Hey it’s Chase and Jimmy here!

Launching a new product? The right email can make (or break) your moment.

This week, we're breaking down Hero Cosmetics' launch email for their retinol patch—what they nailed, where they left conversions on the table, and what you can steal for your next big drop.

Plus inside:

📈 Fresh platform updates from Instagram, Threads, Facebook, and TikTok (hint: Threads just opened ads to global advertisers)

🔥 The #1 mistake brands make when warming their email lists—and how to fix it inside Module 2 of eCom Email Certified

👩‍💻 The latest hiring opportunities in this week's Hiring Vault

Let’s get into it. 👇

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📨 Hero Cosmetics’ Product Launch Email: Good Looks, Better Potential

When Hero Cosmetics launched their retinol patch, the launch email was as sleek as the product itself. Clean visuals, confident copy, and skincare science all show up strong. But does it have what it takes to convert? Let’s break it down.

Header Block

What We Love

✔ Clean and on-brand aesthetic. Cool tones, minimalist layout, and crisp typography align perfectly with Hero’s sleek, clinical brand vibe.

✔ Eye-catching banner. The neon-colored “New Product Alert” GIF is a clever visual hook. It adds motion and urgency without overwhelming the design.

✔ CTA above the fold. “Shop Now” is clear, high-contrast, and placed where it should be: right up top. It makes the next step obvious and easy.

What We’d Do Differently

❌ Add a stronger hook. “Retinol, meet patch” is catchy but vague. Reframing it around a pain point (“Say goodbye to fine lines”) or a quick benefit could drive more curiosity and clicks.

❌ Dial up the urgency. The tiny free shipping note is easy to miss. Turn it into a badge, bar, or banner with bolder styling to give shoppers a reason to act now.

❌ Fix the visual delay. The product image is beautiful, but it’s hiding below the fold (especially on mobile). Bring it up top so subscribers immediately see the new patch in all its glory.

🔍 TL;DR: The header looks great and starts strong, but a tighter hook, more urgency, and a product photo above the fold would drive more immediate clicks.

Body Block

What We Love

✔ Ingredient spotlight. Retinol, Adenosine, Niacinamide – each gets a mention with the benefit. This builds trust, especially in the skincare space where buyers want to know what’s in the product and what it does.

✔ Clean design + copy. Big fonts, white space, visual hierarchy, and great contrast paired with bite-sized text make this section easy to read and skim. It respects your reader’s time while still delivering value.

✔ Expanded brand role. “Patches aren’t just for blemishes anymore” flips the script. In a single line, Hero levels up from zit-zapper to skincare innovator. It’s sharp and strategically opens the door to a whole new audience.

What We’d Do Differently

❌ Add more CTAs. Right now, there’s only one secondary CTA – missed opportunity! Adding one after the ingredient callouts and another under the lifestyle image could capture shoppers wherever they are in the scroll. Play around with the wording for max impact.

❌ Sprinkle in social proof. A short testimonial, star rating, or even a “5,000+ rave reviews!” can build confidence, especially in a new product.

❌ Include pricing info. No price means added friction. Mentioning the cost or using a value-frame (“just $X for 6 patches”) can help drive faster decisions.

❌ Show the patch in action. The lifestyle image is gorgeous, but we need a close-up of someone wearing the patch. It makes the product more real and helps shoppers visualize themselves using it.

🔍 TL;DR: The email is strong on education and aesthetic, but it’s missing CTA opportunities, social proof, and practical product cues that would move shoppers closer to checkout.

Footer Block

What We Love

✔ All the right links. Shop, Bundles, FAQ, Reviews – the footer’s like a mini site map. Great for subscribers who aren’t ready to buy yet but want to dig deeper or explore more products.

✔ Social icons done right. These invite people to connect with the brand on platforms outside of email. Plus, it gives the audience a chance to discover new content, like behind-the-scenes videos or user-generated posts.

✔ Smart unsubscribe options. “Manage preferences” gives subscribers more control over the type (and frequency) of emails they receive. It keeps engagement high and unsubscribes low.

