Anadvancedguideto

MarketingAutomationinRetail

OMETRIA.COM

What’sinside?

03.Introduction

04.Thebenefitsofmarketingautomationforretailers

06.Whyit’stimeformarketingautomation2.0

08.Automationthroughoutthecustomerjourney

10.Advancedautomationtactics

14.Campaignexamples

02

Introduction

Thestakesarerapidlyrisingwhenit

comestoconsumerexpectationsaboutthemarketingmessagestheyreceivefrombrands.

Asretailerswakeuptotheneedtomaketheirmarketingmessagesrelevantto

thepersononthereceivingendofthem,respondingtocustomerinteractions—

whetherthat’sbrowsingonline,making

apurchase,joiningaVIPprogram(or

indeedfailingtointeractforsometime)—isbecomingincreasinglyimportant.

Automationhasavitalparttoplay

inthisnewworldofpersonalized

marketing,enablingmarketerstocreatesophisticatedcampaignswithouthavingtodothemanuallegworkthemselves.

Marketingautomationissomething

we’vebeenwritingaboutsinceOmetria’sinceptionin2013—

sowhy,fiveyearson,havewedecidedtodedicateawholebooktoit?

Goodquestion.

Thetruthisthatbasiccartabandonmentemailsorgenericwelcomecampaignsjustaren’tgoingtocutitwiththe

modernshopperformuchlonger—

andwhyshouldtheywhenconsumersarebeingofferedindividuallytailoredexperiencesbythoseattheforefrontofpersonalization?

Thisguideaimstoprovideretail

marketerswithapracticaltoolkitfor

takingtheirmarketingautomationtothenextlevel,usingbestpracticeadviceandexamples.

INTRODUCTION

Oncehumanscannolongercopewiththevolume,velocity,and

complexityofmoderncustomerengagement,automationwillfillthevoid.

Marketerswillbefreedfrom

theirdailyminutiae,allowing

themtoconcentrateoncreatingvitalcustomer-drivenbrand

experiences.

StopImprovingYourMarketingProcesses:StartDisrupting,

Forrester

(

Source

)

03

Thebenefitsofmarketingautomationinretail

Whilemostretailmarketerswillbefamiliarwiththeconceptofmarketingautomation,it’sworthsettingoutthespecificbenefitsthatitoffersbrands.

Herearejustafewofthebiggest:

IncreasedCLV

Activatingshoppersateverystageofthecustomerjourneyandincreasingtheir

customerlifetimevalue(CLV).

Increasedefficiency

Drivingconsistentadditionalrevenuewithouttheneedforlargeamountsofmanualwork.

Improvedcustomerexperience

Makingcustomersfeelvaluedbytailoringtheirexperiencewithrelevant,timely

messagesacrossbrandtouchpoints.

Improvedcustomerloyalty

Promptingcustomerstocontinueshoppingwithyourbrandratherthanrelyingon

themtocomebacktobuyagain.

04

05

THEBENEFITSOFMARKETINGAUTOMATIONINRETAIL

CASESTUDY/CAFéDUCYCLISTE

PremiumcyclingapparelretailerCaféduCyclistecalleduponOmetriabecauseitwantedasinglesolutionthatwouldprovidebothdetailedcustomerinsightandtheabilitytoactionthatinsightinapersonalizedretentionmarketingstrategy.

Partofthisinvolvedushelpingthebrandtosetupaprogramof

advancedautomatedcampaignsacrossthecustomerjourney,

segmentedbasedongender,locationandwhetherthecustomervisitedastoreorthewebsite.

AsaresultofusingtheOmetriaplatform,CaféduCyclisteexperienced:

—A39%click-to-openrateonitsautomatedemails

—A129%growthinreactivatedcustomersanda132%increaseinreactivatedcustomerrevenue,year-on-year

—A49%growthintotalcustomersshopping,year-on-year—A22%upliftinrepeatrate

—A14%increaseincustomerlifetimevalue(CLV)

Youcanviewthefullcasestudy

here

.

