In case you missed them, here are all previous entries in the series:

• Part 1: Email Automation Flows
• Part 2: Email Campaigns That Convert
• Part 3: Email Deliverability & Email List Hygiene
• Part 4: Email Segmentation
• Part 5: Email Design & Email Copywriting

Tariffs are temporary (hopefully). But loyalty isn’t.

Customer loyalty programs are one of the most effective and evergreen ways to turn an email subscriber list into an active community. And it’s that community that will insulate eCommerce brands from margin pressure and short-term economic shocks. Research suggests that eCommerce loyalty program members net between 12 and 18% more revenue than non-members every year.

When you have a base of returning customers who earn rewards, enjoy perks, and feel connected to your brand, you’re less dependent on expensive acquisition and more resistant to price sensitivity.

Let’s explore how loyalty programs can become your most strategic defense against tariff-driven uncertainty.

1: Points & Perks That Buffer Against Price Sensitivity

Points systems let you frame price increases in a positive light. Instead of saying “This now costs $10 more”, you can say:

“Earn 500 bonus points with every purchase this week”.

It shifts the conversation away from what customers lose to what they could gain.

With platforms like Shopify, you can use Yotpo Loyalty to:

• Assign point values to every dollar spent.
• Trigger bonus point events during tariff-driven price hikes.
• Offer double-points weekends to drive conversions without discounting.

Klaviyo Integration Tip:

Use Klaviyo’s custom properties to track loyalty tiers and point totals. This allows you to send segmented campaigns to VIPs (“Your perks just got better”) or trigger automations like “You’ve earned enough for a reward”). You can event rigger automations reminding readers how many points they have accumulated, and then show some ways they can redeem those points.

2: VIP Tiers That Encourage Retention

Tired programs help create emotional stickiness. when customers feel like they’ve earned status, they’re less likely to churn.

Whether you call your tiers Bronze/Silver/Gold or Insider/Premium/Elite, the mechanism si the same: acquiring a new status feels like a win, and motivates action.

You can use tariff-related price changes to amp up this effect. They can become a reason to promote VIP benefits:

• “As a Gold member, your pricing stays locked in for 20 more days.”
• “Elite members (like you!) still get free shipping, no matter the import fee.”

This approach reframes your customer loyalty program as a shield against volatility.

Shopify + Loyalty Expert Tip:

Combine Shopify Tags with loyalty tiers so fulfilment teams and customer service reps can offer perks manually (e.g., upgrade shipping or extend return windows during peak periods).

3: Make it Feel Like an Inside Deal, Not Just Another Customer Loyalty Program

The customers in your loyalty program are probably members of other loyalty programs, too. So they’re able to compare and judge how well yours stacks up.

That means they’re comparing deals and benefits, of course. But not every benefit needs to be monetary. Emotional benefits and exclusivity go a long way to crafting a customer loyalty program that stands out from the crowd.

For this period specifically, you can try:

• Early access to new (pre-tariff) products. Translation: “You’re part of our inner circle”.
• Loyalty-only limited editions. Translation: “You’re getting something other’s can’t.”
• First dibs on bundle pricing before a price hike hits. Translation: “We’re protecting your wallet.”

If you’re working with Klaviyo, use dynamic blocks in your emails to show exclusive content based on loyalty tiers. For example:

• Block A (shown to VIPs): “You have early access to our new drop.”
• Block B (shown to everyone else): “Upgrade your tier to unlock early access.”

This kind of dynamic personalization boosts perceived value without increasing costs.

4: Customer Loyalty Programs Strengthen Lifetime Value for Tariff Resilience

Here’s the simple math behind why customer loyalty programs work so well (especially when every cent counts):

• CAC (Customer Acquisition Cost) on a new customers is around 5x higher than the cost of retaining an existing customer.
• CLV (Customer Lifetime Value) of loyalty program members can be up to 3x higher than that of non-members.

That means the more revenue you get from repeat customers, the less each new tariff cuts into your overall margin.

The moral of this story is simple: you don’t need to grow a huge list. You need to grow a sticky one.

5: Make It Visible & Make It Easy

Your customer loyalty program should be front and center, not buried in the footer.

Tactical tips to surface customer loyalty programs in the clearest and easiest ways:

• Use a persistent “Rewards” tab on your Shopify storefront.
• Add point balances in email headers (“You have 200 points to redeem!”).
• Include loyalty status on your post-purchase page.

Customers are more likely to take that extra step and join your program if you make it as easy as possible for them to do so.

Our suggestion: include your loyalty program in every basic blow. You can add a ribbon or a footer in all the emails of a specific email automation flow to maximize the chances of customers seeing it and taking action.

This is especially effective in Welcome and Post-Purchase email flows.

Your Customer Loyalty Program Is Your Homegrown Margin Insurance

Tariffs may raise your COGS, but loyalty raises your resilience. A thoughtful rewards program achieves two critical goals: rewarding customers, and cushioning your revenue against volatility.

So while others panic-discount to chase volume, you’ll be building something better: retention, advocacy, and consistent revenue, no matter the economic climate.

Let your competitors fight over one-time buyers. Your job? Turn uncertainty into loyalty with a customer loyalty program that integrates smoothly into your email marketing infrastructure. 

• Part 1: Email Automation Flows
• Part 2: Email Campaigns That Convert
• Part 3: Email Deliverability & Email List Hygiene

You can’t control tariffs, but you can control your email segmentation strategy. Uncertainty around tariffs is driving costs up, and making awkward customer conversations necessary.

But an effective email segmentation strategy is one of the best tools you have to soften the blow. Rather than blasting a generic “sorry, prices went up” email, brands that segment by location, purchase history, and price sensitivity can reframe a negative into a moment of trust.

What Tariffs Actually Mean for Ecommerce

Before we get to email segmentation strategy, let’s clarify the impact we’re trying to mitigate.

Tariffs (like the recent increases on Chinese imports) raise the cost of goods. If your business sources products or components from overseas, your COGS (cost of goods sold) goes up. This often means one of three things:

• You raise prices.
• You reduce margins.
• You cut corners on quality, shipping, or packaging.

Most brands pick the first. But price hikes come with a cost, especially when announced poorly. That’s where smart segmentation matters.

