Hey it's Chase and Jimmy here!

Anabei promises the dream: a designer-worthy sofa that’s pet-friendly, kid-safe, and machine washable from top to bottom. And on the marketing front, they’ve built a journey that mirrors the product—modular, polished, and built to convert. From enticing sweepstakes pop-ups to well-timed abandoned cart emails and remarketing ads, Anabei covers every step of the customer path.

We followed the full journey: from opt-in to the welcome and abandoned cart, and watched the re-engagement unfold across email, SMS, ads, and beyond. Here's how it all stacks up—and where there's still room to fluff the pillows a bit.

Plus, read on to learn why everyone's scaling the hard way (and how to fix it), and an AI prompt to write curiosity-driven hooks that stop the scroll.

Let’s dive in. 👇

🚨 Still sending the same email to everyone?

Your customers are on different journeys.

So why are they all getting the same message?

In Omnisend’s latest webinar, “Everyone’s Scaling the Hard Way — Here's What Smart Brands Do Instead,” you’ll learn how to stop blasting generic emails and start using lifecycle segmentation to drive real retention.

What you’ll walk away with:

• A clear map of the 9 key lifecycle stages

• Done-for-you segmentation tools (powered by AI)

• Real winback flows that drive 27%+ conversion

• A customer story with $1,124 revenue per email

🔁 Stop sending “one-size-fits-all” emails.

Start sending the ones they actually want.

🙃 Meme Drop

Trying to send an all-image email like...

🛒 From Cart to Conversion: What Anabei Gets Right (and What’s Missing)

From Cart to Conversion: What Anabei Gets Right (and What’s Missing)

1. Opt-In Experience: Email & SMS Giveaway Popup

Wins:

✅ High-value incentive: Offering a $1,000 shopping spree is a strong motivator to collect both email and SMS.

✅ Smart two-step modal: Asking for email first, then offering to “double your chances” with a phone number keeps the barrier low but builds toward deeper data capture.

✅ Brand-aligned design: Clean, cozy visuals maintain a premium feel while delivering a strong CTA.

Upgrades:

🚀 Missing supporting benefits: There is no mention of ongoing perks beyond the giveaway to incentivize signup.

🚀 Missed positioning opportunity: Testing a benefit-based headline (e.g., "Create your dream living room") could broaden appeal.

2. Welcome Email: Clean introduction with clear value props

Wins:

✅ Strong positioning: The email leads with Anabei's signature benefit—a fully washable sofa inside and out.

✅ Clear and thoughtful layout: The mix of visuals, icons, and CTAs makes scanning and navigation easy.

✅ Structured benefit section: "What You'll Love" breaks down key selling points in a digestible format.

Upgrades:

🚀 Spam issue: The email landed in the spam folder, a serious deliverability concern that needs immediate attention.

🚀 SMS gap: No accompanying welcome SMS weakens the initial omnichannel experience.

3. SMS Opt-In Confirmation: Simple, but missing brand voice

Wins:

✅ Compliance-focused: Instructions and confirmation messaging are clear and legally sound.

✅ Clarity and transparency: Users understand they’ve been successfully subscribed.

Upgrades:

🚀 Lacks branding: The tone is transactional and misses an opportunity to reinforce the Anabei voice.

🚀 No follow-up: A missed opportunity to send a value-driven welcome SMS immediately after confirmation.

4. Abandoned Cart Email #1: Straightforward recovery message

Wins:

✅ Strong urgency: The "Forget Something?" headline is effective in pulling shoppers back.

✅ Visual reinforcement: The exact product left behind is displayed to reconnect the shopper.

✅ Trust-building benefits: Free shipping, 72-hour delivery, and returns are emphasized.

Upgrades:

🚀 Generic CTA: Could be more personalized with language like "View My Sofa" or "Customize It."

🚀 Emotionally flat: Could benefit from a friendly reminder or soft urgency tone.

5. Abandoned Cart SMS: Functional but underleveraged

Wins:

✅ Direct and actionable: Includes a clear link back to checkout.

✅ Friction reduction: Mentions satisfaction guarantee to reduce hesitation.

Upgrades:

🚀 Missing personality: A brand-aligned voice would make it feel warmer and more helpful.

🚀 One-touch flow: Could benefit from a follow-up nudge, such as a review, swatch offer, or testimonial.

6. Instagram Ad: Compelling hook, strong visual value

Wins:

✅ Attention-grabbing headline: “This entire sofa can go in the wash” clearly communicates the USP.

✅ Strong entry offer: Showcasing the $639 starting price makes luxury feel accessible.

✅ Subtle swatch visuals: Color variety helps reinforce customizability.

Upgrades:

🚀 CTA testing opportunity: Alternatives like "See It Styled" or "Customize Yours" could drive more interaction.

🚀 Static format: Could be strengthened with carousels or video for social proof.

7. Abandoned Cart Email #2: Financial flexibility angle

Wins:

✅ Simple and clean design: Layout is easy to digest with a strong CTA button.

✅ Financing introduction: Shop Pay options are clearly explained, helpful for price-sensitive shoppers.

Upgrades:

🚀 Message repetition: Lacks new urgency or fresh angles to motivate return.

🚀 Personalization gap: Still missing tailored product language or segmented content.

8. "Our Brands" Email with Social Proof: Showcasing the ecosystem

Wins:

✅ Strong UGC inclusion: Features real customers and quotes to build trust.

