Summer gets a bad rap in marketing.

But the smart brands? They’re quietly cleaning up.

Because while everyone else is slowing down, inbox competition drops, CPMs chill out, and your customers are still scrolling emails… just from the pool, airport gate, or beach chair.

So in this issue, we’re breaking down 6 brands that absolutely nailed summer campaigns (and what you should absolutely steal).

Also inside:

✔️ How brands like BUILT Bar, Obvi, and BUBS Naturals are driving repeat revenue with AI
✔️ Why “inactive customers” is way more nuanced than you think
✔️ What retention problem is keeping you up at night? Bring it to the Roadshow
✔️ DTC wins: 4AM lands in 1,745 Target stores

Alright, sunscreen on. Let’s get into it 🌴

Meet RePete — The repeat revenue tool that only charges you when it works

The repeat sale is the holy grail of retention — but only 20-30% of first-time buyers ever come back.

That’s exactly why we’re introducing you to rePete

rePete learns when each customer is likely to run out, reaches out at exactly the right moment across SMS, email, or push, and makes reordering effortless with one click.

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The best part? The pricing is unlike anything else out there:

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Plus:

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Why pay for software that might work? You only pay when rePete earns it. 

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Knowledge Drop:

Most brands lump every dormant customer into a single "inactive" bucket and send them the same generic win-back. Jimmy shares an AI prompt that breaks that segment into five real ones, each with its own messaging strategy.

6 Summer Campaigns That Prove the Slow Season Isn't So Slow

Summer means movement. Road trips, flights, long weekends, last-minute getaways; your customers are packing bags and planning escapes.

Which means you've got a built-in storyline that makes your products feel immediately useful.

Here's how to ride that wave:

1. Build Travel-Ready Bundles That Solve Real Problems

Instead of hoping people piece your product together, do it for them:

• Mini-size sets: TSA-friendly skincare, cosmetics, or personal care that actually fits in a carry-on

• Snack packs: Road trip or beach day fuel that doesn't melt or crush

• Weekend capsule collections: Mix-and-match outfits for a 3-day trip, done

• Tech survival kits: Portable chargers, adapters, noise-canceling earbuds; all the stuff they'll panic-buy at the airport otherwise

The move: frame your bundles around what travelers actually need, not just what you're trying to move off the shelf.

2. Show What's Actually Going in the Suitcase

People love seeing how others pack. It's why "what's in my bag" content works everywhere, not just on Instagram.

Turn that into an email format:

• Flat-lay shots of weekend bags with your products front and center

• Staff favorites: "What our team's actually packing this summer"

• Customer submissions: real people, real trips, real product use

The move: make it visual and lifestyle-driven. These emails feel less like ads and more like inspiration people actually want to see.

3. Set Up Pre-Trip Reminders That Actually Hit in Time

Timing's everything when someone's about to leave town. Catch them while they're still making their packing list, not after they've already left.

Add these to your automation strategy:

• "Don't leave without this" reminders: Timed for the Thursday before a long weekend

• Holiday prep nudges: July 4th, Labor Day, Memorial Day; people are planning trips around these

• Restock alerts: Past buyers who might need refills before they hit the road

The move: reach people in planning mode. Once they're already gone, you've missed the window.

4. Use Weather Data to Make Your Emails Feel Ridiculously Timely

Weather-triggered emails are underrated. They're hyper-relevant without requiring a ton of setup.

A few angles to test:

• "☀️ Hitting 98° this weekend? Here's what you'll need"

• "Rainy forecast? Perfect excuse for a cozy reset"

• "Beach weather alert: don't forget these"

The move: geo-targeted, moment-specific emails feel personal without you needing to know anything else about the subscriber.

5. Get Your Customers to Show Off Where They're Taking Your Products

User-generated content isn't just social proof, it's free marketing that actually resonates.

Make it easy for people to participate:

• Launch a summer hashtag and promote it in your emails

• Offer an incentive for people who submit vacation photos with your product

• Use those submissions in future campaigns to show real people, real moments

The move: UGC builds trust and reinforces the lifestyle you're selling, way better than any product shot ever could.

6. Help Them Recover After the Trip (Not Just Prep for It)

Everyone's focused on pre-vacation. Barely anyone's talking about what happens after.

That's your opening:

• Skin repair products for post-sun damage or long flights

• Rehydration or wellness supplements after a weekend of indulgence

• Cozy home goods that make coming back feel less terrible

The move: position your products as part of the post-trip reset. It's an angle most brands completely ignore.

Now let's dig into some inspo. Here are 6 brands that nailed their summer campaigns (and what we can learn from them!)

1. Birdy Grey

Subject line: Hot wedding invites incoming 📬

Birdy Grey knows summer's wedding season, so they're not waiting around. This email taps into the "wedding season is defrosting fast" vibe with a seasonal angle that's perfectly timed.

What we love:

• Clever seasonal theme groupings ("Hello, Sunshine," "Salty Air," "Cotton Candy Skies") make browsing feel intentional, not random

• Product styling is chef's kiss. The suits and dresses are paired with lifestyle photos that show the vibe you're buying into, not just fabric

• Clean visual flow guides you from theme to product to CTA without overwhelming you

They're selling the wedding vibe, not just the outfit. And it works.

