Hey, it's Chase and Jimmy here.

We audit a lot of welcome flows, and one pattern keeps showing up.

Brands send five emails in the first week. Four are discount reminders. The fifth is... another discount reminder with slightly different wording.

No education. No value. No reason to stay subscribed beyond "here's 15% off if you buy right now."

Then they wonder why their list feels dead by month two.

Here's the thing: The first 45 days aren't about pushing for a quick sale. They're about building the foundation that turns one-time buyers into repeat customers.

Today we're walking through how to structure those first 45 days so subscribers don't just convert once - they stay engaged for the long haul.

Also inside:
✔️ We switched to Mercury. Here's why we think you should too.
✔️ 70% of ecommerce emails never get clicked. Why?
✔️ Quick clips: This week's top stories in eCom

Let’s dive in.

We switched to Mercury. Here's why we think you should too.

When we launched EEM, we needed to get the business side up and running fast. Mercury* was a no-brainer; apply online in 10 minutes, no in-person visits, no hoops to jump through.

And it's still what we use to run EEM on the backend today. No minimum balance, no required monthly fees, and free domestic and international USD wire transfers (USD). Plus, we have checking, savings, debit cards, bill pay, expense management; all in one place. We’re not piecing together four different tools just to see where your money went.

Here’s the nitty gritty:
- No minimum balance or required monthly fees
- Free domestic and international USD wire transfers (USD)
- Bill pay, invoicing, and expense management built in
- Custom spend controls and user permissions
- Read/write API access for automation

Apply in 10 minutes and earn up to $300 when you meet qualifying activities, terms apply.

*Mercury is a fintech company, not an FDIC-insured bank. Banking services provided through Choice Financial Group and Column N.A., Members FDIC.

Engineering the first 45 days for long-term retention

The biggest mistake a brand could make is treating a new subscriber like a one-shot opportunity.

Sending a welcome discount, maybe a reminder, maybe one last “don’t forget your code” email… and then they move on.

But the first 45 days aren’t about squeezing in a quick sale. They’re about shaping how someone experiences your brand from the start. If you get this window right, you don’t just earn a purchase. You earn momentum.

Let’s break down how to intentionally structure those first 45 days so subscribers don’t just sit on your list. They move forward.

Why the First 45 Days Matter More Than You Think

When someone joins your list, they’re at peak curiosity.

These subscribers are:

• Paying attention

• Comparing you to alternatives

• Deciding whether you’re worth keeping in their inbox

Early emails set the tone for the entire relationship, so leading with clarity, relevance, and genuine value is what builds trust and keeps subscribers engaged beyond the first impression.

The goal during this window isn’t constant promotion. It’s strategic progression. Each stage should answer a different question in the buyer’s mind.

Stage 1: Anchor the Relationship (Days 0–3)

In the first few days, subscribers are figuring out who you are.

They’re asking:

• What does this brand actually stand for?

• Is this relevant to me?

• Did I make the right decision signing up?

This is where clarity beats creativity every time.

Email 1: Welcome With Intent

Your first email should do more than deliver a discount. It should clearly introduce who you are, what you stand for, and why someone should stay subscribed.

Cover:

• Who you are and why you exist

• What makes you different

• What they can expect next

If you have a founder story or strong mission, this is the place to use it. Just make sure it’s concise and tied to the customer, not just your origin story.

Email 2: Set Expectations Clearly

Tell them:

• How often you’ll email

• What kind of content they’ll receive

• Whether SMS or community perks exist

When subscribers know what’s coming, they’re less likely to unsubscribe later.

Email 3: Prove You’re Trusted

This is where social proof works hard.

Use:

• Reviews

• UGC

• Press mentions

• Customer numbers or stats

Trust isn’t automatic just because someone signed up, so your early emails need to demonstrate credibility through proof, transparency, and consistency.

Stage 2: Create Micro Wins (Days 4–10)

Now that they know who you are, the next step is proving you’re useful.

This is the stage where brands often rush into heavy promotion. Instead, this is where you build authority.

Focus on delivering small, valuable insights that improve the subscriber’s world in some way.

That might look like:

• A quick how-to related to your product category

• A checklist or framework

• A tip that solves a common frustration

If you sell skincare, teach them how to layer products properly.
If you sell supplements, explain how timing impacts effectiveness.
If you sell apparel, show how to style one core piece three ways.

These small, useful moments build momentum over time, creating a series of positive interactions that make the eventual purchase feel natural rather than forced.

Stage 3: Clarify the Product (Days 11–20)

At this stage, subscribers have moved beyond curiosity and are actively evaluating whether your product fits into their life.

This is where clarity matters more than persuasion.

Help Them Choose

Instead of dumping your entire catalog on them, guide the decision.

Use:

• Comparison charts

• “Start here” quizzes

• Product finder emails

• Category breakdowns

When your product positioning feels confusing or overwhelming, conversions stall, so your job here is to simplify decisions and remove unnecessary friction.

Address Objections Directly

Every product has friction.

Common objections might include:

• “Is this worth the price?”

