

• There are no CTAs within the sections. You see the products, you read the descriptions, but there's no "Shop This Look" or "Add to Cart" button right there. That adds friction for people who want to buy immediately.

• No pricing. Showing the price next to each product would help people make faster decisions and reduce surprise at checkout.

• The descriptions are light. "Mix beaded + braided with classic string for that perfectly balanced 'I-don't-try-but-I-did' look" is fun, but it doesn't tell you much about the actual product. Adding one line about material, size, or fit would help.

• No social proof. Customer reviews, ratings, or a "bestseller" badge would add credibility and help hesitant shoppers convert.

Footer Block

Pura Vida closes with clean navigation and a mission callout.

What We Love

• The CTAs are clear and well-organized. "New Arrivals," "Shop All," "Custom Styles," "Bracelet Club." Each button gives you a specific next step.

• The social impact message is prominent. "Over $5 million donated to causes that support the planet and the people in it" reinforces brand values without being preachy.

• Social links are easy to spot.

• The brand voice stays consistent all the way through.

What We'd Do Differently

• The CTAs could be more specific. "Shop All" is fine, but "Shop All Spring Styles" would tie back to the email theme and feel more relevant.

• The footer could reinforce trust. Adding "Free shipping over $X" or "Easy returns" would help hesitant buyers take the next step.

• The Bracelet Club CTA feels random without context. If subscriptions are important to the business, explain the benefit in one line ("Monthly bracelets delivered" or "Members save 20%").

Where This Email Works

Let's zoom out and see where this fits in the bigger email strategy.

Seasonal Campaigns: This is perfect for spring, but the "stack by vibe" format would work for any season or holiday where you want to show variety without overwhelming people.

Product Education: Great for brands selling stackable, mixable, or customizable products where people need help understanding how to style them.

Engaged Subscribers: Smart for people who already know Pura Vida and just need inspiration on what to buy next.

Final Thoughts: Strong curation framework, needs better shopping paths

This email does a great job of organizing products by how people actually think about styling them. The vibe-based sections make browsing feel intentional instead of random, and the color-coded layout makes everything easy to scan.

But it's leaving conversions on the table. There are no CTAs within the product sections, no pricing, and no social proof to help people feel confident buying. The product names are easy to miss, and the descriptions focus on vibe over actual product details. Adding shopping buttons, showing prices, and tightening up the product info would help this email drive more sales without losing the fun, visual-first approach.

3 Quick Wins to Steal Next Time

✓ Organize products by styling vibe or occasion instead of just listing categories
✓ Use color-coded sections to create visual breaks and make emails easier to scan
✓ Add CTAs within each themed section so people can shop immediately

Honest question. How much of your retention are you just winging?

Most teams are. Not because they don't care. Because nobody handed them the playbook.

So campaigns get thrown together last minute. Welcome flows go untouched for months. And every time a new send comes around it starts with a blank doc and a guess.

That's exactly what we built the eCom Retention Vault to fix.

After 15+ years and $200M+ in email and SMS revenue, we packaged every pattern, campaign, and framework we've seen work at the highest level into one place.

Here's what you're getting:

50 proven campaigns with real brand examples, swipeable subject lines, and an AI prompt for each. 130+ pages of welcome flows from 20+ high-performing eCom brands. Design secrets from 10,000+ high-performing campaigns. 10 copywriting frameworks with real examples and AI prompts built in. Plus lifetime access to a private community of 350+ retention marketers.

Stop winging it.

👉 Get Instant Access to the eCom Retention Vault

The Hiring Vault

• Senior E-CRM Coordinator, Americas, New York City Metropolitan Area: Caudalie

• CUSTOMER LIFECYCLE SR MANAGER, Miami, FL: Wild Fork

• CRM Manager, United States: Nutrafol

• Lifecycle & Retention Strategist, Scottsdale, AZ: Bad Birdie

• Senior CRM Manager, Los Angeles, CA: Parachute Home

• Retention Marketing Manager, Las Vegas Metropolitan Area: Inno Supps

That's a wrap for today!

Appreciate you hanging with Chase and me. We hope you found something you can put to work ASAP.

If you did, don’t keep it to yourself! Send ecomemailmarketer.com to your favorite DTC marketer and get them in on the action.

Catch you next time!

🤘 Jimmy Kim

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Good morning, Chase and Jimmy here.

Upsell emails should be one of your strongest revenue drivers. You're selling to people who already trust you, know your products, and have given you their money before.

But we see brands get this wrong all the time. They blast generic product recommendations to everyone, ignore timing and context, and wonder why people ignore the emails or worse, unsubscribe.

The difference between upsells that work and upsells that annoy comes down to segmentation, timing, and making the offer feel like a natural next step instead of a sales pitch.

Today we're breaking down how to build an upsell strategy that actually drives revenue without burning out your list.

Also inside:
✔️ Abandoned cart emails getting opened but not converting? Here's the fix.
✔️ Knowledge drop: Checkout is where anxiety starts
✔️ DTC wins: Starface lands $105M growth investment

Let’s get into it.

Abandoned cart emails getting opened but not converting? Here's the fix.

If people are opening your cart recovery emails but not buying, the problem isn't your offer; it's that your emails are forcing shoppers to rethink a decision they already made. This Omnisend video breaks down three upgrades that remove hesitation and make finishing the purchase feel effortless.

What you'll learn:

• Why a 2-3 email series works better than one-shot reminders (and the exact timing framework to use)

• How to design cart emails that feel like shortcuts to checkout, not sales pitches

• When to use urgency, social proof, and incentives w/o breaking trust

→ Optimize your abandoned cart emails

Why your upsell emails aren't working (And how to fix them)

Upsell emails are one of the most underutilized tools in retention marketing. When they're done right, they tap into your existing customer base, increase average order value, and turn one-time buyers into repeat customers.

When they're done wrong? They feel pushy, irrelevant, and like you're just trying to squeeze more money out of people.

The difference comes down to segmentation, timing, and personalization. Here's how to build an upsell strategy that works.

What upsell emails actually are (and why they matter)

An upsell email encourages customers to buy a more expensive or premium version of something they've already purchased. Think upgrading from a basic plan to a premium one, or moving from a starter set to the full collection.

These emails work because you're selling to people who already trust you. They've bought from you before. They know your product quality. The friction is lower than it would be with a cold prospect.

And the numbers back it up. Increasing customer retention by just 5% can boost profitability by up to 75%. Your existing customers are already your best revenue opportunity. Upsell emails help you capitalize on that.

Upsell vs. cross-sell (and when to use each)

These terms get used interchangeably, but they're different strategies.

Upsell emails promote a premium upgrade or higher-value version of what someone already bought. Think deluxe subscriptions, larger sizes, or advanced features.

Cross-sell emails recommend complementary products that enhance the original purchase. If someone bought a razor, you'd cross-sell shaving cream or aftershave.

Both work. But upsells typically drive higher AOV because you're moving customers up a pricing tier, not just adding a $10 accessory.

The segmentation that makes upsells work

Generic product recommendations don't convert. Upsells work when they feel relevant, timely, and like a natural next step.

That means you need to segment based on behavior, not just demographics. Here's what to look at:

Engagement level. Highly engaged customers (people who open your emails, click your links, browse your site) are more likely to buy again. Prioritize them.

Previous purchase behavior. If someone bought winter gloves, they might want a winter coat. Use purchase history to inform what you offer next.

Purchase frequency. Customers who buy often are easier to upsell than one-time buyers. They're already in the habit of shopping with you.

Product usage signals. For subscription or software brands, look at usage data. If someone's hitting account limits or using advanced features, they're ready for an upgrade.

Satisfaction indicators. Happy customers spend more. Use post-purchase surveys, reviews, or NPS scores to identify your most satisfied buyers and target them with upsells.

Start with these segments, then refine based on what actually drives conversions in your customer data.

Timing your upsell emails for maximum impact

When you send an upsell matters as much as what you send.

Here's when upsells tend to work best:

Right after a purchase. Customers are already in buying mode. A well-timed upsell email within 24-48 hours can capitalize on that momentum without feeling pushy.

When engagement is high. If someone's actively browsing your site, opening your emails, or engaging with your content, they're more receptive to an offer.

At natural upgrade points. For consumables, this might be when they're due for a restock. For subscriptions, it's before renewal. For software, it's when they hit usage limits.

During high-intent moments. Black Friday, product launches, or seasonal peaks are all opportunities to introduce premium options to customers who are already shopping.

Bad timing kills even the best offers. Don't send upsells to someone who just complained about their order or requested a refund. Context matters.

Personalization goes beyond using someone's name

Personalization in 2026 isn't about mail-merging a first name into your subject line. It's about making the offer feel like it was built for them.

Here's what that looks like:

Reference their actual purchase. "You bought the starter kit. Ready for the full collection?" is way more compelling than "Check out our best-sellers."

Tie the upsell to their goals or preferences. If someone bought running shoes, upsell performance gear for runners. Don't just recommend random apparel.

Use dynamic content based on their tier or status. VIP customers should see different offers than first-time buyers. Tailor the messaging, the discount, and even the product selection.

Show them the value, not just the price. Instead of "Upgrade to Premium for $49/month," try "Get unlimited access, priority support, and exclusive features for $49/month." Make the benefit clear.

The more the upsell feels like a logical next step (not a sales pitch), the better it performs.

Use AI to scale personalized product recommendations

Here's where AI actually earns its keep in upsell strategy: helping you surface the right product recommendations at scale.

Instead of manually mapping out every possible upsell path, AI can analyze purchase patterns, browsing behavior, and customer attributes to predict what someone's most likely to buy next.

Where AI helps with upsells:

Product recommendation engines. AI can identify which premium products or upgrades are statistically most likely to convert based on a customer's purchase history and behavior. This goes beyond "customers who bought X also bought Y" and gets into predictive modeling.

Dynamic content personalization. Use AI to automatically populate upsell emails with the right products for each segment. Someone who bought skincare gets skincare upsells. Someone who bought supplements gets supplement upgrades. No manual work required.

Copy variation at scale. AI can help you test multiple versions of upsell messaging to see what resonates with different segments. Instead of writing 10 variations yourself, let AI draft options, then refine the winners in your voice.

Optimal send time prediction. AI can analyze when individual customers are most likely to engage and schedule upsell emails accordingly. Someone who opens emails at 7am gets their upsell then. Someone who engages at 9pm gets it later.

Where AI falls short (and where you still need humans):

AI can't understand the nuance of your brand voice or make strategic calls about which upsells align with your positioning. It also can't read customer sentiment the way a human can. If someone's frustrated or recently had a service issue, AI won't necessarily catch that context.

