Hey it's Chase and Jimmy here!

Graza ran a 20.74% off sale—and we went down the rabbit hole to see how it all played out.

From the oddly specific discount to the olive-green branding and cheeky copy, the experience was peak Graza. But was the journey seamless from ad to inbox? Or did some drizzles miss the pan? We break down the entire funnel—wins, misses, and takeaways brands can borrow (and skip).

Also inside:

🤖 An AI prompt to supercharge your CTAs

✉️ A hot take on how most brands butcher their warmup strategy (and how to fix it)

Let’s get into it 👇

🤐 From Broke to 6 Figures—John Santos’ Secret? Email.

John Santos didn’t just start an eCommerce brand—he built an entire movement.

No trust fund. No investors. Just a $20K personal loan, a DIY backpack idea, and relentless hustle.

And what turned his one-man brand into a multi-business empire?

📩 Email marketing.

In this exclusive Omnisend interview, John shares:

• How he went from sleeping in his car to building an 80K+ email list

• The email strategies that still drive 30%+ open rates

• Why email isn’t just for selling—it’s about building relationships that last

• And why Omnisend is his go-to for turning community into conversions

This one’s not a playbook. It’s a masterclass in resilience, brand building, and retention done right.

🙃 Meme Drop

When you shoulda listened to your high school english teacher when they told you to Keep-It-Simple...

🫒 Graza’s 20.74% Sale Journey: A Zesty Mix of Fun, Flavor, and a Few Missed Drizzles

Graza brought the heat (and the hype) with a super-specific 20.74% off sale that showed up across paid ads, email, and site pop-ups. Their brand voice is playful, bold, and instantly recognizable. But how did the experience feel from click to inbox? Let’s dive into this olive oil-fueled customer journey and break down what worked, what felt confusing, and what brands can take away from it all.

1: Ad #1 The Sale Offer

Wins

✅ The discount number (20.74%) is oddly specific—in a good way. It stops the scroll.
✅ Strong brand identity: olive-toned palette, bold type, quirky tone ("GET IT WHILE IT'S HOT").
✅ Product is clearly the hero—well-lit, clean display, paired with urgency.

Upgrades

🚀 The why behind 20.74% isn’t explained anywhere. Even a playful line like “because we felt like it” would reinforce brand personality.
🚀 This ad doesn't preview what to expect next (i.e., a sale-specific landing page or limited-time urgency).

2: Website Lander 

Wins

✅ Brand tone stays intact—“HECK YEAH!!” feels like Graza.
✅ Sale details are reinforced clearly.
✅ Visual design is clean, direct, and consistent with the ad.

Upgrades

🚀 No banner or pop-up explicitly directing users to bestsellers or bundles—could increase AOV with better on-page merchandising.
🚀 Lacks immediate urgency—“only twice a year” is subtle. A countdown or ticker would turn up the heat.

3: Opt-In Pop-Up

Wins

✅ Eye-catching color and big, bold copy. Hard to miss.
✅ Reinforces offer right away: “Get 20.74% OFF!!!”
✅ Brand language is clear: “It’s the Springsgiving Sale!!”

Upgrades

🚀 No SMS confirmation ever came through after opt-in—breaks the experience and loses trust.
🚀 Could offer a teaser of what’s coming next post-signup (e.g., “We’ll send you our best deals and recipes.”)

4: Welcome Email 

Wins

✅ Fast delivery—email came through quickly after signup.
✅ “WELCOME!!!!” headline is loud and on-brand.
✅ Introduces their hero trio (Sizzle, Drizzle, Frizzle) in an easy-to-digest format.

Upgrades

🚀 The sale isn’t clearly reinforced in the body—missed opportunity to re-highlight the limited-time offer.
🚀 Could use more social proof here (e.g., reviews or UGC showing the oils in use).

5: Ad #2

Wins

✅ Keeps brand visuals and tone intact.
✅ Continues pushing the 20.74% offer, helping reinforce the limited-time frame.

Upgrades

🚀 Could test more direct CTAs (“Ends tonight” or “Only 3 hours left”).
🚀 Doesn’t call out product benefits or price points—feels less differentiated.

6: Browse Abandonment Email 

Wins

✅ Great use of product photography—cozy, at-home vibe.
✅ Reinforces the “Trio” bundle and the unique squeeze format.

Upgrades

🚀 Doesn’t acknowledge what the user viewed—no personalization or dynamic content.
🚀 The email came before the product launch push, but didn’t lead back into the sale funnel clearly.

7: Product Launch Email

Wins

✅ New SKU introductions show innovation and help expand AOV.
✅ Maintains brand tone and visual continuity.

Upgrades

🚀 Confusing timing—this launch wasn’t positioned as part of the sale, so it created friction/confusion.
🚀 No transition or follow-up to explain how this fits into the broader promo (e.g., “This one’s included in the 20.74% off too!”)

