Hey it's Chase and Jimmy here.

Today we’re unpacking a brand that’s not afraid to flood your inbox - Good American.

From back-to-back sends to clever survey incentives, their post-purchase strategy is loud, confident, and packed with potential. But is more always more? This week’s breakdown dives into their “feedback frenzy” campaign looking at what they’re doing well, where things get messy, and what brands can learn about balancing customer insight with email fatigue.

Also inside:

✔️ Supercharge Your Campaigns with Ready-Made Templates
✔️ Your Early Bird Invite to Commerce Roundtable San Diego
✔️ AI Power-Up: 3 Ways to Get Inside Your Customers’ Heads

Let’s get into it 👇

⚡️ Supercharge Your Campaigns with Ready-Made Templates

If you're still building every email or landing page from scratch, it's time to level up. Omnisend’s free template library is a goldmine for DTC marketers who want to save time and increase conversions.

These aren’t just generic designs, they’re built with performance in mind. Whether you're launching a welcome series, announcing a promo, or capturing leads, they're designed for the exact goal you’re trying to hit. 

Here’s what you can do with Omnisend’s pre-built templates:

• Launch high-converting emails fast

• Create branded popups and forms that actually capture leads

• Build landing pages that are on-brand and ready to go live in less time than it takes to write the copy

Explore the full library here → Omnisend Templates

Save your favorites, customize once, reuse forever. 

👖 Good American’s Feedback Frenzy: A Breakdown of High-Frequency Sends, Smart Survey Incentives & a Few Overlooked Opportunities

Good American isn’t shy when it comes to email. Your inbox probably agrees.

From product drops to promo countdowns, they’ve mastered the art of consistent communication. But within the whirlwind of “LAST CHANCE” and “40% OFF” subject lines lies a more subtle, strategic play: the feedback ask.

Across several touchpoints in July, Good American rolled out a series of feedback emails. Not as a one-off post-purchase request, but as a themed, incentive-backed effort to tap into customer insights at scale. 

It’s a move that feels both personal and smart. But when layered into an already-packed campaign calendar, it runs the risk of being drowned out by louder discount noise.

📸 Inbox in Action

Here’s what it looked like from the customer side:

While high-frequency sends can be a smart move to drive engagement, without a clear strategy and prioritization of your core goal — like gathering feedback — even solid campaigns can get lost in the noise. 

Let’s break down what worked, what could’ve landed better, and how brands can strike a better balance between insight-gathering and inbox overload.

1. First Name, Share Your POV & Get 25% Off Now!

Focus: Survey-driven email sent under the name "Zoe" from the customer experience team

Why This Works:
✅ Personalized sender name and direct subject line feel human and not overly branded
✅ Clear incentive (25% off) drives action without sounding desperate
✅ Friendly, conversational tone makes the feedback request feel easy and appreciated

What Could Be Improved:
❌ Sent amidst 6+ emails in a 3-day span, so it was easily lost in the chaos
❌ The survey itself is hosted on a plain Typeform, and a branded feedback flow might’ve elevated the experience
❌ A progress bar or estimated completion time could’ve eased hesitations

2. Your Thoughts = 25% Off 💙☁️

Focus: Reminder send with emoji-forward energy

Why This Works:
✅ Lighthearted tone and use of emojis create scroll-stopping inbox presence
✅ Reinforces the customer’s value: “You shape the future of Good American denim”
✅ Clear, repeat CTA builds urgency without being harsh

What Could Be Improved:
❌ Same incentive, no added context or change in approach, which could lead to banner blindness
❌ A testimonial or quote from past survey insights would show action, not just ask for input
❌ Timing was tricky, since it was sent during a high-volume promo window with 7+ emails in 5 days

3. We’d Love to Hear Your Thoughts ❤️‍🩹

Focus: Sent as a follow-up with a rating and review request

Why This Works:
✅ Uses first name personalization and a softer emotional appeal
✅ Simplified 5-star scale and open feedback field make it low friction
✅ Subtle product recs at the bottom extend the experience

What Could Be Improved:
❌ Too subtle, with a subject line that lacked urgency or an incentive hook
❌ Static layout felt transactional, not inspiring
❌ No indication if feedback earned a reward or unlocked future perks

So, What’s Working?

1. Customer-Centric Framing: Every message reinforces that Good American wants to hear from you, not just sell to you. That builds emotional brand equity.

