Anyone who’s worked in eCommerce knows the feeling: one late delivery cycle, a few loud complaints, and suddenly your review score nosedives. It doesn’t take long for reputation damage to ripple across channels, especially on platforms like Trustpilot.

But here’s the good news: you don’t have to wait months to recover. With the right strategy, you can engineer a comeback in a matter of hours. One sportswear brand recently did just that, climbing from a 3.1 to 4.3 Trustpilot rating in under 5 hours.

Let’s walk through what worked and what you can learn from it.

Why Review Scores Drop So Fast (And Recover So Slowly)

Most customers don’t leave reviews, unless something goes wrong. That means review platforms are inherently biased toward negativity, unless you actively rebalance the scale.

During Black Friday/Cyber Monday, one fast-growing sportswear brand ran into fulfillment issues. The fallout was immediate: their Trustpilot score fell from 4.3 to 3.1 almost overnight.

They’d tried review collection before, including quarterly campaigns aligned with dates like “Get to Know Your Customer Day”. But nothing moved the needle. To fix a real-time problem, they needed a real-time solution.

The Turnaround Strategy: Incentive + Urgency

This brand didn’t just ask for reviews. They gave people a reason to act—fast.

Step 1: SMS Blast with an Irresistible Offer

They launched a “Review & Win” campaign with a simple mechanic: the first 100 reviewers would get a free product.

The SMS went out at 2PM. Within 15 minutes, they had over 1,000 five-star reviews. The Trustpilot score jumped by 1.2 points before the end of the day.

Key to success:

• Direct, action-oriented CTA: The SMS message included a no-nonsense call to action that linked users straight to Trustpilot. This eliminated guesswork and guiding recipients to the exact next step.
• Urgent, value-driven incentive: By offering a free product to the first 100 reviewers, the brand created immediate motivation. The time sensitivity added a competitive edge that drove instant participation.
• Frictionless user experience: The campaign minimized clicks, forms, and distractions, making it incredibly easy for customers to respond in seconds, not minutes.

Start your “Review & Win” SMS campaign today. Book a free strategy call now!

Step 2: Email Follow-Up to Sustain Momentum

Next, they sent a plain-text email to the same segment. It featured an embedded five-star image: clicking 4-5 stars led to Trustpilot, while 1-3 stars routed customers to a private internal feedback form.

This move protected the public review score while capturing constructive feedback behind the scenes.

Step 3: Smart Feedback Routing

By sending unhappy customers to an internal form, the brand:

• Reduced the risk of further public backlash: By routing lower-star feedback to a private internal survey, the brand protected its Trustpilot score while still addressing customer concerns behind the scenes.
• Unlocked valuable operational insights: The internal feedback captured recurring pain points—like shipping delays or sizing issues, offering concrete data the team could act on to improve future customer experiences.
• Rebuilt trust by acknowledging frustrations: Even unhappy customers felt seen, thanks to a thoughtful feedback path that invited them to share their experience without being dismissed or funneled into a generic review request.

What You Can Do To Improve Your TrustPilot Rating

You don’t need a massive budget or team to run a similar campaign. Here’s how to adapt the playbook:

• Pair speed with clarity: SMS works best for immediate action. Keep it short, link directly to the review platform, and use first-person tone.
• Use micro-incentives: You don’t need to give away 100 items. Even 10 can create urgency, especially if the offer is framed as “for the first few.”
• Segment smartly: Send to your most loyal or recent buyers to maximize the likelihood of a positive response.
• Route feedback by sentiment: If you use stars in your emails, create different landing pages for 1-3 vs. 4-5 stars. This balances transparency with brand protection.

Real Results, Real Fast

This campaign delivered:

• +1.2 increase in Trustpilot score (3.1 to 4.3 in 5 hours)
• Over 1,000 5-star reviews in 15 minutes
• Massive brand sentiment shift during a vulnerable time

Not only did the strategy work, it helped rebuild trust and re-engage a community that felt neglected after fulfillment delays.