The Wrong Way: One Email, One Panic

Many brands send a single price hike email to their entire list. It usually reads something like:

“Due to rising costs, we’re increasing our prices starting next week. We appreciate your understanding.”

It’s vague and impersonal. And it will frustrate many of your customers. Worse, it treats loyal, casual, high-value and price-sensitive customers all as one segment. But their reactions most definitely will not be the same.

If you want to preserve trust (and revenue), you need to segment strategically.

Email Segmentation Strategy: 3 Key Tips for Tariff Uncertainty

Let’s break this down into actionable segmentation strategies.

1: Location: Speak Directly to Affected Customers

Tariffs are often country-specific, and sometimes even region-specific. If only your US customers are affected, don’t send a price change notice to your international audience. And within the US, if tariffs disproportionately impact certain states or zip codes (based on local fulfilment hubs or product distribution), tailor your outreach accordingly.

Tactical tip:

Use your email service provider (ESP) to create a segment of US-based customers (or wherever the tariff applies) and adjust your message for them. Start your email with clarity:

“Hey {{ first_name }}, a quick update for our U.S. customers…”

Then clearly explain:

• What’s changing: “Starting October 1st, select imported goods will reflect a 6-10% price increase.”
• Why: “This is due to new tariffs on specific product categories.
• What’s not changing: “Shipping policies, domestic product pricing, and your loyalty rewards remain the same.”

If your fulfilment or manufacturing varies by region, you can go deeper. Let customers in unaffected areas know they’re safe from price changes.

2: Purchase History: Reward Loyalty with Advance Access or Bundles

If someone just bought from you, they’re invested. If they’ve bought from you 5+ times, or part of your loyalty program, they’re a brand advocate. These customers are more likely to understand pricing realities, but they still deserve context and appreciation.

Instead of a cold announcement, give them a heads up with beneifts.

Segment: Repeat customers (2+ purchases in the last 12 months), loyalty program members, or customers with high total spend or above-average order value (AOV).

Email Angle (2 Approaches)

Option 1: Transparency & Fairness

“You’ve come a long way with us, and we truly value your support. That’s why we want to be transparent: due to rising import costs, select prices will change starting October 1st. You have until then to shop at the current price.”

• Communicates appreciation and clarity.
• Sets a hard deadline to encourage action.
• Feels honest, not promotional.

Option 2: Loyalty as Early Access

“You’ve been with us a while, so we wanted to give you a heads up”.

• Let readers shop current pricing before it goes up.
• Offer bundle deals to help them stock up.
• Frame this as a loyalty perk: 48-hour early access before prices change.

3: Price Sensitivity: Cushion the Blow With Alternatives

You likely have customers who always buy when there’s a sale, use discounts, or shop lower-tier SKUs. These shoppers are price sensitives. So they’re most at risk of churnin after a tariff-driven price increase.

This is where your email segmentation strategy can pay dividends.

How to identify them:

• Always use discount codes.
• Only purchase during major sales.
• High cart abandonment rate on full-price items.

What to send them:

• Lower-cost alternatives in the same category (“If X is out of budget, here’s Y.”)
• Upcoming sale calendar or loyalty perks.
• Subscription or bundle options that lock in current pricing.

Email snippet:

“We know price matters. So we’ve put together a few ways to keep your routine going without breaking the bank…”

The goal is to retain, not upsell. Think: helpful, not defensive. And it’s also a great opportunity to invite price-sensitive customers into your loyalty program, where they can save more and get access to exclusive deals that help stretch their budget further.

Bonus: Combine Email Segments for Precision Outreach

You don’t have to stop at one segmentation filter. Some email service providers (ESPs) like Klaviyo let you stack rules.

You can try:

• Location + purchase history: “US-based VIPs”
• Price sensitivity + recent cart activity: “At-risk bargain shoppers”
• Email engagement: “Opened or clicked in the past 90 days”.

Then tailor the tone. Your high-value US customers can get a softer, more collaborative message:

“As one of your most valued customers, we wanted you to hear it from us first…”

Whereas price-sensitive customers might get practical help:

“We’ve found a few cost-effective swaps that might work even better.”

What You Gain From a Smart Email Segmentation Strategy

Tariffs aren’t your fault. But how you communicate about them is your responsibility. Smart segmentation helps you to:

• Reduce unsubscribes and complaints.
• Keep high-value customers informed, not blindsided.
• Prevent churn from price-sensitive segments.
• Maintain brand trust during volatility.
• Even drive sales with tactical urgency.

Tariffs Are a Trust Test: Email Segmentation Strategy Helps You Pass

In some ways, tariffs are a stress test for your email strategy. They reveal whether you treat your list like one amorphous blog, or a group of real people with different habits and expectations.

Email segmentation strategy isn’t just a revenue tactic, or a way to make work for your email marketing team. It’s how you match the right messaging to the right parts of your audience. Getting it right is a great way to show that you respect the community you’re cultivating around your brand.

If you’re rethinking how to talk to your list during tariff season, we’ll help you do it with strategy, not stress. Book a call and let us help you get this right.

Part 2 of 6 in the Tariff Survival Guide for eCommerce marketers.

See Part 1 here.

Tariffs have eCommerce brands in a (justifiable) panic: how deep should you go with discounts?

But there’s a question that should be asked long before all of those: which email campaigns convert when times are tough, and how can you double down on those to reduce the impact of price hikes?

So How Do You Drive Sales Without Overdoing the Discounts?

It’s only natural to reach for the discount button when prices go up. But it’s not a sustainable strategy, and it will cut into profitability in the long term.

So sure, customers are cautious, but bigger and bigger discounts aren’t the only way to win their confidence. You don’t have to resort to ever-growing discounts. You just need a smarter strategy based on proven types of email campaigns that convert at scale.

The right email blasts and newsletter campaigns can keep your audience engaged and clicking. They can keep their focus on value, rather than price. And they can nudge customers toward conversions, all without burning out your margins.

In this article, we’ll walk through both short-term campaign plays for quick wins, and long-term brand strategies for loyalty and growth. Putting them together in one strategy is the best way to keep your inventory moving and keep customer relationships strong in the face of tariff-induced price hikes.

