Investigating the Effectiveness of Triggered Email Marketing

49 Pages Posted: 19 Aug 2018

See all articles by Marcel Goic

Marcel Goic

University of Chile - Industrial Engineering

Andrea Rojas

Independent

Ignacio saavedra

Carnegie Mellon University, School of Computer Science, Students

Date Written: November 1, 2016

Abstract

Triggered emails correspond to personalized messages sent automatically as a response to specific actions or states of customers. Typical examples of this kind of campaign include confirmation and order status emails, personal greetings, cross-selling recommendations, cart abandonment reminders, and re-engagement emails. Despite the widespread growth of these triggered emails, there has been no formal evaluation of their effectiveness. This paper investigates the impact of triggered email marketing campaigns using an experimental approach. We identified more than 20,000 retail customers who had recently browsed the website of a multichannel retailer, but abandoned the process before purchasing, and randomly selected around half to send them automated emails with different configurations. The results show that browse abandonment triggered emails are more effective than traditional emails, but this is largely explained by a selection effect. In terms of the campaign design, we find that some level of personalization and recommending products that are close to those that the customer has been visiting positively influence the profitability of these campaigns.

Keywords: Direct Marketing, Event-Based Email, Triggered Emails, Multichannel Retailing, Personalization

JEL Classification: M10

Suggested Citation

Goic, Marcel and Rojas, Andrea and Saavedra, Ignacio, Investigating the Effectiveness of Triggered Email Marketing (November 1, 2016). Available at SSRN: https://ssrn.com/abstract=3217130 or http://dx.doi.org/10.2139/ssrn.3217130

Marcel Goic (Contact Author)

University of Chile - Industrial Engineering ( email )

Rep├║blica 701, Santiago
Chile

Andrea Rojas

Independent ( email )

No Address Available

Ignacio Saavedra

Carnegie Mellon University, School of Computer Science, Students ( email )

5000 Forbes Avenue
Pittsburgh, PA
United States

Register to save articles to
your library

Register

Paper statistics

Downloads
34
Abstract Views
322
PlumX Metrics