8: Ad #3

Wins

✅ Design repetition is smart—burns the message into memory.
✅ Uses whitespace well to make CTA pop.

Upgrades

🚀 A/B test ad copy. “Everything!!!!” could be tested against more concrete value props like “Picual only. No blends. No B.S.”
🚀 Still no timer or clock—feels like it could be pushed harder.

9: Email #3

Wins

✅ Continues product storytelling with fun, cheeky messaging (“Olive oil of your dreams”).
✅ “Cooks A Lot” bundle highlighted with price = smart for nudging higher AOV.

Upgrades

🚀 This email’s tone feels a bit whimsical for this point in the flow—it could lean more into urgency.
🚀 Could reinforce how many days are left in the sale.

10: Sale Reminder Email

Wins

✅ “LAST CALL” messaging is clear and bold.
✅ Includes deadline (11:59 PM EST), which is critical for conversions.
✅ Reiterates Trio value in a simple, compelling way.

Upgrades

🚀 Subject line could be more emotionally driven or curiosity-inducing: e.g., “Don't miss the best olive oil deal of the year.”
🚀 A resend to unopens would be smart here with slightly tweaked creative.

11: Ad #4

Wins

✅ Love the quirky illustrations—feels playful and distinct.
✅ CTA and offer are crystal clear.

Upgrades

🚀 Might benefit from a “sale ends soon” timestamp in the visual for urgency.
🚀 Could test showing pricing to improve clickthrough and reduce friction.

12: Comparison / Educational Email 

Wins

✅ Great educational asset—strong “Us vs. Them” comparison.
✅ Highlights product integrity (100% Picual, single origin).
✅ Builds trust while reinforcing Graza’s distinct brand voice.

Upgrades

🚀 Might’ve been more effective earlier in the journey as a confidence builder before purchase.
🚀 No tie-in to sale or time-sensitive offer—feels like a brand-building moment rather than conversion-focused.

What’s Working

✅ Brand consistency across every touchpoint (ads, emails, website, packaging).
✅ Clever, memorable offer (20.74%) makes the sale feel like an event.
✅ Great use of illustrations and product photography that reinforces brand fun and quality.

What Could Be Improved

🛠️ SMS flow is broken—no message after opt-in kills momentum and trust.
🛠️ Timing of product launch was confusing during a conversion-focused sale.
🛠️ Stronger personalization in emails (especially browse abandonment) would elevate relevance and clickthrough.

💡 Final Thoughts: Key Takeaways for Brands

Graza nails the fun, fresh, and zesty vibe that makes a brand unforgettable. Their quirky visuals, specific discount, and lovable tone keep things exciting from ad to inbox. But even the most flavorful experience can fall flat without follow-through. A broken SMS flow, mid-journey detour, and missed urgency signals meant some shoppers may have dropped off before ever hitting checkout.

The takeaway? Consistency isn’t just about your fonts and voice—it’s about the journey matching the user’s expectations all the way through.

Here’s what brands can learn from it:

• Make your offers memorable. A non-standard number like 20.74% creates curiosity and brand stickiness.

• Close the loop. Every email and ad should ladder up to the user's original intent (in this case: the sale).

• Surprise and delight… but don’t distract. Product launches are fun—but during a promo, make sure they support, not confuse, the funnel.

• Never break the chain. If you promise an SMS flow or exclusive access, follow through.

💡 You’re warming your email list wrong. Here’s why.

Most brands think “warming” just means sending a few blasts and hoping for the best.

But bad warming is the fastest way to crush your deliverability before you even get started.

Here’s where it usually goes sideways:

 🚩 You send too much volume too fast
 🚩 You blast cold leads without cleaning your list
 🚩 You use the wrong content that signals “spam” to inbox providers

Inside eCom Email Certified, we break down exactly how to warm your list the right way—step-by-step.

 ✅ How to ramp volume safely
 ✅ How to clean your list before you hit send
 ✅ What content inbox providers actually want to see during warmup

Learn it all inside Module 2: Deliverability.

👉 Become eCom Email Certified. Use code: SPRING for $200 off!

🤖 AI Power Up: The CTA Optimizer

Your CTA is your closer. Make it count.

Use this prompt to test how you ask, not just what you ask:

“Write five versions of a CTA for [offer] — each using a different psychological trigger: urgency, exclusivity, social proof, simplicity, and action-driven language. Rank them by persuasiveness.”

Why it works:

• It forces variety

• Helps you pinpoint which CTA style resonates with your audience

• Great for A/B testing across email, SMS, and landing pages

If 'Shop Now' isn’t pulling its weight, this can help.

Pro tip: Use Omnisend's free subject line tester to analyze the results before you hit send!

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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