Use AI to handle the data-heavy work (recommendations, timing, testing). Use your judgment to ensure the strategy, tone, and customer experience stay on brand.

Write CTAs that actually drive action

Your call-to-action can make or break the conversion. Here's what works:

Be specific, not vague. "Upgrade My Plan" is better than "Learn More." Tell people exactly what happens when they click.

Make it personal. "Upgrade My Box" or "Complete My Set" feels more customer-centric than "Shop Now."

Create urgency without being manipulative. "Upgrade before your renewal" or "Limited stock on premium kits" works better than fake countdown timers.

Keep it simple. One clear CTA per email. Don't give people five different options and expect them to choose.

Test your CTAs. Small changes in wording can have a massive impact on click-through and conversion rates.

Add social proof to reduce hesitation

Even loyal customers hesitate before spending more. Social proof helps overcome that.

Include:

• Customer reviews or ratings for the upsell product

• Testimonials from people who upgraded and loved it

• Usage stats like "Join 10,000+ customers who've upgraded to Premium"

• Before-and-after comparisons that show the difference between the basic and premium versions

Social proof works because it shifts the decision from "Should I trust this brand?" to "Other people like me made this choice and it worked out."

Use automation to scale upsells without losing personalization

You don't need to manually send every upsell email. Build automated flows triggered by behavior:

Post-purchase upsell flow. Triggered 24-48 hours after someone's first order. Introduces premium options or bundles.

Repeat buyer upsell flow. Triggered after someone's second or third purchase. Offers loyalty perks, subscription upgrades, or VIP access.

Usage-based upsell flow. For subscription or software brands, triggered when someone hits a usage threshold. Encourages them to upgrade before they hit a limit.

Restock reminder with upsell. Triggered when someone's due for a refill. Includes an option to upgrade to a larger size or premium version.

Automation lets you reach the right people at the right time without manual effort. Just make sure the messaging still feels personal, not robotic.

Track the metrics that actually matter

Don't just measure open rates. Track the metrics that tell you whether your upsells are working:

• Conversion rate (how many people clicked and bought)

• Revenue per email (total revenue divided by emails sent)

• Average order value (are upsells actually increasing AOV?)

• Customer lifetime value (are upsell buyers becoming more valuable over time?)

• Unsubscribe and complaint rates (are you pushing too hard?)

If your upsell emails are driving revenue but also increasing unsubscribes, you need to dial back the frequency or improve the relevance.

Avoid the mistakes that kill upsell performance

Even well-intentioned upsell strategies can backfire. Here's what to avoid:

Upselling too soon. Don't pitch a premium upgrade before someone's even received their first order. Let them experience the product first.

Ignoring customer sentiment. If someone just had a bad experience, now's not the time to upsell. Fix the issue first.

Being too aggressive. Sending upsell emails every week burns out your list. Space them out and make sure each one adds value.

Offering irrelevant products. If your segmentation is off, your upsells will miss. Test, refine, and keep improving your targeting.

Forgetting to exclude recent buyers. If someone just upgraded, don't keep sending them upgrade emails. Use smart suppression logic.

Turn upsells into a long-term retention strategy

Upsell emails aren't just about squeezing more revenue out of one transaction. They're about deepening the customer relationship.

When someone upgrades to a premium product or larger plan, they're more invested in your brand. They're more likely to stick around, buy again, and become advocates.

Here's what to remember:

• Segment based on behavior, not just demographics

• Time your upsells around high-intent moments

• Personalize the offer so it feels relevant, not random

• Write clear, action-oriented CTAs

• Use social proof to reduce hesitation

• Automate strategically without losing the human touch

• Track revenue and LTV, not just opens and clicks

• Avoid being too aggressive or tone-deaf

Get this right, and upsells become one of your most reliable revenue drivers. Get it wrong, and you'll just annoy the customers who were already loyal.

The difference is strategy, not luck.

Knowledge drop:

Excitement drops the moment shoppers hit checkout. Jimmy explains why customers switch into “risk mode” and how resolving fear (not pushing harder) can improve conversions.

Twitter tweet

DTC wins:

Acne-care brand Starface World secured a $105M growth investment led by Astō Consumer Partners. Known for its bright Hydro-Star pimple patches, Starface turned acne care into a visible, expressive accessory instead of something to hide. Founders Julie Schott and Brian Bordainick will continue leading the brand as it scales the playful, community-driven approach that helped it redefine the category.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me, always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey, it's Chase and Jimmy here.

DIME built a solid spring sale campaign around seasonal transition messaging – "lighter layers, brighter skin" positioning that gave people a reason to refresh their skincare routine beyond just getting a discount.

The product curation made sense, the visuals stayed premium, and the "spring reset" framing created rational justification for buying.

But one small misstep completely undermined the campaign's urgency at the final hours.

Today we're breaking down what DIME got right with seasonal storytelling and where a confusing dual-offer strategy tanked their own momentum.

Also inside:
✔️ Inside the send: How Versed turned "sold out" into serious FOMO
✔️ Release radar: All-new from FUR, Javvy Coffee, and POCA

Let’s jump in👇

Inside the send: How Versed turned "sold out" into serious FOMO

Inboox's AI Breakdown tore into this product restock email and found the conversion drivers:

• "Sold-out status" headline that flips scarcity into social proof

• Hero product shot paired with real customer testimonials that do the heavy lifting

• Bold CTA that says "get it before it's gone again" without actually saying it

It also spotted room to level up: inject more urgency in the header (think: countdown or limited stock), tighten body copy for skimmers, and make footer links pop so engaged readers can explore further.

That's the power of Inboox. Access 1.5M+ real Shopify emails, get instant AI breakdowns on what works (and what doesn't), plus send-time data, full HTML, and more.

→ Start your free trial at Inboox.ai

DIME Spring sale series: Seasonal storytelling that sells the reset

DIME positions itself as clinical skincare with clean ingredients, and their spring sale series leans into seasonal transition messaging to drive urgency around lighter, hydration-focused products.

Across six emails spanning from campaign launch to final hours, the brand uses seasonal framing, product education, and scarcity tactics to convert browsers into buyers. The messaging stays consistent, the visual identity remains premium, and the product curation feels intentional.

But a confusing dual-offer strategy in the final email undermines the campaign's clarity, creating unnecessary friction right when momentum should peak.

Here's what DIME does well, where execution falters, and what skincare brands can learn from this seasonal sale approach.

1. Spring skin starts now

Focus: Sale launch with seasonal positioning and product curation

Why This Works:

• "Lighter layers. Brighter skin." headline immediately communicates seasonal benefit

• 25% off sitewide creates strong conversion incentive without complexity

• "Consider this your seasonal reset" framing connects discount to routine refresh, not just price reduction

• Product grid organized by category (Dewy Recovery Mask, Probiotic Gel Cream, Hyaluronic Acid Serum, Whipped Exfoliating Mask) shows thoughtful curation

• "Hydrating mists. Gentle exfoliation. Lightweight moisture." copy helps shoppers understand spring skincare priorities

• Individual product CTAs reduce decision friction

Opportunities for Improvement:

• Hero image shows single product in use but doesn't communicate "spring" visually

• No urgency signals about sale duration or stock levels

• Product grid lacks benefit callouts or skin type guidance

• Missing social proof or customer testimonials to validate seasonal swap

2. Your spring reset is still 25% off

Focus: Mid-campaign reminder with routine-building framing

Why This Works:

• "Refresh your routine for spring" headline reinforces seasonal positioning

• Product flat lay creates clean, premium aesthetic

• "Swap heavy for light" messaging with specific benefits (winter layers out, lightweight hydration in, gentle exfoliation, fresh glow, skin that breathes again) makes the seasonal transition tangible

• "Build Your Spring Routine" CTA frames purchase as intentional curation, not impulse buying

• Lifestyle imagery shows product in use for authenticity

Opportunities for Improvement:

• Still no urgency framing around sale end date

• Product selection in hero image doesn't align with curated grid from first email

• Missing personalization based on skin type or previous purchase history

• "25% off sitewide" repeated without new angle or added value

3. Meet your spring moisturizer

Focus: Single-product spotlight with benefit education

Why This Works:

• Hero product image with texture swatch shows product consistency

• "Lightweight hydration, zero heaviness" headline addresses specific seasonal pain point

• Benefit callouts with visual cues (supports skin barrier, calms redness, oil-free + water based, layers seamlessly under SPF + makeup) make technical features scannable

• "It's the perfect spring swap, and it's 25% off right now" connects product benefits directly to promotion

• Clean product photography maintains premium positioning

Opportunities for Improvement:

• Single-product focus breaks from multi-product curation of earlier emails

• No comparison to heavier winter moisturizers to reinforce seasonal swap narrative

• Missing customer testimonials or before-and-after validation

• Sale urgency still absent despite being mid-campaign

4. Your 25% off spring reset is still waiting

Focus: Text-only reminder email with minimal design

Why This Works:

• Conversational tone ("Hey there, just a quick note in case this slipped your mind") feels friendly rather than pushy

• Simple, direct copy keeps message clear

• "Treat yourself" CTA removes guilt from self-care purchase

• Minimal design reduces distraction from core message

Opportunities for Improvement:

• No visual elements makes email feel like an afterthought

• "Slipped your mind" framing assumes forgetfulness rather than intentional consideration

• Still no urgency signals about sale ending

• Missing opportunity to highlight specific products or address potential objections

• Breaks visual consistency from earlier campaign emails

5. Don't miss your insider perk

Focus: Scarcity-driven urgency with bestseller highlights

Why This Works:

• "Selling fast. While supplies last." creates immediate urgency

• "These bestsellers are already moving quickly" adds social proof through popularity

• Individual product callouts (Hyaluronic Acid Serum, Blue Facial Oil, Whipped Exfoliating Mask) with lifestyle imagery show products in use

• "Grab yours" CTA creates action orientation

• Maintains visual consistency with earlier emails

Opportunities for Improvement:

• "Insider perk" framing in subject line promises exclusivity but email shows standard sitewide sale

• No actual stock indicators or countdown timers to validate scarcity claims

• Product selection doesn't fully align with "spring refresh" curation from earlier emails

• Still missing sale end date despite urgency messaging

6. Final hours: 25% off ends soon

Focus: Last-chance urgency with dual offer introduction

Why This Works:

• "Final hours" creates clear deadline urgency

• "Ends at midnight MST" provides specific time constraint

• Lemon graphic reinforces fresh, spring aesthetic

• Clean hero image with clear typography

What Seriously Undermines This Email:

• Dewy Day Cream 50% off at Ulta exclusive offer introduces completely separate promotion

• Two simultaneous offers (25% sitewide vs 50% single product at different retailer) creates confusion about best deal

• Ulta callout drives traffic away from owned channel at critical conversion moment

• Dilutes urgency around main campaign by suggesting better deal exists elsewhere

• Makes subscribers question if they should wait for better discounts

What DIME Gets Right

Seasonal Positioning: "Spring reset" framing connects discount to routine refresh rather than just price reduction, creating rational purchase justification.