What We’d Do Differently

❌ Add branding back in: No logo, no brand sign-off – the footer feels a little disconnected. A small Hero logo or playful brand message could reinforce identity and tie everything together.

❌ Tidy up the layout: The links are great, but the list runs long. Breaking it into two clean columns would tighten the design and improve scroll experience, especially on mobile.

🔍 TL;DR: The footer is functional and link-rich, but a touch more brand flair and a smarter layout would make it feel complete and purposeful.

Final Thoughts: What Email Marketers Can Learn

Hero Cosmetics’ launch email is sleek, informative, and on-brand. It introduces the new product with confidence and positions the brand as more than just a blemish solution.

But while it looks great, it definitely leaves some conversion power on the table. Sharper CTAs, more visual urgency, and clearer buying cues could turn intrigued readers into eager buyers.

3 Quick Wins to Steal for Your Product Launch Emails

✅ Grab attention from the first scroll. Hit your audience with a bold image and a punchy headline right out of the gate. Don’t make them guess what’s new, make it obvious.
✅ Sell the “what” and the “why.” Call out your main ingredients, features, or materials, but always tie them back to the benefit. What does it do? Why should they care?
✅ Tell a bigger story. Every new product is a chance to say something bigger about your brand. Write copy to shift perception, open up a new category, or show how you're leveling up.

A good launch email informs. A great one sells. The more friction you remove (and the more reasons you give to click now) the better your results.

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👀 Industry Intel: Social Media Roundup

The social platforms have been busy this week—rolling out new tools, new policies, and some major strategic shifts.

Here’s what’s changing across Instagram, Threads, Facebook, and TikTok—and why it matters for brands, creators, and marketers alike.

Instagram’s new Edits app tops 7M+ downloads

Instagram launched Edits, a standalone video editing app built for quick, creator-friendly edits—and it’s already a hit. In just one week, Edits crossed 7 million downloads, outpacing CapCut’s early growth. The app lets users trim clips, add captions, tweak audio, and create Reels more easily—without ever leaving Instagram’s ecosystem.

💡 Why it matters: Instagram is doubling down on keeping creators in-house. Tools like Edits make it easier to create content without third-party apps—which could mean faster, more seamless Reels production for brands too.

Moving day for Threads

Threads has a new home: Threads.com. Along with the domain shift, Meta rolled out a revamped web app, improving the desktop experience with faster browsing and posting. Plus, Threads is now opening up its ad platform to global advertisers, making paid campaigns available beyond initial test partners.

💡 Why it matters: Meta is officially betting big on Threads. With better web functionality and global ad access, Threads is moving from “potential X competitor” to a serious player. If you're building an organic or paid strategy, it might be time to take a closer look.

Facebook cracks down on spammy content

Facebook is tightening the screws on low-quality posts. Spammy engagement bait, repetitive reposts, and misleading content will now face reduced reach—and lose monetization eligibility.

💡 Why it matters: If you’re playing the long game, this is good news. Facebook wants to prioritize original, high-quality content—so brands focused on genuine engagement and transparency should see stronger results over time.

TikTok adds alt text for photos

TikTok just introduced the ability to add alt text to photo posts, making the platform more accessible for visually impaired users. Creators can now add descriptions either during upload or when editing existing posts.

💡 Why it matters: Accessibility isn’t just ethical—it’s smart. Adding alt text can improve your reach and SEO on-platform, while making your content more inclusive for all audiences.

👨‍💻 The Hiring Vault

• Email Marketing Manager - United States: Tactacam

• Sr. E-Commerce Marketing Manager - South Jordan, UT: Cricut

• Email Marketing Coordinator - Huntington Beach, CA: TravisMathew

• Manager, Email Marketing - Santa Monica, CA: goop

• Email Marketing Associate - New York, NY: Madewell

• Email Marketing Manager (VaynerCommerce) - New York, NY: VaynerX

• Lifecycle Marketing Manager (Engagement) - Boston, MA: WHOOP

That's a wrap for today!

Appreciate you hanging with Chase and me—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.

New week, new strategies—let’s make it count. Catch you next time! 🚀

🤘 Jimmy Kim

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