Hey it’s Chase and Jimmy here!

Vacation® is known for turning product drops into full-blown brand experiences (think nostalgic visuals, playful copy, and a steady drip of poolside cool).

Their email announcing that Orange Gelée is now available on Amazon was no different. It’s got the signature look, a fun little freebie (shoutout to the tube key), and a tone that screams leisure.

But does the laid-back vibe move the needle?

We break down what worked, what could work harder, and what retention marketers can take away from the brand’s approach.

Also inside:

🛠 Your 2025 guide to optimizing automations
📊 The One Metric That Actually Matters
👀 Easier Tiktok Ads, new Snapchat Apple Watch App + more inside Industry Intel
👩‍💻 Fresh hiring roles from brands like Sleepyhead, Feetures, Madewell + more

Let’s get into it 👇

🛠 The workhorse of retention marketing in 2025? Automation.

Set it up once. Let it work for you every day. From welcome flows to re-engagement nudges, automated emails are quietly doing what manual campaigns can’t: converting on autopilot.

Omnisend just dropped a complete guide to email automation in 2025 and it covers strategy, examples, and exactly how to build flows that drive revenue without lifting a finger (after setup, of course).

What’s inside:

• When and where automation outperforms manual sends

• The workflows every brand should be running

• Real email examples from brands like Crocs, Starbucks & Peloton

• Tips for optimizing timing, content, and channel mix (email + SMS + push)

• Why automations drive 37% of email sales from just 2% of sends

✈️ Vacation’s Orange Gelée Amazon Announcement Email: Retro Vibes That Could Drive More Clicks

When Vacation® announced that their cult-favorite Orange Gelée sunscreen is now available on Amazon, they wrapped it in a signature brand moment: vintage visuals, nostalgic copy, and a cheeky freebie (a tube key to “extract every last drop”).

But while the email nails the aesthetic, does it do enough to drive action?

We break down what worked, what missed, and how a few small changes would have packed a bigger punch.

Header Block

What We Love

✔ Product front and center. You don’t need to squint or scroll to figure out what this email is about. The name, the packaging, the promo (hello, free tube key) is all right there. Immediate clarity = immediate interest.

✔ Striking visual. The retro layout and warm tones are eye-catching and completely on-brand for Vacation.

What We’d Do Differently

❌ Make it personal. “Dear Leisure Enthusiast” might be on-brand, but imagine how much warmer it would feel if the subscriber’s name was there instead. This was a great opportunity to speak directly to the reader, especially in a note format.

❌ Move up the CTA. That long note is great, but not everyone will stick around to find the CTA buried halfway down. Move it right under the product image to drive clicks, especially on mobile.

❌ Be louder about Amazon. The fact that this is an availability update, not just another product promo, gets lost in the copy. Calling this out up top (maybe even in the hero image) would grab more attention and drive more intentional clicks.

🔍 TL;DR: The vibe is great and the product’s clear, but the CTA and Amazon callout show up too late. A little reordering and a dash of personalization would get more people to click.

Body Block

What We Love

✔ “Handwritten” note. The personal note from the sales director adds personality and a bit of storytelling flair. It feels intentional and in-character for the brand.

✔ Multiple clear CTAs. The email doesn’t rely on one lonely button. “Shop on Amazon” appears twice in the body, which gives the reader several natural jumping-off points.

✔ Value-add is explained. The tube key gets its own visual section and a short but helpful explanation. That little tool suddenly feels like a big win.

✔ Product education baked in. Without dumping a wall of specs, the email still covers texture, scent, SPF level, and usage – all the essentials for someone deciding whether to click.

What We’d Do Differently

❌ Pick a better key photo. We’ve seen the same product + key combo twice now. Why not show the key in use? A close-up of it squeezing out sunscreen would be oddly satisfying (and more persuasive).

❌ Revamp the CTA copy. “Shop on Amazon” is fine, but how about making one or two feel more fun? Try “Add to Your Pool Bag” or “Make It Yours” to break the monotony.

❌ Prove it! This is a cult-favorite product with a bold tagline (“The world’s best-smelling sunscreen”). A snippet from a glowing review or star rating would boost confidence for newbies.

🔍 TL;DR: The info’s solid and the tone is spot-on, but visuals could be better and the CTAs could use some variety. A quick review or customer quote wouldn’t hurt either.

Footer Block

What We Love

✔ Simple and clutter-free. No walls of text, endless links, or legal jargon. The footer is breezy, legible, and keeps the attention on the brand.

✔ Social links galore. From Instagram to TikTok to .FM (because of course), the brand gives readers fun ways to stay connected and explore their world outside the inbox.

✔ Strong visual wrap. The logo at the bottom anchors the brand and adds polish. It’s subtle (but effective) in closing the loop.

What We’d Do Differently

❌ The “follow and like” line feels awkward. With the IG link right below, this extra instruction feels redundant. It’s a prime opportunity for a charming sign-off or a final CTA.

❌ Drop helpful site links. Sure, this campaign is Amazon-focused. But some readers might want to browse the site. A tiny menu with “Store,” “FAQs,” or “Our Story” could help them learn more about the brand without distracting from the main goal.

