Vessi, a direct-to-consumer company specializing in waterproof shoes, uses strategic emails to guide customers throughout their purchasing journey.

Vessi sends carefully timed emails to customers, providing guidance from pre-purchase marketing to automated order confirmations and post-purchase follow-ups.

To encourage email subscriptions, customers are invited to sign up through the website using a pop-up window. After signing up, they will receive a code to redeem a pair of free socks with their first purchase of $80 or more.

After receiving the product, customers are encouraged to leave product reviews through a post-purchase email, with a chance to win a $250 E-gift card.

Vessi's emails also provide product education, such as teaching customers how to tie shoelaces, while emphasizing the convenience of their slip-on-and-off shoes.

The emails prominently promote the referral program at the top. It also include a convenient link for customers to connect with customer service if they have any questions about their order.