Hey, it's Chase and Jimmy here.

Daily emails can either keep your brand top of mind or train people to ignore you.

Bums & Roses is testing that line.

They email frequently (sometimes daily) banking on new product drops and visual energy to keep subscribers engaged. It's a high-frequency, hype-driven approach that works well in categories where customers expect constant newness.

But when you're showing up that often, every email needs to justify its place in the inbox. Otherwise, frequency becomes noise.

Today we're breaking down Bums & Roses' email sequence; what's working, where repetition starts to drag things down, and how to keep daily sends feeling fresh instead of exhausting.

Also inside:
✔️ Omnisend’s exec team just tried migrating their own platform... plot twist: they hated it.
✔️ We're bringing DTC to ATX in 53 days
✔️ The drop zone: New releases from Away, Rhode, and Caraway

Let’s jump in👇

Omnisend’s exec team just tried migrating their own platform... plot twist: they hated it.

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Here's what you get:

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• Up to 4 workflows recreated (3 templates each)

• 5 custom segments built to your specs

• 5 signup forms or popups of your choice

• 1 master email template cloned

• Sender email verification handled

• 24/7 support throughout the process

How it works: Sign up for any paid plan, fill out their Kickstart form, grant account access, and let their team handle everything while you focus on actually running your business. Get started.

Bums & Roses’ Drop-Driven Retention: How Daily Emails Keep the Hype (and Where It Risks Fatigue)

Bums & Roses isn’t trying to play it cool in the inbox.

They show up often, with bright colors, adorable prints, and constant reminders that the next drop is already here.

It is a fun, momentum-driven approach that matches how parents actually shop in this category. But with a cadence this frequent, the challenge becomes keeping each message feeling fresh, purposeful, and worth the open.

Let’s walk through this sequence in order, what’s working well, where there are small opportunities, and what other brands can learn from it.

1. Thank You For Signing Up 🖤

Focus: Welcome and first-purchase incentive.

Why This Works:

• The hero image immediately communicates the category and tone of the brand.

• The 15 percent offer is clear and easy to understand.

• Product benefits are broken down visually, which makes the message easy to skim.

Where It Could Go Further:

• The discount appears twice, which is clear, but one strong placement might feel more intentional.

• The founder section could be a great place to add a short quote or a real customer photo to deepen the emotional connection.

• A light sense of urgency around the offer could help move first-time shoppers to purchase faster.

2. But did you see how cute this is❗️

Focus: Browse reminder with product discovery.

Why This Works:

• The “one more look” framing feels natural and conversational.

• The product grid encourages exploration.

• Category buttons make it easy to jump into shopping mode.

Where It Could Go Further:

• Since this email feels similar to the previous one, a slightly different angle such as reviews, styling ideas, or a limited print callout could keep the sequence feeling more varied.

• Adding a small note about popularity, reviews, or low stock could gently increase urgency.

• A short testimonial or star rating could build extra confidence in the product.

3. Still swooning? You’re not the only one 😍

Focus: Abandoned browse reminder.

Why This Works:

• The subject line feels playful and on brand.

• The product-first layout keeps attention on the item.

• Short, friendly copy makes it easy to read quickly.

Where It Could Go Further:

• Since this email feels similar to the previous one, a slightly different angle such as reviews, styling ideas, or a limited print callout could keep the sequence feeling more varied.

4. TOO Cute To Miss 😍

Focus: New drop promotion for the Valentine’s collection.

Why This Works:

• The seasonal theme instantly creates relevance and urgency.

• Clear segmentation by product type makes the email easy to shop.

• Strong, scroll-friendly visuals keep the energy high.

Where It Could Go Further:

• A short line about why this drop is special or limited could add more excitement.

• Featuring one hero item with a quick customer quote could anchor the story.

5. Bamboo = Comfort & Cuteness

Focus: Product education across core categories.

Why This Works:

• The educational angle helps justify the bamboo fabric.

• Annotated product images make the benefits easy to understand.

• Clean structure makes the email very scannable.

