Hey it’s Chase and Jimmy here!

Why do some emails get opened instantly while others never see the light of day?

It’s not luck. It’s strategy.

Email marketing is still one of the most powerful channels for engaging audiences – 76.86% of businesses rank it as a top revenue generator. That’s more than SEO and paid ads.

But are you sending the right emails? Let’s look at 10 elements that make all the difference between emails that convert and those that get ignored.

Also in the mix today: we're sharing an A/B test for adding new SKUs to the lineup and highlighting an iconic collab that hit all our nostalgic feels.

🛬 Are your emails landing in the inbox—or costing you sales?

Spam filters, carrier regulations, and hidden deliverability pitfalls could be blocking your messages before they even reach your customers. But there’s a fix.

Omnisend’s deliverability expert, Desi, is breaking down the biggest mistakes brands make—and the simple changes that can instantly improve your email reach. If you want more emails in inboxes (and more revenue in your pocket), you won’t want to miss this.

📩 Register for free and start hitting more inboxes today!

💡 Knowledge Drop of The Week:

Want to know if adding new SKU variants will actually grow your revenue? Connor Rolain, Head of Growth at Hexclad, shared this A/B test that can tell you before you even start marketing. Full details in his post. ⬇️

🏆10 Components of Winning Email Marketing Campaigns

1. Segment your audience for tailored content

Not all subscribers are the same, so why send them the same email? Segment your audience by behavior, interests, and demographics to make your messages more relevant.

Here are some segmentation ideas for eCommerce:

• Loyal customers: Reward them with exclusive perks

• First-time buyers: Give them a welcome discount

• Cart abandoners: A gentle nudge (and maybe free shipping?) can bring them back

Check out this personalized loyalty email from Van Leeuwen Ice Cream:

💡Pro tip: If you’re running a loyalty campaign, make sure to exclude customers who’ve already redeemed the offer – no one likes irrelevant emails.

2. Serve up an offer they can’t refuse

Your audience doesn’t just want emails. They want value.

So whether it’s a discount, a giveaway, or exclusive content, your offer should match what your audience actually wants. Here’s some good stuff to send their way:

• Referral incentives: Encourage loyal customers to spread the word (think “Give $10, Get $10”).

• Limited-time discounts: Create urgency with “Only 24 hours left!” promos.

• Contests and giveaways: Engage new subscribers by making it fun.

This discount email from HIRO does a great job of tapping into urgency:

3. Craft a subject line that piques curiosity

Your email is worthless if it never gets opened.

That’s why subject lines need to create a curiosity gap – teasing just enough to make people want more.

Here are some formulas that work:

• The intriguing question: “Are you making this skincare mistake?”

• The exclusive reveal: “Psst… you’re the first to see this!”

• The FOMO effect: “Last chance! 50% off ends tonight.”

💡Pro tip: Keep it short and sweet. Under 50 characters is best.

4. Write copy that feels like a conversation

If your emails sound like they were written by a robot, they’re going straight to the trash (or spam).

Your tone should match your audience’s vibe. If they’re fun and casual, you can be too. If they expect professionalism, keep it polished. Either way, keep it human.

Take a page from Birdy Grey’s playbook:

Write like you’re talking to a friend. Trust us, no one wants to read corporate jargon. They’ve got enough of that already in their inbox.

5. Make your email content worth reading

If your emails feel like constant sales pitches, your audience will tune out fast. Instead, focus on content that does something for the reader.

For example, your email could:

• Educate: Teach your audience something useful (e.g. tips, news or how-to guides).

• Entertain: Delight your subscribers with humor or creative storytelling.

• Engage: Encourage interaction by sharing links or asking questions.

• Inspire: Share success stories or BTS to emotionally connect with your audience.

Here’s how Buoy keeps readers informed about the science behind their products:

💡Pro tip: Within the first few lines, your reader should know exactly why your email matters. If they can’t answer, “What’s in it for me?” right away, they won’t keep reading.

6. Pay attention to your email’s design

Even the best content can easily lose its impact when paired with poor design. An attractive, well-structured layout guides the reader’s eye and makes your message more effective.

Here are some email design tips to keep in mind.

• Keep your header clean, simple and on-brand

• Use short paragraphs, bullet points and sections to break up walls of text

• Sprinkle eye-catching images with a healthy visual-to-text ratio

• Make your CTAs hard to miss with prominent, high-contrast buttons

• Optimize your email to look great on all screens (e.g. phones and tablets)

Check out how Lentiful nails the balance:

7. Add that one CTA to rule them all

A confused reader does nothing. Your email should have ONE clear action – whether that’s clicking a link, redeeming a code, or reading a blog.

