Review (Formerly – Is This Email Service Worth It? Review (formerly is an email retargeting service that allows you to get emails from anonymous visitors on your website. Visitors are not required to fill out any forms or click on any popups.

All you need is to add a special script to your website and emails are automatically added to your email list.

Sound too good to be true?

In this review, I go over the pros and the cons of using this service, how it works, how to get started and real world usage numbers from my own online store.

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What Is Review (formerly is an email service that identifies and collects email addresses from your website visitors without them having to optin using a form.

In other words, allows you to identify real people from anonymous web traffic. Used correctly, you can gain hundreds or even thousands of email addresses from the visitors on your website and grow your email list fast.

How Does Work? identifies email addresses from anonymous website visitors by decoding cookie and device ID data from people browsing your website.

Nearly every website on the Internet uses cookies in some shape or form. And more often than not, your email address is encoded directly into these cookies.

For example, when you sign up for most services online and enter in your email, your information is added to a database identified by a cookie on your browser.

Many companies sell your data (this happens more often than you think) to 3rd parties who then create a database of emails. leverages these databases to decode cookie data into real email addresses from the visitors on your website.

Here’s how it works step by step

  • You place a small code snippet onto your website that provides.
  • grabs the cookies of your website visitors and looks them up in a 3rd party cookie database.
  • If can decode the cookie into an email address, that email address is added to your email list.

Click Here To Try At 25% off

Is Legal?

Gavel is legal to use only in the USA. The service is not GDPR or CASL compliant and only returns US based email addresses.

According to the US CAN-SPAM Act, you do not need a user to opt-in before sending them emails in the USA. In order to be CAN-SPAM compliant, you only need to provide an opt-out or “unsubscribe” link within the email.

You also need to make it clear that your email is an advertisement.

Bottom line, is 100% legal in the United States and illegal in Europe and other parts of the world.

Is Safe? is safe to use as long as you are careful about what traffic you use to collect emails.

For an ecommerce store, you should only collect emails from visitors who are actively shopping in your store.

You should avoid using on blogs or other content sections of your site that may contain visitors who are not interested in buying from your online store.

Will Increase Your Spam Rate?

Spam may increase your spam complaint rate if you are collecting emails from the wrong type of traffic. When using with an ecommerce store, there are 4 basic ways to implement the service.

  • Safest Way – Only collect emails from people who have inserted an item into their shopping cart. There’s clear purchase intent and the chances of a spam complaint are minimal.
  • Safer Way – Only collect emails from visitors who have visited a product page or added something to their cart. There’s purchase intent from these visitors so the chances of a spam complaint are still low.
  • Safe Way – Only collect emails from the ecommerce pages on your site. This includes product pages, your home page, your about page, your shipping page etc…
  • Risky Way – Collect emails from all pages of your website regardless of content.

To further mitigate the rate of spam from your emails, you can also implement the following safe guards.

  • Only add emails for visitors who have stayed on the site for more than 60 seconds.
  • Only add emails for visitors who have scrolled over 75% of the page.
  • Only add emails for visitors who have visited multiple pages of your site.

Are The Emails From Active And Real? cross checks all email addresses for engagement (opens and clicks) with a 3rd party service prior to adding an email to your email list.

These services qualify each email address to verify that they are real and have been active for the past 30 days.

In my experience, the open rates from emails tend to be higher than my opted in subscribers. Opens And Clicks

My open rate is 51% with a CTR of 12% for the first email of my warm up sequence for opted in subscribers. Meanwhile my first warm up email has an open rate of 63% with a CTR of 3%.

Is Legit? is a legitimate service that is used by 8 and 9 figure ecommerce stores including Dr.Squatch, Warby Parker, Tonal, BlendJet and more. will only return you emails from the visitors on your own website so it’s safe to use. You only pay for the emails that you collect and you can cancel at any time.

How Much Does Cost?

calculated risk costs approximately 25 cents per email depending on the volume of traffic your website receives. However, there is a minimum of $500/month to start.

In practice, the average cost per email is significantly less than 25 cents per email because you can negotiate a volume discount.

You only pay for the emails you receive and there’s a 100% ROI money back guarantee.

Click Here To Try At 25% off

What Percentage Of Visitors Will Find Emails For? claims that it will find emails for roughly 35% of your traffic. However in practice, the numbers I’m getting are between 16-25%.

Because the rate of emails is highly dependent on your traffic, your mileage will vary.

How To Get Started With

You can get started with in 4 easy steps by installing your collection and suppression scripts, integrating with your email marketing app, creating a warm up series and updating your privacy policy.

Step 1: Install The Collection Script will provide you with 2 types of scripts to install.

