Hey it’s Chase and Jimmy here!

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5 resources: 50 campaigns WITH AI prompts. 75+ real brand email breakdowns. 130+ pages of welcome flow examples. 10 proven copywriting frameworks plus access to our private community.

A collection of everything you need to be successful as an email and SMS marketer. All for an incredibly low one-time price, less than a cheap cup of coffee a day.

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Now onto today's goods:
✔️ People are shopping from the toilet… And other things we learned from 4,000 consumers.
✔️ Ready to trade theory for real playbooks from the brands actually scaling?
✔️ Hiring vault: 8 New retention marketing job ops

Let’s get into it.

People are shopping from the toilet… And other things we learned from 4,000 consumers.

Omnisend surveyed 4,000 shoppers across the U.S., UK, Canada, and Australia to understand where online shopping actually happens. Turns out, it's not about dedicated browsing sessions; it's about filling gaps between emails, before bed, at work, and yes, in the bathroom.

What the data shows:

• 66.5% shop from the couch, 42% in bed, 29% at work, and 21% in the bathroom

• 30% make impulse purchases late at night (rising to 41% in Australia)

• 44% have hidden an online purchase from someone (most often a spouse or partner)

• 60% abandon carts expecting a discount email to follow

• 50% wait for sales before buying; full price is now the exception

→ Read the full study to learn what this means for your strategy

Hero Cosmetics' International Women's Day email: Putting employees front and center

Hero Cosmetics makes skincare products, and this International Women's Day email takes a different approach than the typical holiday campaign.

They spotlight three women on their team with headshots, titles, favorite products, and a little personality. It's a good example of how to tie a holiday to your brand values without making it feel forced or performative.

Let's break down what's working and where there's room to improve.

Header Block

The top of the email sets up the premise: this is about celebrating the women who make the brand what it is.

What We Love

• "Hero energy only" is a strong opener. It's on-brand and immediately signals that this isn't a typical promotional email.

• The subheading does real work. "As a women-founded and women-led brand, we're proud to honor the ladies that make it all happen behind the scenes." It connects the holiday to the brand's identity in a way that feels authentic.

• The hero image shows real connection. Two people, relaxed and smiling, looking at each other instead of the camera. It feels warm and genuine instead of corporate.

• The CTA is clear. "Learn More" tells you there's more to the story if you want it.

What We'd Do Differently

• "Learn More" is vague. A more specific CTA like "Meet the Team" or "See Who Powers Hero" would set clearer expectations about where you're going.

• There's no product visibility above the fold. If the goal is also to drive sales (which the employee product picks suggest), adding a soft product callout or visual would bridge the gap between brand story and commerce.

• The layout could use more breathing room. The text and image run together, which makes it harder to scan quickly.

Body Block

Here's where they introduce three team members, each with their role, their story, and their favorite Hero product.

What We Love

• Each person gets a real introduction. Name, title, headshot, childhood photo, current photo, and favorite product. It's comprehensive without feeling overwhelming.

• The childhood photos add personality. They make the team feel more human and approachable, which is perfect for a brand-building moment.

• Each favorite product is called out visually. You see the product packaging, which creates a natural bridge between the employee story and shopping.

• The "Shop More Faves" CTA at the end gives you a clear next step. If you're not interested in just one product, you can browse the full range.

What We'd Do Differently

• The employee bios are light. We get their title and favorite product, but no insight into what they actually do or why they love working at Hero. Adding one sentence about their role or what they're proud of would deepen the connection.

• There's no direct product link next to each favorite. You see the product name and image, but there's no "Shop Mighty Patch" button right there. That adds friction for people who want to buy immediately.

• The layout lacks hierarchy. All three employees get the same treatment, which is fair but doesn't guide your eye anywhere specific. Highlighting one as a featured story might create more engagement.

• No social proof. Adding a customer review or rating for each favorite product would reinforce why these picks are worth trying.