Email Campaigns That Convert in the Short and Long Term

A winning email strategy isn’t just about firing off promotions. That was true before tariffs took over the news cycle, and it’s even truer now that they have. After all, the relationship between your brand and your subscriber list has to be one that benefits both. As competition for their dollar intensifies, customers are more mindful of what benefits them, and what’s just cluttering their inboxes.

If you approach this creatively, there’s a lot you can do to improve your strategy and emphasize email campaigns that convert over promotional noise that triggers unsubscribes.

Short-Term Campaign Plays: Quick Wins That Don’t Rely on Manipulation

1: The “Last Chance At This Price” Campaign

What it is:

This is an email campaign that lets customers know prices are about to change. It gives them one last shot to grab their favorites before tariff adjustments kick in. You’re not shouting “SALE”, and you’re not talking about tariffs. But you are driving urgency in a transparent, honest way.

Why it works:

This email campaign is a great way to encourage sales without getting specific about economic or political reasons (yawn) behind price changes. It’s not a scare tactic. In fact, it’s not a tactic at all (as long as you’re honest about the fact that this is the readers’ last chance at this price). It’s a helpful heads-up. They’ll remember that. You looked out for them while everyone else was just cranking up prices.

Tip:

Use language like “We wanted you to know first”. Because you want to sound thoughtful and transparent. And because, hopefully, it’s true.

2: Flash Sale to Move Slow Inventory

What it is:

A mini party in the inbox: celebrating the last hurrah for slower-moving stock before tariffs nudge prices up. Flash sales are a classic promotional strategy, of course. But if you frame them thoughtfully, they feel less like a fire sale and more like a curated goodbye tour.

Why it works:

If it’s low-pressure and fun, this is an email campaign that converts and moves stock. Your customers get a deal, and they don’t feel rushed or suspicious. They just get to snag something special before it’s gone.

Tip:

Put the focus on the “last” angle: “last of its kind” or “won’t be back”. That adds excitement without being pushy.

3: The Rewards Campaign

What it is:

Referral email campaigns like this one get your customers talking about you, and in the best way. Subscriber A invites a friend, and that friend scores a discount. Subscriber A gets rewarded, too. This is a win-win-win (and who doesn’t love looking like the hero who found it first?).

Why it works:

Referrals tap into trust, because they put the customer in the driver’s seat. You’re giving them a reason to share some love and come back for more. It’s organic growth that feels good on every side of the checkout process.

Tip:

If you use this email campaign type, lay the process out clearly and step by step. If it’s easy, readers will be more likely to participate.

Playing the Long Time: Email Campaigns That Build Momentum

1: The Product Quality Campaign

What it is:

This email is promotional, but actually contains value for the reader. It pulls back the curtain on what makes your products worth it: the craftsmanship, the intentionality, the durability – whatever it is that customers can count on when every dollar matters.

Why it works:

Right now, people aren’t just looking for more stuff (if they ever are). They’re looking for smart investments. This email is an opportunity to show them that your products are that smart investment.

Tip:

Tell a behind-the-scenes story, whether it’s about materials, process or mission. Whatever makes your brand stand out – let that shine here.

2: The Letter From the Founder

What it is:

A piece that your founder writes themselves. The founder letter email should share thoughts, encourage the community, or express gratitude. It can even give a little behind-the-scenes perspective on the day-to-day life of the business.

Why it works:

Nobody really cares about brands. They care about people. A heartfelt founder letter reminds your customers that there are real people and real stories behind the brand they’re choosing to support.

Tip:

Stay real and don’t over-explain. Forward-looking and honest beats polished and corporate every time.

3: The Loyalty Program Growth Campaign

What it is:

A nurture campaign inviting your best customers to join your loyalty program, unlocking perks like exclusive offers, early access to new offers, and VIP-only rewards.

Why it works:

If you get it right, a loyalty program feels less like a marketing tactic and more like an invitation to belong. It shifts the conversation from “buy because it’s cheap” to “buy because you’re part of something special”.

Tip:

Make VIPs feel like VIPs from the get-go, and keep it going throughout their journey with you. Early access, secret sales, points – whatever you can offer, be consistent and make sure that the treatment you’re giving your VIPs lives up to the hype.

4: Value-Driven Bundle Campaigns

What it is:

Curated product bundles that give more perceived value, but without relying on discounts. Starter kits, essential sets, limited-edition collections – these can all feel thoughtful and exciting.

Why it works:

Bundles make shopping easier. Everyone loves getting a deal and discovering new favorites. Plus, they naturally boost AOV, helping your bottom line without undercutting your pricing power.

Tip:

Give bundles fun, lifestyle-oriented names like “Weekend Essential” or “Self-Care Starter Kit”. It’s a good idea to take your cue from customer behavior data to figure out what kind of bundles they’ll want.

Using Email Campaigns to Reach Tariff Sustainability

Email campaigns that convert are your springboard to stability in strange times. With the right mix of quick wins and deeper brand-building plays, you can keep your customers close and your margins healthy. You can also keep moving your business forward, whatever tariffs or the market throw your way.

What’s Next in the Tariff Survival Guide?

Check in for our next post: Clean Lists, Clear Messaging: Why Deliverability Matters More Than Ever. (Because even the best email campaign in the world won’t help if it never reaches your customers’ inboxes).

Btw, if you missed it, be sure to check out previous entries:

Part 1: Flows That Fight Friction.

Tariffs Are Tough. Your Email Strategy Doesn’t Have to Be

If you’re not sure where to start with creating email campaigns that convert through the tariff disruption, you’re in the right place. In our experience, the best results come from pairing strong email content with the right tools. In the hands of a knowledgeable email marketing services provider, the right email campaign software can help you execute high-impact strategies without overloading your team.

We’ve helped eCommerce brands deal with:

• Unexpected price shifts
• Supply chain disruptions
• Market stress

And we can help you, too.

Book your free consultation with an email marketing expert.

For more insights and strategies, keep reading through the next articles in this series:

• Part 3: Email Deliverability & Email List Hygiene
• Part 4: Email Segmentation
• Part 5: Email Design & Email Copywriting
• Part 6: Customer Loyalty Programs

Costs, Conversions & Tariffs: Frequently Asked Questions

Q: How do tariffs affect eCommerce email campaign strategies?