• “Will this work for me?”

• “What if I don’t like it?”

Answer those questions before they ask.

This is where FAQs, guarantees, trial policies, and side-by-side comparisons do the heavy lifting.

If someone doesn’t buy during this stage, it shouldn’t be because they didn’t understand the product.

Stage 4: Build Intent and Momentum (Days 21–45)

Now you’re moving from curiosity into commitment.

This is where your messaging shifts toward integration and identity.

Show Real People Using the Product

UGC and testimonials matter more here than polished ads.

Use:

• Before-and-after results

• Customer stories

• “Day in the life” examples

• Repeat buyer testimonials

Customers aren’t buying features alone. They’re buying the outcome they believe your product will create in their life.

Help them see what life looks like after purchasing.

Reinforce Lifestyle Fit

Instead of repeating features, show the product in motion:

• In routines

• In travel scenarios

• In seasonal moments

• In real-world settings

The more they can picture themselves using it, the less abstract the decision becomes.

Create Micro Moments That Compound

Throughout all 45 days, think in terms of stacking yes-moments.

A yes-moment might be:

• Opening an email

• Clicking to read a guide

• Watching a demo

• Saving a product

Not every email should push for a transaction. Many of them should reinforce routine, build familiarity, and deepen the relationship so purchasing feels like the next logical step.

If your emails consistently:

• Teach something

• Entertain

• Simplify decisions

• Reduce friction

You stop being “another brand in the inbox” and start becoming a familiar presence.

That familiarity lowers resistance over time.

Build Habit Loops Around Your Product

If your product has repeat usage, the first 45 days are where you establish routine.

A simple habit loop looks like:

• Cue: A reminder or trigger

• Routine: Using the product

• Reward: A clear benefit

Your emails can reinforce that loop.

For example:

• “Morning routine reset” emails

• “Sunday prep checklist” reminders

• “End of month restock” nudges

The goal is to connect your product to a moment that repeats.

From there, repeat purchases aren’t something you chase. They’re something you reinforce.

Anticipate the Repeat Window

One of the biggest misses in retention is waiting too long to follow up.

If you know your average reorder window is 30 days, you shouldn’t be emailing at day 45.

Map your repeat timing clearly:

• When do customers typically run out?

• When does interest spike again?

• When does engagement drop off?

Then proactively message before they hit the gap.

That can include:

• Soft reminders

• Refill prompts

• Bundle incentives

• Loyalty rewards

The difference between helpful reminders and aggressive nudges is tone and timing. Get that right, and the relationship deepens instead of deteriorates.

The Bigger Picture

When you approach the first 45 days intentionally, you’re not simply sending a welcome series. You’re designing a structured path that moves someone from new subscriber to long-term customer.

This period isn’t about squeezing in as many promotions as possible. It’s about:

• Establishing trust

• Delivering value

• Reducing confusion

• Reinforcing outcomes

• Building habit

Most brands think retention starts after purchase. In reality, retention starts the moment someone subscribes.

If you get the first 45 days right, everything that follows becomes easier.

70% of ecommerce emails never get clicked. Why?

Not because email is dead (because we all know it's not) but because most brands are flying blind, copying templates without understanding what actually drives action.

That's why we built Inbox Index: a tactical resource that tears down 12 real brand emails from Bubble, Hero Cosmetics, ARMRA, Cozy Earth, and more.

Inside, you'll get:

• Visual teardowns of headers, bodies, and footers

• Specific fixes for copy, CTAs, and layout

• Actionable insights you can steal today

→ Download your free copy

Quick Clips:

• TikTok Shop aka The DTC Lifeline: Crocs beat Q4 expectations with DTC up 4.7% even as wholesale fell sharply, and executives credit TikTok Shop momentum for helping drive social selling gains. Heydude is still in cleanup mode, but improved DTC performance has leadership expecting a return to growth in the back half of 2026.

• What's the 2026 consumer mood? Survey says... A mix of forecasts (Euromonitor, Pinterest, TikTok, WGSN, and others) point to consumers buying with more intention as financial and emotional stress stays high. The twist is what counts as “essential” is expanding, with people paying for meaning, community, and small “glimmers” of joy while pushing back on algorithm-driven sameness.

• (A)I am inevitable: As AI agents move from helping shoppers to acting for them, discovery and conversion could shift away from brand-owned channels toward AI intermediaries. Some big platforms are trying to restrict agents to protect data and ad revenue, but the argument here is that resisting may become a long-term liability as consumers normalize shopping through agents.

• December retail sales predict 2026: December retail sales growth topped 4%, but analysts say tariffs, earlier holiday buying, and ongoing caution will keep pressure on volumes and big-ticket categories. Even higher-income shoppers are showing more restraint, making “value” less of a segment and more of the baseline expectation.

• SharkNinja’s growth playbook: The company credits its momentum to obsessive consumer research, rapid iteration, and storytelling that earns attention across platforms. Its process is built to ship products that clear a “threshold of virality” and avoid the classic trap of waiting for a second-gen fix after launch.

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

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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