Hey, it's Chase and Jimmy here.

EADEM's welcome flow does something most brands get wrong: it asks you to buy into the mission before buying the product.

The founder story is compelling. The positioning is clear. The flow builds real brand affinity.

And then it fumbles the conversion. When subscribers don't buy after the first discount, the flow just... extends the same 10% offer again. And again. And again.

If someone hasn't purchased by email three, they don't need another countdown timer. They need help choosing the right products or understanding what results to expect.

Today we're breaking down what EADEM gets right about mission-driven storytelling and where conversion mechanics fall apart.

Also inside:
✔️ A 7-email crash course on what to do between BFCMs
✔️ What 1,370 Americans said they're actually doing with their 2026 tax refund
✔️ The drop zone: The latest launches on our radar

Let’s jump in👇

A 7-Email Crash Course On What To Do Between BFCMs

Plenty of brands pour everything into Q4, then ghost their list until next Q4. It's the fastest way to train your customers that you only show up when you want their money, and it costs you a meaningful chunk of revenue every year. That's why we built a free 7-email series that hands you the full off-season playbook, delivered one email at a time. Each lesson includes a specific tactic, the step-by-step breakdown, and quick wins you can ship this week.

Here's what's inside:

• The #1 retention mistake brands make after BFCM, and the 3-step reset to fix it

• Gift guides that sell year-round, not just in December (4 formats that work)

• Flash sales that don't burn out your list or your brand

• Campaigns tied to customer goals, not your calendar

• Loyalty, referrals, and reviews as year-round revenue tools

• Segmentation tactics that make every send smarter

• A retention calendar framework you'll actually stick to

→ Start the series

*Sponsored

EADEM Welcome flow: Mission-driven skincare that leads with story, not just science

EADEM is a clinical skincare brand founded by two former marketing executives (Alice + Marie) with a specific mission: creating products for melanin-rich skin that address hyperpigmentation, dark spots, and uneven tone.

Their welcome flow balances founder storytelling with product education, asking subscribers to buy into a brand philosophy before buying products.

Here's what EADEM executes strategically, where the flow could tighten conversion mechanics, and what mission-driven beauty brands can learn from this approach.

1. Welcome to skincare that works with you, not against you

Focus: Welcome email with brand introduction and discount activation

Why This Works:

• "Clinically-Proven Skincare FOR YOUR BEST SKIN YET" positions brand around results, not just ingredients

• Intro paragraph establishes mission from the get-go

• 10% welcome discount creates immediate conversion incentive

• "Your Plumping Power Couple" product spotlight (Rescue & Radiance pairing) reduces decision paralysis with curated recommendation

• Individual product callouts (Le Chouchou Lip Balm, Dew Dream Cleanser) with benefit descriptions help shoppers understand what each product does

Opportunities for Improvement:

• Hero image shows model but doesn't demonstrate product usage or results

• Product spotlight section (Rescue & Radiance) doesn't explain why these two specifically are "power couple" or how to use together

• No skin concern self-selection or quiz to guide shoppers toward right products

• Welcome discount generic (10% off) without urgency or expiration

• Missing social proof despite mentioning "award-winning" in copy

2. A note from Alice + Marie begins with you

Focus: Founder letter establishing brand origin and mission

Why This Works:

• Personal founder introduction creates human connection and differentiates from faceless beauty brands

• Messaging connects personal experience to product mission

• "With gratitude, Alice + Marie" personal sign-off maintains founder connection

• Press and award badges (Allure Best of Beauty, Vogue, Fast Company, Essence) build credibility

• "Smart Melanin technology and commitment to melanin-rich skin address real beauty industry gaps

Opportunities for Improvement:

• Founder story is compelling but long for mobile reading without visual breaks

• No product recommendations or shopping path despite strong brand positioning

• Press mentions listed but not explained (what did each publication say?)