Your Brand’s Reputation Is Fixable

You don’t have to wait for the next holiday cycle to rebuild your score. You just need the right mix of incentive, timing, and message.

If negative reviews have you feeling stuck, it’s time to take back control.

Let’s build your bounce-back plan.

Book a call with our team and turn reviews into a growth lever, not a liability.

Between firework emojis, red-white-and-blue overlays, and canva-collaged sales blasts, it’s easy to get swept up in the cliché.

At Hustler Marketing, we believe good email marketing isn’t about chasing trends. It’s about building relevance, connection, and revenue, even in the slowest sales season.

So here’s our shortlist of July email marketing campaign themes. No fluff, just smart angles built for eCommerce brands that want to show up with meaning.

1. July 4th: Culture, Not Just Commerce

Independence Day is a high-visibility moment, but a risky one. Audiences are more media-savvy than ever. They can spot a performative “patriotism” email from a mile away.

Instead of going full caps-lock with “FINAL FIREWORK DEALS,” consider:

• Putting customers front and center: Feature stories or UGC from your community that highlight what independence means to them. Think family-owned businesses, solopreneurs, or everyday rituals of freedom and self-expression.
• Curating a holiday essentials guide: Instead of discounts, curate a mini digital magazine featuring bestsellers for long weekends: think picnic picks, travel must-haves, or gear for grilling season.
• Keeping it personal: Share how your team celebrates the holiday. It adds warmth and transparency, and gives people a reason to feel connected.

Tip: If your brand isn’t U.S.-based, use this moment to spotlight your local traditions or creators. The point isn’t fireworks. It’s cultural authenticity.

2. The Summer Slowdown: Campaigns That Stretch

Let’s face it: July can feel like a sleepy month in eCommerce. Conversions dip, people are away, and inboxes are full of brands saying the same thing.

But this is precisely when you can stand out — if you’re willing to zag.

• Tell a story that unfolds over time: Try a 3-part series: “Summer Diaries,” “Behind the Brand,” or “How it’s Made.” Use it to build loyalty, not just CTRs.
• Run a “slow sale”: Instead of 24-hour flash deals, consider week-long specials with rotating offers. Think soft urgency, not hard pressure.
• Leverage summer boredom: Your audience may be more willing to click into thoughtful, beautifully designed emails when they’re half-checked out at their Airbnb. Don’t waste that attention.

Think less heat wave and more heat glow.

3. Heat-Proof Your Value Prop: Align with the Weather

July’s heat can be reframed as a lifestyle need. Show your audience how your products help them feel cooler, more relaxed, more equipped.

• Reposition existing products: A blanket becomes a beach mat. A candle becomes a patio vibe. A hoodie becomes “bonfire core.” Don’t sell new — sell better.
• Focus on sensory language: “Lightweight,” “breathable,” “cooling,” “sun-drenched,” “refreshing” — copy that feels like a breeze wins in July.
• Create content around experience: Showcase real-life use cases like “How our team stays chill” or “3 ways to use ___ during the hottest month of the year.”

If you can’t beat the heat, brand around it.

Are you searching for the best email marketing agency to boost your ROI? Let’s talk – Book a call now!

4. Christmas in July: If You’re Going to Do It, Do It Well

This old-school retail trope has made a comeback — but it needs a refresh to work for digital brands.

Instead of going full-on tinsel and sleigh bells, brands are finding new ways to tap into the feeling of festive fun — without the cringe. Case in point:

Here’s what makes this email smart:

• Visual parody that lands: The email uses Christmas tropes (pine garlands, candy canes, icy fonts), but plays them up in a tongue-in-cheek, self-aware way that suits their brand’s irreverent tone.
• Clear, repeatable offer: 20% off all tees, with a memorable code and clear expiry. It’s easy to use and drives urgency without shouting.
• Segmented pitch: The email calls out men’s, women’s, and kids’ options in distinct sections, making it feel more tailored and less generic.
• Positioning that justifies the theme: Rather than jumping on “Christmas in July” as a gimmick, they explain their logic (“we love Christmas so much, we think it should happen twice a year”), which gives the whole campaign a cheeky, branded reason to exist.