Product Curation: Highlighting lighter, hydration-focused products shows intentional seasonal merchandising rather than generic sitewide sale.

Visual Consistency: Clean, premium aesthetic maintains brand positioning throughout campaign despite promotional pricing.

Benefit-Led Messaging: Focus on outcomes (lighter layers, brighter skin, fresh glow) rather than just ingredients or features.

Where There's Room to Push Further

Urgency Arrives Too Late: Five emails in before any deadline appears, missing opportunities to create scarcity earlier in sequence.

Dual Offer Confusion: Ulta exclusive in final email undermines main campaign and creates decision paralysis at worst possible moment.

No Personalization: Every subscriber receives identical emails regardless of skin type, purchase history, or engagement level.

Social Proof Underutilized: Limited customer testimonials or reviews despite strong product claims throughout campaign.

Stock Scarcity Feels Fabricated: "Selling fast" messaging lacks supporting evidence like stock counters or specific sell-out warnings.

Final takeaway: Don't compete with your own campaign

DIME builds a solid seasonal sale campaign with clear positioning, thoughtful product curation, and consistent premium aesthetic. The "spring reset" narrative gives subscribers a reason to shop beyond just discount-chasing.

But introducing a competing offer (50% off at Ulta) in the final email destroys campaign focus right when conversion should peak. Subscribers now question whether 25% is good enough, wonder if they should shop elsewhere, and lose urgency around the midnight deadline.

When running a promotional campaign, commit to one clear offer and amplify it consistently. Don't introduce competing deals that undermine your own urgency and send customers to other channels.

Key Takeaways for Brands

• Frame seasonal sales around routine transitions, not just price reductions

• Curate product recommendations that align with seasonal needs and benefits

• Introduce urgency early in campaign sequence, not just in final emails

• Never introduce competing offers that undermine your primary promotion

• Use specific deadlines and stock indicators to validate scarcity claims

• Personalize product recommendations based on skin type and purchase history

Meme drop:

Oooooweeee, doesn't get better than that.

Release radar:

Your new nightly a-fur-mation

Furming Oil is Fur's high-performance body oil powered by bakuchiol (a plant-based retinol alternative) blended with antioxidant-rich botanicals for instant glow and firmer skin over time.

Protein gets a glow up

Javvy Coffee's new Protein Refreshers come in three fruity flavors (Mango Pineapple, Strawberry Acai, Peach Passionfruit) with 0g sugar and none of the chalky protein drink energy.

Meet the new sugar

POCA is a plant-based syrup made for coffee, matcha, and anything else you'd normally sweeten; zero calories and a fiber boost included.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with us, it’s always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey, it's Chase and Jimmy here.

AI tools are useful for brainstorming subject lines, drafting campaign copy, and speeding up your workflow.

But here's the problem we keep seeing: brands are letting AI write everything, and now their emails sound exactly like every other brand in the inbox.

Generic subject lines. Flat SMS messages. Welcome flows that could've been written by anyone.

AI is a useful tool, but it's not good at being you. Today we're breaking down how to use AI strategically without losing the voice that actually makes your brand worth paying attention to.

Also inside:
✔️ The retention playbook that took 15 years and $200M to build. Yours for $27.
✔️ Clicked send too soon? You can finally cancel campaigns mid-flight.
✔️ Quick clips: This weeks top eCom new stories

Let’s dive in.

The retention playbook that took 15 years and $200M to build. Yours for $27.

Most email marketers aren't losing because they lack talent. They're losing because they're figuring out from scratch what the best brands already know.

After 15+ years and $200M+ in email and SMS revenue, we just bottled it all up. The campaigns that drive the most revenue. The welcome flows that actually convert. The frameworks, the design principles, the AI prompts. Everything.

The eCom Retention Vault is the unlock.

→ Get The Vault — $27

50 proven campaigns with real brand examples and AI prompts. 130+ pages of welcome flows. 10 copywriting frameworks. Design secrets pulled from 10,000+ high-performing campaigns. Lifetime access to a private community of 350+ retention marketers.

One time. $27. Lifetime access.

Stop figuring out what already exists.

→ Unlock the eCom Retention Vault — $27

How to use AI without sounding like every other brand

AI is everywhere in marketing right now. And let's be honest, we're all guilty of using it to write subject lines, draft campaign copy, or brainstorm ideas for our next send.

That's not the problem.

The problem is when AI becomes the voice of your brand instead of just a tool in your process. When every email starts to sound the same. When your SMS messages could've been written by anyone. When customers can't tell the difference between you and the dozen other brands in their inbox.

That's where things start to break down.

Here's how to use AI strategically in your retention marketing without losing what makes your brand actually sound like you.

The real risk isn't AI itself, it's lazy execution

AI tools are incredibly useful. They can speed up your workflow, help you get unstuck, and surface ideas you wouldn't have thought of on your own.

But they're not good at being you.

They don't know your customer's inside jokes. They don't understand the specific way your audience talks about their problems. They can't replicate the tone that made someone fall in love with your brand in the first place.

When you use AI as a replacement instead of an assistant, your marketing starts to sound generic. And generic doesn't build loyalty. It doesn't drive retention. It just blends into the noise.

Start with your brand voice, not the AI prompt

Before you even open ChatGPT or Claude, you need to be clear on what your brand voice actually is.

Not just "friendly" or "professional." That's not specific enough.

Ask yourself:

• If your brand were a person, how would they text a friend?

• What words or phrases does your audience use that you should mirror?

• What topics does your brand have strong opinions about?

• What would your brand never say, even if it's trendy?

Write this down. Document it. Make it something you can reference and share with your team.

Once you have that foundation, AI becomes a tool that helps you execute faster. Without it, AI is just writing in its own voice, and that voice sounds like everyone else's.

Use AI to generate options, not final copy

Here's a better workflow: let AI do the heavy lifting on ideation, then rewrite it in your voice.

For example, if you're stuck on a welcome series:

Don't do this: Prompt AI to "write a 5-email welcome series" and copy-paste the results.

Do this instead: Ask AI to outline five different angles you could take in a welcome series. Pick the one that feels most aligned with your brand. Then write the actual emails yourself, using AI only to refine specific lines or test variations.

The same applies to subject lines, SMS copy, and campaign ideas. Use AI to get you 80% of the way there, then add the 20% that makes it sound like you.

Train AI on your voice (but don't let it replace your judgment)

Most AI tools let you feed them examples of your writing. Use that.

Give the AI:

• Past emails that performed well

• SMS messages customers actually responded to

• Campaign copy that felt distinctly "you"

• Customer reviews or testimonials that use language your audience relates to

When you do this, the AI's output gets closer to your actual voice. But it's still not perfect. You still need to edit. You still need to inject personality. You still need to make judgment calls that an algorithm can't.

Think of it like hiring a junior copywriter. They can draft something based on your style guide, but you wouldn't publish it without review. Same rules apply here.

Know where AI works best (and where it falls flat)

AI is great for certain tasks. It's terrible at others. Knowing the difference keeps you from over-relying on it in the wrong places.

Where AI actually helps

• Brainstorming angles for campaigns. When you're stuck on how to frame an offer or what angle to take, AI can surface ideas quickly.

• Writing variations for A/B tests. Need five different subject lines to test? AI can generate them fast.

• Drafting structure and outlines. Use it to map out email flows, sequence logic, or campaign calendars.

• Repurposing content. Turn a blog post into email bullets or condense a long message into SMS-friendly copy.

Where AI struggles

• Understanding nuance in your audience. AI doesn't know your customers the way you do. It can't pick up on subtle shifts in tone that matter.

• Creating genuinely funny or clever copy. Humor is hard to automate. What AI thinks is funny usually isn't.

• Building emotional connection. The best retention marketing feels personal. AI-generated empathy usually falls flat.

• Making strategic decisions. AI can't tell you whether an offer is right for your brand or if now is the time to send it.

Use AI where it's strong. Lean on your own judgment everywhere else.

Protect your tone in high-touch moments

Some emails and texts are too important to automate or over-rely on AI.

These include:

• Welcome series. This is someone's first impression of your brand. It needs to feel intentional, not templated.

• Apology or service recovery emails. When something goes wrong, people can tell if the response is generic. Write these yourself.

• VIP or high-value customer communications. Your best customers deserve messaging that feels considered, not auto-generated.

• Post-purchase follow-ups. These emails set the tone for the relationship. Make them count.

For these moments, use AI sparingly. Maybe it helps you draft an outline or test a subject line. But the final copy should come from you.

Build guardrails into your process

If multiple people on your team are using AI, you need rules. Otherwise, your brand voice will drift without anyone noticing.

Set clear guidelines:

• AI is for drafting, not publishing. Nothing goes out without a human reviewing and editing it.

• Always personalize the output. If it sounds like it could've come from any brand, rewrite it.

• Flag AI-generated copy in your workflow. Make it visible when something was drafted by AI so reviewers know to scrutinize it more closely.

• Review tone regularly. Every quarter, audit a sample of your emails and SMS messages. Do they still sound like you? If not, tighten the process.

These guardrails are all about making sure speed doesn't come at the cost of quality.

Test real engagement, not just efficiency

AI can help you send more emails faster. But more emails don't always mean better results.

If your open rates are dropping, your click-through rates are flat, or people are unsubscribing more than usual, speed isn't the issue. Relevance is.

Pay attention to:

• Reply rates. Are people actually responding to your messages, or are they just opening and ignoring?

• Unsubscribe trends. A sudden spike might mean your tone has shifted and people don't recognize you anymore.

• Qualitative feedback. What are customers saying when they do reply? Does it sound like they're connecting with your brand or just tolerating your emails?

Efficiency matters. But engagement matters more. Don't let AI help you send mediocre messages faster.

Remember why your brand voice exists in the first place

Your voice isn't just a style choice. It's how you build trust, create connection, and differentiate yourself from everyone else selling similar products.

When someone reads your email, they should know it's from you before they even see the logo. That's the standard.

