Hey it’s Chase and Jimmy here!

When Echo Water launched their whole-home filtration system, they went heavy on education and benefits – which makes sense for a serious purchase. Clean design, detailed explanations, customer testimonials – all the right ingredients.

But here's the challenge with expensive products: every element has to work harder. A buried call-to-action or dense paragraph can derail a sale much faster than it would for a $30 impulse purchase.

This morning, we're analyzing how Echo balances education with persuasion, and where small adjustments could help convert browsers into buyers willing to spend big.

Also inside:

✔️ From Flea Market to $200M Brand: Ezra Firestone’s Strategy
✔️ Hey, Your Checkout’s Leaking. Should We Fix That?
✔️ Industry Intel: Metrics, Moderation, and Momentum
✔️ Hiring Vault: 7 New Retention Marketing Jobs

Let’s break it down 👇

From Flea Market to $200M Brand: Ezra Firestone’s Strategy

Ezra Firestone went from selling at flea markets to building one of the most successful DTC brands ever.

In this Omnisend interview, he shares the real strategies that got him there - the frameworks, mindset, and retention plays behind $200M in revenue. If you're serious about scaling with email, SMS, and repeat purchases, this is a must-watch.

What you’ll learn:

• Why repeat customers made up $110M of his revenue

• How often he actually emails (hint: it’s a lot)

• The 3 skill levers that scale any ecommerce business

• Why doing everything yourself is the biggest mistake

• His frameworks for AOV, loyalty, and automation

• And why great partnerships are the ultimate growth hack

Echo Water’s Product Launch Email: A Tall Glass of Conversion Potential

Echo’s newest product promises clean water, softer skin, and peace of mind for the whole home. And their launch email goes all in on clarity and confidence.

But when you’re asking people to spend big, every section has to work harder.

Let’s see how this one holds up.

Header Block

What We Love

✔ Straight to the point. The headline immediately tells you what’s new and why you’re here. Love a clean headline that doesn’t play hard to get.
✔ Strong product visual. That big, glossy image shows off the filtration system in all its high-end glory. It looks premium, which helps justify the price tag.
✔ Benefit-driven CTA. “Get Clean Water” is actionable and connects emotionally. It’s not about buying filters. It’s about getting peace of mind from your tap.

What We’d Do Differently

❌ Move the CTA higher. It’s hiding way down below the hero image. Bring it up just below the headline so your readers don’t have to go hunting for it. Especially important for mobile.
❌ Style the setting, not just the system. The current photo is all product, no personality. A lifestyle image showing the filter in a home would help people picture it in their space.
❌ Add a launch perk. You’re selling a high-ticket item – where’s the urgency? A free install, bonus filter, or limited-time discount could move hesitant buyers off the fence.

🔍 TL;DR: Looks great at first glance, but the CTA’s hiding and the vibe’s a bit too sterile. Move the button up, show the product in a real space, and throw in an offer to seal the deal.

Body Block

What We Love

✔ Benefits take the lead. This email doesn’t just tell you what Echo Pure does. It tells you what it means for your life. Cleaner skin. Better hydration. Less pipe buildup.
✔ Tiered options = smart. The filtration chart makes the purchase feel customizable and gives buyers confidence that they’re not overpaying for features they don’t need.
✔ Customer review connects emotionally. Erin B. makes a compelling case for why Echo Pure changed her water (and her life). Great use of social proof to build trust.

What We’d Do Differently

❌ Chop the walls of text. You’ve got great info, but it’s hidden inside chunky paragraphs. Break it into bullets, visuals, or icons to help skimmers get the gist fast.
❌ Shake up the repetition. Several sections repeat the same benefit (“peace of mind,” “softens skin,” “cleaner water”). Say it once, then show it. A mini case study, photo, or quick before/after would do wonders. Or throw in a diagram to show how your product works.
❌ Mention pricing. Even a “starting at $X” would help set expectations and filter out (no pun intended) price-sensitive readers before they bounce.

🔍 TL;DR: The message is strong, but the copy’s doing too much. Trim the fluff, mix up the visuals, and give us a price point. You’ve got a great story, just let it breathe.

Footer Block

What We Love

✔ Trust badges FTW. 60-day guarantee. Free returns. Live support. It all works hard to reduce purchase anxiety. Smart move for a high-consideration product.
✔ All the essentials. Logo? Check. Social icons? Yup. Blog and support links? Present. Bonus points for including a preference center alongside the unsubscribe.

