Most store email is a weekly promotion to the whole list. The money is in three automated flows that go to one person at a time, about the thing they were just looking at.
The three flows
Abandoned cart: one hour later, a reminder with the items pictured; a day later, the answer to the likely objection; three days later, if you must, a small incentive. Browse abandonment: the product they viewed twice, with a review under it. Post-purchase: how to use it, then a request for a review, then what goes with it.
Measure them separately
- Revenue per recipient is the number, not open rate.
- Test the timing before the copy; an hour beats a day for carts.
- Turn off the incentive for a month and see if you needed it.
