Since the dawn of the channel, email remarketing has been a powerful tool for retailers who want to reach their customers with relevant messaging after they leave the site.
Cart, browse and category abandonment emails have been some of the most popular ways to get shoppers back to site after they’ve left. And for good reason. Triggered abandonment emails on average boast 41.18% open rates (compared to the 15.66% average email open rate for ecommerce) and drive 24x more revenue per send compared to batch-and-blast.
Most e-commerce retailers deploy a 3- or 4-part abandonment series, meaning that most will stop following up about an unpurchased item or cart after 48 to 72 hours.
Many companies will continue to market to their shoppers with batch-and-blast emails after that 48-hour window is up. But these billboard-type emails are not the most effective way to keep customers engaged over longer-tailed purchase journeys.
So, how do brands continue to use that behavioral data from an abandoned visit to trigger automated, personalized emails well past that original abandonment window?
One option is by using Catalog Modules, also known as “Inventory Modules.”
But what exactly are Catalog Modules? And why are they so successful?
An extension of BounceX’s product abandonment emails, Catalog Modules utilize a retailer’s product feed to trigger messages based on “product change” events like an item becoming low in stock, dropping price or coming back in stock after being sold out.
Armed with these feed changes, Catalog Modules allow retailers to send messages to the customers who were interested in a product, even if a product change event occurs up to 180 days after the shopper abandoned. More eligibility means more relevant sends—in turn, driving more revenue for retailers.
This extended look-back window means that now brands are opening the range in which a single abandoner can be marketed to by their company. This allowed jewelry retailer Alexis Bittar to increase their digital revenue performance by 37%. Catalog Modules now contribute 5.46% of the retailer’s digital topline revenue.
Let’s look at an example. Say a shopper—let’s call her Julie—arrives on a retailer’s site on April 3 and browses shirts. Eventually, she looks at a particular blouse and shows interest by looking at sizing and exploring color option, but she abandons before making a purchase.
Within 30 minutes, Julie will receive a browse abandonment email. If she doesn’t make a purchase based on that email, she’ll get another in 24 hours. Within 48 hours, she’ll have run through the abandonment sequence. Typically, this is where her triggered emails related to that specific product would stop.
But Julie’s interest in the product didn’t necessarily disappear. So, when the product goes low in stock on August 8, a low-stock email will trigger, letting Julie know that there are only a few of the shirts left. This reminder of her interest, with an added side of social proof and scarcity, can help push Julie to finally make the conversion.
Based on our data, we’ve found that with Catalog Module sends, the average conversion happens 50 days after the abandonment activity. And more than 58% of conversions happen 30 days after. In fact, conversions are still steadily happening up to almost 180 days later.