Hey, it's Chase and Jimmy here.

Some brands think the job is done after checkout. Olive & Piper shows that’s when the real work starts.

Their post-purchase flow mixes personal founder notes, styling inspo, and loyalty perks to keep customers coming back. It’s warm, polished, and community-driven.

But it’s not perfect. Repeated codes, confusing loyalty emails, and a lack of urgency keep it from hitting as hard as it should.

We broke it all down so you can steal the wins (and avoid the misses).

Also inside:

✔️ Live Email Clinic: Black Friday Campaign Reviews
✔️ [Free Download] Last-Minute BFCM Survival
✔️ AI Power-Up: The Churn Predictor

Let’s jump in👇.

📬 Live Email Clinic: Black Friday Campaign Reviews

Your Black Friday emails are too important to guess on. That’s why Omnisend's hosting a live review session where their experts put real BFCM campaigns under the microscope.

They'll walk through actual emails submitted by Omnisend merchants, breaking down what worked, what missed the mark, and how you can apply those lessons to your own campaigns.

Here's what you'll learn:

• What makes a Black Friday email stand out in a crowded inbox

• The most common mistakes in cop

  y, design, and structure (and how to fix them)

• Practical ways to upgrade your own campaigns before the big weekend

Olive & Piper Post-Purchase Flow: Jewelry With a Personal Touch

Olive & Piper’s post-purchase flow shines as bright as their jewelry. From heartfelt founder notes to seasonal styling inspiration and loyalty perks, the brand uses email to keep customers engaged well past the checkout.

This sequence blends authenticity, community, and rewards in a way that feels warm and approachable. But despite its polish, there are moments where personalization, urgency, and message consistency fall short.

Here’s our full breakdown of what’s working, what needs refinement, and what other brands can learn.

1. Welcome to Olive & Piper 💍

Focus: Introducing the brand and setting the tone

Why This Works:
✅ Founder Tania’s story builds credibility and human connection
✅ Messaging ties jewelry to meaningful, everyday moments
✅ Welcome code incentivizes an immediate second purchase

What Needs Work:
❌ Customer UGC is missing; featuring styled looks could boost social proof
❌ The email doesn’t preview what’s next in the flow, which could build anticipation

2. You’re in the O&P Club

Focus: Loyalty program introduction

Why This Works:
✅ “Girl math” positioning makes rewards playful and approachable
✅ Clear outline of how to earn points removes friction
✅ Encourages engagement through social follows as well as purchases

What Needs Work:
❌ No immediate milestone; framing first-purchase perks would spark faster sign-ups
❌ Rewards examples feel generic — spotlighting “what 200 points gets you” would add urgency

3. Order Confirmation

Focus: Transactional reassurance

Why This Works:
✅ Clean design and clear details reduce post-purchase anxiety
✅ Friendly tone (“We got it, and we’re on it!”) adds warmth
✅ Shipping timelines set accurate expectations

What Needs Work:
❌ Lacks excitement; layering in styling tips or loyalty reminders could build anticipation while customers wait
❌ The email doesn’t include a direct CTA to explore the site, leaving potential traffic untapped

4. Fall Accessories Checklist

Focus: Seasonal curation to inspire repeat shopping

Why This Works:
✅ Timely theme (“finishing touches for fall”) drives relevance
✅ Products framed as must-have outfit additions
✅ Keeps Olive & Piper top of mind during seasonal buying

What Needs Work:
❌ No personalization; tying suggestions back to the first purchase could increase conversions
❌ Subject line doesn’t emphasize urgency or exclusivity, making it easier to ignore

5. Thank You From the Founder

Focus: Building community and connection

Why This Works:
✅ Founder note feels warm and personal
✅ Featuring UGC (“See others shine”) encourages social sharing
✅ Encourages tagging, making customers feel like part of the brand

What Needs Work:
❌ The CTA to join or engage on social could be stronger at this touchpoint
❌ No clear incentive to share content (points, entry to win) reduces UGC participation

6. A Little Shine, Made Personal ✨

Focus: Deepening the brand ethos and promoting products

Why This Works:
✅ Emotional framing (“because every moment is yours”) elevates the brand
✅ Strong visuals paired with reviews create credibility
✅ Positions jewelry as an extension of self-expression

What Needs Work:
❌ No urgency; highlighting limited stock or trending products could push quicker action
❌ Since I already redeemed the welcome code, this message should have been suppressed or swapped. Flow logic missed the mark