06

Whyit’stimeformarketingautomation2.0

Alreadyhavesome

automatedcampaignsinplace?Greatwork,but

don’tgettoocomfortablejustyet.

Aretailmarketer’sworkisneverdone,andas

consumersbecomemoreandmoreaccustomedtoreceivingautomatedmarketingmessages,

brandsshouldprioritizemakingtheirsstand

outfromthecrowd.(Goodnewsis,alotcanbeachievedwithouttheneedforlargeamountsofongoingresourcesonthemarketer’spart.)

Commonissueswithbasicautomationcampaignsinclude:

Theageofthecustomerdemandscustomerobsessionforsuccessfulcompetitivedifferentiation.

HowToBuildAContextual

MarketingEngine(

Source

)

—Nocross-channel:Theytendtofocuson

asinglemarketingchannel(likeemail),

regardlessofwhetherornotthatchannelisfavoredbytherecipient.

—Nocustomerinsight:Onlyshort-termbehavioraldata(suchasabandoningashoppingcart)istakenintoaccount,asopposedto,forexample,usingtheirfullcustomerprofile.

—Nosinglecustomerview:Theytendtobesent

from“bolted-on”solutionsthataren’thookeduptothatall-importantsinglecustomerview(SCV)thatoffersaconsistentexperience—hellotobeingfollowedaroundtheinternetbytheexactsamepairofshoesyou’vejustbought!

—Nopersonalization:Theylackanytraceofindividualpersonalizationbeyondproductrecommendations.

—Noofflinecontext:Offlineactivityisnottakenintoaccount,resultinginconfusingmessagesbeingsenttocustomers(e.g.,sending

“Wemissyou!”emailstoaregularin-storeshopper).

Overcomingtheseissuesopensupawhole

worldofexcitingopportunitiestolevelupyourautomationstrategy.

07

WHYIT’STIMEFORMARKETINGAUTOMATION2.0

—Foundationindata:True1:1personalizationrequiresadetailedviewofacustomer’sbrandinteractions.Chooseasolutionthatprovidesatruesinglecustomerview,incorporatingallsourcesofcustomer

data,andthemeansofturningthatdataintomeaningfulinsightsthatyoucanusetopersonalizeyourautomatedcampaigns.

It’sallinthetechstack

—Retail-specific:It’svitalthatyourautomationstrategyissupportedbyrelevantexpertiseandfunctionality.Chooseasolutionthat

focusesontheretailverticaltoensurethattheproductisbuilttosolveyourspecificusecasesandmakesuretheadviceyouaregivenisalwaysrelevantandcuttingedge.

Future-proofingyourmarketing

automationisn’tashardasitmightseem—itallcomesdowntogettingyourtechright.Herearesome

thingstooptfor:

—Autonomy:Havingtorelyonothers—whetherthat’sanagencyforinsightoratechteamforcreatingormakingchangestocampaigns—isaseriousblockertocarryingoutyouramazingautomation

strategy.Chooseasolutionthatgivesyoutheinsightandautonomytocreateandimplementadvancedcampaignsbyyourself.

08

Automationthroughoutthecustomerjourney

Recognizingcustomercontextisall-

importantwhencreatingrelevant

automationcampaignsthatinspireloyalty.

Whetheryourgoalisgettingthatall-

importantfirstpurchaseovertheline,

recognizingaloyalcustomerorwinning

backsomeonewhohasn’tshoppedina

while,thinkingaboutthecustomerjourneyisahelpfulstartingpointforframingyourautomationstrategy.

09

Herearesomeofthemostpopulartypesofautomation

campaignsusedbymarketerstoday.We’llgointodetailabouteachtypeofcampaigninmoredetaillateronintheguide:

Welcome

Senttoanewsubscriberto

educatethemaboutthebrandandencouragethemtomakeapurchase.

