Hey it’s Chase and Jimmy here!

Stuffed recently launched an email campaign that matches cookies to zodiac signs. "Your Cosmic Cookie Match" complete with astrology-themed descriptions and personalized recommendations.

It's the kind of creative concept that makes you stop scrolling. Instead of boring product lists, they're making discovery feel like a fun personality quiz.

The execution is colorful, conversational, and undeniably on-brand. But here's the question: does creative concept translate to actual conversions?

This week, we're analyzing how Stuffed turns product discovery into entertainment – and where they might be leaving money on the table by prioritizing fun over fundamentals.

Also inside:

✔️ (Free BFCM Webinar) Stop Guessing. Start Testing.
✔️ Turn Your Long Weekend into Long-term Revenue
✔️ Industry Intel: Hype, Hooks & Holiday Ads
✔️ Hiring Vault: 11 New Retention Marketing Jobs

Let’s break it down 👇

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Stuffed’s Product Discovery Email: Fun at First Sight (But Needs a Push)

Stuffed’s zodiac-themed email is what happens when personality quizzes meet late-night cravings. It’s cute, colorful, and designed to grab attention.

But while the concept is awesome, does the execution stack up when it comes to discovery and conversion? Let’s dig in. 🍪

Header Block

What We Love

✔ Instantly hooks you. “Your Cosmic Cookie Match” is fun and deeply clickable. Whether or not you care about horoscopes, the curiosity kicks in.
✔ Conversational copy. That text blurb under the headline reads like your funny, chatty friend wrote it. This brand knows exactly who it’s talking to.
✔ Short and sweet. The header almost gets away with being this long because it’s genuinely entertaining. You can’t help but smile as you read it.

What We’d Do Differently

❌ Trim the copy. Six lines of intro is a lot, especially above the fold. Two punchy sentences would’ve made the message land faster (and given the cookie visuals more breathing room).
❌ Add a hero CTA. There are plenty of CTAs later on in the email, but none up top. A bold “Get Your Cookie” button early on could capture impulse clickers before they scroll.
❌ Throw in an incentive. It’s a discovery email, not a sales blast. But even a subtle nudge (like free shipping or a bundle discount) could seal the deal for a first-time buyer.

🔍 TL;DR: Fun and scroll-stopping, but a bit text-heavy and missing the one-two punch of a CTA + incentive combo.

Body Block

What We Love

✔ Frictionless on mobile. Single-column design, bold CTAs, and contrasting sections make this email a dream to skim on phones.
✔ Smart personalization. Aligning cookies with zodiac signs gives readers a reason to emotionally attach to a specific product – and remember it. That’s discovery done right.
✔ Packed with personality. Every cookie gets a delicious photo and a vivid description. It doesn’t just describe the flavor, it sells the vibe.
✔ Tailored CTAs. Each cookie (and zodiac sign) gets its own button with specific, actionable copy. Buyers can click instantly, no matter which cookie they land on.

What We’d Do Differently

❌ Add some product info. The copy is fun, but there’s zero mention of what makes these cookies superior to grocery store cookies. Are they handmade with browned butter? 3x the size of regular cookies? Oozing with authentic ingredients? Tell us.
❌ Bundle them up. You’ve just got someone excited about every cookie – where’s the “Try Them All” box? A bundle for indecisive snackers (or gift shoppers) would be a no-brainer here.
❌ Sprinkle social proof. New customers need more than pretty pictures. A quick review or star badge could make this feel like a sure thing, not just a fun idea.

🔍 TL;DR: The copy has character. But without social proof or bundle logic, the email leaves revenue on the table.

Footer Block

What We Love

✔ Friendly and helpful. That closing line is warm and personal, just like the brand. It also makes it easy to contact support, which is great for trust.
✔ Minimal, like a footer should be. No clutter or overkill. Just a wrap-up that lets the cookies do the talking.

What We’d Do Differently

❌ Add a preference center. Giving readers more control over what they receive keeps them on the list longer, especially if they like the brand but not horoscopes.
❌ Drop in some links. Even just “Shop All,” “FAQs,” or “About Us” would give readers a next step if they’re not ready to buy.
❌ Logo, please! Ending with the brand name or logo creates better recall and feels more complete. (And it reinforces identity for those who scrolled all the way.)

🔍 TL;DR: The footer is warm and minimalist, but a few practical links and a brand mark would make it more useful and more branded.

Final Thoughts: What Email Marketers Can Learn

Stuffed’s email is a great reminder that discovery doesn’t have to be boring.

Instead of listing out flavors, they match you with one. It’s snackable, interactive (without needing code), and makes the product feel personal.

