How to shorten the path to purchase via email

We think customers buy in straight lines, but they don’t. Here’s the messy reality: How people actually shop: → See your ad on social → Visit your site → Browse around, don't buy → Get retargeted, visit again → View a product 7 times over 3 days → Finally add to cart when they're certain → Then complete purchase Your email flows need to match this behavior. Most brands have a gap between "browsed some products" and "added to cart." That's where the Potential Purchaser flow comes in. The setup: - Target people who viewed products multiple times - Exclude anyone in other flows (welcome, browse abandoned, etc.) - Keep it to a small, specific segment The emails: - Acknowledge they've been browsing thoughtfully - "Haven't found your piece yet?" messaging - More reviews and social proof - Longer copy that builds confidence The result: High conversion rates because you're hitting people at peak intent. You're not being pushy - you're being helpful at the exact moment they need it. The takeaway? Stop treating all website visitors the same. Someone who viewed a product 5 times in 3 days is fundamentally different from someone who bounced after 10 seconds. Your flows should reflect that difference. How are you segmenting high-intent vs low-intent visitors? #ecommerce #emailflows #dtc

Did you know a single strategic move led Bellavit Vita Organics to increase the average basket size by 2X? Bella Vita Organic is India’s fastest-growing skincare brand with a rapidly growing email list.  However, a segment of subscribers became inactive, responding only to 1 in 5 emails. They decided to dive deep and devised a 3-step plan to fix it. ✅ They segmented these inactive users and studied their purchase history.  ✅ Then, they picked the top 7 most popular products in this segment.  ✅ They created an interactive email campaign recommending these top products to inactive subscribers. This means the subscribers could complete the checkout process within the email instead of visiting an external landing page. Result? In just 15 days, this cohort's average basket size increased from 1.4 products to 2.5, leading to higher sales. This was possible because interactive emails reduced the number of steps to complete the purchase and enabled subscribers to shop inside emails. Less friction → Higher conversions. 💯 Imagine the opportunity cost if they hadn’t picked up on this customer segment and adjusted their strategy. This is only one such example. In the last few months, our team studied more such stories have created a fun video listing “3 email marketing mistakes that could cost billions to eCommerce brands”. (Link in comments) Do watch it and if you have any such story or tip, please share it with us.

A common mistake I see D2C brands make with their emails: Linking out of the email for "more info". Make the customer journey streamlined... By giving them what they need inside the email: ❌ Linking to customer reviews ✅ Highlight your top 2-3 reviews in the email ❌ Linking to your FAQ page ✅ Showcase a light FAQ section in the email ❌ Linking to your "About Us" page ✅ Highlight your Founder Story in the email Make it easy for them to digest your content... And point them to where they can buy.