Hey it’s Chase and Jimmy here!

Post-purchase emails are usually an afterthought. "Thanks for your order, here's your tracking number, see you never."

Dusen Dusen takes a different approach. They sent a towel care guide that's actually fun to read – complete with colorful visuals, friendly copy, and genuinely helpful laundry tips. Their brand personality shines through every line, turning what could be a boring product manual into something that feels more like advice from a quirky friend.

But even with all that charm, there are some missed opportunities that could turn good vibes into repeat purchases. This morning, we're analyzing how Dusen Dusen nailed the tone and timing of their post-purchase email, and where small tweaks could make it work even harder.

Also inside:

✔️ Spending hours fighting your marketing platform instead of growing your business?
✔️ The DTC event that pays for itself
✔️ Industry Intel: AI gets personal (and profitable)
✔️ Hiring Vault: 10 New retention marketing jobs

Let’s break it down 👇

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Dusen Dusen’s Post-Purchase Email: Turning Laundry Tips into Clicks

Dusen Dusen’s after-sale email is bold, fun, and weird, just like their brand!

It helps customers baby their new towels without sounding like a boring care manual. But even with all that personality, there are a few small things holding it back.

Let’s break it down.

Header Block

What We Love

✔ Straight-up headline. No mystery here. One look at “Your Official Towel Care Guide” and you know exactly what to expect from this email.

✔ Colorful towel stack. That bright, cozy photo of towels reminds the customer what they just bought and makes them feel good about it.

✔ On-brand design. That signature color palette, quirky fonts, and random layout is all Dusen Dusen: loud, confident, and not trying to be subtle.

What We’d Do Differently

❌ Make it easier to read. The skinny type looks cool but it’s hard to read, especially on smaller screens. A little space or a wider font would improve the experience without losing style.

❌ Add a logo at the top. Even with strong visuals, a small logo helps new or returning customers quickly recognize the sender. Especially helpful if this gets forwarded.

❌ Include a gentle CTA. There’s no button or link in the header. A soft prompt like “Shop Matching Sets” could drive action without disrupting the tone or message.

🔍 TL;DR: Strong visuals, fun tone, and clear purpose. But no logo, no CTA, and tricky mobile readability hold it back from doing more.

Body Block

What We Love

✔ Friendly copy that feels human. It doesn’t read like a manual. It reads like a friend giving you weirdly good laundry advice. Easier to relate to (and accept).

✔ Cute, helpful illustrations. They support the tips and match the brand’s aesthetic. It’s a nice way to add some visual appeal and keep things interesting.

✔ Solid advice sent at the right time. From cutting loops to washing cold, these are genuinely useful tips that make the product last longer (and make the customer feel taken care of).

What We’d Do Differently

❌ Give it some structure. Yes, the randomness is charming, but breaking this into mini sections or using subtle dividers would make it easier to skim (especially on a phone).

❌ Add a link or two. There’s no way to learn more or get help. Linking to a care FAQ or product page would turn this into a more useful, action-driven experience.

❌ Personalize! It jumps right into the care tips. A quick “Thanks for your order, Jamie!” would make it feel more thoughtful and connected.

🔍 TL;DR: Helpful, human, and perfectly timed. Just needs a little structure, a personal touch, and a few links to guide the next step.

Footer Block

What We Love

✔ Thoughtful closing line. “We’ll be around if you have questions” makes the brand feel sincere and approachable. Like it’s not just marketing – they actually want to help.

✔ Social media icons. They give curious buyers (and fans) a way to engage with your brand beyond the inbox..

✔ Preference center. Giving people control over what kind of emails they receive or how often they hear from you keeps unsubs low and intentional.

What We’d Do Differently

❌ Make the social icons bigger. If you have to squint to look at them, they’re too tiny. Make them easier to spot and tap on if you actually want to get clicks.

❌ Add a little branding. A footer logo would tie things together nicely. Right now, the email ends a bit abruptly.

❌ Link back to the shop. This is a post-purchase moment, but someone might want to browse more. A line like “See what’s new” could turn good vibes into another sale.

🔍 TL;DR: It ends on a thoughtful, friendly note. But it could use bigger icons, better branding, and a shop link to wrap things up right.

Final Thoughts: What Email Marketers Can Learn

Dusen Dusen turns a towel care guide into something people actually want to read, and that’s the bar. When you bring your brand voice into the inbox, even the practical stuff becomes a chance to build connection.

💡 3 Quick Wins to Steal for Your Next Post-Purchase Email

✅ Structure the story. Break info (e.g. care tips) into mini sections or steps so people can skim and get what they need fast.

✅ Don’t skip the CTA. Even if it’s soft, a call-to-action keeps the reader moving and gives them something to do next.

✅ Brand it start to finish. A logo up top, a logo at the end. Keep reminding them who made this beautiful email (and those pretty towels).

Post-purchase is a huge retention opportunity. If you can get the timing, tone, and next step right, you get to keep both the customer and the conversation.

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👀 Industry Intel: AI Gets Personal (and Profitable)

From AI shopping summaries to revenue spikes in short-form video, the platforms are putting personalization and creative tools front and center. Here's what's new, and what it means for your next campaign.

Google Chrome Adds AI Shopping Summaries to U.S. Stores

Google is rolling out AI-powered store summaries in Chrome to help shoppers quickly understand a brand's reputation, return policy, and customer service quality, without leaving the page. These summaries appear in a new “Shopping” tab alongside product listings for U.S. users.

💡 Why it matters: This puts your store’s customer reviews and policies directly in the line of fire (and front of mind). Retailers with strong ratings and clear policies will benefit, while brands with mixed reviews could see conversion friction. It’s a reminder to keep product pages clean, review responses thoughtful, and post-purchase experiences tight.

YouTube Ad Revenue Climbs to Nearly $10B, Driven by Shorts and AI

YouTube’s ad revenue grew 21% YoY to $9.9 billion, with YouTube Shorts and AI-powered ad tools playing a key role. Executives noted a surge in advertiser demand and increased focus on short-form video monetization.

💡 Why it matters: Shorts isn’t just a visibility play anymore, it’s a revenue driver. For eCommerce brands, this is your cue to stop treating Shorts like a repost bin and start investing in platform-native creative. AI-powered tools also mean smarter targeting, which could boost ROAS for video campaigns.

YouTube Shorts Adds Image-to-Video AI and Creative Effects

YouTube is introducing a Dream Screen-style tool that turns still images into motion videos using AI, alongside new effects and interactive stickers designed for Shorts creators.

💡 Why it matters: This lowers the barrier to entry for polished, motion-based content. Got great product shots but no time for full video production? These tools help you fill your Shorts calendar with scroll-stopping visuals (fast). The move also signals YouTube’s continued push to court TikTok-style creators, making Shorts a key channel to watch (and use).

👨‍💻 The Hiring Vault

• Senior Retention Marketing Manager, New York, NY: Milk Bar

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

• Marketing Manager (eCommerce and Retail), United States: Oribe Hair Care

• Assoc Campaign Operations Manager, Dublin, CA: Tailored Brands, Inc.

• CRM Technical Production Specialist, Beverly Hills, CA: Alo Yoga

• Sr. Manager, Retention Marketing, Portland, OR: KEEN

• Senior Designer, Portland, Maine Metropolitan Area: Marin Skincare

• Retention Marketing Manager, New York, NY: SBH Fashion

• Manager, Lifecycle Marketing and Loyalty, Los Angeles, CA: MeUndies

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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