Hey, it’s Chase and Jimmy!

Most launches are a single splash.

Rothy’s turned theirs into a 10-day drip.

With the debut of REVelvet, a luxe, sustainable knit made from recycled plastic bottles, the brand didn’t just drop another shoe. They told a story.

From teasers and big reveals to SKU-by-SKU spotlights, Rothy’s built momentum across the inbox. The visuals were sharp, the product tie-ins familiar, and the narrative clear: velvet, reinvented.

But was the cadence too mixed? And did they miss chances to dial up urgency?

We broke down the full REVelvet sequence: what worked, what fell flat, and how Rothy’s could have made this campaign feel like a true fashion moment.

Also inside:

✔️ Are your emails actually making money... or just getting opens?
✔️ Why spend more to lose more?
✔️ AI Power-Up: Email to TikTok Converter

Let’s jump in.

Are your emails actually making money... or just getting opens?

Without reporting, you’re flying blind. Opens look good until you realize clicks are weak. Clicks look strong until you see conversions flatline. And unsubscribes? They’re the brutal truth.

Omnisend’s new Email Marketing Report & Analytics Guide breaks it down:

• Which metrics matter most (and which are vanity)

• How to spot revenue leaks before they sink your ROI

• Benchmarks to see how your performance stacks up

• Why automations quietly crush campaigns (by over 2,300% in conversions)

Stop guessing at effectiveness. Start tracking what drives sales.

Rothy’s REVelvet Launch: A 10-Day Product Story Told Through Email

Rothy’s isn’t just dropping another shoe - they’re staging a sustainable style moment. Over the course of 10 days, the brand rolled out its REVelvet collection, a luxe new knit made from recycled plastic bottles.

The cadence? Strategic but mixed. The REVelvet campaign unfolded across multiple emails, interspersed with unrelated promos, which makes for an interesting balance: strong storytelling on the hero launch, but at risk of diluting urgency with too many competing messages.

Here’s how the sequence unfolded, what worked, and what could have been sharper.

1. The NEW REVolution is almost here.

Focus: Pre-launch teaser + early access.

This first email set the stage with a bold “REVolutionary” hero image and the CTA to sign up for early access. Below, Rothy’s filled the wait with a lineup of existing shoes to keep shoppers browsing.

Why This Works:
✅ Builds anticipation without giving everything away.
✅ Early access CTA creates exclusivity.
✅ Cross-selling other shoes keeps attention during the wait.

What Could Be Improved:
❌ Teaser could have hinted more clearly at the new material (velvet).
❌ Existing product lineup distracts from the mystery and focus of a coming launch.

2. NEW ReVelvet™. GAME. CHANGED.

Focus: Big reveal of the REVelvet material and collection.

The launch email officially unveiled REVelvet - positioned as a modern, sustainable twist on velvet. Visuals showcased multiple silhouettes in the new material, paired with editorial-style lifestyle shots.

Why This Works:
✅ Strong brand voice (“GAME. CHANGED.”) makes it feel like a fashion moment.
✅ Rich lifestyle images elevate the launch beyond product catalog.
✅ Clear story: luxe, sustainable, reinvented.

What Could Be Improved:
❌ A lot of product SKUs shown at once - risks overwhelming new customers.
❌ Could have leaned harder into sustainability proof to set apart from other velvet footwear on the market.

3. NEW ReVelvet™ Penny Loafers!

Focus: Spotlight on a single hero SKU.

After the broad reveal, Rothy’s zoomed into the Penny Loafer, giving it star treatment with a “Just add ReVelvet” tagline. Multiple colors were shown, reinforcing variety and seasonal appeal.

Why This Works:
✅ Focused storytelling around one hero product creates clarity.
✅ “Just add” framing feels easy, trend-driven, and wearable.
✅ Expanded color lineup emphasizes choice.

What Could Be Improved:
❌ Could have included styling tips or UGC to show how customers wear it.
❌ Risks blending into later shoe-specific emails if not differentiated enough.

4. The Mary Janes you love, ReVelveted.

Focus: Hero SKU spotlight #2.

This send celebrated the Mary Jane silhouette, leaning into “fan favorite, now reinvented.” The double buckle Mary Jane heel variation added freshness.

Why This Works:
✅ Connects newness to a proven bestseller.
✅ Bold visuals of rich red Mary Janes make the material shine.
✅ Multiple Mary Jane options expand the collection’s reach.

What Could Be Improved:
❌ Copy leans heavy on product naming - could use more emotive language around texture, feel, or lifestyle.
❌ Risks redundancy when viewed alongside Penny Loafer send.