A: Tariffs raises costs. That makes endless discounting unsustainable. Instead of a race to the bottom, brands need to focus on building trust and showcasing value. That approach has the best chance of driving revenue without giving away margin.

Q: What’s the best email marketing strategy when costs rise?

A: A mix of short-term promotions (flash sales, last-chance offers), and long-term brand-building (quality storytelling, loyalty programs). This combination creates a balance between cash flow and brand equity.

Q: How can we reactivate disengaged customers during times like this?

A: A smart reengagement email series can bring back customers who haven’t purchased in a while. This works really well if you pair it with incentives like loyalty perks or limited-time bundles.

Q: What’s an example of a good promotional email during tariff disruptions?

A: A well-timed “Last Chance at This Price” flash sale is a strong move. Other promotional email examples include curated bundles and loyalty-exclusive offers that emphasize value over deep discounts.

Q: Should we still invest in interactive email campaigns right now?

A: Absolutely. Interactive email campaigns like referrals or loyalty point trackers deepen engagement and keep customers connected to your brand, even when they’re spending more cautiously.

There’s a difference between ideas and good ideas. And not all “marketing holidays” will work for your eCommerce brand. Before you commit email copywriting and email design resources to a campaign, you need to sift “that’ll work” from “that’ll do”.

In this article, we outline a lean, result-driven approach to the month of May, including some strategic tips and engaging May newsletter ideas you can use to generated some pre-summer hype.

May: Your Pre-Summer Power Play

May sits in that strange in-between zone: Q1 is over, summer hasn’t started, and there’s no “tentpole” retail event dominating inboxes.

That’s what makes it a good time to experiment and clean house. Smart brands are using May to:

• Re-engage subscribers who didn’t bite in Q1.
• Test new content formats and A/B angles without the pressure of big sales goals.
• Warm up audiences for upcoming summer drops or promos.

Basically, now is the time to do everything you can to soften the blow of that summer sales slump. Many brands experience a drop of between 20-40%, so every effort you make right now will count in the long run. And relevant, engaging May newsletter ideas can soften the blow by increasing revenue in the run-up to the summer slowdown.

May the 4th Be With You: Lean Into the Cringe

Even if you don’t sell light sabres or have a single Star Wars reference in your brand guide, May 4th is too fun to ignore. It’s a pop culture moment with built-in share-ability. And you don’t need to force a tie-in. You just need to embrace the playfulness.

Think interactive: let your audience “choose their side” in a product quiz, or spotlight items that are “rebellious” vs. “classic”. You could even build a one-day campaign around “galactic” bundles or drop a time-limited discount that vanishes at lightspeed.

• “Choose your side” product quiz: Let subscribers pick between products or collections framed as Jedi vs. Sith. Bonus points for follow-up flows based on their choices.
• Lightspeed flash sale: A one-day-only deal with a cheeky Star Wars reference. Add a countdown timer for urgency.
• Customer costume contest or themed UGC: Ask for photos of customers using your product in full space-nerd glory. Feature them in your next send.

If your brand does have a Star Wars flavor, then this is a chance to engage loyalists with fan-favorite products, nostalgia, or UGC. Of course, if your audience overlaps with cult fandoms, they’re probably expecting this email. So it’s a good idea to go slightly off script, and to include a good offer in the email.

Small Business Week (May 5- 11): This One Can Actually Be All About You

Consumers love supporting small brands. They just need a reminder of why it matters.

Use this week to share a behind-the-scenes look at your operations, or celebrate some major milestones in the story of your business. You can also lean into the “why” behind your business, whether it started as a one-person passion project or a 20-person team. These stories may stick out as self-promotion at other times of year, but here they make perfect sense, which is why they should be central to your May newsletter ideas.

But remember: overproduced storytelling isn’t the goal. Instead, focus on genuine human. moments:

• Those late-night packaging marathons
• The first customer review that made you cry (for better or worse)
• The way your team makes big things happen on small budgets

If you’re not a small business yourself, partner with one. Curate a special collection or limited-time offer that celebrates makers, creators, and underdogs. This really deepens brand credibility with audiences who care about values.

Mother’s Day (May 12): Emotional Revelance, Not Generic Gifting

Mother’s Day doesn’t just belong to florists and jewelry eCommerce brands. Any brand can show up with care, as long as the message is thoughtful and authentic. That might mean featuring a founder story about lessons you learned from your mother, or spotlighting real customers and role caregivers play in their lives.

But proceed with caution: Mother’s Day can be a difficult time for some. Including a thoughtful opt-out in your emails before Mother’s Day is a great way to show that you really do care:

If you’re selling physical goods, don’t just push a gift guide. Try positioning it as a curated solution for last-minute shoppers or a way to honor someone non-traditional:

• Stepmoms
• Aunties
• The friend who always remembers your birthday

Even digital brands can use this moment. A campaign around mental load awareness, or self-care for caregivers. This all shows genuine awareness of your audience’s day-to-day challenges.

Memorial Day (May 27): Respectful Storytelling

Memorial Day is a big retail moment. But it also holds emotional and cultural weight. So leading with “50% OFF” headline can feel tone-deaf. The brands that win here are the ones that balance commemoration with value.

Start by acknowledging the value of the day with a short note, a moment of silence, or by highlighting a cause that your brand supports. Then transition to the promotional angle with thoughtful positioning:

• Helping your customers prep for a long weekend
• Getting summer-ready with appropriate deals
• Simply enjoying a small moment of ease with the people who really matter

If you’re running a sale, consider building in a charitable tie-in. Donating a portion of proceeds to a veteran organization, or spotlighting veterans in your customer base adds depth to the message.

That’s why UGC (User-Generated Content) is on every marketer’s mind, from Coca-Cola to your favorite eCommerce brands. And it’s likely to stay at the top of their to-do list, because these results are hard to achieve through other marketing channels:

• 4x Higher CTR: UGC ads engage audiences better than traditional branded content.
• 10% More Conversions: Authenticity drives trust and boosts purchase rates.
• 50% Lower CPA: Cost-efficient with stronger ad performance.

And if you can throw in a 3+ ROAS (Return on Ad Spend), the results start to be genuinely transformative for your brand.

The success of this marketing channel has driven the growth of the UGC agency category. If you’ve been hearing the buzz about UGC but aren’t quite sure what a UGC agency actually does, you’re about to find out.

