The Impulse vs. Intent Split

🧠 Rethinking Email ROI by Decision Speed

Playbook

11 Apr 2025 — 3 min read

Hey Readers 🥰

Welcome to today’s edition, bringing the latest growth stories fresh to your inbox.

And just a quick heads-up! If you stumbled upon us through a friend, make sure to subscribe below! That way, you’ll never miss out on the trending stories.

Subscribe now

🧠 The Impulse vs. Intent Split: Rethinking Email ROI by Decision Speed

Here’s what most brands miss when evaluating email performance:

Not all purchases are created equal. And more importantly—not all thinking time is equal.

You’re measuring email ROI the same way whether the customer took 5 seconds or 5 days to decide. That’s a mistake. Because email doesn’t play the same role across impulse vs. intent-driven buying cycles.

Impulse Purchases: Email as a Trigger

Think low-cost jewelry, novelty gadgets, merch drops. These are fast-twitch decisions. Email here acts like a matchstick:

The open → click → purchase loop happens almost instantly
Visuals and urgency dominate (subject lines matter more than segmentation)
Discount sensitivity is high, but purchase friction is low
Frequency can be higher—your job is to spark desire, not nurture it

But the downside? Burnout risk.

Impulse buyers are cheaply acquired, easily lost. And over-sending kills novelty fast.

Intent Purchases: Email as a Companion

Now think supplements, furniture, high-end skincare. These take research, comparison, trust. Email here becomes a decision co-pilot:

Buyers might open 5+ emails before taking action
Flows matter more than campaigns—educational, reassurance-based, high-context
Time-to-purchase is longer, but CLTV is richer
Win lies in timing, not just frequency—behavior-triggered journeys crush batch sends

This means attribution models must change.

If someone clicked your email 4 days ago, googled you twice, and bought after a retargeted ad… who gets credit?

Old answer: whoever was last.

Smart answer: whoever helped the most.

📌 For impulse-based SKUs: Track click-to-purchase speed, prioritize visual email testing, and introduce novelty more than education.

📌 For intent-based SKUs: Build long-tail nurture flows, use browse abandonment logic with layered messaging, and measure assisted conversions—not just last-touch.

Better yet: segment your list by buying speed, not just demographics or engagement.

To make this shift crystal clear, here’s a framework that breaks down how email strategy must adapt when you’re dealing with 5-second impulses versus 5-day decisions:

Because the goal isn’t to send more email. It’s to send the right kind of message for the speed of thought your product lives in.

Partnership with Levanta

PPC costs keep rising. Affiliate marketing gives you another path.

If you sell on Amazon, you’ve seen it firsthand—PPC costs are up, and returns are getting harder to justify. But there’s a smarter way to scale without burning through budget.

More sellers are shifting to affiliate marketing—a model that brings in external traffic, boosts your organic rankings, and only costs money when it drives a sale.

How?Amazon rewards sellers who drive traffic from outside platforms—like blogs, review sites, and social posts. That traffic helps your listing perform better and convert higher.

The result:

✅ Lower ad spend
✅ Higher rankings
✅ More sales