Takeaway: If you’re going festive, lean into your brand tone. Be clever. Be cohesive. And above all — make sure it earns its spot in your subscriber’s inbox.

5. Halfway Through Summer: Reflect, Reframe, Reconnect

We’re deep into summer. And there’s still time to course-correct. July is ideal for checking in with your audience, sharing progress, and shaping what’s next.

• Share internal reflections: Your wins, lessons, goals. Show your audience you’re growing, too.
• Make subscribers feel part of the journey: Run a “State of the Brand” email. Ask for opinions. Feature reviews. Let customers know they’re shaping what’s next.
• Offer small thank-yous: Surprise-and-delight gifts, exclusive previews, or even personal founder notes.

The goal: Build intimacy while the competition goes quiet.

July Email Marketing That’s Cool, Not Cold

July isn’t just a holiday month. It’s a creative playground: a moment where slower sales open the door to sharper storytelling and better audience relationships.

Whether you’re leaning into culture, reframing value, or slowing down to listen — email is the perfect channel to stay top of mind without burning out your list.

Want help crafting July emails that actually perform?

Let’s build campaigns your subscribers want to open.

Keep reading for insights on how email automation can protect revenue through this uncertain period.

This article is part 1 of 6 in our Tariff Survival Guide for eCommerce Marketers.

• Part 2: Email Campaigns That Convert
• Part 3: Email Deliverability & Email List Hygiene
• Part 4: Email Segmentation
• Part 5: Email Design & Email Copywriting
• Part 6: Customer Loyalty Programs

Key Takeaways

• Tariffs are creating friction for eCommerce businesses: products are costing more, and taking longer to ship.
• Email automation is key to mitigating the impact by strengthening trust and keeping sales consistent.
• Focus on essential email automation flows: Welcome. Abandoned Cart, Shipping Delay, Back-in-Stock, Post-Purchase to cover the whole customer journey.

What Can eCommerce Stores Do About Tariffs?

With tariffs back in the news and supply chain disruptions causing headaches for eCommerce businesses, it’s safe to say everyone is feeling the pressure. Product costs are rising, and delays are holding inventory up. Customers are also more sensitive to change than usual.

It’s a lot, and it probably feels that way. The good news for eCommerce marketers is that there are a few critical levers you can pull, especially when it comes to how you connect with your customers.

Strengthen Trust & Loyalty With Intelligent Email Automations and Flows

The market is rocky. Customers know that, and right now, they’re looking for consistency. With prices trending upward almost everywhere,

• If you’ve increased prices, have you been transparent about it?
• Did you communicate clearly to keep people in the loop?
• Are you making the shopping experience easy, and minimizing the impact of delays for customers?

Brands who show up for their customers now will earn loyalty that lasts beyond any (hopefully temporary) turbulence.

It’s also time to double down on whatever brought them to your brand to begin with. That’s bigger than price. And in some cases, it’s even bigger than your product. It’s about how you’ve made them feel, and how well you can keep hitting the right notes to keep them coming back.

Let Email Automation Do the Heavy Lifting

With so many variables in play, eCommerce brands need all the help they can get. An email automation delivers in spades, especially when the sailing isn’t smooth.

With the right email workflow automation in place, you really can have it all:

• Keep your brand top-of-mine.
• Nurture trust among your most valuable customers.
• Expand your list and drive sales to soften the impact of price hikes.

In this article, we’re breaking down the essential automated email campaigns you should prioritize protect you customer experience and your revenue, even (and especially) when you’re thrown a curveball like historic changes in tariffs.

The Email Automation Flows That Keep Revenue…Flowing (Even When Prices Go Up)

1: The Welcome Flow

What’s the point of this email automation?

Your welcome email flow is the first and most important opportunity you get to roll out the red carpet. It’s a series of emails that greet new subscribers and introduce them to your brand.

