Hey it’s Chase and Jimmy here!

This morning we are breaking down Heyday’s "sick day" rec email. It nails the vibe — comforting copy, soft visuals, and skincare tips that feel like they’re straight from an esthetician.

But is being nice enough to convert?

In this week’s breakdown, we dig into what’s working (and what’s missing) from Heyday’s stay-in-bed skincare email — and what marketers can learn from the brand’s feel-good approach to product recommendations.

Also inside:

👀 Industry Intel: AI-powered store builders, Google’s new ad format, and more.
👨‍💻 Hiring Vault: 10 new email marketing jobs that hit the market
🚀 The highest-converting email you'll ever send
📊 What most marketers get wrong about segmentation

Let’s get into it 👇

🚀 The Highest-Converting Email You’ll Ever Send

(And most brands still get it wrong.)

Your welcome email sets the tone for the entire customer relationship — and it has the highest conversion rate of any message in your flow. So yeah… it matters.

This new breakdown from Omnisend dives into 20+ real brand welcome emails and shows you what makes them work. You’ll get examples, expert tips, and a plug-and-play 5-part welcome series to build your own.

Inside the post:

• 20+ swipeable brand examples

• Why welcome emails convert better than promos

• A proven 5-email welcome series framework

• Free templates you can use inside Omnisend

👉 Read the full guide and start sending welcome emails that actually convert.

🤧 Heyday’s "Sick Day" Product Recommendation: Helpful, But Could Use a Harder Push

Heyday’s recs-slash-newsletter email leans into comfort marketing with soft visuals, helpful advice, and product picks that feel curated by your favorite skincare expert.

But is it convincing enough? Let’s dig into the wins and misses.

Header Block

What We Love

✔ Tone is kind, not pushy. This isn’t a “you need to buy this now” kind of email. It’s more like, “Here’s how to take care of yourself.” That’s very on-brand for Heyday.

✔ Clean, calming design. Soft colors. Minimal copy. Big, bold headline. It’s easy to read, even with a fever. In fact, the layout mirrors the email’s kind tone: comforting and helpful.

✔ Headline is clear as day. You know exactly what this email is about without reading a single paragraph. That’s good UX and even better copywriting.

What We’d Do Differently

❌ Pick a better hero image. It’s a beautiful photo, but it doesn’t really say “sick day.” Something like a cozy blanket, a mug of tea, or someone resting with skincare nearby might be more relevant to the topic.

❌ Tweak the CTA. The last thing on a sick person’s mind is going to a facial appointment. Maybe mention booking an in-person facial later on, just not as the first CTA in an email that’s literally talking about at-home skincare.

❌ Where’s the transition? After the intro, we dive straight into Step 1. But a little bridge (e.g. “Here’s your three-step stay-in-bed skincare fix”) would keep the scroll going strong.

🔍 TL;DR: We love how this starts: clean design, soothing tone, and a self-explanatory headline. But the main visual and top CTA are giving spa day, not sick day.

Body Block

What We Love

✔ Great structure. The skincare routine broken down into three simple steps in separate, visual blocks feels easy and manageable – exactly what you want when your energy is low.

✔ Tailored product picks. No random recs here. Each step is paired with a relevant product, (image, brand, and name included) plus a CTA so you can go straight from reading to buying.

✔ Purposeful copy. Instead of hard selling, they explain why each step is important, which product to use, and how it can help with things like dryness and puffiness.

What We’d Do Differently

❌ Don’t just list – validate. Right now, we’re told what to use, but not why these products made the cut. Sprinkle 5-star ratings, happy reviews, or even a badge that shows off Heyday’s team of licensed estheticians to add instant credibility.

❌ Add pricing info. If I’m sick and considering a new serum, I don’t want to go digging for the cost. Just tell me upfront so I know if it’s a $20 treat or a $90 commitment.

❌ Spa services missing in action. This could’ve been a golden moment to slide in a “when you’re ready to leave your bed, we’ll be here” plug for facials. Add it near the end as a soft upsell.

🔍 TL;DR: The routine layout is spot on and the product recs feel intentional. But without pricing or proof, it’s missing that final push to click.

Footer Block

What We Love

✔ Short and sweet. The footer doesn’t overstay its welcome. It gives you the key links (shop + book a facial) and signs off with a little tagline.

✔ A dash of personality. That tiny joke about getting facials at the HQ is cute. It’s a small detail that makes you feel a human wrote this email, not a robot.

What We’d Do Differently

❌ @handle with no home. @heydayskincare is listed, but… where? Instagram? TikTok? A couple of social icons would add clarity and drive more clicks to your pages.

❌ Add a preference letter. Don’t just give people the escape hatch (i.e. unsubscribe). Let them change frequency or pick their content type. It’s better for the reader and your churn rate.