Replenishment

Senttoacustomerwhohas

previouslyboughtaconsumableitemandisduetoreorder.

Cartabandonment

Senttosubscriberswhoaddanitemtotheirshoppingcartbut

leavethesitewithoutpurchasing.

Win-back

Sentwhenacustomerislapsedor“atrisk”oflapsing.

Browseabandonment

Sentwhenasubscriberbrowsesanitemasetamountoftimes,butdoesn’ttakeanyaction.

VIP

Senttoloyalcustomerstoletthemknowtheyareappreciated.

Thesecampaignsformthebuildingblocksofasuccessfulautomationstrategythattargetscustomersthroughouttheirjourneywithyourbrand,butretailersshouldlooktoexpandandgrowtheircampaignsbasedontheirbusinessmodelandproblemareasintheirconversionpath(moreonthatnext).

AUTOMATIONTHROUGHOUTTHECUSTOMERJOURNEY

Post-purchase

Sentasettimeafteracustomerhasmadeapurchase—whetherthat’safirstorrepeatpurchase—to

cross-sellorofferfollow-upcontent.

Anniversary

Senttoasubscribertomarka

customermilestone,likeabirthdayorapurchaseanniversary.

10

Advancedautomationtactics

Nowthatwe’vefirmlyrootedourautomationstrategyinthecustomerjourney,it’stimetoexploresometacticsthatretailmarketerscanapplytotheircampaignstoenhancethemandmakethemreallystandout.

Theseinclude::

—Dynamiccontent

—Campaignsegmentation—Cross-channelcampaigns

Dynamiccontent

Behavior-triggeredemailsarenaturallymorepersonalizedthanbatch-and-blastnewslettersbecausetheyrespondtocustomeractivity.

However,advancedautomationcampaignscan(andshould)takethecontentoftheseemailsseveralstepsfurther.

Usingdynamiccontent—suchasindividuallypersonalizedproductrecommendations,incentivesandothercontentblocksthatchangedependingontheprofileoftherecipient—isagreatwayoftakingtemplatestothenextlevel.

Whatisdynamiccontent?

Dynamiccontentreferstosectionswithinamarketing

message(typicallyanemail)thatchangeaccordingtothe“customerprofile”oftherecipient.

Factorsthatcanbeusedtopowerdynamiccontentinclude:

—Demographicinformation(suchasgender,locationorwhethertherecipientisastudentornot)

—Lifecyclestage(lead,one-offcustomer,repeat

customer,lapsedor“atrisk”customer)

—Categoryandbrandaffinity(basedontheirindividualprofile)

—Customerlifetimevalue(whetherthey’reaVIPshopperornot)

11

Thistranslatesintomanydifferentusesfordynamic

contentwithinacampaigntemplate,butitcaninclude:

Creatives,bannersandcallstoaction(CTAs)

Changinguptheprominentimageryinacampaignisagoodwaytoencourageengagement

(e.g.,personalizingtheheroimagetothecategorybrowsedorthepurchasemade).

Subjectlineandcopy

ADVANCEDAUTOMATIONTACTICS

Copypersonalizationcangobeyond[FNAME]—forexample,subjectlineandbodycopycanbepersonalizeddependingontheproductorcategoryarecipientbrowsedorabandoned,ortheirjourneystage

(e.g.,“Thanksformakingyourfirstpurchasewithus.”)

Offersandincentives

Usingdynamiccontent,youcanofferdifferentcustomers

differentincentives.Forexample,youmightchoosetoofferhigh-CLVlapsedcustomersamoremeaningfulincentivethanthosewhoshopregularlywithyou.

AIgivesretailersthepowertopredicttheamountofincentive(ifany)thatanindividualcustomershouldbegiventotakeanaction,basedonfactorssuchastheirlifecyclestage.

Productrecommendations

Personalizedproductrecommendationsareagreatwayof

engagingrecipients—whetherthat’sofferingalternativesinacartabandonmentemailorrecommendationstotemptalapsedcustomerbacktoshopagain.

