Hey it’s Chase and Jimmy here!

Touchland's Power Essence launch email caught our attention. Not because it's flashy, but because it's not trying too hard.

They're introducing a new fragrance line by selling the feeling first, then explaining the product. It's clean, unhurried, and confident enough to let the story do the work.

We broke down what's working, spotted a few places where small tweaks could boost conversions, and pulled out some takeaways you can use in your own launches.

Also inside:

✔️ Still fighting your ESP? You’re not alone.
✔️ Stop operating your retention on a hope and a prayer (Free worksheets)
✔️ Hiring vault: 7 New retention marketing job ops

Let’s get into it.👇

Still fighting your ESP? You’re not alone.

If your email platform feels harder to use every quarter (more work, more workarounds, more cost) you’re probably already questioning whether it’s the right setup for 2026.

Omnisend breaks down a side-by-side comparison with Klaviyo, unpacking where each platform actually helps (or slows you down) across email, list growth, segmentation, automations, support, and pricing.

No overthinking. Just a clean look at what changes when teams scale, and why so many marketers reassess their ESP at the start of the year. Watch video.

Touchland’s Power Essence Email: Selling a Feeling, Not Just a Fragrance

Touchland knows exactly what they’re doing here. This email isn’t trying to convince you that you need another fragrance. It’s selling a feeling, a mood, a lifestyle upgrade you can toss in your bag and forget about until someone asks what you’re wearing.

It’s clean, confident, and very on-brand. And with a few small tweaks, it could convert even harder.

Header Block

This is where Touchland sets the tone fast and pulls you into the world of Power Essence.

What We Love

• The headline is simple and strong. “Power Essence” feels elevated and intentional, not gimmicky.

• Leading with all-over body and hair fragrance immediately clarifies the use case. No guessing, no scrolling to figure it out.

• The hero image does a lot of work. The stacked bottles show variety, color, and collectability at a glance.

• The 10% off welcome incentive is there, but it doesn’t overpower the product story. It supports the decision instead of forcing it.

What We’d Do Differently

• The primary CTA could sit a little higher. This is a high-intent moment and making the button visible sooner would capture quicker clicks.

• A short sub-line under the headline like “Your scent, wherever the day takes you” could reinforce the lifestyle angle even more.

• Calling out the number of scents in the collection up top would anchor the variety and make the stack feel more intentional.

Body Block

This is where the email slows down and explains why this product exists.

What We Love

• The “Behind the Essence” framing is smart. It signals education without feeling clinical.

• Each benefit is broken into clear sections, which makes this easy to skim.

• Mood-boosting fragrances is a strong differentiator. This feels emotional, not functional.

• Skincare-infused ingredients reinforce Touchland’s authority beyond just scent.

• The on-the-go design callout fits perfectly with how people already use Touchland products.

What We’d Do Differently

• The benefits are solid, but they could be even stronger with light context. A quick line like “perfect for mid-day refresh” or “ideal for travel and workouts” would help shoppers visualize usage.

• This would be a great place to subtly spotlight specific scents tied to moods. Energizing, calming, confidence-boosting. Make the benefits feel personalized.

• A secondary CTA after this section would help keep momentum. Once you’ve explained the why, give people an easy next step.

Footer Block

Touchland keeps the close clean and consistent with the rest of the brand.

What We Love

• “Shop the Collection” is the right CTA here. It invites exploration instead of pushing a single SKU.

• The footer navigation is simple and familiar for returning shoppers.

• Social links feel natural for a product like this. Scent, style, and aesthetic live well on social.

What We’d Do Differently

• A short reassurance line near the bottom like free shipping or easy returns could reduce friction for first-time buyers.

• Social icons could be visually emphasized a bit more to break up the layout and lighten the final section.

Where This Email Works

Now let’s take a look at the bigger picture and see how this email fits cleanly into a few key moments in the customer journey.

New Product Launch: It introduces a new category without overwhelming the reader. The story comes before the sell.

Brand Expansion: For customers who know Touchland for hand mists, this bridges them into fragrance naturally.

Lifestyle Positioning: This reinforces Touchland as a brand you wear, not just use. That’s a big shift in perception.

Evergreen Education: This email can live beyond launch. It works just as well in a welcome flow or product discovery sequence.

Final Thoughts: What Email Marketers Can Learn

Touchland doesn’t rush this email. It lets the product breathe, explains the value clearly, and trusts the brand to do the rest. That confidence shows.

Raise the CTAs slightly, add a bit more scent-to-mood storytelling, and this becomes a strong repeatable template for future launches.

3 Quick Wins to Steal Next Time

✓ Lead with the lifestyle, then explain the product
✓ Pair benefits with real-world use cases
✓ Add secondary CTAs after education blocks to keep momentum going 

Stop operating your retention on a hope and a prayer (Free worksheets)

Reading about retention is one thing. Building it is another.

These free worksheets turn the Retention Redefined framework into an actual working system for your brand. You’ll map your lifecycle, fix your segmentation, pair email + SMS correctly, audit your flows, and define the metrics that actually matter... all in one guided bundle.

If you’ve been meaning to “clean up retention,” this is your shortcut.

👉 Download the free worksheets and start building your retention engine.

The Hiring Vault

• CRM Manager, Boulder, CO: PopSockets

• Assistant eMarketing Manager, San Francisco, CA: Williams-Sonoma, Inc.

• Email & Retention Strategist, New York, NY: Everything Bagel

• Senior Manager, Lifecycle Revenue, Durham, NC: Dollar Shave Club

• Loyalty and Retention Specialist, Lehi, UT: Cozy Earth

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

• CRM Specialist, New York, NY: James Allen

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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