Where It Could Go Further:

• Adding a short customer quote or real-life use case could make the benefits feel more tangible.

• A gentle comparison to cotton could reinforce the value story.

6. So NEW, So NOW 🔥

Focus: Recent drops and print highlights.

Why This Works:

• The drop-driven format matches how fans shop this category.

• Quick-scroll design makes it easy to browse.

• Strong visual variety keeps things engaging.

Where It Could Go Further:

• Highlighting one “featured” or fast-selling print could create a clearer focal point.

• A quick note about community favorites or trending styles could add social proof.

7. Mama Loved By 100K+ ⭐️

Focus: Social proof and community positioning.

Why This Works:

• “Top rated by moms” is a strong, trust-building headline.

• Multiple testimonials create credibility.

• The VIP community angle reinforces brand loyalty.

Where It Could Go Further:

• Pairing testimonials with customer photos could make the proof feel more personal.

• Tying reviews to specific best-selling products could guide purchase decisions.

So, What’s Working?

Visual-first merchandising: Every email leads with product imagery, which is perfect for a highly visual category like baby apparel.

Consistent core message: The 15 percent offer and bamboo benefits appear throughout the sequence, reinforcing the brand’s main value proposition.

Drop-driven energy: Frequent emails around new prints match how customers engage with brands in this space.

Where There’s Room to Grow

More variety between sends: Many emails lean on the same “so cute” emotional angle. Introducing different themes such as customer stories, styling tips, or behind-the-scenes moments could keep things feeling fresher.

Social proof earlier: Testimonials show up later in the sequence. Bringing those closer to the beginning could help build trust sooner.

Light urgency cues: For a drop-based brand, small touches like “almost gone” or “fan favorite” could add momentum without feeling pushy.

The Cadence Question

Bums & Roses appears to email daily or close to it, especially around new drops.

That can work well for:

• Hype-driven launches

• Limited prints

• Highly engaged communities

But it can also create a risk of inbox fatigue if messages start to feel too similar.

With a cadence this frequent, content variety and storytelling become even more important so each email feels like a new moment, not just another reminder.

What Other Brands Can Learn

✔ Keep the visual identity consistent across every send so the brand is instantly recognizable in a crowded inbox
✔ Use browse and reminder emails to create small nudges, not just repeat the same message
✔ Introduce social proof earlier to build trust before decision fatigue hits
✔ Add light urgency cues like low stock, trending prints, or drop countdowns to increase momentum
✔ Let one hero product lead the story instead of showing everything at once
✔ Use community and customer content to make the brand feel lived-in and real, not just merchandised

Meme drop:

Ey! 😎

We're bringing DTC to ATX in 53 days

On April 20-21 DTC is taking over ATX! 350 DTC founders, operators, and marketers will be in one room sharing what's actually working right now in eCommerce. Real playbooks from operators behind top DTC brands, zero corporate stuffiness, and the kind of energy that keeps you engaged all day long.

Here's what to expect at Commerce Roundtable Austin:

• Real Operator Playbooks: Practical strategies from teams actively scaling

• Powerhouse Speakers: Greg LaVecchia (Bloom Nutrition), Molly Pittman (Smart Marketer), Brock Mammoser (Frost Buddy), Phoenix Ha (Instant Hydration), and more

• No Conference Vibes: No shaggy carpet, ballrooms or corporate booths

• Epic Giveaways: Plus sunset drinks and afterparties worth showing up for

• More Speakers Dropping Soon: This lineup is just getting started

Will you be one of the 350? Secure your spot now. Use code CRT100 to save $100 at checkout.

The drop zone:

Away lightens the load with new Featherlight styles

Fresh shades and silhouettes just landed in its washable, packable Featherlight collection; built to make everyday carry feel effortless.

Rhode drops two new treatment masks

Caffeine Reset depuffs and visibly lifts in minutes, while Peptide Lip Boost delivers instant and long-term plump in sugarmint and unscented.

Caraway expands into Bakeware+

New ceramic-coated, non-toxic bakeware shapes promise even browning, easy release, and faster cleanup for oven season upgrades.

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.

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