AI-poweredrecommendationslearnthebestproductstoputinfrontofeachindividualcustomer,basedonboth

theirbehavior,andsuccessfulrecommendationsforthosedisplayingsimilarcustomertraits.

12

Segment

S

10

Wait

10weeks

Spend>200.Datelastvisitafter5

S

10

Order

LastOrderistrue

Reentryallowedevery6weeks

Segment

Spend>200.Datelastvisitbefore

Campaignsegmentation

—Frequency:Dependingontheircurrentengagement

levelswithyourbrandacrossmultipletouchpoints.

-Example:nottargetinghighlyengagedshoppersonmoreexpensivechannels,likesocialcustomaudiences.

—Orderreturns:Whethersomeonehasreturnedanorder,ordecidedtokeepit.

-Example:creatingaseparatecampaignflow,withdifferenttemplatesandcontent,forthosewhohavereturnedanorder.

—Categorysegmentation:Thecategory,brandor

productattributethatsomeonehasshoppedfromorabandoned.

Whiledynamiccontentcanpersonalizethecontentsof

S

10

Segment

Datelastvisitafter5weeks.Lifecycle

yourmessages,segmentingtheflowofyourautomation

campaignsmeansthatyoucancreatemorecustom

workflowsfordifferentcustomergroups.

Howyoumightchoosetosegmentacampaignwillvary

frombrandtobrand,butcriteriayoucanuseforthis

segmentationincludes:

S

Segment

Datelastvisitbefore5weeks.Life...

—Lifecyclestage:Whethersomeoneisa“l(fā)ead”(yet

10

tomakeapurchase),one-offcustomer,repeat

customer,“atrisk”oflapsingor“l(fā)apsed.”

-Example:targeting“at-risk”customerswithmore

Splittest

Segment

messagesthanregularrepeatcustomerswho

arelikelytoshopagainanyway.

—Customerlifetimevalue(CLV):High-valueshoppers

versuslowspenders.

-Example:creatingacartorbrowse

abandonmentcampaignthattargetsloyal,activecustomerswithfewerornomessagesatall.

-Example:forretailerswithasmallproduct

range,creatingaseriesofcustomcampaigns

basedontheproductbrowsed,addedtocartorpurchased.

13

plittest

0%

Insteadofcreatingmanualrulesforsegments,machinelearning

algorithmscanprocessvastsetsofdatatosendautomatedcampaignsatthebestpossibletimeperrecipient.Hereareafewexamples:

Predictive“atrisk”orlapsed:Usingmachinelearningtoidentifyifacustomerisdisplayingthebehaviorsassociatedwithchurninginordertotriggeracampaign.

SendEmail

Usingat-risk-winback

plittest

0%

CAMPAIGNSEGMENTATION

AI-powered

campaignflows

plittest

0%

Predictivecross-sell:Predictingwhatsomeoneislikelytobuynext,andtherightmomenttopromptthemtomakethatpurchase.

Predictivereplenishment:Identifyingwhenacustomerislikelyto

needtorepurchaseaconsumableproduct.AIalsomakesiteasiertoincorporatefactorslikethesizeorvolumeofproductspurchasedandcanevenrecognizetheneedtogroupitemsintooneemail—soastoavoidsendingtoomanyrepurchaseremindermessages.

plittest

0%

SendEmail

Cross-channelpersonalization

Givingconsumersconsistentexperiencesand

messagesacrossallofthechannelstheyinteractwithyourbrandonwillbecomeevermoreimportantfor

thosewhoareseriousaboutretentionmarketing.

