Hey it’s Chase and Jimmy here!

Spring has sprung in the inbox and Pura Vida's "spring stack" email shows exactly how to tie seasonal transitions to product styling.

Instead of just slapping a floral graphic on a product grid, they organized everything by how you'd actually wear their bracelets; by texture, occasion, and layering style.

"Mix Your Textures," "Waterproof + Effortless," "Late Night Layers." Each section gives you a reason to care and helps you visualize how to stack pieces together for spring.

It's a smart way to help people shop without overwhelming them with hundreds of individual SKUs, but the execution leaves conversions on the table. No CTAs within sections, no pricing, and product descriptions that focus on vibe over actual details.

Today we're breaking down what makes this curation framework work and where better shopping paths could actually drive sales.

Also inside:
✔️ Omnisend's execs tried migrating to their own platform. Plot twist: they hated it.
✔️ Honest question. How much of your retention are you just winging?
✔️ Hiring vault: 6 New retention marketing job ops

Let’s get into it.

Omnisend's execs tried migrating to their own platform. Plot twist: they hated it.

The leadership team sat down to experience ESP migration firsthand... and it was so painful they decided to eliminate it entirely for everyone else. Now every paid Omnisend plan includes full white-glove migration in 5 days at no extra cost.

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• Up to 4 workflows recreated (3 templates each)

• 5 custom segments built to your specifications

• 5 signup forms or popups migrated

• 1 master email template cloned

• Sender email verification handled

• 24/7 support throughout the process

How it works: Sign up for any paid plan, submit the Kickstart form, grant account access, and their team handles everything while you keep running your business. No weeks lost to busywork, no risk of breaking critical workflows mid-campaign. They filmed the whole painful experience... watch it here or start your migration.

Pura Vida's spring stack email: Helping people shop by vibe instead of product

Pura Vida is known for colorful, stackable bracelets and a laid-back beach vibe, and this spring email organizes their entire product range around how you'd actually wear them.

Instead of just showing you a grid of bracelets, they're grouping products by texture, occasion, and layering style. It's a smart way to help people visualize how to mix and match without overwhelming them with hundreds of individual SKUs.

Let's break down what's working and where there's room to improve.

Header Block

The top of the email sets up the concept: spring is here, and it's time to refresh your stack.

What We Love

• "The Balanced Spring Stack" is a strong framing hook. It positions the email as guidance, not just products.

• The intro copy acknowledges the real problem. "Spring's so close we can almost feel it, which means it's officially time to refresh your stack. Winter vibes out, fresh color and texture in." It's relatable and creates urgency without being pushy.

• The hero image shows the product in use. Someone wearing a colorful outfit with stacked bracelets makes it feel aspirational and real at the same time.

• The CTA is clear and action-oriented. "Refresh Your Stack" tells you exactly what you're about to do.

What We'd Do Differently

• The layout could use more white space. The headline, intro copy, CTA, and image all run together, making it harder to scan.

Body Block

Here's where they walk you through four different ways to stack bracelets, organized by vibe and occasion.

What We Love

• The organization by theme is really smart. "Mix Your Textures," "Waterproof + Effortless," "Late Night Layers." Each section gives you a reason to care beyond just "here are more bracelets."

• Each section includes specific product recommendations. You're not guessing what to buy. They show you the Multi Mini Braided Bracelet, Spring Mixed Metal Bracelet Set, Skyla Chain Bracelet, etc.

• The visuals support the concept. Flat lays and product shots help you see how pieces look together, which is exactly what you need when shopping for stackable items.

• The color-coded sections create clear visual breaks. Pink for textures, blue for waterproof, yellow for evening. It makes the email easy to skim.

What We'd Do Differently

• There are no CTAs within the sections. You see the products, you read the descriptions, but there's no "Shop This Look" or "Add to Cart" button right there. That adds friction for people who want to buy immediately.

• No pricing. Showing the price next to each product would help people make faster decisions and reduce surprise at checkout.

• The descriptions are light. "Mix beaded + braided with classic string for that perfectly balanced 'I-don't-try-but-I-did' look" is fun, but it doesn't tell you much about the actual product. Adding one line about material, size, or fit would help.

• No social proof. Customer reviews, ratings, or a "bestseller" badge would add credibility and help hesitant shoppers convert.

Footer Block

Pura Vida closes with clean navigation and a mission callout.

What We Love

• The CTAs are clear and well-organized. "New Arrivals," "Shop All," "Custom Styles," "Bracelet Club." Each button gives you a specific next step.

• The social impact message is prominent. "Over $5 million donated to causes that support the planet and the people in it" reinforces brand values without being preachy.

• Social links are easy to spot.

• The brand voice stays consistent all the way through.

What We'd Do Differently

• The CTAs could be more specific. "Shop All" is fine, but "Shop All Spring Styles" would tie back to the email theme and feel more relevant.

• The footer could reinforce trust. Adding "Free shipping over $X" or "Easy returns" would help hesitant buyers take the next step.

• The Bracelet Club CTA feels random without context. If subscriptions are important to the business, explain the benefit in one line ("Monthly bracelets delivered" or "Members save 20%").

Where This Email Works

Let's zoom out and see where this fits in the bigger email strategy.

Seasonal Campaigns: This is perfect for spring, but the "stack by vibe" format would work for any season or holiday where you want to show variety without overwhelming people.

Product Education: Great for brands selling stackable, mixable, or customizable products where people need help understanding how to style them.

Engaged Subscribers: Smart for people who already know Pura Vida and just need inspiration on what to buy next.

Final Thoughts: Strong curation framework, needs better shopping paths

This email does a great job of organizing products by how people actually think about styling them. The vibe-based sections make browsing feel intentional instead of random, and the color-coded layout makes everything easy to scan.

But it's leaving conversions on the table. There are no CTAs within the product sections, no pricing, and no social proof to help people feel confident buying. The product names are easy to miss, and the descriptions focus on vibe over actual product details. Adding shopping buttons, showing prices, and tightening up the product info would help this email drive more sales without losing the fun, visual-first approach.

3 Quick Wins to Steal Next Time

✓ Organize products by styling vibe or occasion instead of just listing categories
✓ Use color-coded sections to create visual breaks and make emails easier to scan
✓ Add CTAs within each themed section so people can shop immediately

Honest question. How much of your retention are you just winging?

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The Hiring Vault

• Senior E-CRM Coordinator, Americas, New York City Metropolitan Area: Caudalie

• CUSTOMER LIFECYCLE SR MANAGER, Miami, FL: Wild Fork

• CRM Manager, United States: Nutrafol

• Lifecycle & Retention Strategist, Scottsdale, AZ: Bad Birdie

• Senior CRM Manager, Los Angeles, CA: Parachute Home

• Retention Marketing Manager, Las Vegas Metropolitan Area: Inno Supps

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.

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