Footer Block

Hero wraps up with clean navigation and standard links.

What We Love

• Navigation is simple and functional. Shop, Bundles, Skin School Blog, Reviews, Reward Program. Everything you'd need is right there.

• The social icons are clear and cover the right platforms.

• The overall tone stays consistent. Nothing here feels like a sudden shift into hard selling.

What We'd Do Differently

• There's no final product CTA. After walking through all those employee favorites, there's no "Shop All Products" or "Browse Best Sellers" to capture late scrollers.

• The footer could reinforce trust. Adding "Free shipping over $X" or "30-day returns" would help hesitant buyers take the next step.

• The Reward Program link is buried. If loyalty is important to the business, calling it out earlier in the email or making it more prominent would drive more signups.

Where This Email Works

Let's zoom out and see where this fits in the bigger email strategy.

Brand-Building Campaigns: This is perfect for International Women's Day, but the format works for any moment where you want to reinforce brand values (Pride, Earth Day, anniversaries, etc.).

Engaged Subscribers: Great for people who already know Hero and want to feel more connected to the brand. New subscribers might need more product education first.

Employee Advocacy: Smart for brands that want to humanize their team and show who's behind the products. Especially effective in beauty, wellness, and DTC categories.

Final Thoughts: Strong brand moment, needs better product integration

This email does a great job of celebrating the team in a way that feels genuine instead of performative. The employee spotlights are warm, the childhood photos add personality, and the favorite product callouts create a natural bridge to shopping.

But it's leaving conversions on the table. There are no direct product links next to the employee picks, the bios are too light to create real connection, and the footer doesn't give late scrollers a clear path to shop. Adding product CTAs, deepening the employee stories, and creating a stronger final CTA would help this email drive sales without losing the brand-building focus.

3 Quick Wins to Steal Next Time

✓ Use employee spotlights to tie brand values to real people during key moments
✓ Include childhood photos or personal details to make team intros feel human
✓ Add direct product links next to employee favorites so shopping feels seamless

Ready to trade theory for real playbooks from the brands actually scaling?

Commerce Roundtable Austin is over 60% sold out. On April 20-21, we're wrangling 350 DTC operators, marketers, agencies, and SaaS leaders to take over downtown Austin for two days of what's working right now in eCommerce; AI, acquisition, operations, mindset, and retention.

• 18+ Expert speakers: Actionable keynotes from operators building and scaling brands today

• Hosted by Nick Shackelford: The best MC in the game keeping the energy high

• Actually good conference food: We're serious about this; no sad sandwiches

• Built-in networking: Sunset happy hour, lounge conversations, and real connections

• Legendary after parties: The kind that make Austin worth the trip alone

• $220K in giveaways: Yes, from the stage. Yes, you could win big.

• The room that matters: Founders, operators, and the smartest people in eCommerce in one place

We've sold out every Commerce Roundtable for the past three years. Austin is moving fast.

→ Lock in your spot before it's gone. Save $75 with code CR75 at checkout.

The Hiring Vault

• Retention Manager, Curlsmith, Boston, MA: Helen of Troy

• CRM Email and Marketing Specialist, Austin, TX: YETI

• Lifecycle Marketing Manager, Los Angeles, CA: Reformation

• Retention & Loyalty Marketing Manager, United States: OSEA Malibu

• Head of Digital Growth Marketing, Los Angeles, CA: Frank & Eileen

• Email & SMS Marketing Specialist, Needham, MA: SharkNinja

• Email & SMS Retention Manager, Lyons, CO: Lyons Leather Co.™

• Retention & Lifecycle Manager, New York City Metropolitan Area: Venus et Fleur

That's a wrap for today!

Appreciate you hanging with Chase and me. We hope you found something you can put to work ASAP.

If you did, don’t keep it to yourself! Send ecomemailmarketer.com to your favorite DTC marketer and get them in on the action.

Catch you next time!

🤘 Jimmy Kim

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

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