The first script allows you to collect emails from the visitors on your site. You want to place this script on every page where you want emails collected.

Collection Script

The second script is called the suppression script. This script prevents from collecting emails that you would normally have collected otherwise. You want to place this script on your post-optin thank you page and your checkout success page.

Suppression Script

Step 2: Integrate With Your Email Marketing Provider integrates with almost every email marketing provider in the ecommerce space. After you add your email marketing provider, make sure you create a separate segment for your emails.

You’ll want to keep track of the ROI for these emails in a separate place and measure the open rates, click through rates, spam rates etc…


Step 3: Create An Autoresponder Sequence For Your Acquired Email Subs recommends that you create a warm up series that mimics your normal pre-purchase sequence.

The only difference is that you should change the first email to provide value or a freebie.

Here is the first email in my warmup sequence.

Warm Up Series

Step 4: Update Your Privacy Policy

Before you start collecting emails, you must update your privacy policy to let your visitors know that you are collecting emails behind the scenes. will provide you with the exact verbiage that is required that you can cut and paste into your existing privacy policy. Best Practices

Even though the emails from are gathered from your visitors, you should exercise caution in both the collection and the email process.

Here are some best practices.

  • Automatically unsubscribe anyone who has not opened a single email after 3 emails have been sent.
  • Automatically unsubscribe anyone who has not clicked on an email after 10 emails have been sent.
  • Only collect emails from shoppers (and not content readers) on your site.
  • Monitor your spam rate to make sure it doesn’t exceed .1%.
  • To be conservative, only add the code to your shopping cart and product pages.

Overall, if you only collect emails from high purchase intent visitors, your spam rate will be low and you’ll be ROI positive with the service.

How To Avoid Double Paying For Emails

If a contact is already a part of your database, you don’t want to pay for the same email you’ve already collected.

To prevent duplication of email data, you MUST install the suppression script.

Here’s what you need to do to avoid duplicate emails.

  • Once you’ve integrated with your email provider, make sure you sync your existing email list with You can optionally upload a .csv file. Contacts on this list will not be added.
  • Add the suppression script to your “Thank You” page after someone opts in to your email.
  • Add the suppression script to your post purchase page after someone makes a purchase.

Is Profitable?

Because is gathering emails from visitors who are interested in purchasing your products, you can expect to achieve between a 3-8X ROI.

After running for 4 months, here’s a snapshot of my numbers. ROI

In an average month, I’ve been getting between a 3-6X ROI.

In practice, the ROI numbers on the website are somewhat conservative. After an email is acquired, will wait 48 hours before claiming revenue for a user.

If the user signs up for your email list on their own in the meantime, does not recognize revenue for that user.

The best way to calculate ROI for emails is to export a custom report with your email provider and calculate the ROI from acquired emails.

Is Worth Using? is worth using if you run an ecommerce store that makes over 1 million in annual revenue and you have your email flows already in place.

Most people who hear about are afraid of scaring away customers or negatively impacting their email deliverability rate. I had similar reservations.

However in practice, the emails gathered from have a higher open and click rate than my opted in subscribers. As long as you unsubscribe non engaged users immediately and monitor your spam rate, using this service is highly profitable.

If you are wary of bothering customers with your emails, remember that the customers from have high purchase intent. If you place this code on your shopping cart page only, it’s similar to implementing an abandoned cart sequence.

Once you are comfortable with implementing the abandoned cart, you can experiment with on a wider scale.


Product Rating



  • Easy-to-Use
  • Integrates With Most Email Providers
  • Build Your Email List Fast
  • CAN-SPAM Compliant


  • NOT GDPR-Compliant
  • NOT CASL-Compliant
  • Only Works In The USA

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About Steve Chou

Steve Chou is a highly recognized influencer in the ecommerce space and has taught thousands of students how to effectively sell physical products online over at

His blog,, has been featured in Forbes, Inc, The New York Times,  Entrepreneur and MSNBC.  

He's also a contributing author for BigCommerce, Klaviyo, ManyChat, Printful, Privy, CXL, Ecommerce Fuel, GlockApps, Privy, Social Media Examiner, Web Designer Depot, Sumo and other leading business publications.

In addition, he runs a popular ecommerce podcast, My Wife Quit Her Job, which is a top 25 marketing show on all of Apple Podcasts

To stay up to date with all of the latest ecommerce trends, Steve runs a 7 figure ecommerce store,, with his wife and puts on an annual ecommerce conference called The Sellers Summit.  

Steve carries both a bachelors and a masters degree in electrical engineering from Stanford University. Despite majoring in electrical engineering, he spent a good portion of his graduate education studying entrepreneurship and the mechanics of running small businesses.