✅ Multi-brand exposure: Introduces Inside Weather, Diorama, and other sister brands effectively.

✅ Validates community: Proves the product isn’t a one-hit wonder, but part of a larger ecosystem.

Upgrades:

🚀 Weak CTA focus: No clear action path or goal from the reader’s point of view.

🚀 Message overload: Consider breaking this into two emails to deepen each theme.

9. Abandoned Cart Email #3: Testimonials + reassurance

Wins:

✅ Rich social proof: Quotes like the "mini pig" story add character and credibility.

✅ Emotional trust-building: Emphasizes use cases, family-friendliness, and mess-proof claims.

✅ Consistent returns reminder: Reiterates 30-day risk-free policy effectively.

Upgrades:

🚀 Long scroll: CTA placement could be repeated or stickied to avoid drop-off.

🚀 Audience segmentation opportunity: Could tailor to different types of buyers (e.g., pet parents, design lovers).

10. Machine Washable Value Prop Email: Feature-focused education

Wins:

✅ Tangible proof points: Uses visuals and copy to explain washable, stain-resistant, and modular benefits.

✅ Standalone section: Highlights washable covers with its own clear segment.

✅ Clear relevance: Makes the value proposition feel functional and not just aesthetic.

Upgrades:

🚀 Static format: Would benefit from GIFs or short videos demonstrating ease of washing.

🚀 Hidden CTA: Needs a stronger action cue like “Build Yours” or “See It in Action.”

11. Google Ads: High-intent performance targeting

Wins:

✅ Clear search-aligned copy: Uses tactical messaging to match queries like "washable sofas."

✅ Product segmentation: Routes users to 3-seaters, 5-seaters, and sectionals for streamlined shopping.

Upgrades:

🚀 Missed value props: Could highlight free swatches, fast shipping, or returns to boost CTR.

🚀 Limited engagement paths: Adding sitelinks for reviews or guides could improve qualified clicks.

12. Abandoned Cart Email #4: Social proof-heavy re-engagement

Wins:

✅ New storytelling angle: Centers real-life proof that the sofa holds up to spills, pets, and kids.

✅ Builds final confidence: Ends the journey with customer satisfaction as the focal point.

Upgrades:

🚀 CTA experimentation: Testing options like “See Reviews” or “Why Customers Love Us” might lift conversion.

13. Free Swatch Kit Email: Low-commitment next step

Wins:

✅ Visually engaging: Fabric swatches and color options are beautifully displayed.

✅ Funnel-smart CTA: Encourages mid-funnel action with little friction.

✅ Benefit stacking: Sustainability, safety, and durability are all covered.

Upgrades:

🚀 Soft urgency could help: Phrasing like “Limited availability” could drive faster action.

🚀 Could use unboxing visuals or UGC to inspire tactile interest.

14. "Last Sofa You’ll Ever Need" Email: Evergreen positioning

Wins:

✅ Emotional resonance: Taps into permanence, durability, and everyday functionality.

✅ Covers all core benefits: Comfort, modularity, cleanability, and stain-resistance are clearly covered.

✅ Video elements elevate trust: Motion brings benefits to life in a compelling way.

Upgrades:

🚀 Placement in flow: This high-confidence story may be more effective earlier in the journey.

🚀 Could pair with quiz or configurator to make the pitch more actionable.

What’s Working

🔥 Each email adds a new layer of value, building momentum without overwhelm.

🔥 The tone and design are consistently premium, cohesive, and true to the brand.

🔥 Visuals reinforce key differentiators like washability, stain resistance, and modularity.

🔥 Customer reviews and social proof are used effectively across multiple touchpoints.

What Could Be Improved

🛠️ The welcome email going to spam is a major issue that blocks momentum early.

🛠️ SMS is underutilized, with no welcome or follow-up beyond confirmation.

🛠️ Message redundancy appears across abandoned cart emails with limited segmentation.

🛠️ Interactive tools like a quiz, style matcher, or swatch selector could increase conversion.

Final Thoughts

Anabei’s customer journey is clean, confident, and crafted with retention in mind. But even the best modular experience needs flexibility—the ability to adapt based on behavior and context. With a few strategic upgrades in personalization, deliverability, and engagement tactics, Anabei could take a strong journey and make it exceptional.

Takeaway for brands: It’s not about doing more, it’s about doing a few things remarkably well. Build trust, add value early, and reinforce your core differentiator at every touchpoint.

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🤖 AI Power-Up: The "Curiosity Hook" Generator

Your first sentence makes or breaks your email.

If your opening line doesn’t stop the scroll or spark intrigue, the rest of your copy won’t matter. That’s where this prompt comes in handy—whether you're launching a product, running a sale, or sending a welcome email.

Try this in ChatGPT:

“Write five different opening lines for an email about [insert topic] that instantly spark curiosity and make the reader want to keep reading.”

Want to go deeper? Add context for tone, format, or audience:

• “Make it sound like a friendly eCommerce brand”

• “Write for a customer who abandoned their cart”

• “Use a playful tone with Gen Z references”

👀 Real-world examples it can generate:

• “Most people miss this step—and it’s costing them.”

• “Here’s what 90% of [your audience] get wrong.”

• “We almost didn’t launch this. Then it sold out in 48 hours.”

Your hook doesn’t need to be clever—it needs to make them need to know more.

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

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