We didn’t expect jeans to win us over in July.

But here we are.

Last week’s favorite sends were the ones with a clear angle: a welcome email that made a new product instantly make sense, a giveaway that sold the whole summer daydream, and a denim email brave enough to answer the question, “Who’s buying jeans in July?”

Turns out, a lot of us. If the email’s good enough. This morning we're breaking down what's working and what you can steal for your strategy.

Also inside:

→ Pasignia knew they were "only scratching the surface." Here's what was under it.
→ One word can completely change how your copy feels.
→ There's one job your ESP has never done for you.
→ Blenders Eyewear didn't just sign an influencer, they gave him the C-suite

Pasignia knew they were "only scratching the surface." Here's what was under it.

Pasignia was stuck in the classic growing-pains squeeze. Their ESP costs kept climbing, a lean team meant campaigns took forever to launch, and SMS and push sat completely untapped.

So their agency, Ecommerce Boost, migrated them to Omnisend with zero downtime and rebuilt retention from the ground up: welcome, abandoned cart, post-purchase, and win-back flows with real segmentation, plus mobile-first campaign redesigns.

The payoff:

• 25% revenue growth from the new flows and campaigns
• 50% faster campaign launches
• 55% average open rate
• Thousands saved after dropping their old ESP's inflated pricing

→ Read the full story

*Sponsored

Knowledge drop:

One word can completely change how your copy feels. Jimmy shares a simple copywriting test that helps shift the focus from your brand to the person you're trying to reach.

3 Sends we couldn’t stop thinking about this week

A good email doesn’t always need a big swing.

Sometimes it’s the welcome flow that actually explains the brand. Or the giveaway that feels specific enough to care about. Or the seasonal angle that makes a familiar product feel like it belongs in your inbox right now.

That’s what stood out in this week’s favorite sends: they each gave people a reason to keep reading before asking them to click.

Here’s what worked, and what’s worth stealing.

1. BamJam: Make the Welcome Email Do More Than Say Hi

Subject line: Welcome to the Jam Fam 🍓

Most welcome emails are pretty expected. Thanks for signing up, here’s a discount, go shop.

BamJam does that, but with way more personality.

The whole email feels like an introduction to the brand, not just an offer. You get the product, the positioning, the discount, the flavors, and the tone all in one send. It’s playful without being hard to follow, and it gives people enough context to understand why this isn’t just another jar of jam.

The line “You didn’t come here for just another jar of jam” does a lot of work. It immediately tells you there’s a reason this product exists: more protein, less sugar, real fruit, and something that still feels fun to eat.

What to steal: Your welcome email shouldn’t just hand over a code. Use it to teach people how to think about the product, especially if you’re asking them to rethink a familiar category.

2. COOLA: Sell the Feeling Around the Giveaway

Subject line: Win a $3,400+ San Diego Getaway ☀️

This is a sweepstakes email, but it doesn’t feel like a form-fill disguised as a campaign.

COOLA makes the prize feel like a full summer scene: San Diego, Better Buzz, Kona Kai, SPF, ocean views, iced drinks, a plus one. The email isn’t just saying “enter to win.” It’s showing you the exact version of summer you’re entering for.

That matters because giveaways can get generic fast. A big prize number helps, but the real hook is the world built around it. The visuals, the partners, the location, and the limited-edition drink all make the campaign feel more specific and more ownable.

The local retail tie-in is smart, too. Even if someone doesn’t win, there’s still a reason to engage with the collab.

What to steal: If you’re running a giveaway, don’t only lead with the dollar value. Build the fantasy. Make the prize feel like a moment people can picture themselves in.

3. Bonobos: Give a Basic Category a Seasonal Reason to Exist

Subject line: Jeans Made for July Heat

Jeans in July could be a tough sell.

Bonobos makes it work by naming the exact objection: it’s hot, and nobody wants heavy denim sticking to them all day.

That’s why the “July jeans” framing works. It takes a year-round product and makes it feel relevant to the season. Lightweight jeans. Stretch jeans. Travel jeans. Denim that works for summer instead of fighting against it.

The email is also easy to move through. Each section has a clear product angle, a simple benefit, and enough detail to understand why that pair belongs in the lineup. It doesn’t try to make jeans exciting in a fake way. It just makes them feel practical for right now.

What to steal: If you’re selling an evergreen product, give it a seasonal job. The product doesn’t always need to change. The reason to buy it does.

What These Sends Got Right

The through line here is context.

BamJam used a welcome email to explain why the product is different. COOLA turned a giveaway into a summer escape. Bonobos made jeans feel built for the hottest part of the year.

Different categories, same move: don’t just show the product. Show the reason it makes sense right now.

There's one job your ESP has never done for you.

Your ESP handles the sending, the flows, the deliverability. But deciding which version of an email each subscriber should actually get? That's been on you, one manual campaign at a time.

Paid media solved this years ago: the platform sends, the algorithm on top matches the right creative to each person. Email never got that second layer.

That's Allan. It sits on top of the ESP you already use, no migration, and becomes the intelligence layer your stack is missing, building the best version for every subscriber and learning with every send.

The one job your ESP never did is the one that decides how much each send makes. Allan finally does it.

→ Try for free at getallan.com

*Sponsored

Blenders Eyewear didn't just sign an influencer, they gave him the C-suite

Jordan Howlett built a massive following on reactions so dramatic they became a format of their own, and now he's Chief Content Officer at Blenders Eyewear.

Howlett went from sleeping in his car after leaving baseball to TIME100 Creators and collabs with Tom Holland and Kevin Hart, all from Oceanside, California, a few miles from Blenders HQ. Whether the CCO title is real or a brilliant marketing play almost doesn't matter. The move turns an influencer partnership into a story people actually want to follow.

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.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!