Hey it’s Chase and Jimmy here!

Some emails try to do too much on Black Friday. This one keeps it simple. Beekeeper’s Naturals leads with a bold offer, clear benefits, and product proof that actually matters. This morning, we're unpacking what worked and what could make it even stronger.

Also inside:

✔️ Black Week isn’t just a promo. It’s the week that carries your entire year.
✔️ Building an agency in 2025? Watch this.
✔️ Industry intel: Latest updates from Meta, IG & TikTok
✔️ Hiring Vault: 7 New retention marketing job ops

Let’s break it down 👇

Black Week isn’t just a promo. It’s the week that carries your entire year.

Omnisend’s latest analysis of 5,000 U.S. ecom brands reveals just how much weight Black Week now holds. Orders jumped 36% year-over-year, AOV climbed from $164 to $215, and a surprising share of brands generated 15–50% of their annual orders inside just seven days.

Shoppers are buying differently; fewer purchases, bigger baskets, and laser-focused decision-making. And brands that plan early, tighten offers, and lean on automations are the ones seeing the biggest lift.

Read the full breakdown and get ahead of 2026 → Right here.

Beekeeper’s Naturals Black Friday Email: Bright, Clear, and Built to Convert

Beekeeper’s Naturals is a prime example of how to run a Black Friday sale without overcomplicating it. A bold offer, bright visuals, and clear product education make this email easy to skim and even easier to act on. Let’s unpack what they nailed and where a few small tweaks could boost clarity and conversions.

Header Block

What We Love

• Strong promotional clarity. “30 percent Off Our Number 1 Best Seller” immediately communicates value and filters the reader’s attention.

• Above the fold content is almost perfect. The product lineup, headline, and supporting copy appear early which is exactly what you want for mobile.

• Holiday energy done right. The ribbon visuals and warm palette feel festive without distracting from the offer.

• Purpose driven subcopy. The line about staying healthy during the season ties directly to the product’s use case and increases relevance.

What We’d Do Differently

• The main CTA should sit higher. Moving “Shop Now” up slightly would ensure it’s visible above the fold for most screen sizes.

• The hero section could use one short urgency cue. Something like “Seasonal favorite” or “Stock up early” would help frame demand without creating confusion about other deals.

Body Block

What We Love

• Clear segmentation by product need. Immune support, throat soothing, and kids support each get their own spotlight which makes navigation easier.

• Strong benefit first copy. Each product description leads with what it does, which is exactly what shoppers want when skimming.

• Reviews are well placed. Positioning them directly under each product helps reinforce claims without breaking the flow.

• Icon use is clean. The green checkmarks add structure and keep the layout organized.

What We’d Do Differently

• The email ends without a natural next step. Adding a second CTA below the product section would capture high intent readers and keep them moving without requiring a scroll back to the top.

• Adding margin between product sections would help each block breathe and reduce visual density.

Footer Block

What We Love

• The perks section reinforces value. Rewards, exclusive offers, and free shipping all contribute to stronger long term engagement.

• Navigation is simple and practical. Readers can easily jump to Shop, Account, or Subscriptions.

• Brand consistency all the way through. The yellow palette and icons stay cohesive and recognizably Beekeeper’s Naturals.

What We’d Do Differently

• The footer is text heavy. Simplifying copy and adding spacing between the perk lines would improve readability.

• A more compact footer layout would give the email a cleaner finish and reduce scroll fatigue.

Final Thoughts: What Email Marketers Can Learn

This email works because it gets straight to the point. Big offer, clear product value. It leans into the season without turning into a holiday circus, and the branding never gets in the way of the sale. 

Give this thing a little breathing room and tighten the hierarchy and it would hit even harder, but the overall strategy is dialed in.

3 Quick Wins to Borrow for Your Next Offer Email

✓ Make your headline, value, and product visible above the fold.
✓ Pair products with a short, relevant review to validate your claims.
✓ Use margin and spacing to control pacing and guide the reader down the page.

Building an agency in 2025? Watch this.

Eric Rausch, Elizabeth Krupka, Taylor Holiday, and Max Sturtevant break down the realities of running an agency today; from hiring and culture to compensation, retention systems, and the operational frameworks that actually keep margins strong.

It’s candid, tactical, and packed with operator-level insight you can apply immediately. Watch the replay here 👇

Industry intel

Instagram tests Early Access Reels to boost follower growth

Instagram is experimenting with a new “Early Access” Reels feature. Creators can lock a Reel temporarily, showing a blurred preview and countdown timer until it becomes public. Only followers can view it early, incentivizing more users to follow for first access.

💡 Why it matters: This is a subtle but smart growth lever for creators. If the Reel has enough intrigue, people will follow to unlock it; helping creators build audience without changing much about their content.

Meta adds new IG Marketing API metrics and publishing tools

Meta rolled out new Instagram Marketing API updates including Reels skip rate, repost counts, and profile visit tracking from ads. They also added Trial Reel support and content deletion features via API for better third-party platform integration.

💡 Why it matters: Brands and agencies using external CRM or social tools will get deeper analytics and more flexibility in publishing, especially helpful for testing what actually drives engagement and reach.

Meta combines IG + Facebook support and adds AI-powered assistance

Meta is merging its Facebook and Instagram help centers into one centralized support experience and testing an AI assistant for faster issue resolution. It's designed to simplify account recovery, ad approvals, and more.

💡 Why it matters: Meta support is notoriously frustrating. Centralized systems and AI assistance may finally streamline workflows for marketers who manage multiple accounts across platforms.

TikTok tests ‘Nearby Feed’ to surface local content

TikTok is rolling out a new “Nearby Feed” in select regions, showing users content from creators in their local area. It’s an effort to deepen community engagement and highlight location-based relevance in the For You experience.

💡 Why it matters: This could change how creators think about SEO and geo-targeting on TikTok. For brands, it’s a huge opportunity to boost visibility in local markets without paid media.

👨‍💻 The Hiring Vault

• Senior CRM Manager, Los Angeles, CA: ONE/SIZE

• Retention Marketing Senior Manager, New York, NY: Fur

• Senior Manager, Retention, New York, NY: kate spade new york

• Senior Lifecycle and Retention Strategist, Durham, NC: Dollar Shave Club

• Growth Marketing Manager, New York, NY: Hill House Home

• Senior Manager, Email & SMS Marketing, Los Angeles, CA: madhappy

• CRM & Loyalty Manager, Santa Monica, CA: 12th Tribe

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

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