Email marketing · 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
Journal of Interactive Marketing · 2021
Summary
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
Possible founder application
Use it to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
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.
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.
Scope and transfer
Limitations to keep in view
The source describes one multichannel retailer and says implementation/configuration affects effectiveness.
Research sources
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.