❌ Where’s the logo. There’s a tagline, sure, but the logo is missing. Adding that in there would close the loop and give the email a more polished sign off.

🔍 TL;DR: It’s a clean sign-off with a touch of personality. Giving subscribers more control + adding in some of the visual stuff, like the logo and social icons, can round it off nicely.

Final Thoughts: What Email Marketers Can Learn

Heyday’s email feels like it was written by someone who actually cares about the reader, not just the sale. And that matters, especially when your audience isn’t feeling their best.

But helpful doesn’t always mean high-converting. Without a little trust-building, context, or pricing, readers might scroll through and think, “Cool,”... and then move on.

💡 3 Quick Wins to Steal for Your Next Campaign

✅ Break it into steps. It makes your content feel lighter and easier to follow, especially when you’re listing multiple products for different (but related) needs.

✅ Make it feel personal and helpful. Write like you’re talking to a friend. Focus on what they might be going through and how your product can actually help.

✅ Lead with clarity. Don’t make people guess. A clear, honest subject line or headline can make all the difference.

Save this one for your next newsletter or product-focused email!

📊 This Is What Most Brands Get Wrong About Segmentation

They treat it like a filter — not a strategy.

But smart segmentation isn’t just about sending fewer emails.

It’s about sending the right message, to the right person, at the right time — and turning that into revenue.

Inside the Audience Management & Segmentation module of eCom Email Certified, you’ll learn how to:

✅ Build and grow a clean, high-performing list

✅ Segment based on behavior, lifecycle, and RFM data

✅ Use dynamic segments that adapt in real time

✅ Run cross-channel strategies that match where your customer is in their journey

If you’ve been relying on guesswork and broad lists, this will change how you think about targeting for good.

🎓 Get certified in the segmentation strategies that actually move revenue.

Use code: SPRING to claim $200 off!

👀 Industry Intel: Shopify’s Sidekick, Google’s AI Ads, and Amazon’s New Audio Layer

This week’s biggest updates in eCommerce, search, and AI — from fully built storefronts to the rise of audio product pages.

Shopify Launches AI Assistant Sidekick

Shopify’s new AI tool Sidekick lets merchants build an entire store — layout, products, collections, copy — using just a few prompts.

💡 Why it matters: This is more than a feature. It’s Shopify making AI your co-founder. New merchants get to skip the setup headache, while seasoned ones can move faster than ever on campaigns, promos, and landing pages.

Amazon Adds AI-Generated Audio Product Summaries

Amazon is now testing short-form, AI-generated audio clips on product listings. These 30-second blurbs summarize features, benefits, and selling points in a voice ad-style format.

💡 Why it matters: Audio makes the shopping experience more accessible, especially for mobile users. It’s also Amazon testing voice-native commerce — a trend that could reshape how product info gets consumed.

Google Expands AI Mode for Shopping

Google’s AI Overviews are rolling out to more U.S. users — now with deeper product comparisons, faster answers, and more context across shopping queries.

💡 Why it matters: This shifts the buyer journey upstream. Customers might never hit your site if Google’s AI answers their question first. Brands need to think beyond keywords and optimize for structured, AI-readable content.

Ads Are Coming to Google AI Mode

Google will begin placing sponsored product carousels directly inside AI Overviews. These ads will appear within generated responses, blending with organic content.

💡 Why it matters: Search ads are evolving fast. As AI becomes the new front page of Google, paid visibility will depend on new formats and smarter targeting — and organic content may get pushed even further down the page.

Bluesky Starts Verifying Notable Users

Bluesky is rolling out profile verification for public figures, starting with politicians, journalists, and celebrities. Verified badges will now appear in search and profiles.

💡 Why it matters: Bluesky is making its move to establish trust and legitimacy as an alternative to Twitter/X. If your audience is shifting toward decentralization, this is one to watch.

👨‍💻 The Hiring Vault

• Retention & Community Manager, Minneapolis, MN: SMACKIN’

• Lifecycle Marketing Manager, Riverton, UT: Ivy City Co.

• Email & SMS Marketing Specialist - Chino, CA: Oh Beauty

• Retention Marketing Specialist - Atlanta, GA: Weezie

• Email Marketing Coordinator - Stamford, CT: Design Within Reach

• Manager, Email Marketing - Stamford, CT: vineyard vines

• Digital Marketing Specialist - Denver, CO: SnackCrate

• Sr. CRM & Retention Marketing Manager - Nashville, TN: Pink Lily

• Director of Retention & E-commerce - New York City Metropolitan Area: Veracity

• Sr. Marketing Content Specialist - Yorkville, IL: Boombah

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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