2. Experiment

Subject line: keep your summer glow going 😊

Experiment flips the script on typical end-of-summer emails. Instead of "last chance" panic, they're offering a solution: how to keep your summer glow alive even when fall's coming.

What we love:

• Educational angle that adds value. The "Hot Tips from the Lab" framing makes you want to actually read the content

• Numbered tips are scannable and actionable (dust off the humidifier, layer on humectants, fix your busted barrier)

• Product callouts feel natural, not forced. They're solutions to problems you didn't know you had

• The visual hierarchy is clean. Bold headers, short paragraphs, and a clear "Shop Glowy Essentials" CTA

This email positions Experiment as the expert helping you transition seasons, not just pushing products.

3. Cozy Earth

Subject line: Say Goodbye to Overheating at Night 😴

Cozy Earth nails the summer pain point: nobody wants to overheat while they sleep. The email sells comfort first, products second.

What we love:

• Hero message is crystal clear. "Built to Help You Sleep Cooler, Night After Night" tells you exactly what you're getting

• Urgency without being obnoxious. The "shop summer essentials before they're gone" banner creates FOMO without being pushy

• Product grid is simple and visual. Each item gets its own moment with a clean photo and quick CTA

• Lifestyle imagery sells the feeling, not just the specs

The whole email feels like a temperature-controlled dream (literally). You're not just buying sheets, you're buying better sleep.

4. Gaia Herbs

Subject line: Stay energized this summer ☀️

Gaia Herbs taps into the summer energy slump with a solution-focused campaign. Late nights, early mornings, spontaneous adventures; summer's full of surprises, and they've got herbal support to match.

What we love:

• The hook is relatable. "Summer is full of surprises" speaks to anyone who's felt the crash after a packed weekend

• Product benefits are tied to real summer scenarios (long days, active schedules, peak performance)

• Each supplement gets its own mini-moment with a visual, headline, and benefit-driven copy

• Trust-builders at the bottom (loyalty program, rewards, free shipping, satisfaction guarantee) remove friction

This isn't just "buy supplements." It's "here's how to keep up with your summer rhythm."

5. Ballerina Farm

Subject line: Sweat Treat: Summer Ahead

Ballerina Farm goes full summer vibes with a recipe-focused campaign. The email's entire mood is "fresh fruit season is here, and we're making the most of it."

What we love:

• Gorgeous hero image that immediately sets the tone. You can practically taste those raspberry popsicles

• Recipe grid is visual and enticing. Four dessert options that all scream summer

• The CTA is a soft sell. "Go to Recipe Page" and "View Recipes" keep the focus on value, not just product

• Protein recipes section adds variety without cluttering the main message

This email works because it's content-first, product-second. They're building a relationship by being helpful, not just transactional.

6. Smalls

Subject line: Cool cats stay hydrated and get 50% off

Smalls takes a playful, educational approach to summer pet care. The email's entire vibe is "we know summer's tough on your cat, here's how to help."

What we love:

• The hook is clever and specific. "Summer Dehydration? Not with Smalls" addresses a real pet owner concern

• Educational content adds value with the "How to Keep Your Cool Cat, Cool" checklist

• Checkmark bullets make tips scannable and actionable (offer fresh water, swap heavy blankets, create cool zones, add hydration to mealtime)

• Discount is prominent but not aggressive. The yellow "GET 50% OFF" button stands out without overwhelming the design

• Cute cat photo humanizes the brand and makes the whole thing feel friendly, not salesy

This email works because it's genuinely helpful first, promotional second. You're not just getting a discount, you're learning how to be a better pet parent.

☀️ Summer Campaign Tips for the Slow Season

Here's how to make your summer sends stand out:

✅ Lead with lifestyle or emotion. During the summer, urgency takes a backseat. What grabs attention is the feeling: sunny mornings, weekend getaways, slower routines. Emails that tap into that vibe (and then connect it to the product) win.

✅ Use bundles to sell the experience. Instead of promoting random items, package them as ready-made solutions: a glow-up kit, a weekend travel set, or an outfit edit. This makes decisions easier and gives the offer a curated feel.

✅ Make it visual-first. There's a strong chance your customer's checking emails poolside or on vacation. Focus on vivid imagery to drive the point home, words come second.

✅ Take up space. Fewer brands are emailing during summer, which means less inbox competition. This is your window to test new layouts, go bigger on visuals, or send something slightly unexpected. Don't shrink back.

What retention problem is keeping you up at night? Bring it to the Roadshow.

Come hang with us IRL 👋

No giant conference halls. No never ending vendor pitches. No broad, snoozy talks where you leave thinking… cool, but what do I actually do with this?

Just a smaller room packed with smart retention marketers talking about what’s actually working right now in email, SMS, and lifecycle marketing, plus hands-on workshops focused on YOUR business.

Got a welcome flow that won’t convert? SMS revenue flatlining? Segmentation that sounded great in theory but somehow made things worse?

Bring it. We’ll work through it together.

→ Grab 20% off with code: ROADSHOW20

DTC wins:

The science-backed facial wipe brand, 4AM, just rolled into 1,745 Target locations nationwide and closed $4M+ in seed funding led by CAVU Consumer Partners. 4AM's Clean Sheets pack serum-level actives like centella asiatica, calendula, and vitamin B5 into credit card-sized wipes. The brand grew 4x year over year and ranked #4 in TikTok Shop's Cleansers category before this expansion.

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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