5. Flat out luxe.

Focus: Expanding the collection to flats.

Here, Rothy’s positioned the REVelvet Point as the luxe, versatile flat for fall. The subject line was snappy, the visuals bold, and the product clearly positioned as “your wear-everywhere staple.”

Why This Works:
✅ Short, punchy subject line captures attention.
✅ Shows Rothy’s ability to adapt the new material across core silhouettes.
✅ Visuals are crisp, with strong product focus.

What Could Be Improved:
❌ Copy focuses on the shoe silhouette more than the material innovation - could lose the “why this matters” angle.
❌ Another SKU spotlight without layering in customer benefits or proof points risks fatigue.

6. Oh, she’s RICH rich now.

Focus: Re-engaging with playful voice.

This send leaned on personality-driven subject line humor, spotlighting the Double Buckle Mary Jane in red. Copy tied velvet to richness, luxury, and seasonal trend.

Why This Works:
✅ Conversational, playful subject line stands out in inboxes.
✅ Reframes REVelvet as indulgent and fashionable.
✅ Keeps momentum in the campaign while feeling fresh.

What Could Be Improved:
❌ The humor may not resonate with all audiences.
❌ Lacks urgency - feels more like brand storytelling than a conversion driver.

7. 3 words: NEW REVELVET™ CLOG.

Focus: Closing the loop with a cult-favorite silhouette.

The final dedicated send spotlighted the clog - framed as “the cult-fave queen” reimagined in REVelvet. The email combined product detail with variety shots of the wider collection, tying the story together.

Why This Works:
✅ Ends the series with a strong, fan-favorite hero.
✅ “3 words” subject line is snappy and inbox-friendly.
✅ Collection-wide reminder drives home scale of the launch.

What Could Be Improved:
❌ Risks feeling like one more SKU spotlight in a long series.
❌ Could have leaned on urgency (“last chance to shop new REVelvet”) to close stronger.

So, What’s Working?

Strong Product Storytelling: From teaser to big reveal to SKU spotlights, Rothy’s crafted a cohesive arc.

Hero Silhouette Strategy: Anchoring new material to proven bestsellers (Mary Janes, loafers, clogs) ensures familiarity and demand.

Visual Consistency: Bold photography and REVelvet branding kept the collection cohesive across sends.

But Here’s What’s Missing

Cadence & Context: The 10-day window was strong, but inserting unrelated promos in between dulled the focus on REVelvet.

Lifestyle Depth: More styling tips, UGC, or context around “how to wear” could have made the material more aspirational.

Urgency & Exclusivity: Most sends lacked clear “limited edition” or time-bound urgency - critical for launches.

Final Takeaway

Rothy’s REVelvet campaign delivered a clear, consistent, and visually rich product story across 10 days. The sequence smartly moved from anticipation → reveal → SKU spotlights, ensuring customers understood both the material innovation and the breadth of the collection.

But by tightening cadence (avoiding dilution with unrelated promos), layering urgency, and deepening lifestyle storytelling, Rothy’s could have turned this into not just a strong launch, but a can’t-miss moment in the inbox.

Why spend more to lose more?

Every dollar you put into ads, influencers, and email drives traffic to one place: checkout.

So why are you still losing revenue there?

❌ Payments that fail with no retry
❌ Checkout friction that kills momentum
❌ Data scattered across too many tools

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Scaling traffic into a broken backend is like pouring water into a leaky bucket.

Stop spending more just to lose more.

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🙃 Meme Drop

We bet Conrad would keep his email list sparkling clean.

🤖 AI Power-Up: Email to TikTok Converter

Your best-performing email already proves it works.

So why keep it locked in the inbox?

AI can flip that same message into short-form video scripts - no brainstorm, no creative block.

Here’s how to do it:

1. Grab your top-converting email (promo, product drop, or story-driven).

2. Drop it into ChatGPT with this prompt:

3. “Turn this email into 3 TikTok video script ideas. Each should highlight the same core offer but with different hooks: funny, educational, and FOMO-driven.”

4. You’ll get ready-to-shoot scripts like:

   • Funny: A skit where someone keeps running out of [product] until they finally subscribe.

   • Educational: A quick “3 reasons why [product] actually works” walkthrough.

   • FOMO: A countdown or unboxing with “don’t miss your chance” urgency.

The result: Your email team and social team stop working in silos. The content that converts in inbox now performs on TikTok too (without doubling the workload).

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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