Breaking Down the Lab: How Experiment Nurtures Customers with Email

Plus, an AI prompt you'll want to steal and tips to scale smarter  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

May 29, 2025   |   Read Online   Jimmy Kim & Chase Dimond Join 350+ eCommerce marketers in our new community—Claim our intro offer $1 for 90 days. Learn more. Hey it's Chase and Jimmy here! What happens when a brand makes science cool, aliens chic, and email… actually fun? This morning, we're stepping into Experiment's inbox. From clever confirmation lines ("Your passport to Planet X") to playful product tips and post-purchase education, their emails are a masterclass in brand consistency. But not everything was from the year 3000. We tracked the full flow, from welcome to review, and broke down what's working, what's not, and what other brands can learn from their email journey. Plus, inside this issue: 🚩 6 Silent Growth Killers hurting your eCom strategy (and how to fix them) 📉 Why sales tax might be stalling your scale — and how Kintsugi clears the path 🤖 How to use AI to build smarter automations with real campaign examples Let's get into it 👇 🚩 6 Silent Growth Killers Hiding in Your eCom Strategy Your ads are live. Emails are going out. Sales are trickling in. But something feels… off. If you're running fast but not growing as expected, odds are you're making one of the 6 most common marketing mistakes eCommerce brands fall into. 🧠 Here's what's holding most brands back: Running paid ads without a retention strategy Ignoring SEO on product pages Not collecting or using customer data Relying too heavily on discounts Treating all traffic sources the same Only looking to your own industry for ideas The good news? Every one of these mistakes is fixable—and ripe for agencies and marketers to step in and make a difference. 👉 Read the full breakdown from Omnisend. Read The Guide 🧪 Breaking Down the Lab: How Experiment Nurtures Customers with Email How a science-backed beauty brand keeps the experience weird, fun, and functional. Some brands send you emails. Experiment sends you on a mission to Planet X. From the first welcome to the final review request, Experiment's post-purchase flow feels like a continuation of the brand — bold visuals, playful science puns, and all. But while the tone is tight, does the flow actually do the job? Let's break it down. 1. Welcome Email What's working ✅ Bold, immersive visuals that instantly pull you into the brand world — no generic templates here. ✅ Clear value prop: "hyper effective products that never take themselves too seriously" sets the tone and expectation. ✅ CTA and incentive are above the fold — 10% off code is easy to spot and use. What we'd upgrade 🚀 There are two "Shop Now" buttons in close proximity. We'd test removing one to reduce noise. 🚀 Consider incorporating a short product intro or quiz CTA — not just the brand vibes, but what to buy first. 2. Order Confirmation Email What's working ✅ On-brand headline: "Your passport to Planet X" is a fun, thematic way to confirm a purchase. ✅ Clean layout, prominent CTA to view the order, and straightforward pricing summary. What we'd upgrade 🚀 A small brand touch could go a long way — maybe a quick product tip, or a "what to expect next" note for first-timers. 🚀 The "Visit our store" link is understated; it could be a moment to bring them back to browse. 3. About Email (Brand Story) What's working ✅ This one feels like the heart of the brand. From alien emojis to quirky founder intro, it nails tone without being cringe. ✅ Breaks down core brand pillars in a scannable way: science, sustainability, and fun. What we'd upgrade 🚀 This could land sooner. It feels like a great follow-up to the welcome email — instead of burying it a few messages deep. 🚀 "Chemistry Capsule" set is shown below, but not mentioned in the body — feels like a missed upsell opportunity. 4. Skincare Tips Email #1 What's working ✅ Educational content presented in a fun, engaging way — GIFs show the product application in motion without needing a wall of copy. ✅ Layout is clean and easy to skim, great for mobile readers. What we'd upgrade 🚀 The CTA leads to a bundle page, but there's no context for that — consider adding clarity or a preview of what the bundle includes. 🚀 "Hot Tips From The Lab" could be emphasized more visually to reinforce it's part of a recurring tips series. 5. Shipping Confirmation Email What's working ✅ Simple, clean, and no fluff. The phrase "Feel free to start obsessively tracking it" is perfectly on-brand. ✅ Tracking number is visible without a click — love that detail. What we'd upgrade 🚀 This could be another small moment to build anticipation — what's inside, or what customers usually do while they wait. 6. Product Education Email: Plasma Wash What's working ✅ Strong copy — clear benefits like "no stripping, no tightness" are product-specific and highly skimmable. ✅ The "Lab Rat Approved" section adds social proof in a playful, branded way. What we'd upgrade 🚀 The email doesn't match purchase behavior (you didn't buy a cleanser), so it feels disconnected. This could be solved with better segmentation. 