❌ Add a preference center. The only option is to unsubscribe. Giving readers a way to manage email frequency or content type could improve retention and reduce churn.

🔍 TL;DR: Simple and tidy, but there’s more it could do. A warmer sign-off, a few helpful links, and a preference center would make this a much stronger finish.

Final Thoughts: What Email Marketers Can Learn

Vacation’s Orange Gelée announcement email is as cool as the sunscreen it’s selling. It leans all the way into its fresh and unapologetically retro personality. But a little prioritization and a few design tweaks could give it more click power.

3 Quick Wins to Steal for Your Next Launch Email

✅ Lead with what matters most. Start strong. Whether it’s the product name, offer, or a big announcement, put the headline-worthy stuff right at the top.

✅ Break up the scroll. Long notes or founder letters are great – but only if you don’t lose your reader halfway through. Anchor key moments with buttons, images, or bold benefits.

✅ Highlight the value add. Freebies are great, but only if readers know how to use them. Explain what the bonus does and why it matters (so the offer looks enticing!)

Vacation proves that launch emails don’t need to be loud to make a splash. But if you want them to convert like crazy? Mix the leisure with a little more hustle.

📊 This one metric tells you if your email actually worked.

Open rates don’t tell the full story. Clicks are just one piece of the puzzle.

If you want to really measure the impact of an email, focus on this:

👉 Revenue Per Email (RPE)

It’s the cleanest way to tie email performance to business outcomes.

Here’s how to calculate it:

Total Revenue from Campaign ÷ Total Emails Delivered = RPE

And here’s why it matters:

RPE tells you if the flow actually drove purchases (not just clicks or engagement).

It’s the north star for every campaign that’s meant to sell.

This is just one of 100+ lessons inside eCom Email Certified, the step-by-step retention strategy course.

🎓 Access the full system and get certified → Use code SCHOOLSOUT for $200 off!

👩‍💻 Industry Intel

The platforms are shifting and the tools are getting smarter.

From AI filters on TikTok to AR creation tools from Snap, this week’s updates are all about giving users more control and brands more ways to stand out. Here’s what’s new and what it means for eCom marketers.

Snapchat launches Apple Watch app

Snapchat’s new Apple Watch app lets users send Snaps, view messages, and check Bitmoji updates; all without touching their phones. It’s lightweight and designed for micro-interactions, but it opens the door to something bigger.

💡 Why it matters: This could become a new channel for shopper engagement. As platforms expand to wearables, eCom brands should pay attention. Whether it’s notifications, product drops, or loyalty-based interactions, being where your customer already is matters.

Snap expands Lens Studio with AI-powered web + iOS tools

Creating AR experiences just got easier. Snap’s Lens Studio is now available on iOS and web, with built-in AI to help users design and publish AR effects; without needing complex tools or design skills. Templates, guided prompts, and drag-and-drop editing make it creator-friendly.

💡 Why it matters: This makes branded AR campaigns way more accessible. Think product try-ons, filters that showcase color variants, or even packaging interactions. These experiences drive engagement and give shoppers a reason to remember you outside the inbox.

TikTok rolls out AI smart filters

Users are setting stricter boundaries on what they see. TikTok introduced AI-powered keyword filters that let users automatically block content based on terms they choose. It’s part of a broader push toward personalized, user-controlled feeds.

💡 Why it matters: It’s getting harder to earn attention. TikTok users are curating their experience more aggressively; your message isn’t timely, targeted, and relevant, it’s more likely to be ignored (or filtered out entirely).

Amazon quietly kills off Strategic Account Services program

One of Amazon’s high-touch support programs is going away. Amazon is quietly sunsetting its Strategic Account Services, a paid program that promised hands-on growth support for brands. Insiders say it rarely delivered on its value, and participation had reportedly slowed.

💡 Why it matters: Don’t wait on platforms to build your brand for you. If you’re leaning on Amazon, or any third party, for growth without a strong DTC foundation, you’re at risk. Your owned channels, from email to SMS to your site experience, are still your biggest long-term asset.

TikTok Ads Manager introduces AI-powered Ad Assistant

TikTok’s new AI Assistant gives advertisers step-by-step support throughout the campaign process. You can ask it to help with targeting, suggest bidding strategies, explain underperformance, or summarize results, all through a simple chat interface.

💡 Why it matters: This gives smaller teams a huge advantage. Whether you're testing new products, scaling evergreen campaigns, or navigating platform changes, AI support means less guesswork and faster decisions. You don’t need to be a media buyer to run smarter ads, you just need to ask the right questions.

👨‍💻 The Hiring Vault

• Email Marketing Analyst, Coraopolis, PA: DICK'S Sporting Goods

• Email Marketing Specialist, Fort Wayne, IN:
  Sweetwater

• Email and SMS Marketing Manager, Scottsdale, AZ: Sleepyhead

• Senior Analyst, Email/SMS Marketing & Integrations, Ecommerce, New York, NY: NBCUniversal

• Email & SMS Marketing Coordinator, Charlotte, NC: Feetures

• Email Marketing Manager, New York, NY: J.Crew

• Email Marketing Manager, Culver City, CA: FRAME

• Email Marketing Associate, New York, NY:
  Madewell

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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