• "Ready to start your deeper journey with us?" CTA feels vague rather than action-oriented

• Could segment based on skin concerns raised in welcome to personalize follow-up

3. Final hours: 10% off our 6-star favorites

Focus: Discount urgency with social proof integration

Why This Works:

• "Last Chance for 10% Off" creates clear ending urgency

• "Your welcome offer expires in 24 hours. Discover our award-winning bestsellers." connects discount deadline to product quality

• Countdown timer (Days / Hours / Minutes / Seconds) makes deadline tangible

• "LE CHOUCHOU LIP SOFTENING BALM" product spotlight with customer testimonials integrates social proof

• Individual customer reviews with names (Emily, Brooke) and star ratings feel authentic

• "Over 500+ 5-star reviews. The lip balm everyone can't stop talking about!" quantifies popularity

• "Complete Your Shelf" section suggests additional products beyond hero

Opportunities for Improvement:

• "Final hours" messaging without specific end time or timezone

• Countdown timer format shown but unclear if actually counting down

• Email focuses heavily on single product (Le Chouchou balm) rather than guiding through full line

• Customer testimonials strong but could include skin tone or concern context

• No explanation of why these are "6-star favorites" or what makes them bestsellers

• Discount reminder present but not escalated or enhanced from initial 10%

4. Beauty is more than skin deep: Our story

Focus: Brand values and product philosophy deep-dive

Why This Works:

• "The Products Everyone KEEPS TALKING ABOUT" social proof headline

• Award-winning messaging reinforces mission

• Press badge showcase (Allure Best of Beauty, Essence, Vogue, 2024 Indie Beauty Award) validates brand quality

• "LE CHOUCHOU: The Lip Treatment Everyone Wants" positions specific product as must-have

• Product trio spotlight (Milk Marvel Dark Spot Serum, Cashmere Peel AHA+THA Toner) with benefit descriptions

• "Our vital 3 in 1 lip treatment gently exfoliates, deeply nourishes, and adds shine all in one minimal tube" clear multi-benefit positioning

Opportunities for Improvement:

• Email title promises brand story but delivers product showcase instead

• No actual founder narrative or mission evolution despite "our story" framing

• Product descriptions focus on features rather than results or before-and-after

• Award mentions repeated from previous emails without new context

• 10% discount reminder feels repetitive across multiple emails

• No skin concern segmentation or personalized product recommendations

5. Your welcome offer just got extended!

Focus: Discount extension with bestseller spotlight

Why This Works:

• "Your 10% discount offer still stands, but time is running out." acknowledges extension while maintaining urgency

• Countdown timer provides visual deadline pressure

• "Discover Our Best-Selling DARK SPOT SOLUTION" addresses specific skin concern

• Before and after imagery (BEFORE / AFTER 4 WEEKS) demonstrates product efficacy

• "MILK MARVEL Dark Spot Serum: Meet our most awarded formula. Milk Marvel's unique blend of encapsulated Vitamin C and Achillea Aloe fades dark spots while fortifying your skin" explains what makes product special

• Product recommendations (Cashmere Peel, Cloud Cushion) provide shopping path beyond hero product

Opportunities for Improvement:

• Discount extension undermines earlier "final hours" urgency

• No explanation for why offer was extended or what changed

• Before and after image powerful but lacks context (skin tone, usage frequency, time period already mentioned)

• Countdown timer repeats without clear connection to actual deadline

• Product descriptions clinical but don't connect to emotional benefits or lifestyle outcomes

• No acknowledgment that subscriber hasn't purchased yet or attempt to understand why

6. Midnight reminder: Your 10% welcome offer expires tonight

Focus: Final urgency with plain-text simplicity

Why This Works:

• "Just a quick note—your 10% welcome offer expires at midnight tonight" clear deadline with specific time

• Plain-text format feels personal and urgent rather than marketing automation

• Code reminder (W10-BBFZWFXT) explicitly stated for easy use

• Service-forward messaging creates personal assistance path

• "With gratitude, Alice from EADEM" maintains founder connection

Opportunities for Improvement:

• "Midnight tonight" lacks timezone specification

• Discount has now been extended multiple times, training subscribers to ignore urgency

• No product recommendations based on browsing or engagement behavior

• Could ask why subscriber hasn't purchased to understand objections

• Missing last-chance inventory signals or sold-out warnings

• No alternative engagement path for subscribers not ready to buy (quiz, skin consultation, educational content)

What EADEM Gets Right

Founder-Led Authenticity: Alice + Marie's personal story and consistent presence throughout flow builds trust and differentiates from corporate beauty brands.