Here’s the lowdown on how UGC agencies work their magic to create scroll-stopping, high-converting content.

So, What Even Is a UGC Agency?

Think of a UGC agency as your brand’s creative bestie. They specialize in crafting authentic, user-generated-style content that doesn’t scream “ad.” Instead, it whispers, “This could totally be you.”

To do that, UGC agencies have developed a couple of UGC-specific capabilities to differentiate themselves from run-of-the-mill digital marketing agencies:

1. Sourcing, briefing and testing creators to find the right face for each product.
2. Editing raw footage into on-trend ads that pop on users’ social media feeds.
3. Doing 1 and 2 on a scale that makes meaningful creative testing possible (we’re talking hundreds of ads).

That’s a lot of work, and it calls for some pretty specific skill sets. 

Let’s look at those one by one, to recreate a day in the life of a busy UGC agency.

What Does a UGC Agency Actually Do? A Sneak Peek Behind the Curtain

1. Finding Your Dream Creators

A good UGC agency knows that not all creators are a fit for every brand. Their job? To match you with creators who feel like a natural extension of your brand.

• No influencers necessary: UGC agencies work with everyday people who know how to create relatable content.
• Diverse talent pools: They’ll find creators who vibe with your target audience, whether it’s Gen Z fashionistas or boomer pet lovers.

A really good UGC ad agency will make things even simpler by drawing on its own pool of pre-vetted creators they can trust to deliver good quality. Your UGC agency should also handle management, briefing and payment of creators, so that you simply choose from a variety of options.

2. Dreaming Up Killer Creative Angles

Once the creators are on board, the real fun begins. At Hustler Marketing, it’s the Ad Strategist’s time to shine. This is the person who:

• Obsessively researches your brand, your niche, and your audience to figure out what will work.
• Comes up with fresh, attention-grabbing angles that make your audience stop scrolling.
• Creates clear and fun briefs for creators so they know exactly what to do without stifling their creative flow.

3. Perfecting the Script

The Copywriter swoops in to finesse the words. They make sure your hooks are irresistible, your script flows naturally, and your CTA (call-to-action) hits just right.

For example, instead of saying, “Buy this now,” they’ll suggest something like, “This tiny change? Totally changed my skin.” It’s all about speaking your audience’s language.

4. Turning Raw Clips into Gold

Here’s where the magic happens. The Video Editor takes the raw footage from creators and whips it into ad content that looks totally real, but is strategically designed to convert.

• Authentic vibes only: Think TikTok-style edits, captions, and music that keep things fresh.
• Multiple versions: The editor will create a few different cuts of the same ad, each with unique hooks or CTAs, so there’s plenty to test.

5. Testing, Tweaking, and Optimizing

No campaign is complete without testing. UGC agencies know that the first version of an ad is rarely the best version, so they’re constantly:

• A/B Testing: Trying out different hooks, visuals, or captions to see what works best.
• Making tweaks: Adjusting ads in real time based on what’s performing.
• Doubling down on winners: When something works, they go all in.

6. Managing Campaigns Like Pros

From start to finish, a UGC agency handles the nitty-gritty of running your campaigns. That means:

• Keeping fresh content coming in so your ads never go stale.
• Sending you performance reports that actually make sense.
• Giving you insights you can use to plan your next big move.

You See It. We UGC It.

Because UGC works. Period. It’s raw, real, and relatable—exactly what today’s audiences want. But creating UGC-style content isn’t as easy as it looks. That’s why working with a UGC agency is a game-changer.

They’ve got:

• The talent: From strategists to editors, their team lives and breathes content creation.
• The tools: They know how to test and tweak until your ads are running like a well-oiled machine.
• The time: Let’s be real. Do you have the time (or the bandwidth) to manage creators, edit videos, and analyze performance? Didn’t think so.

At Hustler Marketing, we know how to create UGC content that doesn’t just look cool – it actually works. Our team of strategists, copywriters, and editors knows how to take your brand’s message and turn it into something audiences can’t scroll past.

Sound like what you need? Hit us up and let’s talk about how we can make your UGC dreams a reality.

To help eCommerce brands and marketing teams succeed with UGC, we’ve prepared a glossary of essential terms and concepts you need to know.

A

A/B Testing (Split Testing)

A method to and compare two versions of a webpage, email, or other content. These tests help to determine which one performs better in terms of converting visitors into customers or taking an action. You can use A/B tests to compare different concepts, or even the same concept with different creators.  

Ad Concept

The underlying idea or theme that drives the narrative and visual elements of an advertising campaign. An ad concept aims to creatively convey the unique selling proposition of a product or brand to consumers.

Ad Copy

This is the written text that appears in your ad. This copy should contain persuasive and compelling messaging. It should also be simple and straightforward. Its purpose is to convince potential customers to take some action, such as making a purchase or requesting more information. 

Ad Creative

A collective term for the visual elements, design, and copy used in an ad. Effective ad creatives capture attention, convey a message, and prompt responses from the audience. In the context of UGC marketing, ad creatives can replicate the feel and vibe of actual user-generated content. To do this, eCommerce brands work with creators (more on them later).

C

Call to Action (CTA) 

A prompt or instruction within an advertisement that encourages viewers to take a specific action, such as clicking a link, filling out a form, or making a purchase. If you are using UGC in your marketing, it’s crucial that all of your calls to action are clear and easy to understand. Each ad should have a single CTA for viewers to take.

Click-Through Rate (CTR)

This it a measure of the amount of people who are clicking through after watching your ad. You can calculate it by diving the number of individuals who click by the total number of people who view the ad.  

Conversion Rate

The percentage of users who take an action that you want them to take after interacting with an ad or landing page. This could include making a purchase or signing up for a newsletter. If your click rate is high, but your conversion rate is low, this could suggest that there is some technical or UX issue on your pages.

Cost Terms

Cost Per Action (CPA)

This metric helps marketing teams to stay on top of their expenses. For every action that a customer takes, you need to know how much it costs to get them to that point. Each a sale, click, or form submission has a CPA. It’s vital to know what it is, and whether it is optimal given your budget and goals.

Cost Per Click (CPC)

The average cost that advertisers pay for each click that an online ad generates. It’s a common metric used in digital advertising to assess the cost-effectiveness of campaigns.