AI can help you get there faster. It can make your process smoother. It can free up time for the strategic work that actually moves the needle.

But it can't replace the thing that makes your brand worth paying attention to in the first place.

Use AI as your co-pilot, not your replacement

AI isn't going anywhere. And honestly, you shouldn't avoid it. The brands that figure out how to use it well will have a real advantage in speed, testing, and iteration.

But the brands that lean too hard on it will start to sound indistinguishable from each other. And in a crowded inbox, indistinguishable is forgettable.

Here's what to remember:

• Be clear on your brand voice before you ever touch AI

• Use AI to generate ideas and drafts, not final copy

• Train AI on your voice, but don't trust it blindly

• Know where AI helps and where it falls short

• Protect high-touch moments from over-automation

• Build guardrails so quality doesn't slip

• Measure engagement, not just output

Do that, and AI becomes a tool that makes you better. Not a crutch that makes you generic.

Your customers don't need another brand that sounds like everyone else. They need you to sound like you. AI can help with that. Just don't let it do all the talking.

Clicked send too soon? You can finally cancel campaigns mid-flight.

Omnisend's March updates tackle the small gaps that quietly break workflows; deleted segments that kill automations, invisible forms, sketchy-looking links, and the dreaded "oh no" moment right after hitting send on a campaign.

Here's a look at what's new:

• Catch a typo or wrong link before emails? Cancel campaigns before they fully deliver

• Get alerts when someone deletes a segment your automation depends on

• Stop hunting through themes, set up embedded Shopify forms w/ guided flow

• See which products your automations are actually selling, not just total revenue

• Wave bye-bye to generic Omnisend links with new custom link domains

• Check the public roadmap to see what's being built, what's planned, and what's in beta

→ Watch the full breakdown

Quick Clips:

• Ulta's TikTok era begins: Ulta is launching on TikTok Shop next week with a curated assortment of brands you can only find at Ulta; a smart move as beauty continues its migration online. Q4 was strong with net sales up nearly 12%, but analysts are raising an eyebrow at softer 2026 comp guidance, even if leadership thinks it's just the hangover from a big year.

• Shopify's betting big on your AI personal shopper: Shopify president Harley Finkelstein says agentic commerce is the biggest shift the company has ever prepared for; and the pitch is compelling: agents that actually know your preferences and surface the right brands, not just the biggest ad spenders. Only 18% of U.S. retail is online right now, and he thinks agents are the unlock for the other 82%.

• YouTube out-earned Hollywood: YouTube pulled in $40.4 billion in ad revenue in 2025, topping the combined haul from Disney, NBC, Paramount, and Warner Bros. Discovery. A year prior it was the other way around, so this isn't just a milestone, it's a flip. Advertisers are following eyeballs, and younger audiences are spending them on YouTube.

• David Protein's got a macro problem: A proposed class action claims David Protein bars have nearly double the calories and up to 4x the fat listed on the label, based on independent lab testing. The founder is pushing back on the testing methodology, arguing the FDA requires different calculations for the ingredients they use.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey it’s Chase and Jimmy here!

Over the last 6 months, we've compiled the ultimate resource collection for ecommerce email and SMS marketers… and it's now LIVE for you to download.

5 resources: 50 campaigns WITH AI prompts. 75+ real brand email breakdowns. 130+ pages of welcome flow examples. 10 proven copywriting frameworks plus access to our private community.

A collection of everything you need to be successful as an email and SMS marketer. All for an incredibly low one-time price, less than a cheap cup of coffee a day.

Get everything right now, right away, right here to lock in our launch pricing.

Now onto today's goods:
✔️ People are shopping from the toilet… And other things we learned from 4,000 consumers.
✔️ Ready to trade theory for real playbooks from the brands actually scaling?
✔️ Hiring vault: 8 New retention marketing job ops

Let’s get into it.

People are shopping from the toilet… And other things we learned from 4,000 consumers.

Omnisend surveyed 4,000 shoppers across the U.S., UK, Canada, and Australia to understand where online shopping actually happens. Turns out, it's not about dedicated browsing sessions; it's about filling gaps between emails, before bed, at work, and yes, in the bathroom.

What the data shows:

• 66.5% shop from the couch, 42% in bed, 29% at work, and 21% in the bathroom

• 30% make impulse purchases late at night (rising to 41% in Australia)

• 44% have hidden an online purchase from someone (most often a spouse or partner)

• 60% abandon carts expecting a discount email to follow

• 50% wait for sales before buying; full price is now the exception

→ Read the full study to learn what this means for your strategy

Hero Cosmetics' International Women's Day email: Putting employees front and center

Hero Cosmetics makes skincare products, and this International Women's Day email takes a different approach than the typical holiday campaign.

They spotlight three women on their team with headshots, titles, favorite products, and a little personality. It's a good example of how to tie a holiday to your brand values without making it feel forced or performative.

Let's break down what's working and where there's room to improve.

Header Block

The top of the email sets up the premise: this is about celebrating the women who make the brand what it is.

What We Love

• "Hero energy only" is a strong opener. It's on-brand and immediately signals that this isn't a typical promotional email.

• The subheading does real work. "As a women-founded and women-led brand, we're proud to honor the ladies that make it all happen behind the scenes." It connects the holiday to the brand's identity in a way that feels authentic.

• The hero image shows real connection. Two people, relaxed and smiling, looking at each other instead of the camera. It feels warm and genuine instead of corporate.

• The CTA is clear. "Learn More" tells you there's more to the story if you want it.

What We'd Do Differently

• "Learn More" is vague. A more specific CTA like "Meet the Team" or "See Who Powers Hero" would set clearer expectations about where you're going.

• There's no product visibility above the fold. If the goal is also to drive sales (which the employee product picks suggest), adding a soft product callout or visual would bridge the gap between brand story and commerce.

• The layout could use more breathing room. The text and image run together, which makes it harder to scan quickly.

Body Block

Here's where they introduce three team members, each with their role, their story, and their favorite Hero product.

What We Love

• Each person gets a real introduction. Name, title, headshot, childhood photo, current photo, and favorite product. It's comprehensive without feeling overwhelming.

• The childhood photos add personality. They make the team feel more human and approachable, which is perfect for a brand-building moment.

• Each favorite product is called out visually. You see the product packaging, which creates a natural bridge between the employee story and shopping.

• The "Shop More Faves" CTA at the end gives you a clear next step. If you're not interested in just one product, you can browse the full range.

What We'd Do Differently

• The employee bios are light. We get their title and favorite product, but no insight into what they actually do or why they love working at Hero. Adding one sentence about their role or what they're proud of would deepen the connection.

• There's no direct product link next to each favorite. You see the product name and image, but there's no "Shop Mighty Patch" button right there. That adds friction for people who want to buy immediately.

• The layout lacks hierarchy. All three employees get the same treatment, which is fair but doesn't guide your eye anywhere specific. Highlighting one as a featured story might create more engagement.

• No social proof. Adding a customer review or rating for each favorite product would reinforce why these picks are worth trying.

Footer Block

Hero wraps up with clean navigation and standard links.

What We Love

• Navigation is simple and functional. Shop, Bundles, Skin School Blog, Reviews, Reward Program. Everything you'd need is right there.

• The social icons are clear and cover the right platforms.

• The overall tone stays consistent. Nothing here feels like a sudden shift into hard selling.

What We'd Do Differently

• There's no final product CTA. After walking through all those employee favorites, there's no "Shop All Products" or "Browse Best Sellers" to capture late scrollers.

• The footer could reinforce trust. Adding "Free shipping over $X" or "30-day returns" would help hesitant buyers take the next step.

• The Reward Program link is buried. If loyalty is important to the business, calling it out earlier in the email or making it more prominent would drive more signups.

Where This Email Works

Let's zoom out and see where this fits in the bigger email strategy.

Brand-Building Campaigns: This is perfect for International Women's Day, but the format works for any moment where you want to reinforce brand values (Pride, Earth Day, anniversaries, etc.).

Engaged Subscribers: Great for people who already know Hero and want to feel more connected to the brand. New subscribers might need more product education first.

Employee Advocacy: Smart for brands that want to humanize their team and show who's behind the products. Especially effective in beauty, wellness, and DTC categories.

Final Thoughts: Strong brand moment, needs better product integration

This email does a great job of celebrating the team in a way that feels genuine instead of performative. The employee spotlights are warm, the childhood photos add personality, and the favorite product callouts create a natural bridge to shopping.

But it's leaving conversions on the table. There are no direct product links next to the employee picks, the bios are too light to create real connection, and the footer doesn't give late scrollers a clear path to shop. Adding product CTAs, deepening the employee stories, and creating a stronger final CTA would help this email drive sales without losing the brand-building focus.

3 Quick Wins to Steal Next Time

✓ Use employee spotlights to tie brand values to real people during key moments
✓ Include childhood photos or personal details to make team intros feel human
✓ Add direct product links next to employee favorites so shopping feels seamless

Ready to trade theory for real playbooks from the brands actually scaling?

Commerce Roundtable Austin is over 60% sold out. On April 20-21, we're wrangling 350 DTC operators, marketers, agencies, and SaaS leaders to take over downtown Austin for two days of what's working right now in eCommerce; AI, acquisition, operations, mindset, and retention.

• 18+ Expert speakers: Actionable keynotes from operators building and scaling brands today

• Hosted by Nick Shackelford: The best MC in the game keeping the energy high

• Actually good conference food: We're serious about this; no sad sandwiches

• Built-in networking: Sunset happy hour, lounge conversations, and real connections

• Legendary after parties: The kind that make Austin worth the trip alone

• $220K in giveaways: Yes, from the stage. Yes, you could win big.

• The room that matters: Founders, operators, and the smartest people in eCommerce in one place

We've sold out every Commerce Roundtable for the past three years. Austin is moving fast.

→ Lock in your spot before it's gone. Save $75 with code CR75 at checkout.

The Hiring Vault

• Retention Manager, Curlsmith, Boston, MA: Helen of Troy

• CRM Email and Marketing Specialist, Austin, TX: YETI

• Lifecycle Marketing Manager, Los Angeles, CA: Reformation

• Retention & Loyalty Marketing Manager, United States: OSEA Malibu

• Head of Digital Growth Marketing, Los Angeles, CA: Frank & Eileen

• Email & SMS Marketing Specialist, Needham, MA: SharkNinja

• Email & SMS Retention Manager, Lyons, CO: Lyons Leather Co.™

• Retention & Lifecycle Manager, New York City Metropolitan Area: Venus et Fleur

That's a wrap for today!

Appreciate you hanging with Chase and me. We hope you found something you can put to work ASAP.

