33:37Miami 2025
Miami 2025
Email Flows from Welcome to Winback with Jess Vassallo
Jess Vassallo explains how to improve foundational email flows with better data capture, relevant timing, and intentional offers. For retention teams working toward profitable repeat purchases.
Watch it. Put it to work.
ABOUT THIS SESSION
Capture information you can act on.
Jess Vassallo explains how to improve foundational email flows with better data capture, relevant timing, and intentional offers. For retention teams working toward profitable repeat purchases.
For ecommerce founders, marketers, and operators working on email & retention.
- Speaker
- Jess Vassallo
Founder & CEO, Evocative Media - Recorded at
- Miami 2025 ↗
April 2025
Speaker roles and platform examples reflect the session’s original context. This is an archived conversation.
TAKE IT BACK TO YOUR DESK
Ideas to put to work.
- 01
Capture information you can act on
Ask for information that improves the customer journey.
Read this part · 04:45 ↓ - 02
Give each flow a specific job
Welcome, browse abandonment, and checkout abandonment represent different stages of intent.
Read this part · 09:13 ↓ - 03
Continue the relationship after purchase
Post-purchase and winback messages should reflect the customer’s experience.
Read this part · 18:45 ↓
READ THE SESSION
The edited transcript.
A condensed, edited reading version based on the YouTube captions and session chapters. Repetition and unclear audience audio have been removed; the discussion is paraphrased for clarity, rather than presented as a verbatim transcript. Timestamps refer to the original video.
Original recording on YouTube ↗Capture information you can act on
Ask for information that improves the customer journey. Jess explores pop-ups and progressive profiling as ways to build more useful customer data. The emphasis is on relevance and margin, with intentional incentives rather than treating a larger discount as the default answer to every conversion problem.
Give each flow a specific job
Welcome, browse abandonment, and checkout abandonment represent different stages of intent. Jess explains why foundational flows should not become generic, set-and-forget messages. Timing, dynamic content, and the customer’s recent behavior help determine which message belongs at each stage.
Continue the relationship after purchase
Post-purchase and winback messages should reflect the customer’s experience. The session follows the journey beyond conversion into education and re-engagement. Jess also returns to tracking and technical foundations: a well-designed email cannot do its job if the data or trigger behind it is wrong.
KEEP THE IDEAS COMING
Stay in the conversation.
3 SESSIONSPLAY IT BACK. PUT IT TO WORK.
33:37
34:46Retention Reimagined 2025
Email Engagement and Personalization with Eric Rausch
36:31Retention Reimagined 2025
Retention Strategy by Brand Archetype with Conor Sunderland
YOUR NEXT STEP: IN THE ROOM
Bring your questions.
Meet your people.
Join Commerce Roundtable in 2027 for focused learning and conversations with people working through the same challenges.