Hey it’s Chase and Jimmy here!

Not every browse abandonment email needs a discount to do its job. Humantra takes a smarter approach by helping shoppers figure out what to buy instead of reminding them that they left. It’s a great example of how a little guidance can remove friction and quietly drive the sale.

Let's unpack what's working well and the small tweaks that could make a big impact.

Also inside:

✔️ What actually happens when eCom costs jump overnight?
✔️ Dust off those cowboy boots... Chase and Jimmy are heading to ATX
✔️ Hiring vault: 7 New retention marketing job opps

Let’s get into it.👇

What actually happens when eCom costs jump overnight?

Omnisend surveyed 200 U.S. eCommerce operators to see how tariffs are forcing real decisions behind the scenes.

Here’s what brands are already doing:

• 54% have made significant changes because of tariffs

• 39% have raised prices, most by 5–10% or more

• If costs spike another 10%, 78% say the first move is making shopping more expensive

• Just 5% would look at headcount before touching prices, shipping, or discounts

The bigger takeaway: tariffs don’t show up as a single increase. They quietly reshape pricing, promos, shipping thresholds, and even which products stay on the shelf.

Get the full break down on how operators are adapting and the levers they’ll pull next if margins get tighter. >> Read it here

Humantra’s Flavor Finder Email: Interactive, Helpful, and Built for Choice-Driven Shoppers

Humantra takes a smart approach with this browse abandonment email. Instead of reminding someone what they left behind, it focuses on why they may have stalled in the first place. Too many options, not enough clarity. This email fixes that by guiding the decision rather than forcing it.

It’s a great example of how to re-engage without discounts, urgency tricks, or pressure.

Header Block

Starting at the top, this is where Humantra pulls the shopper back in and reframes the conversation.

What We Love

• The headline leads with a problem, not a product. “Signs You Need Humantra” immediately makes the email feel personal and relevant.

• Calling out symptoms like brain fog and low energy connects hydration to performance, not just thirst.

• The product lineup does a lot of work here. Showing all the stick packs together reinforces variety and makes the brand feel established.

• The supporting copy stays simple and easy to digest, which is exactly what you want for a browse abandonment touchpoint.

What We’d Do Differently

• The primary CTA feels more navigational than intentional. “Return to Store” doesn’t match the mindset of someone deciding what to buy. A CTA like Find Your Flavor or Shop Humantra would better align with the purpose of this email.

• This section could benefit from one short value anchor. A line like Daily hydration without the guesswork would help first-time readers instantly understand the payoff.

Body Block

Now let’s dig in to where the email really shines and starts to do the heavy lifting. It takes choice overload and turns it into a guided experience that feels approachable instead of overwhelming.

What We Love

• Flavor-based guidance is the right move. If someone browsed but didn’t buy, choice overload is probably the blocker.

• The questions feel human. Crisp, bold, subtly sweet. This reads like a recommendation from a friend, not a product grid.

• The structure stays consistent. Every flavor follows the same rhythm, which makes scanning easy and decision-making faster.

• Clear CTAs under every option. Once a flavor clicks, there’s no friction.

What We’d Do Differently

• This is prime segmentation territory. Every flavor click is a preference signal. If that data isn’t being tagged and reused, value is getting left on the table.

• A little social proof could help fence-sitters. A “most popular” or “fan favorite” badge would speed up decisions without changing the tone.

• This is a missed AOV moment. A subtle nudge toward bundles while shoppers compare flavors could lift order value without feeling pushy.

Footer Block

As the email winds down, Humantra gives this email a clean closer with simplicity.

What We Love

• The Build Your Own Bundle option fits naturally after a comparison-driven email.

• The hydration report adds credibility and positions Humantra as an authority, not just a product brand.

• The footer stays clean and intentional, keeping attention on the next logical steps.

What We’d Do Differently

• A single summary CTA would help capture high-intent scrollers. Something like Shop All Flavors or Build Your Bundle gives a clear final action.

• One reassurance line, like free shipping or a satisfaction guarantee, could help reduce hesitation at the last step.

Where This Email Works

Before we tie this thing with a bow, let’s zoom out and break down where this email fits in the lifecycle.

Browse Abandonment: Perfect for shoppers who clicked around but stalled on choice. It removes friction instead of applying pressure.

Consideration and Comparison: Analysis paralysis is real. This works well for anyone stuck deciding between options and simplifies the decision without oversimplifying the product.

Segmentation and Personalization: Flavor clicks are high-quality signals. Used correctly, they can power smarter follow-ups, recommendations, and replenishment flows.

Evergreen Utility: This email can live beyond browse abandonment. It fits naturally into welcome flows, mid-funnel education, or even post-purchase flavor discovery.

Final Thoughts: What Email Marketers Can Learn

This email understands why people hesitate. It’s not because they don’t want the product. It’s because they’re unsure which version is right. Humantra solves that problem with guidance instead of urgency, and that’s why it works.

Tighten the CTAs, treat clicks as data, and add a few strategic nudges toward bundles, and this becomes a quiet but powerful revenue driver across the lifecycle.

3 Quick Wins to Steal Next Time

✓ Use guidance to unblock decisions in browse abandonment, not discounts.
✓ Treat every click as a signal you can use later.
✓ Pair comparison content with subtle bundle nudges to lift AOV.

This email was pulled from Inboox.ai, a new ai-powered library packed with 1M+ Shopify emails, actionable insights, and inspo. Explore here. 

Dust off those cowboy boots... Chase and Jimmy are heading to ATX

Commerce Roundtable is back in 2026 and Super Early Bird tickets are officially on sale. This is the lowest price you’ll get all year (plus, it’s a tax write-off).

Next year, we’re heading to two cities:

• Austin | April 20–21, 2026

• San Diego | September 21–22, 2026

Expect tactical workshops, high-impact sessions, intentional networking, and the kind of rooms where real DTC decisions get made.

Early Bird pricing ends December 31:

• Brands: 50% off with EARLYBIRD

• Agencies: 25% off with EARLYAGENCY

• SaaS: 20% off with EARLYSAAS

Grab your ticket and lock in the best pricing for 2026 → commerceroundtable.com

The Hiring Vault

• Omnichannel Marketing Manager, United States: Mommy's Blis

• Retention and CRM Specialist, Los Angeles Metropolitan Area: Ritual

• CRM Marketing Manager (Hybrid from NY), New York, NY: Lands'​ End

• Email Marketing Manager (Hybrid from NY), New York, NY: Lands'​ End

• Lifecycle Marketing Specialist, Manhattan Beach, CA: Skechers

• Retention Marketing Manager, Draper, UT: KNS International

• Senior Director of Digital, Los Angeles, CA: Mane

That's a wrap for today!

Appreciate you hanging with Chase and me. We hope you found something you can put to work ASAP.

If you did, don’t keep it to yourself! Send ecomemailmarketer.com to your favorite DTC marketer and get them in on the action.

Catch you next time!

🤘 Jimmy Kim

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!