Marketing With Laryssa · 2026-08-03 · 41 min
Cody Cessna almost didn't do email marketing at all. He told me straight up he didn't want to be the brand that annoys people and gets unsubscribed. And honestly, that instinct made our job harder - because we had to build in more restraint and intention than we might have with another brand. But he came around, and it's actually paying off. Cody is the founder of COE, a brand built for the active and working man who needs eyewear that can handle the job site without looking terrible doing it. He spent years as a lineman touching 16,000 volts every day, wearing safety glasses that were ugly and sunglasses that weren't actually rated for protection. So he built what didn't exist. No design background, no marketing background - he learned Shopify from YouTube videos. What I really wanted to dig into with him was the marketing side: how a founder-first approach to ads, real world lifestyle photography, and a very intentional email strategy have all worked together to build a brand that customers come back to - fast. COE's average repurchase timeline is around 55 days, which is well ahead of the ecommerce average.
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