7. Meet the O&P Team

Focus: Humanizing the brand through team favorites

Why This Works:
✅ Introduces the team behind the brand for authenticity
✅ Product picks feel personal and relatable
✅ Maintains soft-sell tone, not overly pushy

What Needs Work:
❌ Could strengthen the connection with behind-the-scenes content or video snippets
❌ Team favorites aren’t tied to customer use cases (e.g., “perfect for work” or “date night”), missing a chance for guidance

8. Share Your Experience

Focus: Collecting customer feedback

Why This Works:
✅ Frames the survey as shaping the brand’s future
✅ Simple design makes the action quick and approachable
✅ Reinforces that customer voices matter

What Needs Work:
❌ No incentive for participation; offering points or a gift card entry would likely increase responses
❌ Survey timing could be better; sending after delivery and a few wears would yield richer insights

9. Loyalty Program Deep Dive

Focus: Driving sign-ups and deeper engagement

Why This Works:
✅ Clear, step-by-step breakdown of how to join
✅ Rewards framed as VIP perks, not just discounts
✅ Visual points-to-dollar breakdown makes the value obvious

What Needs Work:
❌ The message is confusing since a previous email already said we were “in the club”
❌ Lacks social proof; highlighting top redeemers or testimonials would add validation
❌ Points-to-perks examples stop at basics; teasing “exclusive rewards” at higher tiers would increase aspiration

What Olive & Piper Gets Right

Founder-Led Storytelling: Personal notes from Tania and team humanize the brand, making jewelry feel like more than just an accessory.

Community as a Growth Lever: UGC and social prompts are sprinkled throughout, turning customers into advocates and extending the brand experience.

Rewards Woven In Early: The loyalty program isn’t an afterthought – it’s introduced within the first few emails and reinforced across the journey.

Where Olive & Piper Misses the Mark

Weak Personalization: Emails don’t adapt to purchase behavior, leading to repeated codes and generic recommendations.

Lack of Urgency: Campaigns inspire but rarely push immediate action, which slows down repeat purchasing.

Inconsistent Messaging: Loyalty emails conflict (already “in the club” vs. sign-up push), which undermines trust.

Final Takeaway

Olive & Piper’s flow does a lot right: it’s warm, personal, and packed with community-driven touchpoints. Customers feel welcomed, valued, and invited into the brand. But without personalization, urgency, and tighter message sequencing, the flow risks being more inspirational than actionable. With a few refinements, Olive & Piper could transform this into a post-purchase journey that’s as powerful commercially as it is emotionally.

Key Takeaways for Brands

✔️ Use founder storytelling to build trust and authenticity early on
✔️ Reinforce loyalty programs early, but keep messaging consistent throughout the flow
✔️ Personalize flows to reflect purchase behavior and avoid repetition
✔️ Add urgency in promotional emails to encourage faster repeat purchases
✔️ Incentivize UGC and surveys to turn happy customers into vocal advocates

🚨 Last-Minute BFCM Survival

Black Friday and Cyber Monday are chaotic. Inboxes double, ads get expensive, and attention is scattered. But the brands with a clear email + SMS plan still win big.

Jimmy and Chase just created the BFCM Email + SMS Survival Guide, your last minute crash plan for turning chaos into conversions.

Here’s what’s inside:

• A step-by-step checklist from opt-ins to post-purchase

• Exact send cadences for both email + SMS

• Quick-win tactics to cut through inbox noise

Did we mention it's free? Grab your download now!

🙃 Meme Drop

No pressure... 😅

🤖 AI Power-Up: The Churn Predictor

Your best customers don't ghost overnight, they fade slowly. AI can spot the pattern before you lose them.

Here's how:

1. Export 6 months of customer purchase data (date, order value, frequency).

2. Prompt: "Identify customers whose purchase frequency has dropped 50%+ in the last 90 days vs. their prior average. Rank by lifetime value and suggest personalized win-back angles for the top 20."

3. AI flags at-risk VIPs and suggests tailored hooks:

   • "Sarah used to buy monthly; last purchase was 4 months ago. She loves your skincare line - offer her early access to your new serum."

4. Build targeted win-back flows before they're gone for good.

The result: You're not waiting for churn, you're intercepting it with hyper-relevant offers.

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

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

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