If you did, don’t keep it to yourself! Send ecomemailmarketer.com to your favorite DTC marketer and get them in on the action.

Catch you next time!

🤘 Jimmy Kim

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Good morning, Chase and Jimmy here.

SMS has a 98% open rate and most messages get read within 3 minutes.

That makes it the perfect channel for your VIP customers - the high spenders, frequent buyers, and most engaged subscribers who deserve to hear from you first.

But too many brands treat SMS like a shorter version of email, shipping off the same messages to everyone on their list and wondering why people opt out.

When you use SMS strategically for your best customers - early access, exclusive offers, personalized recommendations, and two-way conversations - it becomes your strongest retention channel.

Today we're breaking down how to identify your VIPs, what to send them via SMS, and how to turn your best customers into brand champions.

Also inside:
✔️ Most emails die in the inbox. These 12 didn't.
✔️ Knowledge drop: Why people delay buying (and how copy fixes it)
✔️ DTC wins: Eight Sleep raises $50M at $1.5B valuation

Let’s get into it.

Most emails die in the inbox. These 12 didn't.

What separates an email that converts from one that gets deleted? We pulled 12 high-performing emails from DTC brands like Bubble, Hero, and Surreal - and reverse-engineered exactly what made them work.

Inside Inbox Index:

• Full visual breakdowns from subject line to footer

• What's driving clicks (and what's killing conversions)

• Specific tactics you can steal for your next send

This isn't a template library. It's a masterclass in what converts; taught through real emails that generated real results.

Built for operators, marketers, and copywriters who are tired of guessing and ready to send with confidence.

→ Get your free copy

Knowledge drop:

Sometimes the biggest blocker to a purchase isn’t price or timing... it’s ego. Jimmy explains how writing “ego-safe” copy can remove resistance and speed up decisions.

Twitter tweet

How to use SMS to turn your best customers into brand champions

Here's the thing about getting someone's phone number: it's not casual.

When someone opts into SMS, they're inviting you into their most personal communication space. That's a level of access email doesn't have. And if you're smart, you'll treat it like the privilege it actually is.

So how do you make sure your top customers feel that exclusivity? By sending texts that are timely, relevant, and actually worth opening.

Let's break down how to identify your VIPs, what to send them, and how to make SMS your strongest retention channel.

Start by defining who your VIPs actually are

Not everyone on your SMS list is created equal, and that's fine. The key is knowing who your highest-value subscribers are so you can treat them accordingly.

Here's how to segment your VIPs by behavior:

The high spenders. Set a revenue threshold above your average order value. Anyone who consistently crosses that line gets VIP status. These are the customers who move your revenue needle.

The frequent buyers. They might not drop huge amounts per order, but they're shopping regularly. Set a purchase frequency benchmark (like 4+ orders in 90 days), and when someone hits it, they're in.

The best of both. These customers spend big and shop often. This is your ultimate VIP segment: the people who are both high-value and highly engaged.

The highly engaged non-buyers. Don't ignore people who click, browse, and engage with your texts even if they haven't converted yet. High engagement is a leading indicator of future purchase behavior. Nurture this group differently.

Once you've built these segments, you can start sending messages that actually match their behavior.

Write like a human, not a brand

SMS lives right next to personal conversations. It's not your website. It's not your email inbox. It's someone's text thread.

So drop the corporate voice. Write the way you'd text a friend: casual, direct, and conversational.

Say "hey" instead of "greetings." Skip the formalities. Keep it short and punchy.

The best brands do this with messages that feel like recommendations from a friend, not a marketing department. The tone is warm, helpful, and natural.

The more human your texts feel, the more likely your VIPs are to read them, engage with them, and actually act on them.

Personalize based on behavior, not just first names

Sure, using someone's first name is nice. But real personalization is showing customers you actually know what they care about.

Here's what that looks like in practice:

• Restock reminders based on purchase history. If someone buys the same moisturizer every 60 days, text them when they're due for a refill.

• Category-specific early access. If they always shop your sneaker drops, give them first dibs before you announce it to everyone else.

• Loyalty updates with actionable next steps. Don't just tell them they have points. Tell them they're 50 points away from a reward and how to close the gap.

• Browsing behavior triggers. If someone's been eyeing a product but hasn't purchased, a quick "Still thinking about it? Here's 10% off" can close the deal.

This is the "I saw this and thought of you" energy that actually works.

Give them exclusive access to everything first

If you want people to feel like VIPs, treat them like VIPs. That means they hear about things before anyone else does.

Text your top customers first when you're launching:

• New products or collections

• Flash sales or limited-time offers

• Exclusive discount codes

• Early access windows before public drops

• Free shipping thresholds or perks

The best VIP programs make this feel like insider access, not just another promo.

Even a simple message like "VIP early access: 20% off for the next 24 hours. Code: VIPONLY20" goes a long way. It's not complicated. It's just intentional.

Make SMS a two-way channel

Here's what a lot of brands miss: SMS isn't just for sending messages. It's a conversation.

When VIPs reply with questions, feedback, or requests, you need to be ready to engage. And no, that doesn't mean staffing a 24/7 support line. Smart automation can handle most of it.

Set up keyword-based auto-replies:

• "TRACK" → sends order tracking link

• "HELP" → routes to support or FAQ

• "SIZE" → shares sizing guide

• "HOURS" → shares store hours or contact info

The best implementations feel instant and helpful without seeming robotic.

You can also route more complex replies to your help desk or support team for human follow-up. Giving VIPs quick, friction-free access to help via text is a major loyalty driver.

Layer SMS with email for a seamless experience

SMS and email aren't competing channels. They're complementary.

Some messages belong in an inbox (like long-form content, detailed guides, or rich storytelling). Others are perfect for a quick text (like restock alerts, flash sale reminders, or time-sensitive offers).

But when you use both together strategically, you create a cohesive experience that meets customers wherever they are.

Here's how to coordinate them:

• Tease in email, close in SMS. Send a campaign email building anticipation for a drop, then follow up with a text when it goes live.

• Double down on high-value moments. Deliver rewards, loyalty milestones, or exclusive codes through both channels so nothing gets missed.

• Use email for education, SMS for urgency. Email explains the product. SMS reminds them it's selling out.

You can also use email campaigns to collect SMS opt-ins from engaged subscribers, creating a natural bridge between the two channels.

When your messaging is coordinated across email and SMS, customers get a seamless experience instead of scattered, disconnected touchpoints.

Add a win-back flow for VIPs who've gone quiet

Even your best customers can go dormant. Maybe they got busy. Maybe they found a competitor. Maybe they just forgot about you.

A VIP-specific win-back flow via SMS can bring them back before they're fully gone.

Here's what that might look like:

• Text 1 (Day 60 of inactivity): "We miss you! Here's 15% off your next order, on us."

• Text 2 (Day 75): "Still here? We saved your favorites. Click to shop."

• Text 3 (Day 90): "Last chance: your VIP perks are about to expire. Use them or lose them."

Keep it short, low-pressure, and focused on re-engagement, not guilt. The goal is to remind them why they loved you in the first place.

Build loyalty through intentional messaging

Your VIP customers aren't just high-value. They're the people who trust you enough to give you their phone number. That's not something to take lightly.

Treat them like insiders by:

• Segmenting based on real behavior, not guesswork

• Writing like a human, not a robot

• Personalizing based on what they actually care about

• Giving them exclusive access before everyone else

• Making SMS a two-way channel with smart automation

• Layering SMS with email for a cohesive experience

• Re-engaging VIPs who've gone quiet before they're fully lost

Get this right, and SMS won't just be another marketing channel. It'll be your most direct line to the customers who matter most.

DTC wins:

Sleep tech brand Eight Sleep just raised $50M, bringing its valuation to $1.5B. Known for its smart mattress systems that track sleep and automatically adjust temperature through the night, the company is already shipping to 34+ countries and reached free-cash-flow positive status in 2025.

The new capital will fund global expansion, new product development, and clinical work around sleep health.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me, always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey, it's Chase and Jimmy here.

VRG GRL's post-purchase flow isn't built around urgency or aggressive upsells.

It's built around a tiered loyalty program that positions points as exclusive membership, not just transaction rewards.

From the welcome email through delivery notifications and review requests, the brand uses loyalty as the backbone for relationship-building. The tone stays warm, the design stays clean, and the focus stays on engagement over pressure.

The structure is solid, but there are places where personalization and smarter cross-selling could turn more first-time buyers into repeat customers.

Today we're breaking down what VRG GRL gets right and where stronger execution could drive more loyalty-driven revenue.

Also inside:
✔️ 40% of their sales now come from email. Here's how they did it.
✔️ Inside the send: How Snif makes sustainable laundry feel like a no-brainer
✔️ The drop zone: All-new from Bachans, Bulletproof and Tushy

Let’s jump in👇

40% of their sales now come from email. Here's how they did it.

B-Wear Sportswear couldn't track which sales came from email marketing... until they switched to Omnisend. The BigCommerce integration gave them full visibility into email-driven revenue, plus the automation tools to scale without adding headcount. Now email generates 40% of total company sales, matching their paid social performance.

The results:

• 40% of total company sales attributed to Omnisend

• 66% conversion rate on welcome series (after testing discount levels)

• 47% conversion rate on abandoned cart workflow

• First 6 months of SMS revenue paid for nearly 2 years of Omnisend

• Automations drive 9% of revenue while representing less than 1% of sends

The shift from daily promotional blasts to strategic automation meant less manual work and higher returns. Their abandoned cart recovery rate increased 15% after switching from BigCommerce's built-in solution to Omnisend's dynamic workflows with product recommendations and multi-device cart tracking.

→ Read the full story

VRG GRL’s post-purchase flow: Loyalty through points, not pressure

VRG GRL is an Australian women's clothing brand that positions itself around exclusive designs, ethical manufacturing, and specialty fabrics. But what stands out in their post-purchase flow isn't the product pitch; it's how they turn transactional moments into relationship-building opportunities.

Across seven emails spanning from welcome to review request, the brand uses a tiered loyalty program as the engagement backbone, delivers clear operational communication, and creates multiple touchpoints without feeling pushy. It's a flow designed to turn first-time buyers into repeat customers by rewarding engagement, not just purchases.

Here's what VRG GRL does exceptionally well, where execution could sharpen, and what fashion brands can learn from this post-purchase approach.

