It’s Monday!
After a brief U.S. blackout, TikTok’s up and running again, with ads rolling and creators back in action. It’s a win for marketers, but the app’s rocky ride isn’t over yet.
As wildfires recede, LA brands face tough choices
As Los Angeles begins recovering from devastating wildfires that claimed 27 lives and displaced thousands, the city’s fashion and beauty brands are navigating their next steps. With operations disrupted and stores damaged, local businesses are balancing aid efforts with plans to rebuild and resume.
Relief in action
LA’s iconic brands are stepping up to support their communities. Free People launched its Free Shop in Santa Monica, distributing clothing and essentials, while Alo handed out 20,000 care kits and donated to organizations like Baby2Baby and the LA Fire Department. Lululemon offered $200 gift cards to impacted customers, and smaller brands, like Sugared + Bronzed, secured hotel accommodations for displaced residents and employees.
“We’re here for the community,” said Free People’s Courtney Weis. “This is about more than business—it’s about helping our neighbors.”
Balancing aid and operations
Many brands, including Free People and MeUndies, have shifted employees to remote work. Marketing in Southern California has been paused by some, with Weis explaining that promotional texts and emails felt inappropriate amid evacuation alerts.
For smaller brands, the future remains uncertain. Artisan Lisa Neville, who lost major clients in the fires, expressed concern about rebuilding in a hard-hit market. “I just pray everyone stays safe,” she said.
Rebuilding the industry
As fires wane, brands are grappling with when to resume operations. Free People is relocating affected staff and reassessing damaged locations, while global operations and e-commerce keep the business running. Weis noted the company’s commitment to finding roles for displaced employees, even if stores close permanently.
The response from LA’s fashion and beauty community highlights resilience and solidarity. With recovery efforts still underway, brands are showing that supporting their city is as vital as rebuilding their own businesses.
This isn’t your average report!
Omnisend analyzed 23+ billion emails to bring you everything from usual opens and clicks to the quirkiest and cheesiest insights that marketers can’t resist.
And while the boring part of the ecommerce email marketing report simmers, let’s jump into Year in Email | The Fun Edition!
Here is what inside:
Top 10 most-used emojis (Is it time to mix things up?)
Most mentioned artists (Tailor, Dra
ke, or Beyonce–who ruled?)
Cats, dogs… or chickens? The ultimate inbox animal showdown
The TV shows, movies, and sports that marketers couldn’t stop mentioning
Overused marketing phrases, “oops” moments, and so much more
Need a break from the usual marketing grind? You’re in the right place—this recap is as fun as it is insightful.
See how 2024 shaped email and what’s in store for 2025.
How Rothy’s turns customers into a secret weapon
Rothy’s, the brand transforming plastic waste into stylish shoes and bags, knows the power of listening. When their clog became a hit, customers demanded more colors, materials, and sizes. The result? A men’s clog launched last November that’s already a bestseller.
For Rothy’s, customer feedback isn’t just noise—it’s strategy. “Customers talk, we listen, and that fuels the business,” said CMO Jamie Gersch.
Their community focus goes beyond sales. On National Recycling Day, a bottle exchange at their Nolita store drew lines at 4:30 a.m., showing how Rothy’s keeps fans engaged by aligning with their eco-friendly values.
By treating its audience like a focus group, Rothy’s keeps evolving, proving that listening isn’t just good—it’s great business.
TikTok isn’t dead—yet. But with its future hanging by a thread, brands are playing it smart and diversifying their strategies. GuruNanda, the oral care brand behind TikTok Shop’s top-selling Coconut and Peppermint Pulling Oil, knows this game all too well. After raking in nearly $1 million in a single day on TikTok Shop, founder and CEO Puneet Nanda is prepping for whatever comes next.
Why TikTok is GuruNanda’s MVP
TikTok’s magic? It’s all about that impulsive shopping vibe. With 99.5% of GuruNanda’s TikTok followers based in the U.S., it’s the ultimate playground for sales. “No one else offers the same ease of doing business—press a button, and it’s done,” Nanda said. That simplicity turned a niche Ayurvedic product into a viral sensation, with TikTok Shop driving most of the brand’s revenue.
Building PLAN B (and C, D, and E)
Nanda’s hopeful TikTok sticks around but isn’t taking chances:
Instagram: 50,000 followers, but the vibes don’t match TikTok’s energy.
YouTube: A solid 370,000 followers, but conversions? Meh. It’s harder to turn global views into U.S. sales.
New frontiers: Experimenting with platforms like Lemon8, WhatNot, Flip, and even China’s Red Book. Each holds promise, but none replicate TikTok’s seamless “see it, buy it” flow.
Who’s ready to fill TikTok’s shoes?
Nanda’s betting platforms like Instagram and YouTube will eventually clone TikTok’s algorithm and shopping tools. “Mark Zuckerberg will figure it out,” he quipped, adding that while TikTok’s impulsive shopping vibe is unmatched, competition isn’t far behind.
“Starting over? Bring it on.”
For Nanda, the looming TikTok drama is just another challenge to tackle. “If I have to start back from zero, it won’t make me sad for even a minute. I don’t take defeat,” he said, embodying the entrepreneurial grit that’s powered his brand’s rise.
GuruNanda’s story is a blueprint for brands navigating uncertainty. Diversify, experiment, and stay scrappy—because in the ever-changing world of social commerce, adaptability is everything.
Today’s top stories
Instagram is launching a CapCut rival called Edits, as it ramps up tools for creators amid ByteDance's U.S. app shutdown drama.
Instagram’s latest update shakes up profile layouts with vertical-aligned grids, taking another cue from TikTok.