But it also shows that fun isn’t enough.

Even when you’ve nailed tone and visual flow, people still need reasons to click: trust builders, CTAs, reminders, bundles, deals. That’s the difference between a cute scroll and a sweet sale.

💡 3 Quick Wins to Steal for Your Next Discovery Email

✅ Match the mood, then sell the quality. Fun themes pull readers in. But make sure you finish the job by explaining why your product is worth it.
✅ CTA early, CTA often. Discovery doesn’t mean delay. Get that first “Shop Now” button in early, and repeat it where drop-off might happen.
✅ Bundle what you’re showcasing. If your discovery email features 10+ options, turn that into a box, sampler, or gift set. Let the scroll naturally lead to more cart value.

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👀 Industry Intel: Hype, Hooks & Holiday Ads

From Meta’s AI-powered ad upgrades to Instagram’s new Reels metrics and YouTube’s global Hype rollout, the platforms are leaning into performance, personalization, and creator momentum—just in time for your Q4 planning.

Meta Unveils New AI-Powered Ad Tools + Quietly Changes Billing Rules

Meta launched a stack of new ad features to help brands prep for the holidays. These include upgraded creator marketplace filters, partnership ads that combine catalog feeds with creator testimonials, and “Show Products” optimization that dynamically turns single-image ads into carousels when it predicts better performance. Meta also added creative insights, related media suggestions, and expanded Shops and email capture ads to new markets.

Behind the scenes, Meta is shifting to upfront billing, charging advertisers the full campaign budget at launch instead of after delivery. They’ve also replaced min/max ad set controls with an average spend limit, giving advertisers more predictability (but less real-time flexibility).

💡 Why it matters: Meta is going all-in on automation, optimization, and algorithmic delivery. The new creative and catalog tools make scaling campaigns easier, but the billing changes could impact how you test, pace, and budget your ad spend. Worth reviewing before Q4 ramps up.

Instagram Adds Reels Retention and Skip Rate Metrics

Instagram has rolled out two new metrics for Reels performance: Retention charts, which visualize where viewers drop off during playback, and Skip Rate, which replaces View Rate and shows how many users skip the Reel in the first 3 seconds. Together, they give creators more visibility into what’s working, and what’s not, in those crucial opening moments.

💡 Why it matters: These updates make it easier to identify weak hooks, content fatigue, or pacing issues in your Reels. If you’re using Reels to drive product discovery or spark engagement, this is a huge win for optimizing creative with intent.

YouTube’s ‘Hype’ Feature Rolls Out Globally to Boost Smaller Creators

YouTube has launched its Hype feature in 39 countries, allowing fans to “hype” up to 3 videos per week from creators with fewer than 500,000 subscribers. Hyped videos earn points that help them rank on new Explore leaderboards and get extra visibility. Users can also earn badges, track their impact, and filter their feeds to see hyped content only. Creators will soon see Hype analytics in YouTube Studio, including recap cards and trend tracking.

💡 Why it matters: Hype gives smaller creators, and the brands they partner with, a new visibility lever outside of pure algorithmic reach. For marketers working with micro-influencers, this adds a community-driven layer of amplification.

Skylight Introduces Curator-Driven Feeds as a TikTok Alternative

Skylight, a Bluesky-powered short-form video app, launched version 2.0 with curated feeds built by human users instead of algorithmic ranking. Users can create and follow custom curator feeds, with plans to integrate playlist-building tools directly into the app. It also now supports livestreaming, split-screen video browsing, and has seen a surge in downloads as users look for more control over what they see.

💡 Why it matters: While still niche, Skylight reflects growing demand for more intentional, human-powered discovery. If algorithm fatigue continues, curated video feeds could become a breakout format, and an opportunity for early brand experimentation.

👨‍💻 The Hiring Vault

• Analyst, eMail Marketing - Pottery Barn, San Francisco, CA: Pottery Barn

• Lifecycle Marketing Manager, Los Angeles, CA: Ruggable

• Associate Marketing Manager, CRM & Lifecycle, Emeryville, CA: Peet's Coffee

• Retention Marketing Manager - CRM, Somerville, MA: PUMA Group

• Email and SMS Marketing Manager, United States: Velvet Caviar

• Email and SMS Program Strategy Manager, Portland, OR: Columbia Sportswear Company

• Email Marketing Data Analyst, Forest Lake, MN: Bare Home

• Senior Manager, Email & SMS Marketing, Los Angeles, CA: madhappy

• CRM & Email Marketing Specialist, Austin, TX: YETI

• Senior Email Marketing Specialist, San Jose, CA: Azazie, Inc.

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

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