1. Welcome To Our World

Focus: Loyalty program introduction with welcome voucher and tier breakdown

Why This Works:

• Lifestyle hero image positions the brand as aspirational and community-driven

• Welcome voucher ($10 AUD) creates immediate second-purchase incentive

• VRG GRL Society positioning frames loyalty as exclusive membership, not just points

• Four-tier breakdown with specific benefits and thresholds makes progression tangible

• Points-to-voucher conversion chart removes friction around redemption

• Clean layout makes benefits easy to scan and understand

Opportunities for Improvement:

• Tier benefits feel generic (birthday vouchers, early access) without unique differentiation

• No personalization based on first purchase value or product category

• Missing social proof or community validation of the loyalty program

• Points earning mechanics aren't clearly explained upfront

2. Your Order #XXXXXXX is confirmed

Focus: Order confirmation with loyalty points notification

Why This Works:

• Clean order confirmation format with clear product image and details

• Loyalty points earned callout ("You've just earned VRG GRL Society points") reinforces program value

• Delivery timeline clearly stated with specific carrier information

• Personal thank you from the team adds warmth to transactional message

Opportunities for Improvement:

• Loyalty points notification lacks context (how many points, what they're worth)

• No cross-sell or styling recommendations based on purchase

• Missed opportunity to encourage social sharing or referral

• Order details could include care instructions or styling tips

3. Welcome to VRG GRL, Cherie

Focus: Post-first-purchase welcome with brand story and social engagement

Why This Works:

• Personalized greeting makes the message feel tailored

• "Thanks again for joining VRG GRL Society" reinforces loyalty membership

• Sets clear expectations for email content (fresh drops, styling cues, behind-the-scenes)

• Social channel CTAs encourage multi-platform engagement

• Four-pillar brand values (exclusive designs, designed in Australia, ethically manufactured, specialty fabrics) clearly communicated

• Minimal, clean design maintains premium positioning

Opportunities for Improvement:

• No product recommendations or "complete the look" suggestions

• Social follow CTAs lack incentive (exclusive content preview, community highlight, extra points)

• Brand values repeat from earlier emails without new context

• No engagement metric or personalization based on browsing history

4. Discover Our World

Focus: Brand story deep-dive with founder introduction and value pillars

Why This Works:

• Black and white founder photo creates personal, authentic connection

• "Inspiring creativity and confidence through style" mission statement is clear and aspirational

• Three value pillars (ethical production, considered fabrics, community support) explained with imagery

• Founder signatures add human touch to brand messaging

• "Did You Know" section educates on brand practices without feeling preachy

Opportunities for Improvement:

• Content is dense and text-heavy for mobile reading

• Value pillars repeat information from welcome email without deeper detail

• Missing customer stories or community validation

• No clear CTA beyond generic "Visit VRG GRL"

5. VRG GRL ICONS

Focus: Product collection introduction with bestseller highlights

Why This Works:

• "Best-sellers for a reason" headline immediately establishes social proof

• Individual product callouts with specific benefits and features

• "All of our passion, and idea-generating, is focused at the VRG GRL HQ in Australia" reinforces local design story

• User-generated content section ("As seen on our muses") provides authentic styling inspiration

• Clean product presentation with clear imagery

Opportunities for Improvement:

• No personalization based on first purchase or browsing behavior

• Product benefits are feature-focused rather than outcome-driven

• Missing price points or conversion incentive

• UGC images lack attribution or community engagement opportunity

• No clear connection between "Icons" collection and customer's existing purchase

6. Delivery incoming...

Focus: Shipping notification with clear delivery expectations

Why This Works:

• "Good things are en route" messaging creates anticipation

• Tracking number and carrier information clearly displayed

• "If you're not home" section provides practical guidance for Australian customers (Post office collection)

• International customer instructions address potential delivery complications

• Clean, simple layout focuses on essential information

• Help center and contact options readily available

Opportunities for Improvement:

• No cross-sell or "you might also like" recommendations

• Missing opportunity to set expectations for product experience or care

• Could include unboxing tips or first-wear suggestions

• No social sharing encouragement or UGC campaign participation

• Tracking CTA could be more prominent in visual hierarchy

7. Cherie, we want to hear from you

Focus: Review request with incentivized feedback

Why This Works:

• Lifestyle hero image maintains brand aesthetic while encouraging engagement

• "$10 AUD off your next purchase" creates clear incentive for review completion

• Simple star rating interface lowers friction for feedback

• Personal tone ("we would love to hear your thoughts") feels genuine

• Email arrives after customer has had time to wear and experience product

Opportunities for Improvement:

• Review request only focuses on one product, missing opportunity for broader feedback

• No social proof showing other customers' reviews

• Incentive could be framed as loyalty points to reinforce program value

• Missing photo/video upload encouragement for UGC collection

• No alternative engagement path for customers not ready to review

What VRG GRL Gets Right

Loyalty as Relationship Framework: Points program creates ongoing engagement structure beyond one-off purchases.
Clear Operational Communication: Delivery notification email provides practical, helpful information that builds trust and reduces support inquiries.
Founder and Brand Story: Personal narrative and values positioning differentiate from fast-fashion competitors.
Clean, Consistent Design: Minimal aesthetic maintains premium perception throughout post-purchase journey.

Where There's Room to Push Further

Personalization Is Absent: Every customer receives identical emails regardless of purchase history, browsing behavior, or engagement level.
Product Benefits Underemphasized: So much focus on brand values that specific product features and use cases barely surface.
Cross-Sell Opportunities Missed: No "complete the look" suggestions or complementary product recommendations based on purchase.
Review Incentive Could Reinforce Loyalty: Offering points instead of discount would strengthen program integration.
UGC Collection Strategy Weak: Multiple emails show customer photos but don't actively encourage participation or create community.

Final Takeaway: Loyalty Programs Work When They Feel Like Membership

VRG GRL successfully positions their points program as exclusive society membership rather than transactional rewards. The flow builds relationship through brand story, clear communication, and ongoing engagement opportunities.

But engagement without personalization limits conversion potential. The flow would perform better with dynamic product recommendations, smarter segmentation based on purchase behavior, and stronger integration between loyalty points and review incentives.

Membership matters. But so does making each member feel like the experience was built specifically for them.

Key Takeaways for Brands

• Frame loyalty programs as exclusive membership to increase perceived value

• Use post-purchase emails to educate on delivery logistics and reduce support burden

• Balance brand storytelling with product recommendations and cross-sell opportunities

• Integrate review incentives into loyalty program structure instead of standalone discounts

• Personalize post-purchase content based on purchase category and customer behavior

• Create clear UGC participation paths with attribution and community recognition

Meme drop:

This is your sign to clean your email list 🧼

Inside the send: How Snif makes sustainable laundry feel like a no-brainer

Inboox's AI Breakdown unpacked this eco-focused product email and surfaced what clicked:

• Bold CTA placement that removes decision fatigue

• Product visuals paired with just-enough copy to inform without overwhelming

• Sustainability messaging woven in naturally; not preachy, just present

It also flagged easy upgrades like a stronger headline to hook readers faster, better text hierarchy to guide the eye, and a footer that balances personality with professionalism (yes, even the sign-off matters).

That's the power of Inboox. Access 1.5M+ real Shopify emails, get instant AI breakdowns on what works (and what doesn't), plus send-time data, full HTML, and more.

→ Start your free trial at Inboox.ai

The drop zone:

Top Ramen X Bachan

The iconic duo dropped limited-edition beef ramen bowls finished with Bachan's Japanese BBQ sauce in three flavors; Original, Sweet & Spicy, and Roasted Garlic.

Bulletproof just put creatine in your morning coffee

Bulletproof's new Coffee + Creatine packs 5g of creatine and 250mg of electrolytes into your morning cup; no routine change required.

Bidets 🤝 fiber gummies. 

Tushy recently launched Reboot, their first CPG product on subscription; a once-daily prebiotic gummy targeting bloat, irregularity, and gut health. HSA/FSA eligible, which honestly makes it a no-brainer.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with us, it’s always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey, it's Chase and Jimmy here.

People are buying products through ChatGPT now.

Not browsing. Not researching. Actually completing purchases without ever opening a browser or landing on a product page.

ChatGPT drives 15% of Target's referral traffic and 20% of Walmart's. Shopify reported AI-driven traffic to its stores is up 7x in 2025, with orders from AI searches up 11x.

This isn't a future trend to monitor. It's happening right now, and it's reshaping how customers discover and buy products.

Today we're breaking down what agentic commerce actually means, why it matters for your brand, and what you need to do to stay ahead of this shift.

Also inside:
✔️ What if you could spend 48 hrs w/ the DTC operators actually moving the needle?
✔️ You've accidentally trained your customers to ignore you (here's how to fix it)
✔️ Quick clips: This week's top eCom news stories

Let’s dive in.

What if you could spend 48 hrs w/ the DTC operators actually moving the needle?

Commerce Roundtable Austin is 60% sold out. On April 20-21, 350+ founders, operators, and marketers will take over downtown Austin for two days of what's actually working in DTC right now; the kind of conversations that change how you run your business the following Monday.

• Meta Ads & Creative Strategy in 2026: What's working now and what's changing

• Live Retention Flow-Off Debate: Real operators, real numbers, real disagreements

• How to Get 20B Views on YouTube: The playbook behind massive organic reach

• Tactical TikTok Shop Masterclass: The strategies driving real revenue on the platform

• AI Myths vs. Tactics: Cut through the hype and get the practical applications

• Building an Operating System for Growth: The frameworks top brands use to scale

• Navigating a Male-Dominated Ecosystem: Honest conversations on leadership and growth

We've sold out every event for the past three years. Austin is moving fast.

Secure your spot before it's gone. Save $75 with code CR75 at checkout → Register today

Agentic commerce is here, and it's changing how people shop

Shopping's changing again.

Not in the "we added a mobile app" way or the "now you can buy on Instagram" way. This one's bigger, and it's happening faster than most marketers realize.

People are already buying products through ChatGPT. They're asking AI assistants to recommend gifts, compare options, and complete purchases without ever opening a browser or tapping through a product page.

This isn't some distant future scenario. It's happening right now, and it's going to reshape how brands show up, get discovered, and actually convert customers.

If you're still thinking about channels the way you did five years ago, you're already behind.

What's actually happening right now

In late 2025, OpenAI rolled out a feature that lets ChatGPT users buy directly from Etsy sellers and select Shopify merchants (brands like Glossier, SKIMS, Spanx, and Vuori). They also introduced ChatGPT apps, which let brands build custom experiences inside the chat interface.

This is the beginning of agentic commerce. Instead of browsing product pages and clicking through checkout flows, people are having conversations with AI assistants that help them discover, compare, and buy, all in one place.

