Every business is different, so Fresh Relevance provides tonnes of customization options to make your campaigns best in class.

Here’s some guidance to help you find what works for your business.

Wait time
Your wait time before the first abandonment email is sent can be as short as 15 minutes, or a delay as long as you would like. The trick is to catch your customer as quickly as possible after they disengage, to avoid the buildup of friction to conversion.

The wait time starts on the user’s last page action, so think about how long you’d expect a customer to linger on a page before continuing. Perhaps your website analytics can help guide you here?

For example a lower cost fashion retailer might benefit from a short wait time to catch visitors in the moment. Conversely, a travel brand where customers are likely to research before booking, may benefit from a longer wait due to the higher level of consideration.

How many stages?
Generally more messages means more conversions, but over-contacting your base can lead to list attrition. Our recommendation here for a single channel strategy is to start with 2 or 3 stages – but following the golden rule: Ensure each piece of contact is meaningful and provides additional value. As such, the best campaigns send different templates and content at each stage.

Increase urgency by highlighting low stock items
Showing that a product might not be available if the purchaser delays is a key driver in getting prompt conversions

Instill confidence with social proof
Showing product or company ratings and reviews instills confidence that they can confidently convert. Showing popularity messaging such as how many people have recently bought those items also draws on the wisdom of the crowd

Recommend additional products
Adding additional Product Recommendations to your Triggered emails is ideal for increasing product exposure to help customers find the right product for them or suggesting complimentary upsells. We have a range of suggested tactics for your triggered emails here.

Refine targeting
With several campaigns being sent to your customers across these signals, other automated campaigns and newsletters, you might want to refine your targeting to ensure you’re sending the most valuable emails to each customer. Using Marketing Rules you could consider some of the following targeting criteria.

• Only sending to customers who have visited the site multiple times in the last week
• Only sending for baskets over a minimum value
• Excluding customers who have already received a campaign in the last 2 weeks