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Founded in 2017 by Albert Chow and Kenneth Mo, Silk & Snow set out to redefine what a premium sleep brand could be.
From the start, they stood apart in a crowded category by prioritizing transparency and local craftsmanship, designing and manufacturing products right in their hometown of Toronto.
Today, Silk & Snow has expanded beyond mattresses into a full line of bedding, furniture, and home essentials, and in 2023, the brand joined Sleep Country, Canadaâs largest mattress retailer.
But while their products promise comfort and quality, how well does that experience carry over into their emails?
Hereâs what youâll find in todayâs DTC:
đ¤ Optimizing Comfort: Silk & Snowâs Email Opportunity
Why delaying sends can cost you.
đą Owala To The Rescue!
Turning a horror story into a brand win.
Youâre reading this newsletter along with new subscribers from: Van Horlicks, Injinji, and Odd Bunch. đ

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đ Learn the four key strategies that separate resilient brands from reactive ones, and how leading businesses are scaling despite global uncertainty.
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đ¤ Fine-Tuning Flow Timing for Stronger Sleep-Brand Revenue
When your brand promise is comfort, every touchpoint should reflect that same calm confidence, including your emails.
For Canadian sleep brand Silk & Snow, their emails already introduce the brand with warmth and clarity. The biggest opportunity now lies in refining the timing of key flows like Welcome and Abandon Cart.
Arguably, these are two of the most critical automations in any DTC lifecycle strategy.
Below, the Pilothouse Email team highlights whatâs working well and where a few simple adjustments could make a meaningful impact.
đ¤ The Welcome Flow

The current Welcome flow design is calm, clean, and on-brand. Itâs a great reflection of Silk & Snowâs identity. One opportunity worth testing would be surfacing the discount incentive earlier in the journey.
Right now, new subscribers donât see an offer until they open the third welcome email, which appears three days after signing up.

Thatâs too long of a wait for shoppers who signed up specifically hoping for a deal.
By day three, some shoppers may have already shifted focus to another brand.
đ Pilothouse Tips:
â Lead with value early: Moving the $10 discount to the first Welcome email could help boost both list growth and first-time purchases.
Consider testing a subject line that highlights the offer. For example, âSnuggle In With $10 Offâ keeps brand warmth while communicating clear value.
â Show off product assortment: Silk & Snowâs catalog is strong and could take center stage across multiple touchpoints.
With mattresses, furniture, and bedding essentials, Silk & Snow could easily expand this into a 4â5 email Welcome series.
Each one could showcase a different product category and teach new subscribers about the brandâs extensive offerings.
Keep scrolling to hear about Silk & Snowâs abandoned cart flow! đ

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đ The Abandon Cart Flow

Silk & Snowâs Abandon Cart emails capture the brandâs cozy tone perfectly. The next opportunity is refining send timing to maximize purchase intent.
The first email currently triggers two days after a cart is left behind. That timing is most definitely on the later side compared to industry benchmarks.
And while subject lines like âReady to have your best nightâs sleep?â keep the tone on-brand, they may not immediately signal a cart reminder.
From a design standpoint, ensuring all visuals and CTAs function cleanly would reinforce Silk & Snowâs reputation for quality and care.
A clean, branded layout with a clear âReturn to Cartâ button builds trust and makes checkout feel effortless.
đ Pilothouse Tips:
â Move faster on abandoned cart triggers: The industry standard is around 20 minutes post-abandonment, with a follow-up 8 hours later. This is the moment of highest intent, and brands need to strike while the mattress is still warm.
â Use urgency copy: Subject lines like âReady to have your best nightâs sleepâ donât motivate customers to act. Instead, try urgency-driven language such as:
Subject: âYour Cart Is About To Expire!â
Preview: âDonât let a good nightâs sleep slip away.â
â Keep QA tight: Double-checking rendering, links, and copy ensures every email meets Silk & Snowâs high design standards.
â Add a funnel-flusher: Two abandonment emails just arenât enough. Add at least one more touchpoint to seal the deal. A funnel-flusher email should offer your strongest discount and is the final nudge that can recover customers right at the finish line.
⨠Conclusion
Silk & Snowâs brand is built on carefully curated comfort. Their email automations should feel just as thoughtfully designed.
Timely, warm, and rewarding.
These are small, strategic shifts that could turn already-strong flows into consistent revenue drivers.
Because when your promise is âbetter sleep,â your email flows should feel just as restorative and high performing as the product itself.
TikTok user @binoymusic recently went viral after sharing a wild storytime about fending off two intruders trying to break into his LA home using none other than⌠his Owala water bottle.
The video has since racked up almost 10M views, and while the dented bottle became an instant talking point, Owalaâs response stole the show.
Within days, the brand sent a PR package featuring replacement bottles tucked inside a black safe labeled âSipcurityâ.
The response was the perfect blend of humor, empathy, and brand awareness, turning a scary viral moment into a clever marketing opportunity.
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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.