First impressions are always everything. But right now, they’re extra everything. In more certain times, you can afford to be a little brand-centric in your welcome flow. But right now, you need customers to feel like they’re getting real value, right from the start. You want to keep their minds on value, and off things like pricing jitters or concerns about shipping. This might call for some adjustments to your messaging and design.

How to structure a high-converting welcome email flow

• Email 1: A warm welcome (obviously), plus some follow-up if you offered something in a popup. The goal here isn’t necessarily to talk about your brand, but let readers know they’re in good hands (and prove it).
• Email 2: Readers who open this one are interested in learning more. Now’s the time to spotlight what sets you apart. Talk about your quality, your values. Whatever your strong suit is, make it shine here.
• Email 3: Set clear expectations around shipping times, especially if you’re expecting delays. If you have to deliver this kind of bad news, it’s best to do it early, and do it transparently.

Personalization matters, too. Tailor these emails as much as you can based on user behavior and preferences. But even more importantly, you should aim to remove any uncertainty the reader may have had before subscribing.

Tweaking your welcome flow can improve email revenue by 1563%. Get our welcome flow deep dive to find out how.

2: The Abandoned Cart Flow

Why this email automation belongs on the essential list

Carts get abandoned. A well-crafted abandoned cart email automation wins them back. This series is an event-based email automation that triggers when a customer loads up their cart, and then ghosts.

You can expect that to happen more than usual at the moment: tariffs and supply chain hiccups are causing major buyer hesitation. That makes getting your abandoned cart email flow in ship shape should be high up on your priority list.

What an effective abandoned cart flow looks like

• Email 1: A reminder, but not a nag. The usual messaging about “forgetting” the cart may be a little less relevant right now. Instead, focus on value and urgency.
• Email 2: Bring in some social proof to nudge readers back to checkout. Pick some great reviews or UGC to feature. It’s a good idea to pick examples where customers explain why they’re happy. In other words, real-world problem solving is worth more than the 5-star widget.
• Email 3: This is an ideal place to throw in a limited-time bonus or discount. This is standard practice anyway, but in 2025 it’s a no-brainer.

Is your abandoned cart email flow recovering revenue? Find out how to net 6% or more with intelligent, engaging email automation that brings customers back to checkout.

3: The Shipping Delay Flow

An email automation that gives your readers full transparency

Shipping delays damage trust. But unexpected shipping delays damage it beyond repair. This flow is a good way to keep your customers in the loop, so they don’t get any nasty surprises after purchasing.

Proactive, honest updates show your customers that you respect their time (and their money). Brands who make this effort will have a much greater chance of riding out tariff-induced uncertainty with their lists in good shape.

Building a shipping delay email flow that leaves customers curious, not irritated

• Email 1: Break the news. Be upfront about the delay, and share an updated timeline.
• Email 2: A sincere apology, perhaps pairs with a little perk (free or discounted shipping, bonus points, or some other value add).
• Email 3: Confirm once the order ships, and give detailed tracking information for peace of mind.

4: The Back in Stock Flow

Inviting customers to get it before it’s gone (again)

One of the very few silver linings of supply chain chaos is that it reminds customers that they can’t take their favorite products for granted. Hearing that something is back in stock is more compelling when you’re not sure when it will be back again. Capitalize on that with an email automation that alerts customers when out-of-stock products are back and ready to ship.

Back-in-Stock alert can be a golden ticket to recover lost sales. Plus, you’re reaching out to people who already wanted what you’re selling, a (relatively) easy win.

How to craft back in stock email flows that don’t sound gimmicky

• Email 1: Announce the big news, but don’t spend too much email space telling a story about the product. The point here is scarcity and urgency. Make the CTA stand out.
• Email 2: Remind subscribers who have purchased the product in the past why they loved it in the first place. Emphasize benefits, don’t dwell on features.
• Email 3: Urgency is key here. Tell readers that stock is limited (as long as that’s true).

Segment your audience based on product interest to make these alerts hyper-relevant and more effective.

Get our full guide to setting up back in stock emails using Klaviyo flows.

