Good morning, Chase and Jimmy here.

Most brands have both email and SMS now. But they're running them like separate campaigns instead of one coordinated strategy.

Your customers don't think about channels. They check email during their morning coffee, get texts throughout the day, and switch between both without missing a beat.

But your marketing treats these like competing priorities instead of complementary tools.

This morning, we're breaking down exactly how to coordinate your email and SMS efforts. From welcome sequences that span both channels to cart recovery campaigns that know when to email versus when to text.

Also inside:
✔️ How Salomon Japan drives ¥1.9M per campaign with Omnisend
✔️ The 3 (real) reasons why shoppers aren't buying (and how to fix it)
✔️ Sneak Peek: Why Most of Your Website Visitors Disappear
✔️ DTC Wins: Uni secures funding w/ L'Oréal + nationwide Ulta distribution

Let’s get into it 👇

🏔️ How Salomon Japan Drives ¥1.9M Per Campaign With Omnisend

Salomon is known for its high-performance outdoor gear. But in Japan, it’s also quietly crushing it in the inbox.

With over 130,000 subscribers and a 45% average open rate, the team behind Salomon Japan is using sleek design, localized messaging, and smart segmentation to turn every campaign into serious revenue — averaging ¥1.9 million per send (that’s ~$13K USD).

Here’s how they’re doing it inside Omnisend:

• Localization meets global branding: Custom copy helps connect with Japanese audiences, even when assets aren’t localized

• Smart segmentation: Campaigns are tailored by interest and loyalty tier, from ski lovers to sneakerheads

• Automations that build loyalty: Tier upgrade and birthday flows via API integrations with their membership system

• Clear messaging & tight testing: A/B testing and internal reviews keep every email focused and effective

Their advice? Don’t overcomplicate it. Stick to one message, speak your audience’s language, and keep learning from what works.

👉 Read the full story to see how Salomon Japan keeps climbing.

💡 Knowledge Drop:

Most brands throw discounts at hesitation, but price isn’t the real problem.

In this post, Jimmy breaks down the three real reasons people don’t buy (and what to do instead of slashing prices).

🤝The Perfect Duo: How to Combine Email and SMS for More Sales

Your customers check their emails.

But they’re also glued to their phones all day.

Using just one of these channels leaves revenue on the table. But pair them together, and you’ll hit customers exactly when (and where) they’re ready to buy.

Here's how to combine your email and SMS strategy without getting on anyone’s nerves.

But first…

Why Use Email + SMS Together?

Email and SMS are both great on their own. But when you use them together, they work even better. Here are three benefits of pairing the two channels:

• You cover more ground. Email hits your full list. SMS goes straight to the phone your customer checks all day. Use both, and you're not leaving anyone out.

• Each one has a different job. Email is great for telling the full story – think product launches, updates, or newsletters. SMS is short and to the point – perfect for quick reminders, flash sales, or order updates.

• Everything feels more connected. When both channels use the same customer data, your messages feel more personal and consistent. And that means double the impact.

When email and SMS work together, your marketing feels more natural. It’s like a conversation, not just another campaign. And that’s what keeps people engaged.

When to Use SMS vs. Email (and When to Use Both)

10 Ways to Combine Email + SMS for eCommerce

1. Welcome series: Start with a welcome email to introduce your brand, then follow with a short SMS offering a first-purchase discount code.

2. Abandoned cart recovery: Send an email reminder first. If the cart’s still sitting after 24–48 hours, follow up with a text and a small nudge (like free shipping or 10% off).

3. Product launch: Text your VIP list with a sneak peek before the big reveal. Then send the full launch email to everyone with details and lifestyle shots.

4. Flash sales: Use email to share sale details a day or two in advance. Then, when the clock’s ticking, send a final SMS push to drive last-minute purchases.

5. Post-purchase updates: Send an order confirmation via email (with cross-sell recommendations), and follow up with SMS delivery alerts as the item ships.

6. Re-engagement campaigns: Email sleepy customers with a “We miss you” message and offer. If they don’t bite? Send an SMS reminder with a shorter, more urgent CTA.

7. Back in Stock: Email customers who opt-ed in to receive notifications on specific products. If they didn’t take action, follow-up via SMS with a direct link to buy now. 

8. Loyalty perks: Update customers on points and rewards via email. Send limited-time bonus point alerts via SMS for quick action.

9. Birthday campaigns: Send a special birthday email (with a fun graphic or animation), then follow up with a “Psst… don’t forget your birthday treat” text before it expires.

10. Seasonal pushes: Start with email: themed lookbooks, product guides, or gift ideas. Then use SMS for “last chance” reminders during Black Friday or end-of-season sales.

🛑 A Quick Word on Compliance

Before you hit send, make sure you’ve got permission.

• Get clear opt-ins. You need separate consent for email and SMS. Just because someone subscribed to your emails doesn’t mean you can text them.

• Make it easy to opt out. Add an unsubscribe link in your emails and let SMS subscribers know they can reply “STOP” anytime.

• Follow the rules. In the U.S., SMS falls under the TCPA and CAN-SPAM laws. Many states also have their own privacy laws, so it’s worth double-checking what applies to your audience.

It doesn’t have to be complicated. Just make sure you’re asking first and respecting people’s preferences.

Final Thoughts

Email and SMS are both highly effective channels. And they work best when they’re part of the same plan, not competing for attention. Here’s what to keep in mind:

✅ Let the channels work together, not compete. Don’t send the same message twice. Use email to explain, then follow up with a quick SMS reminder when timing matters.
✅ Keep the experience consistent. When both channels pull from the same data, your messages feel personal, not random. That’s what builds trust and drives action.
✅ Start small and test often. You don’t have to overhaul your strategy overnight. Pick one use case (like cart recovery or product launches) and build from there.

The goal isn’t to do more. It’s to connect better on the channels your customers already use and love.

Sneak Peek: Why Most of Your Website Visitors Disappear (And How to Win Them Back)

Only 2-3% of website visitors are ready to buy on their first visit, which means 97-98% of your traffic needs nurturing before they'll convert. But here's where most eCommerce brands fail: they treat warm prospects who didn't buy immediately the same as hot leads, blasting them with discount codes instead of the education and trust-building they actually need. In next week's episode, Jimmy and Chase break down the psychology of mid-funnel prospects and reveal the exact nurturing strategies that convert prospects who seemed "lost" into your most valuable long-term customers.

Key Topics Covered:

• Why prospects need 5-12 touchpoints and what's really happening in their minds

• The 80/20 rule for providing genuine value while positioning your expertise

• Using concern-specific testimonials and demographic-matched stories to build confidence

• Helping prospects justify ROI with cost-benefit analysis and success metrics

• Optimal timing and multi-channel approaches for prospects who went quiet

🛎️ Subscribe to the channel and tap the bell to catch every new drop.

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🔥 DTC Wins:

Uni, the sustainable body care brand known for its sleek aluminum packaging and “skin care for the body” positioning, has closed on an investment round from L'Oréal's venture capital arm. The funds will help fuel Uni's entry into 800 Ulta locations nationwide that began on July 27th.

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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