Hey it's Chase and Jimmy here!

Liquid I.V. has a bold brand, punchy products, and purpose-driven messaging.

But their welcome and abandoned cart flow?

It’s playing it a little too safe.

In this week’s breakdown, we’re diving into their post-signup journey, from the SMS drip to the final cart push, to unpack what’s working and where it’s running dry. You’ll see how a few copy tweaks, stronger personalization, and urgency boosts could help this flow go from functional to full-on converting.

Also inside:

✔️ How to start using AI in email (the right way)
✔️ Why your revenue problem isn't acquisition
✔️ AI Power-Up: Let AI Audit Your Email Performance

Let’s get into it 👇

📧 How to Start Using AI in Email Marketing (The Right Way)

Most brands want AI to save their email marketing. The smartest brands use it to amplify what’s already working.

In this Omnisend session, Stefan Chiriacescu (CEO of Ecommerce Today) breaks down exactly how to build a solid email foundation first and then layer AI on top to scale smarter. He covers list hygiene, core flows, deliverability musts, and how his agency is using AI for data analysis, segmentation, personalization, and campaign planning. If you want real-world, non-hypey examples of AI in email marketing, this one’s worth your time.

Here's what you'll learn:

👉 The essential flows every eCom brand should have running
👉 Why clean data matters more than shiny AI tools
👉 How to use AI for better segmentation and list personalization
👉 The agency playbook for AI-powered campaign planning and analysis
👉 Real-world examples of where AI actually drives revenue

🙃 Meme Drop

💧 Liquid I.V.'s Abandoned Cart Flow: The Good, The Gaps & The Glow-Ups

First Impressions: Hydration + Hustle

Liquid I.V. doesn't just sell electrolyte powders, they sell energy, recovery, and a brand lifestyle rooted in clean design and impact-driven values. Their email and SMS flow checks many best-practice boxes, but just like any hydration routine… it could use a little flavor boost. 

Let’s dive into their post-signup and abandoned cart journey and see what’s working, and what’s running a bit dry.

Breaking Down the Flow

1. Welcome SMS Series

Timing: Triggered immediately after opt-in.

Content:

• Confirmation text + 20% off (WELCOME20)

• Follow-up encouraging users to add Liquid I.V. to contacts

• 48-hour-later SMS reminder with same code

✅ Win: Instant value. The 20% off code is front and center.

🚀 Upgrade Idea: These SMS messages are functional, but sterile. There’s no personalization or cheeky tone that matches the fun, energetic Liquid I.V. brand. Try something like, “Hydration is calling, and she wants you back. 💧” to build a stronger connection.

2. Welcome Email

Subject: “You’re In! 20% Off?”

Content:

• 20% off first order

• Highlight of core benefits (3x electrolytes, no artificial stuff)

• Product lineup overview

✅ Win: Bold visuals and direct CTA. It’s clear what you’re being offered and why you should care.

🚀 Upgrade Idea: Make this more about me. “Hey Caitlin, let’s match you with your perfect hydration flavor,” or show bestsellers with reviews. Plus, a little brand storytelling wouldn’t hurt; why Liquid I.V. exists, who’s behind it, and what makes them different beyond the formula.

3. Cart Reminder Email #1

Subject: “10% Off Your Cart”

Content:

• 10% off cart

• Bold product image + clear checkout CTA

✅ Win: Crystal clear what this is: a reminder + a deal.

🚀 Upgrade Idea: Repetition is fine, but two “STILL THIRSTY?” emails in a row? Mix up the subject lines. Add urgency (“Your cart’s about to ghost you”), scarcity (“Only a few left”), or curiosity (“Your cart’s still hanging out. Wanna see what it’s doing?”).

4. Social Proof Email

Subject: “THE RUMORS ARE TRUE”

Content:

• 5-star customer quotes

• Product lineup

• Promo code again (WELCOME20)

✅ Win: Great use of testimonial content. Real voices help build trust.

🚀 Upgrade Idea: Include a visual star rating or screenshots of UGC from Instagram. And yes, get bolder: “Over 10,000 5-star reviews and counting” hits harder than just three anonymous quotes.