Cost Per Mille (CPM)

A pricing model where advertisers are charged for every 1,000 impressions (views) their advertisement receives.

Creators

These are content producers who are not necessarily traditional influencers but have the skills and ability to create engaging UGC ads.

Important: creators are different from influencers.  That’s because they don’t typically focus on building a large following or personal brand. Instead, they use their skills to create content that resonates with a specific audience or demographic. Creators may have expertise in content creation, such as video production, photography, or graphic design. You can source them on social media or freelance marketplaces like Fiverr & Upwork.

Creator Brief

A document that you provide to content creators, influencers, or advertisers outlining the objectives, guidelines, and expectations for a specific piece of content or campaign. This should be comprehensive enough to ensure brand alignment, while still giving creators the freedom to experiment.

E

Engagement

The level of interaction and involvement that users have with a piece of content or advertisement, typically measured through actions like clicks, likes, shares, comments, and time spent viewing.

H

Hook

The first few seconds of an ad, designed to catch the audience’s attention quickly and effectively. For video ad creatives, the hook is the most critical part of the ad. 

Hook Rate 

A measurement of how well your content captures and retains the audience’s attention during the initial moments of an ad. To calculate your hook rate, divide the number of people who viewed your ad beyond the hook by the total number of views. Most creators would consider a score above 25% to be a good hook rate. 

I

Impressions

The total number of times an advertisement is displayed to users, regardless of clicks or engagement. This figure gives you an idea of the overall reach of your ads. 

Influencer Marketing

A strategy where individuals with influence and reach on social media or other platforms promote or endorse products and services to their followers. This form of marketing is generally much more expensive than working with creators. In addition, it may not actually deliver a satisfactory ROI if your goal is to create authentic UGC that don’t look and feel like regular ads.

K

Key Performance Indicator (KPI)

A measurable value that demonstrates the effectiveness of a campaign or strategy in achieving its objectives. In the context of UGC advertising, ROAS, CPM, CTR and CPA are some of the most critical KPIs.

N

Native Advertising

This term refers to ads that  mimic the appearance and style of the content surrounding them. These ads provide a seamless and non-disruptive experience for viewers. The goal of using ads like this is to be more relatable, and avoid giving viewers the feeling that they are being targeted by advertisers.  Unlike most ads, native ads aren’t marked as “promoted”. 

R

Reach

The total number of unique individuals who are exposed to an advertisement or campaign during a specified time frame.

Retargeting/Remarketing

This is a strategy where advertisers serve ads to individuals who have previously engaged with their content or visited their website. The goal of this strategy is to encourage first-time buyers to make their first order, or generate repeat purchases. 

Return on Ad Spend (ROAS)

A metric used to measure the revenue generated for every dollar spent on advertising. It helps advertisers understand the effectiveness of their ad spend.

For example, if your UGC ad campaign cost $2,000 and generated $10,000 in revenue, your ROAS is 5, indicating that for every $1 spent, you earned $5 in revenue. A ROAS above 1 is profitable, while below 1 is not. Use ROAS to optimize ad performance and set benchmarks based on your goals. Accurate tracking and attribution are essential for calculating ROAS correctly.

Return on Investment (ROI)

This is the ratio of net profit to cost of investment in a campaign or strategy. You can use this ratio to evaluate the financial return of total advertising efforts. This calculation includes a broad range of factors including ad spend, salaries and any relevant tech.

U

User-Generated Content (UGC)

Strictly speaking, UGC is any content, such as images, videos, reviews, or social media posts, that unpaid people create. This usually means customers or fans of a brand. Effective ad creatives and UGC ads are sponsored ads that mimic the authenticity of pure UGC.

UGC Ads

These are ads that feature real users of your product. It can also describe ads that feature creators using a product in a way that looks and feels organic.

W

Whitelisting

This is a mutual arrangement between creators and brands. The creator grants a brand advertising permissions to their social media account so that the brand can run paid ads through the creator’s profile. In exchange, the brand benefits from the creator’s reach, and the creator benefits from paid exposure to the brand’s target audience.

Leverage the Power of UGC Ads with an Expert Ad Creative Agency Team

Hustler Marketing’s Ad Creatives Team works with eCommerce brands to develop engaging ads that reach customers in the digital spaces they love. Follow team lead Iveta Makedonska for expert ad creative insights, or book a free call to meet the team yourself, including our in-house Facebook ad buyer. They’ll take a deep dive into your ads strategy, or help you to create one from scratch.

1. Mother’s Day Email Marketing Strategies

1.A. Timing your Mother’s Day email campaigns for maximum impact

Timing is key for Mother’s Day email campaigns. You can maximize the impact of your campaigns by giving your audience enough time to browse your website, consider your products and place an order. It’s important to remember that people need plenty of time to decide what to get and where, and delivery times can vary.

Utilize your email campaigns to remind your subscribers about the ticking clock and how many days they have left to place their order in time for it to arrive before Mother’s Day.

1. B. Reward past Mother’s Day purchasers

Don’t forget to show appreciation to loyal customers who bought from your previous Mother’s Day sale or collection. Create a special segment for these customers and offer them an exclusive discount or early access to this year’s Mother’s Day sale.

This not only incentivizes them to make a purchase again but also makes them feel valued and appreciated. By building a strong relationship with these customers, you can turn them into brand advocates and increase their lifetime value.

1. C. Allow subscribers to opt-out

Mother’s Day is a widely celebrated marketing holiday, but it can be difficult for some who have lost or have a strained relationship with their mother. Offering the option to unsubscribe from Mother’s Day emails is a thoughtful gesture that shows you respect your subscribers’ feelings and preferences. It can also prevent negative feedback or backlash from your customers. 

Offer a subtle opt-out link in your email that reads something like “Don’t want to receive Mother’s Day promotions and news? Click here to opt out. We’ll still send you regular emails, but you won’t get anything related to Mother’s Day.” 

This way, subscribers who don’t want to receive Mother’s Day emails can simply opt out of being bombarded with unwanted messages. Other members of your email list will still receive their regular emails and get excited about the event.