🚀 Consider testing a CTA like "Shop the Routine" instead of just focusing on one SKU. 7. Product Education Email: Super Saturated What's working ✅ The "We made glycerin cool" hook is cheeky and distinct — grabs attention immediately. ✅ Good use of UGC, stats (10K waitlist, 60K units sold), and review highlights — builds serious credibility. What we'd upgrade 🚀 This email would land stronger if you actually bought the product or showed intent. Without that, it reads more like a generic ad. 🚀 Might be worth A/B testing where in the journey this email belongs — it's solid, but maybe not post-purchase. 8. Review Request Email What's working ✅ Straight to the point. No distractions. Star rating UI is instantly recognizable and clickable. ✅ Subject line is friendly and personalized — "Hey Cherie!" with a light nudge for feedback. What we'd upgrade 🚀 The email lacks warmth. Could benefit from a short reminder of what you bought, what it does, or how others are using it. 🚀 "Leave a review" CTA is low on contrast; consider bumping visibility to improve clicks. What They're Doing Well 🧪 Crystal-clear brand identity across every touchpoint. Feels cohesive from welcome to review. 🧪 Playful, education-forward content that avoids fluff and keeps readers engaged. 🧪 Great use of tone and layout to keep transactional emails from feeling… transactional. What Could Be Improved 🛠️ More intentional sequencing: the brand story and usage tips could hit earlier to better guide first-time buyers. 🛠️ Some redundancy in CTAs and visuals — a little tightening could reduce scroll fatigue. 🛠️ Consider adding more personalized product suggestions based on order behavior. Final Thoughts Experiment proves you don't have to be boring to be effective. Their emails deliver value and vibes — a tough balance for any brand. With just a few tweaks to flow and personalization, this journey could feel even more futuristic. 🔑 Key Takeaways for Brands Own your tone — even transactional emails can (and should) feel like you. Use education as retention — helpful tips keep customers using what they bought. Sequence matters — time your brand storytelling early before the excitement fades. Product pages don't sell alone — your post-purchase emails are part of the funnel too. 📉 Tax compliance is a growth blocker in disguise. You might think it's just another admin chore. But for growing brands, sales tax is a hidden bottleneck. Expanding into new states? You'll need to register. Switching 3PLs? That triggers new nexus rules. Thinking about selling the business? Tax compliance will be on the diligence list. Sales tax isn't just a liability. It's a growth constraint. Kintsugi clears the path—by automating your entire compliance stack from mapping to filing. No spreadsheets. No surprise penalties. No stalled expansion. Just real results: ✅ 99.8% reduction in penalties and fees ✅ 83% faster registration process ✅ 9+ hours/month saved by finance teams "We save time and tens of thousands from penalties and interests. No more interests accrued since signing up with Kintsugi. Best part, I don't have to do the state tax." — Ravi Melwani, VP of Finance & Ops at Obvi 🎁 Exclusive offer for EEM subscribers: Get 3 months free. No contract. No stress. Get Started 🤖 AI Power-Up: Implementing Smarter Campaign Automation AI isn't just for saving time—it's a strategic tool for building sharper, faster, higher-converting automations. Here's how to actually implement it in your campaign building: 1. Start with a pre-built flow framework: Use your ESP's AI tools (like Omnisend's Product Picker or automation builder) to generate flow templates tailored to your vertical—e.g. welcome, post-purchase, or reactivation. 🎯 Why it works: It gives you a high-performing base without starting from scratch—so you can launch faster and iterate as you learn. 2. Layer in smart triggers + delays: Let AI suggest trigger logic based on customer behavior (e.g. "2 days after delivery if no product review") or optimal send windows. 🎯 Why it works: It helps reduce friction in the customer journey and ensures messages hit when they're most likely to convert. 3. Add dynamic content blocks: What to do: Use AI to auto-insert personalized product recs, reviews, or SMS follow-ups based on purchase history and on-site behavior. 🎯 Why it works: You keep the experience relevant without manually creating dozens of variants for each customer type. 4. Revisit flows monthly—let AI surface insights: Review AI-powered recommendations inside your ESP (e.g. subject line A/B tests, high-performing timeframes, or low-CTR branches). 🎯 Why it works: You're not just "setting and forgetting"—you're letting AI show you what's working and where to improve. 🧠 Bottom line: AI helps you build smarter, faster, and more resilient automations. It's not about replacing strategy—it's about giving you more leverage to focus on the parts that matter. 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 Love this newsletter but want to receive it less frequently? Let us know by clicking here!  Update your email preferences or unsubscribe here © 2025 eCom Email Marketer 8701 Bellancia Drive Austin, TX 78738, United States of America Terms of Service