One of the easiest ways to kill a welcome flow has nothing to do with the copy.

You can have great creative, strong offers, a great brand... but if the automation logic is messy, then the whole experience starts feeling broken fast.

That’s exactly what we saw while auditing Berlook’s flow.

None of the individual emails were bad on their own. The problem was the flow wasn’t reacting to customer behavior in real time.

And honestly, this is way more common than people think.

So today, we’re breaking down where automation logic usually goes wrong, what to look for inside your own flows, and how to fix the stuff quietly hurting conversions and trust.

Also inside:
✔️ The repeat revenue most brands are completely overlooking
✔️ Why retention marketing works better when you’re not doing it alone
✔️ What $97M in movie merch sales can teach eCom brands
✔️ The latest product launches we’re watching right now

Let’s get into it! 👇

The repeat revenue you’re missing isn’t in your subscription list...

Acquisition costs are at an all-time high, search traffic to your site is down 30-45% (maybe higher), and subscription cancellations keep climbing. But the biggest untapped source of repeat revenue opportunity isn't convincing more people to subscribe. It's maximizing the customers who love your products and buy them sometimes, but will never commit to a subscription.

rePete (powered by Bold) is the first AI reorder sales agent that learns each customer's unique purchase rhythm and sends a perfectly timed nudge right when they're running low:

• Sends reorder nudges across any channel your customers use (SMS, email, push, WhatsApp and more) making it easy to reorder without browsing your storefront

• Cross-sells and upsells built into the reorder flow turn restocks into larger orders

• Works alongside your subscriptions apps like Stay, Skio, Recharge, and Bold, and never nudges existing subscribers

• 100% commission-based pricing means you only pay when rePete drives a sale

eCom Email Marketer readers get their first $10,000 in reorder revenue on us (that’s $300 in rePete credit!) but only until May 31.

Turn your “sometimes customer” into your best customer → Get rePete

*Sponsored

Your retention marketing program called. It wants smarter friends. 😉

eCom Email Certified Community is the closest thing to having a retention team when your company gave you a department of one. Hundreds of marketers, real-time conversations, and feedback on the campaigns you're about to ship.

What's inside:

• Hundreds of retention marketers across DTC, agency, and in-house teams

• Real-time discussions on flows, campaigns, deliverability, and platform questions

• Direct peer feedback on subject lines, designs, and strategy before you hit send

  Ongoing access to the conversations Chase and Jimmy are part of

• The cherry on top? It's completely FREE.

→ Join the inner circle

Berlook Welcome Flow: When Two Competing Flows Create Subscriber Confusion

Berlook is a sustainably-made swimwear and athleisure brand selling bikinis, one-pieces, and activewear with an emphasis on eco-friendly production. What makes this flow notable (for the wrong reasons) is the execution breakdown. The automation logic is completely broken, creating confusion and missed opportunities at nearly every touchpoint.

Here's what Berlook attempts strategically, where the flow completely falls apart, and what swimwear and DTC brands can learn from these automation mistakes.

I'll revise with those changes - removing excessive quoting, keeping only the most important upleveled points, and removing the all-caps formatting:

1. Welcome to Berlook — Enjoy 10% Off Your First Order

Focus: Welcome email with discount activation and product category showcase

Why This Works:

• Seven-day code expiration creates urgency without being overly aggressive

• Product grid showcases variety across price points and styles

• Category navigation (Bikinis, One-Pieces, Activewear, Sale) provides clear shopping paths

• "Sustainably Made" header establishes brand values upfront

Opportunities for Improvement:

• Generic product showcase doesn't guide toward bestsellers or signature styles

• 70% off sale category feels disconnected from 10% welcome discount

• No brand story or sustainability details despite eco-positioning

• Missing fit diversity or styling versatility in imagery

2. Thanks for signing up! Here's Your Discount Code.

Focus: Second welcome email with different discount code (12% off $50+)

Why This Works:

• Higher discount with minimum threshold encourages larger cart value

• Maintains seven-day urgency consistent with first email

• Product grid provides variety across styles

Opportunities for Improvement:

• Critical flow error: Second welcome email sent immediately after first with different code (LUCKY10 vs Happy12) creates confusion

• 12% off $50+ is objectively better than 10% off anything, making first email's offer inferior

• "Hot picks just for you" claims personalization but shows generic grid

• No segmentation or suppression logic between the two welcome sends

3. Thank you for your purchase!

Focus: Order confirmation with shipping notification

Why This Works:

• Clear shipping expectations and order tracking path

• Clean pricing breakdown shows discount application and total savings

• Minimal design keeps focus on transactional information

Opportunities for Improvement:

• Purely transactional without post-purchase engagement

• No swimwear care instructions (critical for product longevity)

• Missing cross-sell opportunity for complementary items

• Could introduce loyalty program or referral incentive

4. Share your thoughts, we're listening carefully!

Focus: Review request email

Why This Works:

• Conversational tone feels personal rather than automated

• Guided questions provide structure for feedback

• Five-tier star rating with individual buttons makes leaving review easy

Opportunities for Improvement:

• Critical timing error: Review request sent before product delivery

• Should be triggered by delivery confirmation, not purchase date

• Could incentivize review with discount on next purchase

• Missing photo review opportunity for UGC

5. Step into Your Signature Berlook's Escape

Focus: Welcome discount reminder with 24-hour urgency

Why This Works:

• Final urgency push with specific deadline

• Lifestyle imagery shows products in vacation context

• Brand positioning copy explains sustainable focus

Opportunities for Improvement:

• Critical flow error: Welcome discount reminder sent after purchase when subscriber already converted

• Should be suppressed for customers who already bought

• 24-hour urgency irrelevant for someone who already used a code

• No acknowledgment that subscriber is now a customer

6. Influencer-Approved Resort-Ready Swim Styles

Focus: Social proof positioning with influencer validation

Why This Works:

• Social proof headline and influencer imagery build credibility

• Lifestyle positioning shows products worn on real vacations

• Instagram handles tagged create authenticity

Opportunities for Improvement:

• Critical flow error: Welcome discount offered again to customer who already purchased

• No context about who influencers are or why they're relevant

• Should be suppressed for existing customers or pivoted to style inspiration without discount

What Berlook Gets Right

Sustainability Positioning: "Sustainably Made" messaging establishes environmental values throughout flow.

Tiered Discount Strategy: Different offers (10% vs 12% off $50+) create options for varying cart values.

Lifestyle Imagery: Products shown in vacation contexts rather than sterile studio shots.

Where Execution Completely Falls Apart

Dual Welcome Flows Running Simultaneously: Two welcome emails with different codes sent in quick succession create confusion about which offer to use.

Zero Post-Purchase Segmentation: Customer continues receiving welcome discounts after purchase instead of transitioning to post-purchase nurture.

Review Request Before Delivery: Asking for product feedback before customer receives order wastes engagement opportunity.

No Suppression Logic: Existing customers treated identically to new subscribers, receiving same welcome offers despite already converting.

Final Takeaway: Automation Without Logic Creates Chaos

Berlook has the creative assets, discount strategies, and brand positioning to execute effective email marketing. The lifestyle imagery is strong, the sustainability messaging is clear, and the product variety is well-represented.

But none of that matters when the automation logic is completely broken. When someone receives two welcome emails with different discount codes in the same day, gets asked to review products they haven't received, and keeps getting first-purchase offers after they already bought, the brand looks disorganized and inattentive.

Fix the segmentation. Suppress welcome flows after purchase. Trigger review requests based on delivery confirmation. Treat customers differently than prospects. The content is fine. The automation is a mess.

Key Takeaways for Brands

• Never run multiple welcome flows simultaneously without clear segmentation and suppression rules

• Trigger review requests based on delivery confirmation, not purchase date

• Suppress welcome discount sequences immediately after first purchase

• Transition customers from welcome flow to post-purchase nurture after conversion & test logic to ensure shoppers don’t receive conflicting emails

• Use consistent discount codes across welcome sequence to avoid confusion

• Build post-purchase flow that acknowledges customer status rather than repeating acquisition offers

30 Days, $97 Million In Movie Merch, And A Takeaway Most Brands Didn’t See Coming.

Movie merch is having a quiet identity crisis.

Omnisend analyzed 4.48 million licensed product sales across 20 major films and found something surprising:

Fans aren’t spending the most money on collectibles anymore. They’re buying the stuff they can actually use.

A few numbers that stood out:

✔️ Apparel dominated 43% of top-performing products
✔️ 71% of films had a practical item as the #1 seller
✔️ Paw Patrol pulled in $23.7M in merch sales, with Spider-Man close behind at $16.6M
✔️ Drinkware and home goods quietly crushed traditional collectibles

The takeaway? Fandom isn’t disappearing. It’s evolving.

People still want to feel connected to the brands and characters they love. They just want that connection baked into products they’ll actually use every day.

→ Read the full report

The drop zone:

Protein snacks that hit like junk food

A new high-protein chip brand just launched with five flavors including Buffalo Chicken Wing, Chocolate Chip Cookie, and Cinnamon Churro. Each pack delivers serious protein plus 1 billion active probiotics per serving, with no seed oils or artificial junk. Cravings handled without the compromise.

Olipop scoops up a new flavor

Raspberry Sherbet just joined the Olipop lineup, bringing 6g of fiber, 30 calories, and 2g of sugar per can. Same prebiotic OLISMART formula, dessert-aisle nostalgia, no spoon required.

Ka-Ex tackles cortisol

The Swiss recovery brand just landed stateside with its Cortisol Stress Reducer+ and Creatine EAA+ Booster sachets, formulated to normalize cortisol and accelerate recovery in the 48 to 72 hour window post-training. Clinical studies show 36% faster cortisol normalization and 16% better REM sleep. Recovery is the new performance.

TRIP enters its sleepmaxxing era

The functional drink brand just expanded into sleep with Dream Powder and Dream Gummies, packed with magnesium, chamomile, lavender, tart cherry, and L-theanine. Available now at Boots, on TRIP's site, and TikTok Shop. The wellness routine just got a bedtime chapter.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with us, it’s 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

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!