🚫 Don’t clutter your email with 5 different CTAs.

✅ Stick to one primary button with clear action words like:

• “Shop the Sale”

• “Claim Your Spot”

• “Get 15% Off”

💡Pro tip: Urgency sells. Nudges like “Last chance” or “Only 3 left” can make people act fast.

8. Use AI to work smarter

Let’s be real: email marketing can feel like a never-ending to-do list. Managing customer data, figuring out who to target, personalizing messages… it’s a lot.

But AI tools can take the guesswork (and busywork) off your plate so you can focus on what matters – crafting emails that convert.

Here’s how AI can give you competitive edge:

• Smarter segmentation: AI can automatically group customers based on behavior, preferences, and engagement, so you can send highly targeted emails easily.

• Predictive analytics: AI can forecast customer behavior – like who’s likely to buy again and who’s about to churn – so you can send the right message at the right time.

• Personalization on autopilot: AI makes it easy to tailor emails for each subscriber by adjusting subject lines, recommendations, and offers based on their unique data.

9. Pair your email strategy with SMS

Want to drive even better results from your email strategy? Mix it up with SMS.

Text messages are instant, personal, and get opened and read more than any other channel. Best of all, they don’t require an internet connection, so your contacts can access them anywhere.

Here are some ways to use email + SMS for max impact:

• Email first, SMS reminder later: Send a “Last chance” text to those who haven’t opened your email.

• VIP early access via SMS: Let SMS subscribers shop sales before anyone else.

• Post-purchase follow-ups: Text updates and ‘thank yous’ keep customers engaged.

💡Pro tip: Just like email, SMS works best when used strategically and sparingly. No one likes a brand that texts (or emails) too much.

10. Test and improve your emails

Even the best emails can perform better. Regular A/B testing helps you fine-tune your approach and maximize results.

Here’s what to test:

• Subject lines: Try different lengths, tones, and emojis to boost open rates.

• Send times: Experiment with morning, afternoon, and evening sends.

• CTA wording & placement: Test different phrases and button positions.

• Email length & format: See if short, punchy emails outperform longer ones.

• Personalization tactics: Try using names, product recs, or location-based deals.

💡Pro tip: Test one thing at a time to see what truly moves the needle. Small tweaks can often lead to big wins.

Wrapping up: the perfect email formula

When done right, email marketing remains one of the best tools to drive conversions and build lasting customer relationships.

Here are five takeaways for nailing your email campaigns every single time:

✅ Segment your audience and personalize emails to be more relevant

✅ Make emails worth reading by educating, entertaining, or inspiring – don’t just sell.

✅ Keep design clean, mobile-friendly, and focused on one clear call to action.

✅ Enhance engagement with AI-driven automation and well-timed SMS follow-ups.

✅ Test subject lines, send times, and CTAs to refine performance.

Now go forth and hit send with confidence!

⛓️‍💥 Breaking Free: Why DTC Brands Are Leaving Avalara Before the April 2025 Shutdown

With Avalara AvaTax shutting down in April 2025, thousands of Shopify merchants are searching for alternatives. But smart brands aren't just looking for a replacement—they're seizing the opportunity to upgrade.

The True Cost of Avalara:

- Long-term contracts that lock you in
- Annual price increases that strain your budget
- Complex implementation requiring technical expertise
- Limited customer support when issues arise

Kintsugi: The Gold Standard Alternative

Founded by Pujun, Meta's first AI engineer, Kintsugi delivers everything Avalara promised but failed to deliver:

• No Long-Term Contracts: Pay month-to-month only when we file

• Transparent Pricing: No surprise increases or hidden fees

• White Glove Migration: Complete transition in 3-5 days

• AI-First Technology: Automatic monitoring and adaptation to regulatory changes

DTC brands switching from Avalara to Kintsugi report:

• Average 30-40% reduction in compliance costs

• 9+ hours saved monthly per finance team

• 98.3% reduction in filing errors

• 83% faster registration process

“We tried using popular platforms, but they just added frustration. We needed a solution that worked with us—not against us.” - SK Shop

Book your Avalara exit strategy session!

Plan your transition today and experience what tax compliance should have been all along.

🔥 DTC wins:

Hi, Barbie! What time is it?

G-SHOCK teamed up with Mattel to introduce a limited edition GMA-S110BE. Dressed in Barbie's signature pink, this timepiece features all right nods to the world-famous doll with heart gears, the iconic Silo Head and

special packaging reminiscent of a collector's box.

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

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