E-Mail Playbooks

CONVERT

Playbook	Target Audience	Message Content	Goal
Now In Stock - Notify your visitors when out of stock products they viewed but not purchased are back in stock.	Those who viewed an out of stock product.	Back in stock information for the out of stock product viewed.	To re-engage your audience and increase overall site conversion.
Last Viewed Products and Alternatives - Encourage visitors to come back to your site when they view products but do not make any purchases.	Those who view products but do not purchase.	Viewed products and alternative products viewed by visitors who viewed the product the user did.	To raise product awareness, encourage purchases and increase conversions.
Abandoned Cart - Encourage would-be customers to complete their purchase when they leave items in their shopping cart.	Those who add items to their cart but do not complete their purchase.	The items that the recipient has added to their cart with a promo code or special offer.	To recover abandoned purchases and increase overall site conversion and AOV.
Abandoned Cart with Recommendations - Encourage would-be customers to complete their purchase when they leave items in their shopping cart.	Those who add items to their cart but do not complete their purchase.	The items that the recipient has added to their cart with alternative product.	To recover abandoned purchases and increase overall site conversion and AOV.
Category View - Send an e-mail including best sellers based on the category the visitors viewed during their site visit.	Those who viewed a category listing page but didn’t browse through any product in that category.	Category best sellers based on viewed category.	To raise category awareness and increase overall site conversion.
Express Shipping - Notify your visitors when express shipping offer is available for the products they viewed but not purchased.	Those who viewed but not purchased a product which qualifies for express shipping.	Express shipping information for the product viewed.	To encourage purchase and increase overall site conversion.
Favorite Category New Arrivals - Inform site visitors about new product arrivals in their favorite category.	All visitors who have viewed and/or purchased a product.	New products in visitor's favorite category.	To create 1:1 engagement, raise product awareness and increase overall site conversion.
Favorite Category Top Sellers - Inform site visitors about best-selling products in their favorite category.	All visitors who have viewed and/or purchased a product.	Best-selling products in visitor's favorite category.	To create 1:1 engagement, raise product awareness and increase overall site conversion.
Favorite Product Reminder - Remind your visitors of the products they added to their favorites but did not purchase.	Those who add products to their favorites but did not purchase.	The products added to favorites along with a reminder message.	To re-engage your audience and increase overall site conversion.
Low Stock - Notify your visitors when the stock level of the products they viewed but not purchased drop below a certain threshold.	Those who viewed but not purchased an item for which the stock level has dropped.	Low stock information for the product viewed.	To create a sense of urgency, encourage purchase and increase overall site conversion.
Price Drop - Notify your visitors when the products they viewed but did not purchase are on sale.	Those who viewed but did not purchase an item for which the price has dropped.	Price drop information for the product viewed.	To inform visitors about relevant offers, encourage purchase and increase overall site conversion.
Price Drop with Recommendations - Notify your visitors when the products they viewed but did not purchase are on sale with relevant recommendations for other products viewed by visitors who viewed the same.	Those who viewed but did not purchase an item for which the price has dropped.	Price drop information for the product viewed and alternative product recommendations.	To inform visitors about relevant offers, raise product awareness and increase overall site conversion.
Search - Inform your users about most viewed products regarding their on-site search.	Those who performed an on-site search but did not view any products	Viewed products by other visitors who searched the same keyword.	To inform visitors about relevant offers, raise product awareness and increase overall site conversion.

GROW

Playbook

Target Audience

Message Content

Goal

Category Awareness - Send a post-purchase e-mail within a certain timeframe in order to promote different categories on your site.

Those who made a purchase.

Best-sellers of categories from which the customers didn't view or purchase a product before.

To promote different categories, encourage speedy follow-up purchase and influence customers to spend more.

Complementary Products - Use purchased item as a reference and send a post-purchase e-mail including relevant recommendations based on products frequently bought together by other customers.

Those who made a purchase.

Other items purchased by customers who bought the same product - “Frequently Bought Together Products”.

To increase product awareness, encourage speedy follow-up purchase and influence customers to spend more.

Replenishment - Remind your customers when it's time to buy again in the given product categories based on the provided time frame.

Those who bought consumable products.

Product that you are reminding the customer to repurchase along with the top sellers in the purchased category.

To encourage repeat purchases, raise product awareness and increase customer lifetime value.

RETAIN

Playbook

Target Audience

Message Content

Goal

Birthday Celebration - Make your customers feel special on their birthday with a thoughtful message and a special offer.

Those who are celebrating their birthday (or will celebrate in a few days).

Celebratory message along with a special offer or discount coupon.

To increase customer loyalty with personalized engagement.

Comment After Purchase - Send a post-purchase follow-up e-mail in order to collect feedbacks.

Those who made a purchase.

Purchased item with “Make a Comment” or “Rate Your Transaction” messages

To gain feedback on a purchase and encourage purchasers to become repeat customers.

Sign Up Anniversary Celebration - Make your customers feel special on their sign up anniversaries with a thoughtful message and a special offer.

Those who signed up a year ago (could be repeated for each year).

Send special offer celebrating the anniversary along with a thank you message.

To increase customer loyalty with personalized engagement.

WIN BACK

Playbook

Target Audience

Message Content

Goal

Churn - Reconnect and win back customers who haven’t visited your web/mobile site or mobile app within a given timeframe.

Lapsed customers.

Discount or free shipping offers along with products from customer's last viewed category or previous week’s best sellers.

To reactivate lapsed customers.

Parent Topic: Playbooks