Hey it's Chase and Jimmy here!

We've landed in Miami and we're prepping to hit the stage tomorrow at Commerce Roundtable. If you spot us, be sure to stop by and say hey!

This morning we've got another customer journey breakdown for you and this time, we're dissecting Birdy Grey's post-purchase funnel.

Birdy Grey has built a reputation on making bridal party shopping feel fun, affordable, and easy (no small feat when you’re coordinating 5+ people in matching chiffon). This email journey walks you through everything from the first intro to post-purchase styling—and there’s a lot to love.

From founder-led storytelling and on-brand visuals to clean segmentation and post-purchase upsell touchpoints, the flow feels thoughtful and designed to reduce the stress of wedding planning.

But even the best-dressed brands have room to tweak and polish.

Also in the mix today, an AI prompt that puts the personal in personalize and your chance to take advantage of our spring time community offer.

Let’s dive in. 👇

🏔️ How Salomon Japan Drives ¥1.9M Per Campaign With Omnisend

Salomon is known for its high-performance outdoor gear. But in Japan, it’s also quietly crushing it in the inbox.

With over 130,000 subscribers and a 45% average open rate, the team behind Salomon Japan is using sleek design, localized messaging, and smart segmentation to turn every campaign into serious revenue — averaging ¥1.9 million per send (that’s ~$13K USD).

Here’s how they’re doing it inside Omnisend:

• Localization meets global branding: Custom copy helps connect with Japanese audiences, even when assets aren’t localized

• Smart segmentation: Campaigns are tailored by interest and loyalty tier, from ski lovers to sneakerheads

• Automations that build loyalty: Tier upgrade and birthday flows via API integrations with their membership system

• Clear messaging & tight testing: A/B testing and internal reviews keep every email focused and effective

Their advice? Don’t overcomplicate it. Stick to one message, speak your audience’s language, and keep learning from what works.

👉 Read the full story to see how Salomon Japan keeps climbing.

🙃 Meme Drop

💌 From Yes to The Dress: A Deep Dive Into Birdy Grey’s Email Flow

Welcome Email

✅ Wins:

• Instantly builds credibility with “1 million bridesmaids (and counting).”

• Leans into the founder story to build emotional connection early on.

• Great balance of editorial + shoppable content: dresses, accessories, and behind-the-scenes brand vibes.

• Personalized "Grace’s Faves" adds a human touch without requiring segmentation.
  

🚀 Areas for Upgrade:

• Could include a clearer incentive (e.g., discount, styling quiz) to drive immediate action.

• CTA hierarchy is soft—“Shop Now” appears at the end but gets visually lost.

• No email capture reinforcement if this is the first touch (assuming this is also sent after opt-in).

  
  

  

Order Confirmation

✅ Wins:

• Fun, casual tone (“Woop!”) that stays on brand.

• Visual confirmation with product photo + pricing gives the customer confidence.

• Highlights made-to-order details + fulfillment timeline clearly.
  

🚀 Areas for Upgrade:

• Missing order number in email copy (it says “order #” without filling it in).

• Could include next steps or a reminder about accessories or styling tips.

• Button CTA could be more helpful—linking to order status vs. homepage.

Order Update

✅ Wins:

• Love the progress bar! Visually communicates production timeline.

• Tone stays reassuring and positive without overpromising.

• CTA to “Track My Order” is functional and clear.
  

🚀 Areas for Upgrade:

• Could reinforce value by reminding customer that their item is custom-made.

• Missed opportunity to cross-sell accessories while they wait.

• No personalization—consider including customer name or product mention.

Post-Purchase 1

✅ Wins:

• Strong upsell logic: “You’ve got the dress, now let’s talk accessories.”

• Educational: shows styling tips and how to wear convertible dresses.

• Beautiful layout with clickable product options.
  

🚀 Areas for Upgrade:

• Could segment by purchase (e.g., dress color → matching accessories).

• CTA “Shop Accessories” could be reinforced with urgency (e.g., “Shop Before It Sells Out”).

• Might be too soon depending on shipping speed—timing this based on delivery would be ideal.

Post-Purchase 2

✅ Wins:

• Continues the accessorizing story and reinforces the idea of a full look.

• Beautiful imagery and consistent aesthetic.

• Smart product variety: shoes, earrings, clutches.
  

🚀 Areas for Upgrade:

• Could benefit from bundling suggestions or sets.

• Still very generic—no nod to what was actually purchased.

• Repetition of “shop now” without differentiation might create CTA fatigue.

