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- š« Grazaās 20.74% Sale Journey: A Zesty Mix of Fun, Flavor, and a Few Missed Drizzles
š« Grazaās 20.74% Sale Journey: A Zesty Mix of Fun, Flavor, and a Few Missed Drizzles
Plus, an AI prompt youāll want to steal and tips to scale smarter
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Hey it's Chase and Jimmy here!
Graza ran a 20.74% off saleāand 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 funnelāwins, misses, and takeaways brands can borrow (and skip).
Also inside:
š¤ An AI prompt to supercharge your CTAs
āļø A hot take on how most brands butcher their warmup strategy (and how to fix it)
Letās get into it š
š¤ From Broke to 6 FiguresāJohn Santosā Secret? Email.
John Santos didnāt just start an eCommerce brandāhe 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?
š© 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 isnāt just for sellingāitās about building relationships that last
And why Omnisend is his go-to for turning community into conversions
This oneās not a playbook. Itās a masterclass in resilience, brand building, and retention done right.
š Meme Drop
When you shoulda listened to your high school english teacher when they told you to Keep-It-Simple...

š« Grazaās 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? Letās 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
ā
The discount number (20.74%) is oddly specificāin a good way. It stops the scroll.
ā
Strong brand identity: olive-toned palette, bold type, quirky tone ("GET IT WHILE IT'S HOT").
ā
Product is clearly the heroāwell-lit, clean display, paired with urgency.
Upgrades
š The why behind 20.74% isnāt explained anywhere. Even a playful line like ābecause we felt like itā would reinforce brand personality.
š This ad doesn't preview what to expect next (i.e., a sale-specific landing page or limited-time urgency).
2: Website Lander
Wins
ā
Brand tone stays intactāāHECK YEAH!!ā feels like Graza.
ā
Sale details are reinforced clearly.
ā
Visual design is clean, direct, and consistent with the ad.
Upgrades
š No banner or pop-up explicitly directing users to bestsellers or bundlesācould increase AOV with better on-page merchandising.
š Lacks immediate urgencyāāonly twice a yearā is subtle. A countdown or ticker would turn up the heat.
3: Opt-In Pop-Up
Wins
ā
Eye-catching color and big, bold copy. Hard to miss.
ā
Reinforces offer right away: āGet 20.74% OFF!!!ā
ā
Brand language is clear: āItās the Springsgiving Sale!!ā
Upgrades
š No SMS confirmation ever came through after opt-inābreaks the experience and loses trust.
š Could offer a teaser of whatās coming next post-signup (e.g., āWeāll send you our best deals and recipes.ā)
4: Welcome Email
Wins
ā
Fast deliveryāemail came through quickly after signup.
ā
āWELCOME!!!!ā headline is loud and on-brand.
ā
Introduces their hero trio (Sizzle, Drizzle, Frizzle) in an easy-to-digest format.
Upgrades
š The sale isnāt clearly reinforced in the bodyāmissed opportunity to re-highlight the limited-time offer.
š Could use more social proof here (e.g., reviews or UGC showing the oils in use).
5: Ad #2
Wins
ā
Keeps brand visuals and tone intact.
ā
Continues pushing the 20.74% offer, helping reinforce the limited-time frame.
Upgrades
š Could test more direct CTAs (āEnds tonightā or āOnly 3 hours leftā).
š Doesnāt call out product benefits or price pointsāfeels less differentiated.
6: Browse Abandonment Email
Wins
ā
Great use of product photographyācozy, at-home vibe.
ā
Reinforces the āTrioā bundle and the unique squeeze format.
Upgrades
š Doesnāt acknowledge what the user viewedāno personalization or dynamic content.
š The email came before the product launch push, but didnāt lead back into the sale funnel clearly.
7: Product Launch Email
Wins
ā
New SKU introductions show innovation and help expand AOV.
ā
Maintains brand tone and visual continuity.
Upgrades
š Confusing timingāthis launch wasnāt positioned as part of the sale, so it created friction/confusion.
