Hey it's Chase and Jimmy here!

We wanna let you in on a secret (partly because we suck at keeping secrets) but mostly because what we've been quietly working on will change the way you do email.

We're prepping to launch Inboox.ai; your AI-powered inbox vault (1M+ real emails, full funnel, fully searchable).

It's not just a library for inspo. It's stacked with the insights you need to make real data moves. Want to be the first in line? Join the waitlist to unlock early access + special launch pricing when Inboox drops.

Now onto today's goods...

Rylee + Cru’s drop strategy proves you don’t need flashy design or deep discounts to drive results.

Over six beautifully consistent emails, they use tone, pacing, and visual storytelling to keep customers engaged from the first teaser to the final reveal.

Let’s break down what worked, what could be sharper, and how this series quietly turned simplicity into sales.

Also inside:
✔️ Shoppers are spending more to save more this BFCM
✔️ The BFCM Playbook You Actually Need
✔️ AI Power-Up: The BFCM Offer Sequencer

Shoppers are spending more to save more this BFCM

New Omnisend research shows that even with tighter budgets, shoppers plan to spend significantly more this Black Friday and Cyber Monday... not for splurges, but for strategy.

Consumers are treating BFCM like a budgeting tool: stocking up early, chasing value, and viewing deals as long-term savings.

Key findings:

• BFCM spend in the U.S. is expected to hit $80B (+$20B YoY)

• Discounts (68–72%) and free shipping (52–59%) are still the top motivators

• BNPL use is steady - around 1 in 5 shoppers will use it for bigger purchases

• Clothing and tech dominate, but toys are the fastest-growing category

💡 Omnisend’s takeaway: This year isn’t about hype... it’s about helping customers feel smart for spending. Brands that position deals as financial relief (not FOMO) will win big.

Rylee + Cru Product Drop Series: How to Build Hype Without Raising Your Voice

1. Rylee + Cru SS25 Drop 1

Focus: Setting the tone for a new season

Why This Works:
✅ The design speaks first. Big hero image, minimal copy, and that clean, editorial feel that’s pure Rylee + Cru.
✅ Framing it as “Drop One” signals more to come, which builds curiosity early.
✅ The color story is calm and coastal, instantly recognizable as their world.

What Could Be Improved:
❌ The visuals are beautiful but lack a quick “why this drop matters” hook. Give people a reason to care beyond “it’s pretty.”
❌ Adding a split CTA like “Shop Boys / Shop Girls” would have created more personalized shopping paths.

2. Rylee + Cru SS25 Drop 2 is here

Focus: Keeping momentum rolling mid-season

Why This Works:
✅ The subject line has instant clarity and excitement. You know exactly what you’re getting.
✅ The beach visuals are pure joy and move the collection from dreamy to playful.
✅ The scroll layout is simple and shoppable, which is exactly what parents on mobile need.

What Could Be Improved:
❌ It doesn’t connect back to Drop 1. A single line like “Round two of your new favorites” would tie the story together.
❌ The CTA could lean harder into urgency. Something like “Shop now before sizes vanish” would nudge action faster.

3. Rylee + Cru SS25 Drop 3

Focus: Wrapping the seasonal arc with warmth and variety

Why This Works:
✅ The photo curation is spot on. Cozy, diverse, and naturally styled.
✅ Labeling it “Drop Three” gives closure to the collection story.
✅ The layout is clean and scroll-friendly, ideal for quick browsing.

What Could Be Improved:
❌ A “complete your collection” angle would encourage add-ons and higher cart sizes.
❌ A tease for the upcoming holiday collection could keep anticipation rolling.

4. Save the Date: Holiday Collection Drops 10.09 🎄

Focus: Teasing the next big moment before it happens

Why This Works:
✅ “Save the Date” reframes the drop as an event worth preparing for.
✅ The illustrations and muted holiday palette nail the festive tone without feeling overdone.
✅ The clear date and time give people something to actually look forward to.

What Could Be Improved:
❌ An “Add to Calendar” or “Join Early Access” button would help translate excitement into action.
❌ No hint of perks for loyalty or app users, which is a missed chance to reward the inner circle.

5. Get Ready—Drop 3 Is Almost Here ✨

Focus: Prepping shoppers with a step-by-step checklist

Why This Works:
✅ The format is genius. Turning “how to shop” into a fun, easy-to-follow list creates engagement before launch day.
✅ It encourages sign-ups across loyalty, app, and SMS channels in one clean sweep.
✅ The tone is calm but confident, making subscribers feel like insiders.