5. Cart Reminder Email #2

Subject: “10% OFF YOUR CART ENDS TONIGHT” (Again)

Content:

• Same as email #3 with different flavor suggestions

✅ Win: Personalized product recs based on what you browsed is a smart play, even if it’s subtle.

🚀 Upgrade Idea: A/B test the offer here. If 10% isn’t converting, try a mystery flavor gift or free shipping instead. Even a countdown timer visual would create more urgency.

6. Final Cart Push Email

Subject: “Uh Oh  😰You Dropped This.”

Content:

• Encouraging copy

• Finish checkout CTA

• Product imagery

✅ Win: Emotional close! “Judging by your cart, you take hydration as seriously as we do” is fun and flattering.

🚀 Upgrade Idea: Add a reason to buy now. A goodbye GIF from the Lemon Lime stick pack wouldn’t hurt either. Lean into that “don’t let this go” moment.

7. Mission-Driven Email

Subject: “Hydrations biggest fans

Content:

• Clean water access mission

• Donation & sustainability initiatives

✅ Win: Gives depth to the brand. This kind of content builds loyalty, not just transactions.

🚀 Upgrade Idea: Integrate this earlier in the flow, especially for first-time buyers deciding who to trust. Try weaving in a line like: “Every stick powers your day—and clean water access around the world.”

TL;DR: What’s Working, What’s Missing

✅ What Liquid I.V. Nails:

• Cohesive Branding: Bright visuals, consistent voice, and energetic vibes throughout.

• Value-First Offers: 20% off welcome, 10% cart reminders = great conversion fuel.

• Functional Flow: Clear sequencing between SMS, email, and checkout nudges.

❌ Where They Can Improve:

• Lack of Personalization: The cart flow feels built for everyone. But hydration needs are personal, play that up.

• Missed Personality Moments: Liquid I.V. is fun, vibrant, and mission-focused. The copy doesn’t always reflect that.

• Urgency & Scarcity: There’s little “why now?” woven into the messaging. A few tweaks (like countdowns or inventory alerts) could drive more clicks.

Final Verdict: A Refreshing Flow That Needs More Flavor

Liquid I.V.’s cart and welcome flow does what it’s supposed to do, but it could go from hydrating to hooking with more personality, urgency, and personal touchpoints. The offers are strong, the mission is clear, and the visuals pop, but there’s room to turn this good flow into a great experience.

💰 Your revenue problem isn’t customer acquisition. It’s customer attention.

Every brand wants more new customers.

But most forget: your easiest money is sitting in your existing list... if you know how to keep them engaged all year.

The problem?

Most brands go quiet after Q4 and only show up when there’s another sale.

We put together a free 7-part email series that shows you exactly how to fix that and build a year-round retention system:

✅ Gift guides that work in any month
✅ Flash sales that create urgency without spamming your list
✅ Goal-based campaigns tied to real buying behavior
✅ Loyalty, referral & review plays that drive consistent repeat purchases
✅ Segmentation strategies to keep every send personal

👉 Grab the full Year-Round Retention Playbook here. It’s free, tactical, and built for brands who want retention that actually works.

🤖 AI Power-Up: Let AI Audit Your Email Performance

Most marketers don’t need more dashboards, they need faster answers.

AI can audit your entire email program and surface what actually needs fixing.

🧠 The Move:

Feed AI:

• Recent campaign reports

• Flow performance data

• Engagement metrics (opens, clicks, conversions, unsubscribes)

• Segment performance breakdowns

Then use a prompt like:

• Underperforming segments or flows

• Subject lines with declining open rates

• Send times that could be optimized

• Any patterns or anomalies worth investigating.”

🎯 Why It Works:

• AI sifts through dozens of campaigns and flows faster than any human could

• Flags weak spots you might not notice (ex: a segment that’s silently decaying)

• Surfaces actionable improvements. No more guesswork or endless report digging

💡 Bonus Play:

Once AI flags weak flows or segments, run secondary prompts like:

You go from dashboard paralysis to clear optimization plays in minutes.

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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