DTC864: Nami Matcha Tech Stack, Fashion Email Designs, and Beats x MadHappy Collab

Good morning, 

Here’s what you’ll find in today’s DTC:

🍵 Managing the Matcha Craze
Apps this drink brand uses to keep up with demand.

📧 Minimalist vs. Maximalist Emails
What each design style means for performance.

🚨 Daily Tariff Update
Trade deals with Japan, the Philippines, and Indonesia.  

🎶 Beats x MadHappy CollabHow this fun partnership is generating major noise. 

You’re reading this newsletter along with new subscribers from: ScienceOS AI, UAINE Candles, and Superfine Kitchen. 👋

📈 What If You Could Transform Your Brand’s Growth In Just Two Days?

🤔 If only there were an immersive, 2-day event dedicated to growing B2C businesses that included expert-led sessions on topics like:

• Using AI to power smarter marketing
• Squashing churn with RFM analysis 
• The only CRM built for B2C
• Converting service into a growth channel
• Executing your best BFCM yet


Enter Klaviyo. 🧞‍♂️ Your wish is their command. 🧞‍♂️ 

👏 Announcing K:BOS 2025—the can’t-miss B2C event of the year - curated to deliver the latest trends, cutting-edge tools, and actionable tactics to empower brands like yours to grow exponentially. 



👉 Join Klaviyo on September 25-26 at Hynes Convention Center in Boston, but first, register today. 

Special Launch Pricing expires August 1.

Plus, K:BOS is sponsored by Shopify and TikTok, and big-name brands like Princess Polly, Filson, and Loop will be in attendance.

You in?

🍵 How Nami Is Handling The Matcha Craze With These Shopify Apps 

Matcha has become one of the most sought-after ingredients of the year and entrepreneurs are capitalizing on the craze by launching their own matcha brands to meet global demand.

One standout: Nami Matcha, founded by YouTube creator Ashley Alexander. 

The brand sells ceremonial-grade matcha and tools tailored for a Gen Z audience, and it’s paying off. .

Here’s how Ashley set the drink brand up for success and continues to drive revenue growth:

1️⃣ Preorder Globo | Back In Stock:

Expecting high demand on launch day, Nami Matcha installed Preorder Globo to handle potential stockouts. 

With a limited product assortment, running out was a real possibility.

By enabling preorders, the brand avoided lost sales once inventory sold out and gained valuable data to forecast demand and plan smarter restocks with its manufacturer.

2️⃣ OrderEditing.com:

This self-service app lets customers edit their orders after checkout. Customers can add, remove, or swap products without contacting support.

It also presents personalized upsell recommendations, encouraging customers to increase their basket size.

3️⃣ Appstle Loyalty Program:

To turn one-time customers into repeat buyers, Nami Matcha uses Appstle’s loyalty program and features the widget on its homepage to drive sign-ups.

Customers earn points that can be redeemed for discounts or perks, which keeps them engaged and excited to interact with the brand. 

Want us to spy on another brand? Hit reply and let us know!

🚀 This One Change Can Supercharge Your Campaigns 

More ways to connect with your customers can mean more ways to miss them, too. 

When channels don’t work together, it’s easy for messages to get lost in the crowd. 

But in the Klaviyo Omniverse, everything works in sync. 

• 📩 Campaigns across email and SMS
• 👀 RCS carousels that drive clicks
• ✨ Push notifications that grab attention
• 💬 And WhatsApp marketing that reaches billions of customers around the world. 

➡️ Add real-time customer data and AI to personalize the right messages on the right channels, and it’s easy to make every campaign—and every moment—count. 

All in one unified platform. 💥

Use strict naming conventions in your campaigns and ads. Include key details like objective, audience, placement, creative type, and date. 

Clear, consistent naming makes granular data analysis easier later, helping you spot what’s working faster and scale smarter!

Looking for an omnichannel agency to help scale your brand? Click here.

📦 Your Daily Tariff Check-In

Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know. 

July 23, 2025 update:

• U.S. and Japan Reach A Trade Deal
  
  • The U.S. sets a 15% tariff on Japanese auto and other imports, down from the previously 25–27.5% tariff for autos and 25% for other goods.
    
  • The deal includes a $550 billion investment package in U.S. sectors such as semiconductors, autos, energy, and steel.

U.S. And Philippines Agreement

• At a Washington meeting, Trump and Philippine President Marcos agreed to a 19% tariff on Philippine exports to the U.S., with U.S. exports being exempt from tariffs. The new rate replaces the earlier 17–20% proposal.

• Indonesia and U.S. Framework Deal
  
  • The U.S. finalized a reciprocal agreement with Indonesia at a 19% tariff level, and Indonesia agreed to eliminate tariffs on more than 99% of U.S. goods.

🎧 Why Fashion Brand Emails All Look the Same And How to Stand Out

In this episode of the World’s Best Email and Retention Podcast, Pilothouse’s Jordan Gordon breaks down why so many luxury and fashion brand emails use the exact same minimalist template and why that’s a wasted opportunity for real brand building.

‍Jordan unpacks what’s really driving these design choices, from organizational silos to misplaced focus on CTR over brand impact, and shares how smaller DTC brands can leverage their creative freedom for a real inbox advantage.

In this episode, we dive into:

• Why Minimalism Rules the Inbox: Big brands default to the same white-background, transparent CTA template to avoid risk, reduce feedback loops, and cut costs.
  
  “Brands pay for consistency, not complexity.”
  
  
• Emails Should Build Brand, Not Just Drive Clicks: Most fashion emails miss the real purpose of campaign emails—long-term brand impression and customer retention.
  
  “The campaign portion of your email program should not be thought of as the revenue-driving portion. It’s to drive impressions.”
  
  
• Maximalism as an Inbox Differentiator: Why brands like NBA push huge, multi-section emails that draw users into their ecosystem—and how smaller brands can apply the same mindset.
  
  “Look what other brands are doing. Look at the beauty they’re adding to the inbox. Every email is a unique work of art.”
  
  
• How to Build a Real Brand Through Email: Tactical steps including hiring a good designer, investing in original photography, building flexible Figma templates, and curating a consistent palette and font.
  
  “You make that commitment: I want to stand out in the inbox.”
  
  
• Why Small Brands Have the Advantage: Unlike slow-moving legacy brands, DTC brands can take bold creative risks and win consumer attention through unique, high-effort email designs.
  
  “The ironic thing is you get the most beautiful emails from the smaller brands because they can be brave, they can be bold, and they can think different.”
  

👉 Listen to the full episode with Jordan here.

🤝 You’re invited to the B2C event of the year, K:BOS. Join Klaviyo on September 25-26, 2025 for hands-on training, tactical education, and thought leadership to supercharge your growth. Register now. *

Screenshot via @madhappy / Instagram

Beats collaborates with MadHappy and introduces two new exclusive polka dot inspired speakers and headphones. 

The products are already generating a ton of buzz on social media with users praising the unique designs. 

Can't view the image? Click here

📥 Got a B2B Biz? 

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

Have you heard our latest podcasts?

• 🍷 Maker Wine’s Strategy: How The Canned Wine Brand Grew
• 😀 AKNF 526: Ad-venturous Preview 
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• ❌ TWBERP 41: List Growth, Spam Flags, and What Actually Works
• 🚴 Re-acquisition Story: Revel Bikes Founder Buys Back Brand 
• 💡 AKNF 522: How To Strategically Win a 4 Day Prime on Amazon

Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.