The numbers back it up. ChatGPT now drives 15% of Target's referral traffic and 20% of Walmart's. Shopify reported that AI-driven traffic to its stores is up 7x in 2025, with orders attributed to AI searches up 11x.

This isn't a novelty channel. It's becoming a real revenue driver, and the shift's only going to accelerate.

Why this matters for discovery and conversion

When someone asks ChatGPT, "What should I get my friend for her birthday?", the AI isn't biased toward any brand. It's recommending based on relevance, availability, and price.

Here's what that means in practice:

• If you're enabled for instant checkout: The experience stays seamless, and the customer can complete the purchase without ever leaving the chat.

• If you're not enabled: The AI links out to your website, which adds friction and increases drop-off.

• Either way, you can still show up: Even if you're not ready to enable in-chat checkout, your products can still appear in AI recommendations. But the brands that adopt these protocols early are capturing more of that purchase intent before it leaks out.

The categories moving fastest right now are low-stakes purchases like household essentials and everyday items. High-consideration categories like furniture or electronics will take longer to shift, but they're coming too.

What marketers need to do right now

Agentic commerce brings opportunity, but it also brings uncertainty. You can influence how you show up in LLM environments, but you can't fully control it the way you do with email or your website.

Here's where to focus:

Start tracking LLM attribution. If visitors are coming to your site from ChatGPT or other AI assistants, you need to know. Most platforms will pass that referral source as a UTM parameter (like utm_source=chatgpt.com). This is your first signal that agentic shopping is becoming a real channel for your brand.

Treat LLM-origin traffic differently. These aren't casual browsers. They're high-intent visitors who've already had a conversation about what they need. Build flows that reflect that (abandoned checkout reminders that reassure instead of push, post-purchase messages that continue the conversation they started in the AI assistant).

Experiment with your presence in LLMs. As branded experiences inside AI platforms expand, test what content, product info, or offers actually drive visibility and engagement. If features like coupons, product links, or consent capture become available, use them to connect LLM discovery with your owned channels.

Strengthen your data foundation. Clean, connected data is what lets you act on new signals quickly. The stronger your data infrastructure, the easier it is to segment conversational shoppers, measure behavior across channels, and turn AI-driven discovery into lasting relationships.

Stay informed on data policies. As LLM platforms evolve, new rules will define what brands can see and how they can engage. Pay attention to these changes and push for transparent, brand-friendly data access so you can actually use signals like product inquiries and shopper questions to inform personalization.

The brands that connect LLM discovery to their owned-channel strategies early are going to be the ones turning conversation into conversion.

LLMs won't replace owned channels, they'll make them more important

It's easy to get distracted by every new platform that promises better reach or discovery. But here's what doesn't change: owned channels are still your most valuable asset.

Here's why they matter more than ever:

• You control the data and the relationship: Email, SMS, mobile push, your website; these are the places where you own the experience. They're portable, durable, and let you act on your own terms.

• LLM interactions still depend on owned channel data: When someone discovers your product through ChatGPT and lands on your site, what happens next depends entirely on how well you've set up your retention infrastructure.

• Clean data is what lets you capitalize on AI discovery: The brands with strong segmentation and thoughtful automation are the ones who can take an AI-driven discovery moment and turn it into a long-term customer relationship.

Agentic commerce doesn't replace that foundation. It makes it more critical.

What this means for omnichannel strategy

Omnichannel marketing used to mean being present on email, social, SMS, and your website. Now it includes AI-powered environments too.

Tomorrow's shoppers are going to research products, ask questions, and make purchases through LLM assistants the same way they already do through Instagram, Google, or email.

The brands that win won't be the ones trying to control every channel. They'll be the ones that meet customers wherever they are and connect those touchpoints into a seamless, data-driven experience.

LLMs are just the next evolution of that. And if you're not thinking about how they fit into your strategy, you're missing a major shift in how people shop.

Where to focus your attention

Here's the reality: agentic commerce is still early, but it's moving fast. You don't need to have all the answers today, but you do need to start paying attention.

Track where your traffic's coming from. Build flows that reflect higher intent. Experiment with how you show up in AI environments. And most importantly, keep your owned channels strong, because that's still where the real relationship lives.

This shift isn't replacing what's already working. It's adding a new layer to it. The brands that adapt early, stay flexible, and connect AI discovery to their retention strategy are the ones who'll come out ahead.

You've accidentally trained your customers to ignore you (here's how to fix it)

Sale. Sale. Silence. Sale.

When this is your email pattern, your customers learn to tune you out between discounts. They wait for the promo. They ignore everything else.

The fix? Show up year-round with campaigns that actually matter.

This free 7-email series shows you how to use gift guides, flash sales, customer goals, loyalty plays, and smart segmentation to drive repeat purchases; without relying on endless discounts.

Stop disappearing. Start building a retention machine.

→ Access series

Quick Clips:

• Olaplex is trying to repair more than hair: After a 2023 lawsuit alleging product damage tanked its stock nearly 95%, the brand is in full comeback mode with new leadership, new products, and a softer brand image. Early signs are cautiously optimistic (they're the top prestige hair brand for 18-29 year olds and a rumored acquisition target) but JPMorgan is still bearish and sales are basically flat.

• Waiting on their refund like the rest of us: The Supreme Court ruled Liberation Day tariffs illegal, and now retailers like Costco, Lululemon, and e.l.f. are in line for billions back; but U.S. Customs needs 4.4 million manhours to process it all. A new automated system is in the works, but don't hold your breath: fewer than 10% of importers have even set up electronic payment yet.

• The customer you never knew you had: Most retail traffic is now anonymous; shoppers arriving mid-funnel from AI search with no cookies, no login, no history. But real-time signals like what they filter, how long they hover over the returns policy, or whether they keep checking delivery dates can tell you more than a purchase history ever could. The play isn't to wait for them to identify themselves; it's to read the room and remove friction fast.

• Mark your calendar: NRF's State of Retail & the Consumer virtual event is March 18th; free, one hour, and they're dropping their official 2026 retail sales forecast. Good one to tune into if you want the macro read on where the year is headed.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Hey it’s Chase and Jimmy here!

March is stacked: International Women's Day, St. Patrick's Day, Pi Day, Easter, all within a few weeks.

This email from Milk Bar treated the entire month as one extended gifting occasion and positioned their desserts as the solution for every celebration coming up.

It's a clean way to stay relevant without over-emailing, but the execution leaves some conversions on the table. Today we're breaking down what works and where better product visibility could actually drive sales.

Also inside:
✔️ Your email list is probably worth 10x what you think it is
✔️ Plot twist: The best email designs aren't actually that creative.
✔️ Hiring vault: 9 New retention marketing job ops

Let’s get into it.

Everything we know about retention. Finally in one place.

50 proven campaigns. 75+ real brand emails. 130+ pages of welcome flows. 10 copywriting frameworks. Design secrets from 10,000+ high-performing campaigns. A private community of 350+ retention marketers. Lifetime access to all of it.

That’s the eCom Retention Vault.

We spent 15+ years and watched $200M+ flow through email and SMS to figure out what actually works. Then we packaged every pattern, every playbook, and every framework into one place.

Not a subscription. Not a trial. One payment and it’s yours forever.

If a single campaign idea improves one flow, it pays for itself ten times over. There are 50 campaign ideas in here.

👉 Unlock the eCom Retention Vault

Milk Bar's March email: Turning a packed calendar into multiple reasons to buy

Milk Bar sells baked goods and desserts, and this email treats the entire month of March like one extended gifting occasion.

It's a smart way to stay relevant without sending four separate emails, and it positions their products as the answer for every celebration on the calendar.

Let's break down what's working and where there's room to improve.

Header Block

Right at the top, Milk Bar sets the premise: March is packed with reasons to celebrate, and they've got you covered.

What We Love

• The hero image shows abundance. The tower of treats, packaging, and products creates an immediate "wow" factor that makes everything feel premium.

• "A month of Milk Bar" is a strong framing device. It positions the brand as your go-to for the entire month, not just one event.

• The intro copy lists out the occasions. "From International Women's Day, to the start of daylight savings, St. Patrick's Day to Pi Day and Easter - the March calendar is full of reasons to party, and we've got just the treats for the job." It's clear, comprehensive, and creates urgency without being pushy.

• The free shipping callout at the very top removes a common objection immediately.

What We'd Do Differently

• There's no CTA above the fold. After that big hero image and the "game plan" setup, adding a "Shop All Treats" button would give eager shoppers a fast path to browse.

• The intro could be tighter. The daylight savings mention feels like filler; it's not really a gifting moment like the other holidays listed.

• The layout could use more white space. The hero image, headline, and body copy all run together, which makes it harder to scan.

Body Block

Here's where they walk you through specific product recommendations for different occasions.

What We Love

• Each section ties a product to a specific moment. "Show up with pie" for Easter and Pi Day, "Send truffles" for celebrating women, "Something for me" for self-care; intent is clear.

• The product recommendations are specific. Milk Bar Pie, B'Day Cake Truffles, Chocolate Covered Strawberry Caramel Snaps; you know exactly what you're getting.

• Each section gets its own CTA. "ORDER NOW" is consistent, clear, and easy to spot.

• The imagery supports the vibe. Lifestyle shots (pie on a plate, truffles on a stand, someone holding a treat) make the products feel accessible and real.

What We'd Do Differently

• There's no pricing. Showing the price next to each product would help people make faster decisions and reduce surprise at checkout.

• The "Something for me" section feels tacked on. It's not tied to a holiday or occasion like the others, which makes it feel like an afterthought. Either commit to self-care as a real angle or cut it.

• No social proof. Customer reviews, ratings, or a "fan favorite" badge would add credibility and help hesitant shoppers convert.

• The sections lack visual hierarchy. Every recommendation gets the same treatment, so there's no guidance on what's most popular or what to try first.

Footer Block

Milk Bar wraps up with clean navigation and standard contact info.

What We Love

• Navigation is simple and functional. Shop Online, Recipes, Locations, Loyalty; everything you'd need is right there.

• The contact link is clear. "If you have any questions, please contact us" makes support feel accessible.

• Social links are easy to spot and cover the right platforms.

What We'd Do Differently

• There's no final CTA or summary. After walking through all those product options, there's no "Browse the full collection" or "Shop all March treats" to capture late scrollers.

• The footer could reinforce trust. Adding "Free shipping over $100" or "Easy returns" would help hesitant buyers take the next step.

• The "Manage your subscription" link feels random without context. If subscriptions are important to the business, call them out earlier in the email.