2. Incentive Pairing: Offering 25% off in exchange for feedback is a win-win. The message isn’t “help us improve,” it’s “you’re already part of the process, here’s something extra.”

3. Human Touch: Sending from “Zoe @ Good American” instead of a brand handle adds a personal flair that feels more like a note from a CX lead, not a campaign blast.

But Here’s What’s Missing:

1. Clarity in the Chaos: When sent alongside multiple promos and flash sale alerts, even the best email can get buried. Feedback requests need their own spotlight, not just a slot between “30% Off” and “FLASH SALE!”

2. UGC Follow-Through: If customers are sharing thoughts, show how those thoughts shape the brand. Add a UGC quote, a before and after fit story, or a “You Asked, We Delivered” mini-series.

3. Urgency & Exclusivity: The 25% discount was generous but didn’t feel exclusive or time-sensitive. A countdown or limited participant CTA could’ve added spark.

Final Takeaway: When You Ask, Mean It

Good American is onto something with their feedback-focused emails. They’re building a two-way relationship and reinforcing that customer voices matter. But amidst the promo storm, those thoughtful touches can get lost.

With more focused timing, personalized visuals, and intentional follow-up, their insight strategy could evolve from effective to unforgettable.

Key Takeaways for Other Brands

✔️ Don’t just ask for feedback, reward it meaningfully
✔️ Treat surveys like campaigns: brand them, time them, and promote them well
✔️ Avoid email fatigue, meaningful messages get missed when sent alongside daily deals
✔️ Follow up with proof that the feedback mattered
✔️ Use personalized senders to stand out in a crowded inbox

🌴 600+ DTC Operators. 2 Days. Zero Fluff.

Commerce Roundtable San Diego is less than 50 days away; bringing together the sharpest minds in eCommerce on September 22-23. Prepare for two packed days of unfiltered strategy sessions, real tactical insights from 8- and 9-figure operators, and genuine connections with the people building the next wave of DTC brands. All set against San Diego's stunning waterfront backdrop.

Here's your peek at the stacked agenda:

• Fireside Chat with GaryVee + Live Q&A

• Driving $200M with Paid Ads

• The State of Email & SMS in 2025

• The CEO, CMO & Chief of Staff Dynamic

• Ad Spend & Financial Literacy in 2025

• Can AI Replace Employees?

• Subscription Acquisition Offers at Scale

• Turning Live Shopping into $7M/Year

• Quick Wins to Save Your Brand Money

• Creating Content That Actually Slaps

• How Brands & Creators Can Win Together

• Retention Playbooks for 2025

Set on the San Diego waterfront, this event is built for real talk, sunset happy hours, and proven tactics you can implement immediately. Secure your spot before it sells out the 3rd year in a row!

Get Your Ticket

 🙃 Meme Drop

When the AI uprising begins, only the polite will survive.

🤖AI Power-Up: 3 Ways to Get Inside Your Customers’ Heads With AI

AI isn’t just a copywriting shortcut. It’s your new best friend for figuring out what makes your customers tick. Here’s how the smartest DTC brands are using AI to dig deeper:

1. Hyper-Real Buyer Personas

Forget “Abby, 32, drinks matcha.” You can prompt AI to build rich personas based on real reviews, behaviors, and brand interactions.

Examples:

• “Based on these reviews and support chats, generate 3 customer personas with motivations, hesitations, and favorite product features.”

• “What would stop a first time shopper from buying this $90 hoodie? What could we say to get them over the line?”

2. Voice of Customer Goldmine

Your best ad copy is already written in your DMs, reviews, and TikTok comments. Use AI to extract language patterns, emotional phrases, and sticky messaging straight from your customers’ mouths.

Examples:

• “Analyze these reviews and highlight the top emotional drivers for purchasing this skincare product.”

• “What exact phrases do customers use to describe how our packaging makes them feel?”

3. Conversion Gaps & Missed Moments

AI can help you spot where people drop off and why. From abandoned cart flows to PDP scrolls, prompt AI to surface objections, blind spots, or confusing UX moments killing conversions.

Examples:

• “Based on this quiz data and cart abandonment survey, what’s holding people back from buying?”

• “Which parts of our PDP copy are too generic or fail to address real objections?”

→ Don’t just use AI to work faster, use it to think smarter.

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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