Hey, it's Chase and Jimmy here.

Alice Mushrooms approached BFCM with a polished aesthetic, strong offers, and a mission-driven close to the sequence. Their visuals were consistent, their founders’ voice was present, and their product merchandising reinforced the premium feel of the brand.

This morning we're breaking down what worked, small tweaks for the future and the main takeaways your brand can learn from.

Also inside:

✔️ How one simple workflow turned into $37,000 in revenue
✔️ Building momentum: How to keep customers coming back all year

Let’s jump in👇

How one simple workflow turned into $37,000 in revenue

When The Cake Store switched from Mailchimp to Omnisend, they weren’t looking for another ESP. They needed a platform that could finally keep up... and Omnisend delivered.

With Omnisend’s Product Picker and easy custom automation, they built a single reminder workflow (just one) that now converts 32x higher than their old bulk campaigns and has already generated $37,000+ in sales.

The Cake Store didn’t just get a new ESP. They got a platform that actually fuels revenue and works the way they do.

See why they migrated and what their workflow looks like → Read more

Inside Alice Mushrooms’ Black Friday, Cyber Monday, and Giving Tuesday Campaign

1. 55% OFF BLACK FRIDAY ONLY

Focus: Driving immediate attention to their strongest annual offer.

What Worked Well

• Premium hero creative that instantly communicates value

• Clear emphasis on the one-day-only sale to spark urgency

• Strong lineup of products showcased for quick catalog understanding

Opportunities for Improvement

• Visual hierarchy is difficult to scan. Key messages compete for attention instead of guiding the eye

• Subject line is generic and doesn’t differentiate them during peak inbox competition

• Product grid could benefit from category dividers or tags for easier navigation

2. black friday ENDS SOON!

Focus: Urgency push with countdown reinforcement.

What Worked Well

• Countdown timer adds real urgency and fits seamlessly with their design style

• Clear restatement of the core 55 percent discount

• Small free-gift incentive adds perceived value

Opportunities for Improvement

• Generic subject line misses an opportunity for brand personality or a product hook

• Could incorporate social proof to reassure new buyers during a high-intent moment

• Repetition in layout creates creative fatigue across the sequence

3. A Small Business Thank You (+ Up to 45% Off 🎉)

Focus: Founder storytelling and community connection.

What Worked Well

• The founders’ message feels heartfelt and human, a strong emotional contrast to the promo-heavy emails

• Ties naturally into Small Business Saturday without feeling forced

• The plain text style stands out in the inbox and adds welcome intimacy

Opportunities for Improvement

• Opening with “Hi there,” feels slightly impersonal. A more tailored greeting could elevate the warmth

• Discount shift from 55 percent to 45 percent may feel unclear to subscribers without context

• Early CTA placement would ensure the offer isn’t missed for scanners

4. CYBER MONDAY SAVINGS UP TO 55% OFF!!

Focus: Re-engaging the list for the next major sale event.

What Worked Well

• Consistent visual theme from Black Friday creates campaign cohesion

• Strong hero image communicates the savings immediately

• Product lineup remains clean and easy to identify

Opportunities for Improvement

• Visual hierarchy remains an issue. The hero, offer blocks, and product sections compete for attention instead of flowing in order

• Subject line lacks a strong angle or emotional hook

• Could add a Cyber Monday specific twist to differentiate from Black Friday’s offer

5. DON'T MISS CYBER MONDAY!

Focus: Second urgency push and reactivation moment.

What Worked Well

• Hero image showing the chocolate bar in hand makes the product feel tactile

• CTA is placed clearly and early in the design

• Repeated free-gift incentive reinforces cart value

Opportunities for Improvement

• Another generic subject line that doesn’t stand out in the inbox

• Creative feels very similar to previous sends, missing an element of novelty

• Could insert a benefit-focused line to remind new subscribers what makes Alice different

6. SWIPING OUT HUNGER

Focus: Mission-driven Giving Tuesday initiative.

What Worked Well

• Strong founder voice that feels sincere and grounded

• Clear explanation of the initiative makes the impact tangible

• Human-centered storytelling adds depth after a promo-heavy weekend

Opportunities for Improvement

• Opens with “Hi friend,” but a first-name greeting would feel more personal without losing warmth

• CTA could stand out more visually to balance the dense text

• Could prompt subscribers to share or participate socially to extend reach

What Alice Gets Right

Storytelling as a Retention Lever: Their founders’ voice shines throughout the sequence, helping build trust and community.

Consistent Value Communication: Their 55 percent offer is repeated clearly and consistently, reducing cognitive load.

Strong Mission Integration: Giving Tuesday is executed thoughtfully, adding a meaningful layer to the brand relationship.

Where Alice Misses the Mark

Subject Lines Lack Originality: Most subject lines rely on basic urgency phrasing, making them easy to overlook.

Creative Redundancy: Too many emails share nearly identical layouts, which can reduce engagement over time.

Scannability Gaps: Dense visuals and lack of hierarchy make some emails harder to navigate quickly.

Final Takeaway

Alice Mushrooms blends premium visuals, sincere founder storytelling, and a strong mission-driven close to create a cohesive BFCM experience. With stronger subject lines, improved visual hierarchy, and more creative variation across sends, their already-solid campaign could perform at an even higher level.

Key Takeaways for Brands

✔ Make your main offer unmistakable and repeat it consistently
✔ Use founder storytelling to break up promotional fatigue and deepen connection
✔ Refresh layouts throughout a multi-day campaign to maintain engagement
✔ Prioritize scannability with clear visual hierarchy and section labeling
✔ Strengthen subject lines with hooks, specificity, or emotional pull

Meme of the week

😮‍💨🤐

Building momentum: How to keep customers coming back all year

Most brands rely on seasonal spikes, but the smartest operators build systems that drive repeat revenue every month. This guide breaks down the core levers of year-round retention, how to keep customers active between big moments, and the plays that turn one-time buyers into loyalists. A must-read if predictable revenue is the goal.

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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