Post-Purchase 3

✅ Wins:

• Strong cross-sell push with outfit coordination across categories (shoes, earrings, shawls).

• Includes menswear tie sets—great way to tap into the larger wedding party.

• Engaging, visual, and diverse representation.
  

🚀 Areas for Upgrade:

• Could be improved with tailored suggestions based on previous item color/style.

• The 20% off tie offer feels buried—bring that promo up top!

• A quick link to “Shop Your Color” might make navigation easier for groups.
  

Sale Email

✅ Wins:

• The “bride vs bridesmaid” CTA split is fun and functional—great way to self-segment.

• Strong value prop with up to 70% off.

• Design is visually compelling and keeps the shopping experience engaging.
  

🚀 Areas for Upgrade:

• Poor timing in the journey. For a customer who just paid full price for a dress, seeing a deep discount could cause regret or frustration.

• No acknowledgment of recent purchase—this email could be suppressed or swapped with a “thanks for your order, here’s how to style it” moment.

• Feels like a mass blast vs. part of a thoughtful, personalized post-purchase flow. Even a simple “PS: don’t worry—your order wasn’t eligible for this promo” disclaimer could help manage expectations.

  
  

  

Review Request 1

✅ Wins:

• Incentivized review collection—$15 off is a solid offer.

• Clean layout, straightforward form fields.

• Smart use of conditional content (e.g., asks if they checked the size chart).
  

🚀 Areas for Upgrade:

• No visual of the purchased product in the email body.

• Could reinforce how reviews help future bridesmaids (emotional appeal).

• No reminder of time sensitivity—“expires in 7 days” could boost response rate.
  

Review Request 2

✅ Wins:

• Friendly and on-brand.

• Simple NPS layout makes it easy to respond.

• Love the pastel score buttons—feels elevated and on theme.
  

🚀 Areas for Upgrade:

• Lacks incentive—no reason to complete NPS beyond goodwill.

• Could link to a thank-you discount or feedback form.

• Might benefit from segmentation (e.g., don’t send this to someone who already left a review).

  
  

  

🎯 What’s Working Well

• Brand voice is consistent, cheerful, and friendly throughout.

• Beautiful, high-quality visuals that feel elevated without being stuffy.

• Smart use of cross-sells post-purchase to increase AOV.

• Clear communication around custom order timelines and tracking.
  

❌ Opportunities to Improve

• More segmentation and personalization throughout the journey.

• CTA hierarchy and clarity could be improved in a few key emails.

• Review requests could be more persuasive with visuals or added urgency.

• Journey cohesion slips with the mid-flow sale email—can feel tone-deaf to recent purchasers who just paid full price.

✨ Final Verdict:

Birdy Grey’s email journey nails the aesthetics and keeps things easy for stressed-out wedding shoppers. But to make it feel as thoughtful as the dresses themselves, a few personalization tweaks—especially around timing and post-purchase context—could go a long way. A little more intention = a lot more customer love.

📬 You don’t need another generic marketing group.

You need a place where retention pros actually hang out—swapping ideas, sharing wins, and solving real problems in real time.

That’s the eCom Email Certified Community.

Built for eCommerce retention marketers who want to go deeper on email + SMS strategy without the fluff.

Inside, you’ll find:

• Weekly prompts, teardown contests, and live challenges

• Real conversations with experts who actually do this stuff every day

• AI tips, segmentation strategies, deliverability advice, and more

• Bonus: private sessions with Jimmy, Chase & top retention operators

If you're ready to sharpen your skills and surround yourself with smart marketers doing cool things—this is your corner of the internet.

Take advantage of our Spring offer and join now for $1!

🤖 AI Power-Up: Personalization That Feels Personal

You already know personalization boosts opens, clicks, and conversions. But doing it well across your list? That’s where AI earns its keep.

Use this prompt to generate highly personalized emails that don’t feel robotic or forced:

🧠 Prompt to try:

“Write an email for [product/service] that includes three dynamic personalization elements: [first name], [past purchase behavior], and [location]. The tone should feel conversational and tailored—like it’s written just for them.”

Here’s how to make the most of it:

• Swap in real customer data (e.g., “last purchased a fleece jacket,” “based in Austin, TX”)

• Adjust the tone to match your brand (casual, premium, cheeky, etc.)

• Test it in abandoned cart, reorder reminders, or product launch emails

⚡ Pro Tip: You can stack this with segmentation prompts for ultra-relevant emails (e.g., “Write this for a VIP customer who shops monthly”).

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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