Educational emails are some of the hardest to get right.

You need enough information to build trust, but not so much that people check out halfway through. The brands that do it well don’t just explain more, they make the lesson easier to follow.

This morning, we’re breaking down an Act+Acre email with a smart strategy, a strong founder note, and a product system that makes sense. But with a few small changes, it could make the education easier to absorb and the next step easier to take.

So let’s take it block by block: what’s working, what’s getting in the way, and how each piece could work a little harder.

Also inside:
→ There's a more profitable version of your email program (here's how to unlock it)
→ Meta did this years ago. Your ESP never got the memo.
→ Laneige's secret weapon that makes every SMS impossible to ignore
→ 5 New retention marketing job ops

Alright, grab a coffee and let's kick off our Monday. 👇

There's a more profitable version of your email program (here's how to unlock it)

And it usually isn't your copy holding it back. It's personalization (the real kind) not a first name and a birthday coupon once a year. The emails pulling big numbers are the ones triggered by what a customer just did, making every shopper feel like the only one, every time.

On July 23, Omnisend’s running a free session on exactly that. You'll learn how real personalization lifts lifetime value, and how to scale it without burying your team in manual work.

→ Register free

*Sponsored

This Act+Acre email has a smart idea buried in too much copy

Educational emails only work if people can actually learn from them.

Act+Acre has a smart idea here: your scalp has a type, and once you know what it is, you can build a routine that actually fits your needs. It's a strong hook, and it naturally leads into the product lineup.

The problem is the email makes you work a little too hard to connect the dots.

The subject line gets your attention. The hero image looks great. Helen's note adds credibility. But the most valuable part of the email, understanding which product is right for which scalp type, gets buried in a wall of copy instead of being easy to scan.

The lesson isn't about adding more information. It's about making the information you already have easier to absorb.

Subject Line

Before:

Your Scalp Has a Type. Here's How to Find It.

After:

Your scalp type decides what goes on first

Why it works:
The original subject line is clear, but it sounds a little like a quiz intro. The stronger version adds a reason to care: your scalp type doesn’t just describe your concern, it changes the order of your routine. That makes the email feel more useful before it’s even opened.

Block 1: Hero

Before:

Headline:
Your scalp has a type. Here's how to find it.

Supporting details:
Helen Reavey
July 2026

CTA:
Shop All

Image:
Four scalp serums shown beneath the hero.

After:

Headline:
Your scalp has a type. Here's how to find it.

Image:
Keep the four-serum image directly under the headline, but remove the owner name, date, and standalone Shop All button from the top.

Image CTA:
Add Shop All inside the image area, or as a small overlay/button tied directly to the product shot.

Why it works:
The headline is already strong, so it doesn’t need to be rewritten. The bigger issue is that the top of the email spends precious space on details that don’t help the reader understand or act faster. Removing the owner name, date, and standalone button lets the headline and product image connect more quickly. If Shop All stays, it works harder inside the image because it’s attached to the products instead of floating beside the intro like a generic navigation button.

Block 2: Founder Note

Before:

After:

Keep this section as-is.

Why it works:
This is one of the strongest parts of the email. The founder voice gives the message credibility, and the progression is clear: start with the customer’s question, explain the scalp-type idea, introduce the Discovery Set, then move into the routine guidance. It doesn’t need a rewrite.

It just needs the section after it to become easier to scan, so the reader doesn’t lose momentum once the product recommendations begin.

Block 3: Scalp Type Breakdown

Before:

After:

Turn this section into visual product blocks instead of a text-only list.

Headline:
Build your routine by concern

Each block should show the product image, use the product’s color as an accent, and include a small benefit tag.

Stem Cell Scalp Serum
Tag: For thinning-looking hair
Use as the first step for thinning concerns.

Daily Hydro™ Scalp Serum
Tag: For dry, tight scalps
Layer when hydration is the priority.

Cooling Scalp Serum
Tag: For sensitivity + relief
Layer second when the scalp needs calming.

Oily Scalp Serum
Tag: For oil control
Start here when excess oil is the main concern.

Then show the common pairings underneath:

Thinning + Dryness
Stem Cell → Daily Hydro

Thinning + Sensitivity
Stem Cell → Cooling

Oily + Sensitivity
Oily Scalp → Cooling

Dryness + Sensitivity
Daily Hydro → Cooling

Why it works:
The original breakdown is useful, but it’s hard to scan because every recommendation has the same visual weight. Product images and benefit tags would let the reader understand the system faster: what each serum is for, where it fits, and which one comes first.

Using each product’s color inside its block would also create a clearer visual map, so the recommendations feel easier to follow and less like a wall of instructions. This matters because the email is selling a personalized routine. The design should make that personalization feel simple.

Block 4: Sale Message

Before:

After:

Keep this section as-is.

Why it works:
The offer is already straightforward and connected to the Discovery Set, so rewriting it would create work where there isn’t much of a problem. The bigger issue is what happens right before it: the routine recommendations are useful, but they need a more visual structure so the reader can understand the products faster. Once that section is easier to scan, the sale message can stay simple and do what it already does well.

Education only works when it’s easy to scan

The thinking behind this email is strong. It has personalization, education, and product discovery all working together. The problem is that educational emails only work if people can take in the information quickly.

When it’s easier to understand the recommendation, it’s easier to trust it. And when it’s easier to trust, it’s easier to click.

Sometimes the biggest upgrade isn’t adding more content. It’s making the content you already have easier to learn from.

Meta did this years ago. Your ESP never got the memo.

We dare you to try this…

Open a campaign in your ESP, what do you find? One layout, one headline, one hero, scheduled and shipped to every person in that segment

Now open Meta Ads Manager. 

There's not just one ad sitting in there. There's a library  of parts: formats, angles, CTAs, offers. 

The algorithm chooses which format, angle, and copy is best suited for each person it shows an ad to.

Same brand. Same budget. Two completely different operating systems.

Meta marketers stock libraries while email marketers build campaigns from the ground up.

Allan brings the library model to email. You stock the shelf with headlines, heroes, copy, offers. Allan assembles, per send, per subscriber.

10 × 5 × 4 × 3 = 600 possible emails. And you only created 22 assets.

→ Start free at getallan.com

*Sponsored

Read receipts:

Getting a text from Laneige feels like getting a mini campaign in your inbox. Every send is packed with eye candy. The graphics are vibrant, the product is impossible to miss, and the creative makes you want to click through before you even read the copy.

The Hiring Vault

• CRM Manager, Los Angeles Metropolitan Area: FabFitFun

• CRM Program Lead, Home Gardens, CA: iHerb

• Lifecycle Marketing Manager, Santa Monica, CA: Hawke Media

• Lifecycle Marketing Manager, los angeles, CA: Cotton Citizen

• Retention Manager, Remote: pearl west

That's a wrap for today!

Appreciate you hanging with Chase and me. We 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.

Catch you next time!

🤘 Jimmy Kim

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!