Andwhileemailremainsthechannelofchoicefor

manyconsumers,backingyourmessagesuponotherchannelsisasure-firewayofgrabbingtheirattention:

—Socialcustomaudiences(e.g.,FacebookandInstagramads)

—Directmail

—Pushnotifications

—SMS

—Customerservice

—In-storeexperience

—Onsiterecommendations

Goingcross-channelwithyourcampaignhasanumberofbenefits,including:

—Uppingengagementwithcustomerswhohavestoppedengagingwithyouremails

—Increasingbrandawareness

—Theabilitytoprioritizechannels(sothatyouonlyspendmoneyonmoreexpensivechannelswhen

14

cheaperalternativeslikeemaildon’twork)

—Ensuringaconsistentmessageissentacrossall

channels,withnocontradictory(ordirectreplicates)ofmessages.

Examplesofcross-channelmarketinginaction:

—Targetingthosewhodonotengagewithwin-backreactivationemails(especiallyhighCLV“hero”

customers)withadirectmailcampaign.

—UsingFacebookandInstagramadstotargetnewsubscriberswhodon’tmakeapurchaseafter

receivingyourwelcomeemailseries.

—Prioritizesendingcartabandonmentpushmessagestothosewhohaveyourapp(beforeyousendan

email).

10%O仟!

15

Next-levelmarketingautomationinaction

CROSS-CHANNELPERSONALIZATION

Talkingabouttheimportanceofupgradingyourbrand’sautomationisonething;implementingitisanother.

Tohelpyouvisualizewhateverythingwe’vetalkedaboutsofaractuallylookslike,we’llnowtakealookateight

popularautomationcampaignsthatwe’vetakentothenextlevel:

Welcomecampaign

Awelcomecampaignisyourbrand’schancetomakeastrongfirstimpression—gettingitrightisparamounttosecuringasubscriber’sfutureengagement.

Thingstotest

?Thenumberofmessagesyousendinthecampaign.

?Addingacross-channelelementtothecampaign,such

asretargetingnon-openersonFacebookorInstagram.

?Segmentingthecampaignbasedonwhetherthe

recipienthasmadetheirfirstpurchaseornot(astheymayhavejoinedthenewsletterfollowinganinitial

purchase).

?Tryingoutdifferentproductrecommendationengines—suchas“recentlyvieweditems”vs.“bestsellers”—toseewhichismoresuccessfulatconvertingleadstofirst-timebuyers.

?Tweakthecopyandimagesofyourautomatedcampaignaccordingtotheseason.

Campaignaims

—Introducearecipienttoyourbrand(e.g.,itspersonality,corevaluesandkey

sellingpoints).

—Turnleadsintofirst-timepurchasers.

—Turnfirst-timepurchasersintorepeatcustomers.

—Introduce(orremind)arecipientofotherchannelstheycaninteractwithyour

brandon(e.g.,socialmediaandphysicalstores).

—Givenewsubscriberstheopportunity

toprovidemoreinformationabout

themselvesortheircontactpreferences.

Bestpracticechecklist

?Useeitherdynamiccontentorcampaignsegmentationtocreatedifferentexperiencesforthosewho(a)are

alreadyfamiliarwithyourbrandandhavemadea

purchaseand(b)knownothingaboutyourbrandandareyettomakeapurchase.

?Thanktherecipientforsigninguptoyournewsletter.

?Avoidambiguoussendernames,ensuringtheemailisidentifiablyfromyourbrand.

?Makeyourproductofferingclearbyhighlightingkeycategoriesorproductlines.

?Lettherecipientknowwhattheycanexpectfromyour

newsletters,andhowoftenthey’llreceivethem.

?Personalizethecontentoftheemailaccordingtothedataprovidedinthesign-upprocess.

Targetaudience

—Newsubscribers(signed-uponlyand

subscribedviaapurchase).

Besttimetosend

?Personalizethecontentoftheemailaccordingtoanybehavioraland/ortransactionaldataavailable(e.g.,

anythingtheybrowsed,addedtocartorpurchased).