The Post-Purchase Flow

Preserving purchase momentum by letting customers know they’re more than a number

This email automation flow keeps the conversation going after the sale. You want customers who read this to see that you actually value their business. It’s also an opportunity to present more products that align with their interests and increase CLV.

Post-purchase emails that keep buyers coming back for more

• Email 1: Short and sweet. This should be a heartfelt thank you, with a confirmation of order details.
• Email 2: Smart recommendations for complementary products, refills or upgrades.
• Email 3: A gentle review request, or an invite to join your loyalty program.

The emails in this flow don’t need to be long. But they do need to make an impact. Customers who open them should feel reassured, then excited, then a desire to share their experience (even if that comes from a little incentive).

Email Automation: Your Tariff-Time Lifeline

We’ve helped eCommerce brands successfully adjust their email marketing automation strategies to handle uncertain times.

If you’re looking to tighten up your email workflow automation, recover abandoned carts, or master integrating email automation with CRM systems, we’ve got you.

Talk to an email automation expert to protect your retention revenue.

In the next chapter of our series, we’ll dive into Campaigns That Convert When Costs Go Up: email strategies that focus on turning tariff-driven cost hikes into revenue-generating opportunities.

In this article, we’re taking a deep dive into text only emails:

• What they are, and why they work.
• A plain text email case study.
• Plain text email tips and best practices.

Do Plain Text Emails Really Have a Place in eCommerce Email Marketing?

A plain text email is exactly what it sounds like: no images, no GIFs, no buttons. Also known as “text only”, these emails are simple and straightforward. In the right hands, plain text emails can do wonders for eCommerce store revenue.

The reason is simple. There is something intimate and personal about email as a communication channel. Emails feel like a one-to-one interaction, unlike, say, videos. Plain text emails amplify this effect. They can even bring up to 51% more clicks, under the right circumstances.

These emails are also cost effective and easy to produce. And because they’re light on design elements, they’re easy to read on mobile. That’s perfect for urgent or short communication, like apology emails or personalized offers.

Bonus Points for Deliverability

Another benefit of using plain text emails is the impact on deliverability. Because they have no code or special elements, these messages are less likely to trigger the spam filter or land in the promotions tab, helping deliverability and domain reputation.

Plain Text Email Brings 3X Campaign Revenue for Online Sports Retailer

In July 2023, one of our longstanding sports brands had an interesting problem. Open rates were healthy, but click rates had slumped to an average 0.42% for a few consecutive weeks. Campaigns were generating $3500 on average.

So, they had a great product, a loyal community, and decent revenue. But the Hustler Marketing team knew they could do even better.

The Account Manager responsible for the store decided to experiment with plain text emails. The team crafted a short, direct plain text email with one of the store’s most common discount offers.

There wasn’t anything remarkable about the offer itself – the store regularly offered subscriber discounts like this. But the team thought that putting it in a plain text email could boost lagging click rates.

Emails were scheduled for Sunday afternoon in the recipients’ time zones. This was a calculated risk. In low-competition periods like Sunday afternoon, it’s more likely that readers will open your email. But, it can also irritate them. The Hustler Marketing team took this decision in light of their deep knowledge of the store’s audience.

After carefully segmenting that audience, they hit the send button.

The Results: 300% Boost to Campaign Revenue

The first plain text campaign earned $4550, a 30% increase over the average.

Two weekends later, they repeated the experiment using the same offer. This time, revenue soared to almost $11,000.

The experiment had paid off. With the help of Hustler Marketing team, the brand had discovered a way to bring variety their email marketing strategy and engage certain segments of their audience in a more effective way.

Plain Text Email Best Practices for eCommerce Email Marketing

So how did the team achieve these results using such a simple tool? Let’s explore some strategies for effective text-based campaigns.

If you’re using Klaviyo, it’s pretty simple to set up a plain text email using the platform’s intuitive controls.

But before you hit send, make sure your email has these elements:

Get your list segmentation right: make sure you’re targeting the right email addresses. For example, it’s a good idea to exclude people who have already made a recent purchase.

