Paid media and measurement · Randomized experiment: approximately half of browse-abandoning customers received automated emails and the other half received no message.
The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments
Marcel Goic, Andrea Rojas, Ignacio Saavedra (2021). The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2021.02.002.
Plain-English take
Browse-abandonment emails increased online-channel sales and sales in the triggered category; longer navigation histories and wider-assortment recommendations were associated with larger conversions/revenues. For your marketing: Use it to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
How much weight to give this
4/5 Strong design for its specific question
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Randomized experiment: approximately half of browse-abandoning customers received automated emails and the other half received no message.
Customers of a multichannel retailer who had browsed the website and abandoned before purchase.
Based on the publisher-described design and comparison; see the article for complete analysis.
Publisher record was fetched directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
How effective are triggered emails at converting customers who browse but leave without purchasing?
Design
Randomized experiment: approximately half of browse-abandoning customers received automated emails and the other half received no message.
Sample and setting
Customers of a multichannel retailer who had browsed the website and abandoned before purchase.
Reported result
What the study found
Browse-abandonment emails increased online-channel sales and sales in the triggered category; longer navigation histories and wider-assortment recommendations were associated with larger conversions/revenues.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
The source describes one multichannel retailer and says implementation/configuration affects effectiveness.
Possible founder application
Use it to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Evidence access
Publisher abstract/metadata retrieved; consult the linked paper for full methods and tables.
The publisher page supplies the article record and empirical abstract. Direct publisher-page retrieval was recorded on 2026-10-09; profile summarizes the accessible record and does not claim independent review of inaccessible full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.