Belowshowsasinglewelcomeemailtemplate,whichusesdynamiccontentblockstodisplaydifferentmessagesfortwodifferentrecipients:

a.Jo,whohasjustsubscribedtoMiaMadewithoutmakingapurchase

b.Alexa,whohassubscribedtoMiaMadewhilemakingapurchase

?IncludeclearCTAsaboutwhatyouwanttherecipienttodonext(e.g.,browse,shop,useadiscount,providemoreinformationaboutthemselves).

—Assoonastheysignup.

16

17

01

Subject:Welcometotheclub,Jo!

Readyforyouradventure?Congratsonyour?rstpurchase,Alexa!

01.Personalizedsubjectlinebasedon

recipient’slifecyclestage(e.g.,leadvs.first-timecustomer)

02.Dynamicheroimagebasedoncategoryofpurchase

03.Personalizedcopybasedonwhetherornotrecipientpurchased

04.Personalizedincentivedependingonwhetherornotrecipientpurchased

05.Dynamicproductrecommendations,basedonrecipient’spurchaseactivity

06.Locationdatausedtotellorremindrecipientabouttheirnearestofflinestore

07.Emailcampaignfollowedupwithcross-channelsocialretargetinguntilrecipient

makesafollow-uppurchase

MiaMadeSponsored

Home?Clothes?Shoes?Accessories?Sale?Blog

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Theadventurestartshere

Thankyouforshoppingwithus!Welcometotheclub.

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Thanksforsigningup-it'sgreattohaveyouonboard!

Whatyouexpecttohearfromus…

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Cartabandonmentcampaign

Cartabandonmentcampaignshavebecomeastapleofretentionmarketing,andareagreatwayofrecoupingrevenueleftonthetablewhenwould-becustomersfailtocompleteapurchase.

Campaignaims

—Recoverabandonedpurchasesby

remindingtherecipientofanyitemsleftintheircart.

—Increasetherecipient’saverageordervalue(AOV)bycross-orup-selling

alternativesuggestions.

Bestpracticechecklist

?Saywhyyou’regettingintouch:toremindtherecipientthey’veleftsomethingintheircart,andthatthere’sstilltimeforthemtopurchase.

?Makesureyoudepicttheitemsabandoned,andthatanyCTAslinktoacartwiththeitemsinit.

Targetaudience

—Shopperswhohaveaddeditemsto

theircartandthenabandonedthesite.

Besttimetosend

?Includedynamicproductrecommendationsbasedontheproduct(s)recentlyabandoned.

?Includekeyfeaturesorbenefits(suchasnext-day

delivery)thatmighthelpgetthepurchaseovertheline.

?IncludeclearCTAsaboutwhatyouwanttherecipienttodonext(e.g.,topurchasetheproductabandonedorcheckoutsimilaritems).

?Setupexitcriteriathathaltsthesendingof

browsingandpurchasebehavior,buttendstorangefrom30minutestotwohoursafterabandonment.

abandonmentemailsiftherecipientmakesapurchase.

Thingstotest

?Segmentingyourcampaigntotargetloyal,repeatshoppersless(ifatall).

?Incorporatingproductrecommendationsintothe

templates,andmonitoringtheirimpactonconversions.

?Testingwhethercertainproductrecommendation

engineshaveagreaterimpactonconversions—for

example,“similarproducts”vs.“newinstock”engines.

?Usingdynamiccontenttomaketheheroimagematchthecategoryoftheitemabandoned.

?Incorporatingmorechannels,suchaspushnotifications(ifyouhaveanapp).

?Tweakingyourautomatedcampaignaccordingtotheseason.

—Thisdependsontherecipient’s

18

Belowshowsasinglecartabandonmentemailtemplate,whichusesdynamiccontentblockstodisplaydifferentmessagesfortwodifferentrecipients:

a.Tom,aVIPcustomerofsportswearbrandBreath,whohasaddedatennisrackettohisbasketbutleftthesitewithoutpurchasing

b.Lily,aleadyettomakeapurchasewithBreath,whohasaddedajumpertohercartbutleftthesitewithoutpurchasing

01

02

03

04

05

06

Subject:Tom,didyoumeantoleaveyourtennisracketbehind?Lily,didyoumeantoleaveyourjumperbehind?