Add a personal touch: consider signing off with the name of the store owner. You can even use this in the subject line. Make readers feel like you’re communicating directly with them.

Keep it simple: emails should always be easy to read. Make sure the copy is clear, with a straightforward offer that the reader can easily understand. Provide a link and clear call to action.

Make it look good: it’s important to present the email well. Use a font that makes sense for your brand. You can also emphasize important information with colors and different font sizes, and bullet points for an easy read.

Pick the right time to send: as we saw earlier, send time really matter. You may need to A/B test to identify the best day and time. This comes down to understanding the audience and researching their preferences and behaviors.

What Not do Do: Common Plain Text Email Mistakes

You may be worries that sending messages in plain text could make your brand look unprofessional. That’s a legitimate concern.

To avoid compromising your brand image, keep these factors in mind:

• Don’t use plain text for campaigns with many product showcases. For a multi-product showcase, product images are important, so it’s better to go with a designed template.
• Be very clear about the purpose of the email. You don’t want the reader to think that something has gone wrong with your emails. They must understand exactly why you’re communicating in this way.
• Take a consultative approach with your team. Consider testing different text lengths and tonalities to figure out what will work best for your audience. Let your copywriters take the lead here.

Plain Text Email Success: the Right Message, at the Right Time

Knowing how and when to use plain text in email marketing takes experience and deep knowledge of a brand’s audience.

At Hustler Marketing, each Account Manager leads a multi-disciplinary team of email marketing professionals. This pool of world-class talent provides the agility and flexibility it takes to identify and exploit email revenue opportunities.

Check out our case studies to learn more about our solution-oriented approach to eCommerce email challenges. 

Let me tell you if you don’t have a Winback Flow right now you are losing on a lot of potential revenue.

We have already implemented this Flow for our clients and the results speak for themselves.

Let’s share some numbers:

*These are general retail trends of 2019*

• Acquiring a new customer can cost five times more than retaining an existing customer. ?
• Increasing customer retention by 5% can increase profits from 25-95%. ?
• The success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a new customer is 5-20%. ?
• Repeat customers spend 33 percent more than new customers. ?

We all know how expensive are Facebook ads, so if you can sell to a customer that you already acquired you can really increase your profit margins.

But let’s dive in the practical advice on how to make the perfect Winback Flow:

? As a rule of thumb across all e-commerce, If someone doesn’t make a second purchase after 60 days, they are pretty much lost. So you want to save that sale.

? When someone places an order we include them in the Winback Flow only if they haven’t placed an order in the last 60 days.

? Basically, they have been getting the campaigns that we send to our list and they have been getting the post-purchase sequence. They got all that good stuff and they still didn’t make a second purchase in the last 60 days.

? By now we already nurtured them with content and great value. They already have a feel of our company and our mission, now they only need to be pushed a bit to buy again.

? That’s why we put them in a discount ladder. So, basically, it’s a Winback campaign combined with a discount ladder. This results in significant profits.

The Winback Flow structure:

3 emails:

Email #1: 20% off Offer – (60 Days after the first purchase)

The discount can vary. But you want to give an incentive to make that purchase.

Email #2: 20% off Last Chance – (62 Days after the first purchase)

This will be sent to people that didn’t buy from Email #1. Add some scarcity and say that’s the last chance to use the discount.

Email #3: 30% off Offer – (90 Days after the first purchase)

We give a bigger discount to people that didn’t buy from Email #1 and #2. So the discount ladder is complete.

And notice that this is all revenue that would have been lost If I didn’t implement the Winback Flow.

Tips that will help:

• Always use deadlines ⌚

• Ask for the sale ?

If you don’t ask people to buy, they won’t buy. You have to offer a discount and you have to say: “Check this out. I want you to purchase from me. We got the best product.” You need to tell why they have to buy from you and you have to ask for that sale.

Hope this was helpful. If you implement this simple flow you will see a significant increase in your profits $$$.

Ettore Bellò, Hustler Marketing