What Could Be Improved:
❌ Each step could use a small visual or icon to make it more dynamic.
❌ “Sign Up for Texts” deserves the spotlight here, since SMS reminders convert like crazy.

6. Holiday Magic Has Arrived — Drop 3 Is Here! 🎁

Focus: The big reveal

Why This Works:
✅ Strong headline energy. “Has Arrived” is clear, exciting, and satisfying after all the buildup.
✅ Stunning photography that looks straight out of a lifestyle magazine.
✅ The product organization is thoughtful, splitting into pajamas, matching sets, and accessories for easy navigation.
✅ The whole vibe feels like a cozy holiday morning. It’s emotional and shoppable.

What Could Be Improved:
❌ Adding a “Gift Guide” or “See How They Style It” section could extend engagement and drive multiple clicks.
❌ A gentle “selling fast” note or countdown could boost urgency.

What’s Working Across the Series

Consistent Storytelling: Each drop flows naturally into the next. There’s no confusion, just a steady rhythm that keeps people watching and waiting for what’s next.

Visual Cohesion: From fonts to tones to photography, it all feels cohesive and elevated. Every image says “Rylee + Cru” without needing to spell it out.

Strategic Sequencing: They follow a perfect rhythm: tease, prep, reveal. It’s simple but powerful. Each send has a clear job, and they all work together to convert anticipation into sales.

Where They Could Step It Up

Add a Dash of Urgency: The tone is calm and polished, but a little countdown, low-stock alert, or “don’t miss this drop” could make a big difference.

Show Real Families: We get beautiful product shots, but no real-life context. Adding UGC or community photos would make it feel more connected and less catalog.

Connect the Seasons: The transition from summer to holiday feels like a jump. A soft handoff (“Get ready for cozy season”) could create smoother continuity.

Final Takeaway: Calm Doesn’t Mean Quiet

Rylee + Cru’s drops are proof that you don’t need loud colors or pushy sales tactics to build hype. Their emails flow like a story, each one reinforcing trust, taste, and that soft sense of nostalgia the brand is known for.

With just a pinch more urgency and a sprinkle of community, their next series could move from “beautiful” to “unforgettable.”

Key Takeaways for Other Brands

✔️ Treat every drop like a story, not a sale
✔️ Keep visuals emotional and editorial
✔️ Map each email to the shopper journey: tease → prep → reveal
✔️ Add light urgency cues to balance calm branding
✔️ Always hint at what’s next… anticipation drives loyalty

🙃 Meme Drop

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Check out Inboox.ai to lock in special launch pricing. 😉

⚙️ The BFCM Playbook You Actually Need

Forget 40-slide strategy decks and 10-step funnels... BFCM is about execution.

The brands that win aren’t overthinking. They’re sending smart, timely messages that cut through crowded inboxes and lock screens.

That’s exactly what we built with the BFCM Email + SMS Survival Guide - it's your last-minute a crash plan to help you stay sharp through the chaos.

Here’s what’s inside:

• Checklists for every stage of BFCM (opt-ins → post-purchase)

• Proven send cadences for both email and SMS

• Tactical plays that turn traffic spikes into loyal buyers

🤖 AI Power-Up: The BFCM Offer Sequencer

Most brands drop every discount at once then wonder why engagement crashes halfway through the weekend.

AI can help you sequence your offers so momentum builds instead of burns out.

Here’s how to do it:

List all your planned BFCM offers and key dates.

→ Example: “VIP early access, sitewide sale, bundle deal, last-chance offer.”

Drop it into ChatGPT with this prompt: “Here’s my BFCM campaign plan with offer types and timing. Design a 7-day offer sequence that builds urgency, avoids fatigue, and maximizes conversions. Include which audiences to target for each stage.”

AI will return a mapped-out rollout like:

• Mon–Wed: VIP Early Access → Target top spenders and loyalty members.

• Thurs (Thanksgiving): Teaser Email + SMS → Build anticipation with limited preview.

• Fri (Black Friday): Hero Offer → Broad send with your biggest sitewide discount.

• Sat–Sun: Bundle or Tiered Offer → Shift focus to AOV and margin boosters.

• Mon (Cyber Monday): Final Call → “Last chance” urgency + clear cutoff time.

The result: Instead of overwhelming your audience, you guide them through a narrative; early excitement, peak urgency, and a strong close.

AI helps you turn your BFCM chaos into a controlled campaign rhythm.

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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