AsoneofourVIPcustomers,havedeliveryonus!Usethecodeat

CouponCode

VIPbreathe

Wethinkyou’lllike...

Findoutwhat'sgoing

Findyourneareststore.

YourVIPperks|Free

Freeshippingwhenyouspend￡40orover.FreereturnswithinUK.

Tom/Lily

wenoticedyouleftthis

awesomeiteminyourbasket.

THERE'SSTILLTIMETOMAKEITYOURS...

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CARTABANDONMENTCAMPAIGN

01.Personalizedsubjectlinebasedoncategoryofitemleftbehind

02.Dynamicheroimagebasedoncategoryleftbehind

03.Imageofproduct(s)leftbehind

04.IncentivepersonalizedbywhetherornotrecipientisaVIPcustomer

05.Dynamicproductrecommendationsbasedonproduct(s)abandoned

06.PersonalizedbylocationdataandwhetherornotrecipientisaVIPcustomer

07.Emailcampaignfollowedupwith

cross-channelretargeting.E.g.,Forcartabandonment,thiscouldmeanapushnotificationaskingtherecipientiftheymeanttoleaveanitembehind

9:41

09:41Tuesday22May

BREATHtime

Didyoumeantoleavethisbehind?

Open

Browseabandonmentcampaign

Targetingvisitorswithemailsbasedonthecategoriesandproductsthatthey’vebrowsed(butnotpurchased)isaprovenwayofdrivingrevenuethrough

relevant,timelyautomation.

CampaignaimsBestpracticechecklistyourreturnsorshippingpolicies,helplinenumber).

?Setupexitcriteriathathaltstheemailiftherecipient

—Remindarecipientofwhatthey’ve

beenlookingat,andmakeitsimpleforthemtocontinuebrowsingormakeapurchase.

—Demonstratetoarecipientyou

understandwhatthey’reinterestedin.

?Thanktherecipientforcomingtoyoursite,andoffertohelpthemfindwhatthey’relookingfor(includeanimageoftheitemorcategorybrowsed).

?Sincethey’venotdemonstrateddefiniteintentto

purchasetheitem,usealighttouch,customerserviceangleinyourcopyandtone.

Targetaudience

—Thosewhohaveviewedaspecific

productorcategorybuthavenot

addedtotheircartorpurchased.

?Personalizethecontentoftheemail—suchasheroimage—accordingtotheproductcategorybrowsed.

?Incorporatedynamicproductrecommendationsto

suggestalternativeitemstheymightwishtobuy.

?IncludeclearCTAsaboutwhatyouwanttherecipienttodonext.

?Includekeycustomerservicedetailsinyourfooter(e.g.,

addstheitemtotheircartand/ormakesapurchase.

Thingstotest

?Testingspecificproduct-basedtemplatesversuscategory-basedtemplates.

?Creatingcustomer-servicestyle,text-basedemail

templatevs.somethingmorefunandvisual.

?Includinganyratingsorreviewinfofortheitemsfeatured.

?Supplementingemailswithcategory-basedretargetingonFacebookorInstagram.

Besttimetosend

—Send-timewilldependonthebrowsingandshoppinghabitsofeachindividualrecipient,butagoodbenchmarkis

within30minutestotwohoursofabandonment.

20

Belowshowsasinglebrowseabandonmentemailtemplate,whichusesdynamiccontentblockstodisplaydifferentmessagesfortwodifferentrecipients:

a.Sarah,aloyalcustomerofjewelrybrandGemini,whohasbeenbrowsingthe“Amethystring”onthesite

b.Wendy,aleadyettomakeapurchasewithGemini,whohasbeenbrowsingthe“Sapphirenecklace”onthesite

21

BROWSEABANDONMENTCAMPAIGN

01

01.Personalizedsubjectlinebasedonitembrowsed

02.Dynamicheroima