What We’d Do Differently

❌ Cut the corporate fluff. That tiny-font brand blurb is more likely to give people eye strain than brand love. It's better suited for an About page than a promo email.
❌ Fix the layout flow. The footer feels misaligned and cluttered. Center the elements, add some padding, and bring visual hierarchy to the chaos.
❌ Finish with a warm sign-off. Right now, the email just… ends. A quick note like “Thanks for making cleaner water a priority” would help soften the exit.

🔍 TL;DR: You’ve got the trust builders in place, now polish the layout and end on a more human note. A little warmth and cleanup would make this footer better.

Final Thoughts: What Email Marketers Can Learn

Selling high-ticket products over email is an art, and Echo’s email does a lot right. It educates. It reassures. It highlights real benefits.

But it also shows how small missteps (like buried CTAs or too much copy) can create friction that slows the sale.

💡 3 Quick Wins to Steal for Your Next Launch Email

✅ Make benefits the star. Tie every feature to a personal, tangible upside. That’s how you turn a spec sheet into a relatable story.
✅ Say less, show more. Trade long paragraphs for short bullets, clear visuals, or micro case studies. It keeps your message strong and scannable.
✅ Repeat your CTAs with purpose. Not everyone clicks on the first button. Echo uses mid-body and post-testimonial CTAs smartly. You should too.

Echo Pure might be cleaning your water, but a better layout and sharper visuals could help clean up more clicks too.

Hey, Your Checkout’s Leaking. Should We Fix That?

Most marketers think growth problems start at the top of the funnel.

The truth?

A huge percentage of your lost revenue happens after a customer clicks “buy now.”

Cards get declined.

No retries. No routing. No follow-up.

Or worse... checkout is slow, clunky, and not built for mobile, so they bounce before the payment screen even loads.

And with customer + affiliate data scattered across multiple tools, you’re guessing which campaigns are actually profitable.

Sticky.io closes those gaps.

✅ Recover up to 75% of failed transactions with intelligent routing + retries
✅ Convert more traffic with fast, frictionless checkout flows
✅ See the full picture with an all-in-one CRM for campaigns, affiliates, and retention

Stop scaling a system that leaks revenue where it matters most.

→ See how Sticky.io turns every click into a customer.

👀 Industry Intel: Metrics, Moderation, and Momentum

This week’s platform updates are all about measurement clarity, creator responsibility, and content cadence. From TikTok’s evolving moderation guidelines to Meta’s metric shift and Instagram growth insights, here’s what matters.

TikTok Refines Community Guidelines: AI, LIVE, and Off-Platform Sales

TikTok’s updated Community Guidelines go live September 13, with subtle but important shifts in how creators must manage LIVE content, disclose commercial promotions, and label AI-generated media. One key change? TikTok now states it may reduce the visibility of content that directs users to purchase off-platform in markets where TikTok Shop is available.

💡 Why it matters: For brands using creators to drive sales through external stores, this is a wake-up call. TikTok is tightening the loop around its own commerce ecosystem. You’ll also want to ensure any AI-generated content or third-party tools used in LIVEs follow the rules, creators are now explicitly held responsible for what happens on their streams, including real-time tools like text-to-speech.

Instagram Study Confirms: Posting More Boosts Reach and Growth

A Buffer study analyzing over 2 million posts found that accounts posting 3–5 times/week saw up to 2x the follower growth, and those posting 10+ times/week saw even higher gains. More frequent posting also correlated with higher average reach per post.

💡 Why it matters: It’s not just about consistency, it’s about momentum. Especially with feed posts and Reels, frequent posting compounds reach and engagement. But quality still matters. Scaling quantity without sacrificing value is the balance to strike.

Meta Expands Professional Dashboard to Web + Shifts Metrics to ‘Views’

Meta has brought its Professional Dashboard, a performance insights hub for creators, to the web, offering improved layout, new audience insights, and easier navigation. Simultaneously, Meta is deprecating “impressions” and “page fans” in its API, fully shifting to “views” as the standardized metric across Facebook and Instagram.

💡 Why it matters: “Views” is now the unified metric for Meta content performance, replacing a mix of older data points like impressions, plays, and reach. If you’re using third-party analytics or pulling data via API, expect changes. This move simplifies cross-platform measurement, but also requires a fresh look at how you benchmark performance.

👨‍💻 The Hiring Vault

• Email Marketing Manager, Detroit, MI: Shinola

• Email Operations Manager, United States: Eight Sleep

• Retention Marketing Manager, San Francisco, CA: Quince

• Senior Manager, Lifecycle Marketing, Brooklyn, NY: Prose

• Sr. CRM Strategist - Owner Engagement, Pleasant Grove, UT: Pura

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

• Manager - Email And Lifecycle Marketing, New York, NY: Grown Brilliance

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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