š No transition or follow-up to explain how this fits into the broader promo (e.g., āThis oneās included in the 20.74% off too!ā)
8: Ad #3
Wins
ā
Design repetition is smartāburns the message into memory.
ā
Uses whitespace well to make CTA pop.
Upgrades
š A/B test ad copy. āEverything!!!!ā could be tested against more concrete value props like āPicual only. No blends. No B.S.ā
š Still no timer or clockāfeels like it could be pushed harder.
9: Email #3
Wins
ā
Continues product storytelling with fun, cheeky messaging (āOlive oil of your dreamsā).
ā
āCooks A Lotā bundle highlighted with price = smart for nudging higher AOV.
Upgrades
š This emailās tone feels a bit whimsical for this point in the flowāit could lean more into urgency.
š Could reinforce how many days are left in the sale.
10: Sale Reminder Email
Wins
ā
āLAST CALLā messaging is clear and bold.
ā
Includes deadline (11:59 PM EST), which is critical for conversions.
ā
Reiterates Trio value in a simple, compelling way.
Upgrades
š Subject line could be more emotionally driven or curiosity-inducing: e.g., āDon't miss the best olive oil deal of the year.ā
š A resend to unopens would be smart here with slightly tweaked creative.
11: Ad #4
Wins
ā
Love the quirky illustrationsāfeels playful and distinct.
ā
CTA and offer are crystal clear.
Upgrades
š Might benefit from a āsale ends soonā timestamp in the visual for urgency.
š Could test showing pricing to improve clickthrough and reduce friction.
12: Comparison / Educational Email
Wins
ā
Great educational assetāstrong āUs vs. Themā comparison.
ā
Highlights product integrity (100% Picual, single origin).
ā
Builds trust while reinforcing Grazaās distinct brand voice.
Upgrades
š Mightāve been more effective earlier in the journey as a confidence builder before purchase.
š No tie-in to sale or time-sensitive offerāfeels like a brand-building moment rather than conversion-focused.
Whatās Working
ā
Brand consistency across every touchpoint (ads, emails, website, packaging).
ā
Clever, memorable offer (20.74%) makes the sale feel like an event.
ā
Great use of illustrations and product photography that reinforces brand fun and quality.
What Could Be Improved
š ļø SMS flow is brokenāno message after opt-in kills momentum and trust.
š ļø Timing of product launch was confusing during a conversion-focused sale.
š ļø Stronger personalization in emails (especially browse abandonment) would elevate relevance and clickthrough.
š” 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 isnāt just about your fonts and voiceāitās about the journey matching the userās expectations all the way through.
Hereās 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 donāt distract. Product launches are funābut 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.
š” Youāre warming your email list wrong. Hereās why.
Most brands think āwarmingā 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.
Hereās where it usually goes sideways:
š© You send too much volume too fast
š© You blast cold leads without cleaning your list
š© You use the wrong content that signals āspamā to inbox providers
Inside eCom Email Certified, we break down exactly how to warm your list the right wayāstep-by-step.
ā
How to ramp volume safely
ā
How to clean your list before you hit send
ā
What content inbox providers actually want to see during warmup
Learn it all inside Module 2: Deliverability.
š Become eCom Email Certified. Use code: SPRING for $200 off!
š¤ 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:
āWrite five versions of a CTA for [offer] ā each using a different psychological trigger: urgency, exclusivity, social proof, simplicity, and action-driven language. Rank them by persuasiveness.ā
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' isnāt pulling its weight, this can help.

Pro tip: Use Omnisend's free subject line tester to analyze the results before you hit send!
Annnnd thatās a wrap for this edition!
Thanks for hanging with Chase and meāalways a pleasure to have you here.
If you found this newsletter helpful (or even just a little fun), donāt keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Letās get them on board so they donāt miss next weekās drops.
Remember: Do shit you love.
š¤ Jimmy Kim & Chase Dimond
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