Hey, it's Chase and Jimmy here.

Personalization gets thrown around a lot. Most of the time, it means a first name in the subject line and a product quiz that spits out the same recommendations for everyone.

Prose takes a different approach. Their flow turns personalization into a confidence builder, not just a data capture step.

Today’s breakdown looks at how Prose uses personalization across the quiz, checkout experience, and follow-up emails and what other brands can learn from turning “custom” into momentum, not friction.

Also inside:
✔️ Crushes fade. Retention sticks around for the long haul.
✔️ The drop zone: Latest product releases to watch

Let’s jump in👇

Meme drop:

POV: How marketers think customers open their emails

From quiz to checkout: How Prose builds confidence before the buy

Prose uses personalization as more than a quiz. The flow is designed to build confidence early, explain the “why” behind each recommendation, and remove hesitation before price ever enters the picture. By the time products are revealed, the value is already established. 

All the follow-up emails have to do is reinforce what the quiz introduced, instead of re-teaching the same ideas from scratch. Let’s break it down, step by step. 

The Quiz Experience 

While Your Results Are Analyzing

Prose doesn’t leave the user in limbo after submitting their quiz. While results are processing, they surface reviews from customers with the same hair type (in this case, wavy hair), reinforcing that the personalization is real and rooted in outcomes.

It’s a smart way to build confidence during what would otherwise be dead time.

Ingredient Transparency, Explained Early

Before you ever see a product bottle, Prose introduces the key ingredients selected for your formula. Each ingredient is tied to a specific benefit making it clear how the formula addresses your exact concerns. This shifts ingredients from a vague buzzword into a value driver.

Your Custom Formula Breakdown

Once results are ready, Prose presents your personalized products with context, not just names. You see why each product was chosen, what it does, and how it fits into your routine. This keeps the experience from feeling transactional and instead reinforces that the formula was built intentionally for you.

At checkout, Prose continues the education by including usage instructions and cadence guidance. This subtly reinforces the idea that these products are meant to be used consistently, setting the stage for subscription without explicitly pushing it yet.

Email 1: The Results Are In — Personalization Works Better

Focus: Validation and proof

What worked well

• The subject line immediately reinforces the quiz outcome instead of pivoting to sales

• Clinical stats and testing data back up the personalization claim without overloading the message

• The CTA (“Get your formulas”) matches the moment and feels like a natural next step

Opportunities for improvement

• The proof section is visually heavy. Stronger hierarchy could help key stats stand out faster

• A short recap of your specific concerns (frizz, waves, scalp balance) could further reinforce relevance

Email 2: We’re Viral on HairTok for a Reason

Focus: Social proof and cultural relevance

What worked well

• Leveraging #HairTok immediately taps into external validation

• Review volume (600K+ five-star reviews) does the heavy lifting

• Real customer quotes make the claims feel earned, not inflated

Opportunities for improvement

• The email relies heavily on testimonials. One quick “why this works for your hair” reminder could keep personalization front and center

• The CTA repeats without much variation. A softer option like “See why it works” could match the discovery tone

Email 3: What Is “Personalized” Haircare?

Focus: Education and clarity

What worked well

• The dictionary-style framing simplifies a complex concept

• The three-step process (consultation → formulation → evolution) builds trust

• Explaining that formulas adapt over time reinforces subscription value

Opportunities for improvement

• The explanation is thorough but long. A TL;DR summary at the top could help skimmers

• A quick visual comparison to off-the-shelf products could sharpen differentiation

Email 4: Your Skin’s Winter To-Do List

Focus: Seasonal relevance and cross-sell

What worked well

• Framing recommendations as a checklist makes the content feel actionable

• Seasonal context (cold weather, dryness) creates urgency without discounts

• Personalization carries over naturally from haircare into skincare

Opportunities for improvement

• The transition from hair to skin may feel abrupt for some subscribers

• A short line connecting scalp health to skin health could strengthen the bridge

What Prose Gets Right

Personalization Starts Before Purchase: The quiz isn’t just data collection. It’s education, reassurance, and persuasion rolled into one.

Value Before Discount: The 60% offer feels justified because the brand spends time explaining why the product is different first.

Consistency Across Touchpoints: The emails don’t contradict the quiz. They reinforce it. That continuity builds trust fast.

Where They Miss the Mark

Density Over Scannability: Several sections ask readers to slow down more than necessary. Clearer hierarchy would improve flow.

Less Direction at Checkout: The value is clear, but a stronger “start here” recommendation could reduce friction for first-time buyers.

What Other Brands Can Learn

✔ Use quizzes as conversion moments, not just filters
✔ Educate while customers are waiting instead of leaving dead space
✔ Reinforce personalization across email, checkout, and subscription messaging
✔ Earn the discount by stacking proof first
✔ Make the subscription feel adaptive, not restrictive

Crushes fade. Retention sticks around for the long haul.

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• Segment smarter without overcomplicating things

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• Plan campaigns that support long-term retention, not one-off spikes

• Measure what actually matters beyond opens and clicks

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The drop zone:

• The Absorption Company raises the bar on bioavailability: A new single-supplement lineup promises dramatically higher absorption across magnesium, berberine, D3+K2, CoQ10, and curcumin.

• H&M × e.l.f. Cosmetics debut fragrance inspired by cult makeup: Three limited-edition eau de parfums reinterpret e.l.f.’s Power Grip, Halo Glow, and Camo franchises; marking H&M’s first beauty partnership and e.l.f.’s first-ever fragrance launch.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with us, it’s 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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