2. Mother’s Day Email Examples

2.A. Create an Early Mother’s Day Sale

Offering an early sale can provide your company a competitive edge as people start their Mother’s Day shopping earlier each year. To thank your VIP customers and engaged email subscribers for their support and to make them feel special, think about extending an exclusive early offer to them.

By launching your sale ahead of the competition, you can put your brand on top for shoppers looking for the perfect Mother’s Day gift. This is a great opportunity to showcase your unique products and offers, attracting new customers and increasing sales.

2.B. Send a heartfelt Mother’s Day email 

Sending a heartfelt Mother’s Day message from your brand to your subscribers is a wonderful approach to communicating with your audience in a more personal way.

This email can be even more effective for brands run by moms or that sell products specifically for moms and kids. Avoid overselling and keep your message short. It’s about showing appreciation, not pushing products. A heartfelt message can leave a lasting impression on your subscribers and help create a stronger bond between them and your brand.

2.C. Create urgency in your Mother’s Day promotion emails 

Leveraging urgency tactics in your emails is an extremely successful strategy if you want to increase your sales during the Mother’s Day season. Whether you’re conducting a month-long sale or a flash promotion, adding elements like countdown timers, limited-time deals, and notifications about best-sellers running out of stock may create a sense of urgency and scarcity that motivates your subscribers to act. 

By using urgency strategies, you can compel your audience to act immediately through FOMO (fear of missing out). However, balance your urgency with a concise and compelling message that highlights the value and benefits of your products to get your subscribers to buy.

2.D. Feature testimonials in your Mother’s Day email

Events like Mother’s Day are great for driving sales, but they’re also a great opportunity to put a face to your brand. Present stories from your brand advocates or team members to show the human side of your brand and build trust with your audience.

Make sure to choose testimonials that specifically talk about motherhood or the gift-giving experience for Mother’s Day. This will help your subscribers relate to the stories and see themselves in your products.

2. E. Create Mother’s Day email gift guides

Make  Mother’s Day gift-giving easy for your subscribers by creating email guides that showcase your best products for the occasion. You can display items that suit different types of moms, such as working moms, stay-at-home moms, or grandmothers.

To make your guide more engaging, use creative angles such as “The Ultimate Mother’s Day Gift Guide for Moms Who Deserve the World” or “4 Gifts Even Hard-to-Shop-For Moms Will Love”. You can also add value to your gift guide by including tips on how to personalize gifts or how to pick the right gift based on your mom’s interests or personality. 

You can either showcase the gift guide in your email or use your email to redirect subscribers to a blog post on gift-giving for Mother’s Day. This strategy not only makes it easier for your subscribers to shop but also helps promote your products and drive sales.

2.F. Promote gift cards for last-minute Mother’s Day shoppers

Even with all the reminders and sales, some individuals will unavoidably forget or put off purchasing their Mother’s Day present until the very last minute. That’s where gift cards come in handy! 

Use your email marketing to promote your gift cards as the perfect solution for those late shoppers. Emphasize that mom can choose her own gift and that it’s a thoughtful and flexible option.

3. Mother’s Day Email Subject Lines

Crafting a compelling email subject line is essential to ensure your Mother’s Day email campaigns are opened and read. In order to craft effective subject lines, follow these tips:

• Your subject line should be short and to the point. 
• Use words like “buy”, “shop”, or “order” to entice them to take action.
• Leverage urgency tactics in your subject lines too. Use verbiage like “sale ends soon” or “only 24 hours left”.
• Use personalization tags to address your subscribers by name. 

Here are some examples of highly effective Mother’s Day email subject lines that have been proven to generate amazing open rates, based on our own email marketing agency’s extensive database:

• Spoil Your Mom With 10% OFF …
• ❤️ A Special Mother’s Day Message for You …
• Happy Mother’s Day, Karen!
• ❤️ Get Mom’s Gift in Time For Mother’s Day!
• Perfect Mother’s Day gifts right this way 💗
• Mother’s Day Is Coming 👀
• 💗 Mother’s Day is Just A Few Days Away! 💗
• Last Chance For Mom’s Gift 👑
• 20% OFF Mom’s Gift: ⏰ Only 24 Hours Left …
• Gift Ideas For Mom! 🎁
• The IDEAL Gift For Mom 👑 20% OFF
• 💌 Wishing You A Happy Mother’s Day!

If you are looking for more examples and tips on how to write your own effective subject lines, check the tips from our in-house senior copywriter. 

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A well-executed Mother’s Day email marketing strategy requires a delicate balance between promotional and nurturing campaigns. Remember, Mother’s Day is a special occasion that provides an opportunity to connect with your customers on a more emotional level, so don’t be afraid to get creative and showcase your brand’s personality. While promotional emails can boost sales, nurturing campaigns can increase brand awareness and improve overall customer loyalty. By using the strategies, examples, and subject lines discussed in this article as a source of inspiration, you can create effective emails that will help your brand succeed during the season. 

Our team is here to help you create engaging and effective campaigns that will drive results for your business, not just for this holiday, but all year round. Book a call today and let’s talk about how we can make your email marketing creative, personalized, and memorable for your audience. Don’t miss out on the opportunity to stand out from the crowd and make a lasting impression on your subscribers!

What is International Women’s Day and why is it important for eCommerce marketing?

International Women’s Day is a powerful opportunity for eCommerce brands to showcase their commitment to gender equality and connect with customers who value social responsibility. As younger generations increasingly prioritize ethical, transparent brands that align with their values, it’s more important than ever to take a stand and raise awareness for social causes like women’s rights. 

Before launching your Women’s Day emails, it’s essential to understand the significance of this global event, which aims to celebrate women’s achievements, promote gender equality, and call for positive change. Check these three impactful Women’s Day email ideas to help you strengthen your email marketing strategy and engage with subscribers on this occasion.

Celebrate Women Valuable to Your Brand

There are many ways to honor IWD in your email marketing campaigns. Whether it’s highlighting your female founder or leaders or sharing the stories of your women-identifying staff members or customers.

For instance, this compression socks eCommerce brand shared an interview with its female founder. She discussed the challenges of being a female founder and offered advice on how to empower women. This email focuses on presenting the brand as a women-powered business that cares about women’s issues. It’s a great example of how a Women’s Day email can spotlight the women behind the brand and align with its core values.