Where This Email Works

Let's zoom out and see where this fits in the bigger email strategy.

Multi-Holiday Campaigns: This is a smart play when the calendar is packed and you don't want to send separate emails for every occasion. One email, multiple entry points.

Engaged Subscribers: Great for people who already know Milk Bar and just need a reminder of what to order for upcoming events.

Gifting Windows: Perfect for shoppers who are planning ahead and want to knock out multiple occasions at once.

Final Thoughts: Smart calendar play, needs better product visibility

This email does a good job of leveraging the calendar to create multiple reasons to buy. The product recommendations are clear, the occasions make sense, and the visuals are strong.

But it's leaving conversions on the table. The product links are hard to spot, there's no pricing, and the "Something for me" section feels disconnected from the rest of the email. Adding better visual hierarchy, making product links more obvious, and tightening up the self-care angle would help convert more browsers without losing the multi-occasion framing.

3 Quick Wins to Steal Next Time

✓ Use a packed calendar month to create multiple purchase triggers in one email
✓ Tie each product recommendation to a specific occasion so it feels relevant
✓ Make product links visually distinct so people don't have to hunt for them

Plot twist: The best email designs aren't actually that creative.

Most email templates look similar for a reason (and it's not laziness). Join Omnisend's visual expert Milvydas on March 24 at 7:00 AM PT to learn the design framework behind emails that actually perform, not just look good.

What you'll learn:

• Why high-performing email templates follow the same structural patterns

• The key design principles that drive conversions (not just aesthetics)

• The proven formula for creating emails that balance beauty with performance

This isn't about following trends; it's about understanding the design choices that consistently work across industries and audiences. → Register free

The Hiring Vault

• Director of Lifecycle Marketing (Email & SMS), Scottsdale, AZ: Sleepyhead

• Lifecycle Marketing Specialist (US - REMOTE), Oceanside, CA: Kindred Bravely

• Lifecycle Marketing Manager, Los Angeles, CA: Heat Free Hair

• Lifecycle Marketing Manager, Los Angeles, CA: Reformation

• Retention Specialist II, Carlsbad, CA: Vuori

• Sr. Manager, Retention Marketing, rhode, Beverly Hills, CA: E.L.F. BEAUTY

• Director, Lifecycle Marketing, Los Angeles, CA: True Classic

• Email & Lifecycle Marketing Manager, Austin, TX: Texas Standard

• Director Email Marketing - Hybrid from NY or WI, New York, NY:
  Lands'​ End

That's a wrap for today!

Appreciate you hanging with Chase and me. We hope you found something you can put to work ASAP.

If you did, don’t keep it to yourself! Send ecomemailmarketer.com to your favorite DTC marketer and get them in on the action.

Catch you next time!

🤘 Jimmy Kim

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!

Good morning, Chase and Jimmy here.

You spent all that effort collecting customer reviews, and now they're just... sitting there.

On product pages. Maybe getting a few views. Definitely not working as hard as they could be.

Reviews are one of the most versatile marketing assets you have, and they should be working across every channel where they can influence decisions.

Today we're showing you exactly how to use reviews beyond product pages; in emails, on social, in ads, and for product development.

Also inside:
✔️ That custom font you picked? It's showing up as Arial for 40% of your list.
✔️ Knowledge drop: Features don't buy loyalty. Feelings do.
✔️ Quick clips: Graza goes full throttle with NASCAR

Let’s get into it.

$27. Every email playbook we have. No excuses left.

You have customers on your list right now who already bought from you, already trust you, and already want to hear from you.

And your emails aren't converting them.

That's not a traffic problem. That's a retention problem. And it's costing you every single day.

So we built something to fix it.

The eCom Retention Vault is everything we know about turning email and SMS into a real revenue channel packed into one place for $27.

👉 Get The Vault — $27

Here's what's inside:

• Big Book of Email Campaigns with AI Prompts: 50 proven campaigns with real examples, swipeable subject lines, and an AI prompt for each so you can generate your own version fast

• The Form Holy Grail: 130+ pages of full signup journeys from 20+ brands, the three offers that actually convert, and popup/flyout/mobile strategies that grow your list without killing UX

• The Top 5 Email Design Secrets: Design rules pulled from 10,000+ high-performing campaigns that make your emails easier to read, easier to click, and harder to ignore

• 10 Copywriting Frameworks Cheat Sheet: The exact frameworks teams use to ship thousands of campaigns a year, with real examples and AI prompts to help you write faster

• Lifetime Access to Our Retention Community: A private community of retention marketers where you can ask questions, get feedback, and pressure-test ideas instead of guessing

All of that for $27. Not monthly. Not "introductory." Twenty-seven dollars for everything.

If one campaign idea, one form strategy, or one copy framework helps you improve a single flow then it pays for itself 10x over. And there's a lot more than one in here.

Your list is already built. Your customers are already there. Stop leaving their money on the table.

👉 Get The eCom Retention Vault — $27

That custom font you picked? It's showing up as Arial for 40% of your list.

Not all fonts render the same across email clients and most brands don't notice until their carefully designed email shows up as Arial in Outlook. This Omnisend guide breaks down specific font recommendations by email type, step-by-step implementation instructions, and examples from brands using custom typography effectively without sacrificing readability.

What you need to know:

• Email-safe fonts (Arial, Verdana, Georgia, Tahoma) display correctly on all devices and clients

• Custom fonts like Roboto and Montserrat add personality but require fallback strategies

• Different email types need different fonts: newsletters (Arial/Verdana), formal emails (Times/Georgia), promotional content (Trebuchet MS/Georgia)

• Always preview on desktop and mobile, use fallback fonts, and limit your email to 1-2 font families

→ Read the full guide

How to turn customer reviews into your highest-performing marketing asset

Collecting reviews is just the first step. The real value comes from using them strategically across every part of your business.

Most brands treat reviews like a set-it-and-forget-it feature. They turn on a review widget, collect some feedback, and leave it sitting on product pages where only a fraction of visitors will see it.

But reviews are one of the most versatile assets you have. They build trust on your site, increase conversions in your emails, improve your SEO, perform better than branded content on social, and give you free customer research that would cost thousands to get any other way.

Here's how to actually leverage reviews once you have them – so they're working for you across every channel, not just sitting on product pages.

Showcase reviews prominently on your website

Don't bury reviews at the bottom of product pages where no one scrolls. Display them prominently where they can actually influence purchase decisions and reduce hesitation.

Where to display reviews:

• Product pages (obviously), ideally above the fold or in a visible tab that customers see without scrolling

• Homepage featuring your highest-rated products or best testimonials to build trust immediately

• Dedicated testimonial or reviews page that aggregates your best feedback in one place

• Checkout page to reduce last-minute hesitation and cart abandonment

Pro tip: Highlight reviews that mention specific benefits, use cases, or solve common objections. A review that says "I was worried about sizing but the chart was perfect" is gold for hesitant buyers who have the same concern.

Use reviews in your email and SMS campaigns

Reviews aren't just for product pages. They're powerful social proof in any marketing channel, and they can significantly improve engagement and conversion rates when used strategically.

Where to include reviews:

• Welcome emails: Build trust immediately with new subscribers by showing them others love your products

• Cart abandonment emails: Reduce hesitation by showing that others loved the exact product they left behind

• Post-purchase emails: Reinforce their decision and encourage repeat purchases by validating their choice

• Promotional campaigns: Add credibility to sale announcements or new launches by including real customer feedback

Pro tip: Match the review to the customer segment. If you're emailing customers who browsed a specific product, include a review about that exact product to increase relevance and conversion likelihood.

Turn reviews into social media content

User-generated content (UGC) from reviews performs better than branded content because it feels authentic and relatable, which is exactly what social audiences respond to.

How to use reviews on social:

• Share customer photos and testimonials in feed posts and stories to build social proof

• Create highlight reels of video reviews that show real people using and loving your products

• Turn glowing quotes into graphic templates with customer attribution to make them shareable

• Run paid ads featuring real customer reviews instead of generic brand copy to improve click-through rates

Pro tip: Always ask permission before sharing customer content publicly, and tag the customer when possible to increase engagement and encourage others to share their own experiences.

Leverage reviews for SEO and paid search

Reviews generate fresh, keyword-rich content that search engines love, and they can improve your paid ad performance by adding credibility and social proof.

How reviews help SEO:

• They add new, relevant content to your site regularly without you having to write it yourself

• They naturally include long-tail keywords and phrases that customers actually use when searching

• They improve time on page and reduce bounce rates because people spend time reading reviews

• They can generate rich snippets with star ratings in search results, which increase click-through rates

How reviews improve paid ads:

• Google Ads allows seller ratings extensions that display aggregate review scores below your ad

• Ads with reviews or testimonials have higher click-through rates and lower cost per click

• Social proof in ad copy reduces cost per acquisition by building trust before the click

Create a feedback loop with product development

Reviews aren't just marketing fuel. They're product research that tells you exactly what customers want, need, and struggle with in real time.

What to look for:

• Feature requests: What do customers wish your product did that it doesn't currently do?

• Common complaints: What problems keep appearing that you can fix in the next iteration?

• Unexpected use cases: How are customers using your product in ways you didn't anticipate or market?

• Messaging gaps: What benefits do customers love that you're not highlighting in your marketing?

Use this feedback to improve products, refine messaging, and prioritize development roadmaps so you're building what customers actually want instead of guessing.

Reviews are a compounding asset

The more reviews you collect, the more valuable they become. They build trust, drive conversions, improve search rankings, fuel your marketing, and guide your product development – all at the same time.

But only if you actually use them.

Don't let reviews sit idle on product pages. Push them into emails, social content, ads, and customer research. Make them work across every channel where they can influence decisions or surface insights.

Start by picking one place where reviews could have immediate impact – cart abandonment emails, homepage trust builders, social proof in ads – and implement it this week. Then build from there.

Your customers already did the hard work of writing the reviews. Now it's your job to make sure they actually drive results.

Knowledge drop:

Features don’t build loyalty. Feelings do. Chase breaks down the psychology behind a certain toothpaste brand's rise (and what you should steal from it).

Twitter tweet

DTC wins:

Olive oil brand Graza just became the Official Olive Oil and Mayonnaise of NASCAR, expanding its existing partnership with RFK Racing to the league level.

As part of that relationship, Graza served as the primary partner on Brad Keselowski’s No. 6 Ford Mustang at COTA on March 1 and will remain a full-season associate partner on Ryan Preece’s No. 60 car. The broader NASCAR deal also includes a custom Graza food truck popping up at race weekends to elevate the tailgate experience.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me, always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!