Mission-First Positioning: Leading with "skincare for melanin-rich skin" and "brighter, not lighter" philosophy attracts aligned customers and sets clear brand values.

Social Proof Integration: Press mentions (Allure, Vogue, Essence), award badges, and customer testimonials validate brand quality and product efficacy.

Clinical + Emotional Balance: "Clinically tested across diverse skin tones" messaging bridges science credibility with inclusive mission.

Where Execution Could Sharpen

Discount Urgency Undermined By Extensions: "Final hours" followed by "just got extended" trains subscribers to ignore deadlines and wait for better offers.

No Skin Concern Personalization: Flow treats all subscribers identically despite brand solving specific issues (hyperpigmentation, dark spots, uneven tone).

Product Education Stays Surface-Level: Ingredient callouts and benefit claims present but no routine guidance, usage instructions, or results timeline.

Before-and-After Imagery Lacks Context: Efficacy photos shown but missing details about skin tone, usage frequency, or realistic expectations.

Missing Conversion Objection Handling: No attempt to understand why subscribers haven't purchased or address common hesitations (price, product selection, skin type match).

Final takeaway: Mission attracts, but conversion needs mechanics

EADEM successfully positions itself as purpose-driven skincare; the founder story, inclusive mission, and clinical credibility create strong brand affinity and differentiation.

But affinity doesn't guarantee conversion. When subscribers don't buy after the welcome discount, the flow just extends the same 10% offer again and again. No attempt to understand why they're hesitating. No product quiz based on skin concerns. No routine-building guidance. No realistic timeline for seeing results. Just another countdown timer and the same generic discount.

If someone hasn't purchased by email three, they need help, not another reminder. Guide them to the right products. Build them a starter routine. Address the objections keeping them from clicking buy.

Key Takeaways for Brands

• Lead with founder story and brand mission to build emotional connection and differentiation

• Balance clinical credibility with inclusive values to attract purpose-aligned customers

• Integrate before-and-after imagery with context (skin tone, timeline, usage) for credible efficacy claims

• Avoid discount extensions that undermine earlier urgency and train subscribers to wait

• Personalize product recommendations based on skin concerns, not just generic bestsellers

• Address conversion objections proactively (product selection, routine building, price justification)

• Create alternative engagement paths (quiz, consultation, education) for subscribers not ready to purchase

• Specify exact deadline times with timezone for maximum urgency effectiveness

What 1,370 Americans said they’re actually doing with their 2026 tax refund

Refund checks are landing in bank accounts, and Omnisend wanted to know where that money's going next. They surveyed 1,370 Americans, and the short version is that "treat yourself" copy is going to work harder than usual this quarter.

• 38.9% are parking their refund in emergency savings

• 32.3% are using it for rent, bills, or mortgage payments

• 21.7% are paying down credit card debt

• 47.5% still plan to spend up to 25% of it on shopping, mostly smaller "feel-good" purchases, not big-ticket splurges

→ Read the full study

Meme Drop:

😇

The drop zone:

Matcha made in heaven

The two female-founded brands teamed up on a Matcha Protein (18g protein) and Matcha Collagen Latte (2,500mg collagen peptides), made with whole-leaf ceremonial grade matcha. Available now on Free Soul's site, Amazon, TikTok Shop, and Holland & Barrett, with Tesco rolling out June 1.

Perelel takes on colostrum

The OB/GYN-founded vitamin brand just launched Daily Resilience Complex, a powder combining lactoferrin and collagen peptides for immune, gut, joint, and iron support. Pregnancy and breastfeeding safe, animal-free, and built as a research-backed alternative to the colostrum craze.

TRUFF squeezes into a new aisle

TRUFF just dropped its Aioli & Dipping Sauce Collection in three flavors: Classic Truffle, Smoky Jalapeño, and Garlic Parm Caesar. Dip, drizzle, and elevate, now nationwide.

Mid-Day Squares debuts a classic

The PB&J No Bread lineup just added Grape, joining the brand's lunchbox-nostalgia squares with 6g of protein, real grape, and clean ingredients. Sweet, tart, salty, and zero bread required.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with us, it’s always a pleasure to have you here.

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Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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