Another example is this baby apparel brand that shared the story of one of its customers as a working mom. The brand used this story to show appreciation for the women who support them and highlight their product’s unique selling points. The email ends with a personalized message for each subscriber and a clear call to action to browse their latest releases.

Highlight Women Leaders and Activists

You can highlight women leaders and activists related to your industry or showcase the stories of women who have made an impact globally. End the email with a clear call to action to encourage your subscribers to celebrate with a special discount on their next order.

Take inspiration from this art store. They launched a Women’s Day sale and sent an email featuring three influential women from the art world across the centuries. We love that it highlights women’s stories and contributions to the art while being directly connected to the brand’s mission, values, and product. This nurturing email can also help to close sales by motivating people to support art created/inspired by women.

Another great example is this supplement store’s email campaign for Women’s History Month. The email highlighted the achievements of women’s fight for equality and acknowledged that there is still work to be done. The call to action was for the audience to reply and share the women who inspire them to move forward. Which ultimately helps to improve their deliverability and sender’s reputation.

Show Appreciation with Special Women’s Day Promos

Marketing rule number one: if a day is worth celebrating, it’s also worth selling. Promos are the most common content on Women’s Day emails. This is because they are great-performing and essential for brands looking to boost sales. You can offer a traditional sitewide sale, women’s collection discounts or show appreciation for female customers with giveaways or donations to women’s charities.

For example, this jewelry brand reminds its subscribers of what IWD stands for before presenting its offer and pushing on FOMO to increase sales.

This brand, on the other side, complements its promotional email with famous quotes from influential women to give it a special touch.

International Women’s Day provides an opportunity for brands to showcase their commitment to gender equality and connect with customers who value this cause. But for this to be successful, it’s crucial to select the right campaign idea. 

Need some help? Start planning your email marketing strategy with Hustler Marketing.

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1. Create and promote back-to-school bundles

According to Amazon keyword and sales data, pre-built back-to-school kits are rising in popularity. Creating this kind of bundle can help you sell back-to-school essentials. Even if you’re not a school-supplies brand, create bundles that make sense for your own brand and tie them up with the back-to-school season through copy and design.

Bundles for today’s market

Now that nearly all US public schools offer full-time in-person learning, items like backpacks, thermos, or lunch boxes are back into the back-to-school essentials list. This brand takes advantage of the current scenario and offers customizable packs that include those items in different styles, enticing parents to buy not one, but multiple products at once from them.

Use bundles for your back-to-school sales

Blendjet pushes its best-seller as a perfect back-to-school buddy by pairing it up with ready-to-blend smoothie packs. It’s both a bundle and a sale. It may not be the most common back-to-school essential, but the brand finds a way to tie it up really nicely with the season.

For one-product-focus stores, this is a great example of how to push sales for that unique best-selling product!

Make browsing and shopping easy-breeze

Although parents are shopping every year more and more through online retailers for the back-to-school season, one thing that they may be missing is the personal experience of shopping in a brick-and-mortar store. Physical stores have the advantage of providing personalized help to parents in order to find exactly what they’re looking for. Do your best to make the browsing and shopping experience personalized and smooth through email campaigns and prevent parents or students from experiencing even more stress. 

Create a back-to-school collection

Parents visit on average 2-3 stores when back-to-school shopping in order to find everything they need. Make sure they purchase everything they can from your own online store by creating a “Back-to-School Collection” to make it search-friendly and then promoting it through your email marketing. 

Not only you’ll increase your chances of selling multiple products, but you’ll help time-pressed parents easily browse through your school essentials.

Create personalized and more specific back-to-school collections

Parents are probably looking for back-to-school essentials for more than one kid, so let them know you have everything for their little ones and the older ones too by promoting more specific back-to-school collections. You can create them based on grade, age range, gender, product type, price range, etc.

There’s a before and after the school day

Back-to-school does not only mean, back–to classes. It also means back to your pre-school and/or post-school routine. Therefore, pretty much any brand, no matter what it sells, can come up with back-to-school email campaigns to boost sales during the season.

Back-to-school routines

If you are familiar with YouTube, you’ll know videos of influencers sharing their makeup routine for school are a popular type of video, especially during this season. If you have a makeup brand, then this is a must-have back-to-school email campaign. 

Curate your best sellers and promote them as back-to-school essentials!

Offer products in bulk

Anyone who goes to school, college, or work needs snacks to get through the day. What this brand does well is promoting buying snacks in bulk.

This is a great opportunity to also gather data from subscribers that buy from this type of campaign so you can send follow-up replenishment emails.

Get a good night’s sleep after school

As mentioned before, back to school comes with post-school routines. One of them, especially for parents with little kids is the sleep time routine. 

Getting kids to bed can get difficult. This brand created a campaign based on that pain point and offers parents a way to get kids excited about going to sleep during a school night.

Don’t forget about parents/guardians

Yes, back to school is mostly a “buy your kids everything they need” type of event. However, that doesn’t mean you can’t target parents directly. Moreover, talking directly to parents can be a great differentiator and can allow you to grab the attention of your subscriber in a sea of kids-related content.

The age group with the highest average planned back-to-school expenditure in the United is the one that gathers consumers between 25 and 44 years old. So if your brand’s main audience is between that range, then these back-to-school email campaigns are essential.

Back-to-school sales are a must

Families are adjusting to a full in-person back-to-school season and new levels of inflation, which affect consumer spending. Around 52% of US shoppers say they only buy products that are on sale. So if you can run sales without affecting your margins, then definitely go for it!

“Stock up” and “buy in bulk” are great angles for back-to-school email campaigns that can go along perfectly with your sales.  

Newsletters never fail

More than anything, shoppers are looking for value. Newsletters are a great way to continue to nurture your relationship with your audience by creating content that makes them feel your brand understands them and understands what they’re looking for during the back-to-school season.

Make it personal

If you want to use the “made by parents, for parents” angle (which can be really popular during this season), go for it, just make sure your copy is personal enough for people to actually create a bond with your brand. A letter from the founder or a personal story from a customer are great angles to exploit during the season.

The Why’s and the How’s

Provide solutions to back-to-school issues in your newsletters to bring value to your customers and give your own products a push in sales. Explain why to use your products and how to use them effectively. 

Ready to power up your back-to-school email strategy?

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