The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments
通过实验方法，研究触发式邮件对浏览后放弃购买的客户的效果，发现这类邮件能提升在线渠道和触发类别的收入，且基于更长浏览历史的再定位和更宽商品推荐效果更好。
Triggered emails are personalized messages that are automatically sent as a response to specific actions or states of customers. Typical examples of this type of campaign include cross-selling recommendations, cart abandonment reminders, and re-engagement emails. Despite the widespread growth of these strategies, there has been no formal evaluation of their effectiveness. This paper investigates the impact of one type of triggered email campaign by using an experimental approach. We identify customers who had recently browsed the website of a multichannel retailer but had abandoned the process before making a purchase. Approximately half of the sample was randomly selected to receive automated emails with different configurations, while the other half receive no message at all. Comparison of the sales of these two groups indicates that browse abandonment emails have increase revenues in the online channel and in the triggered category. In terms of the design of the campaign, we found that the implementation of triggered emails plays an important role in their effectiveness. In this regard our result indicates that retargeting based on longer navigation histories is associated with larger conversions and that recommendations of wider assortments are associated with larger revenues.