Email that closes: the setup, step by step
For the retailer with a large email base and big ad budgets: the data to connect, the triggers to switch on, the exclusion test to run, and the cohort numbers to read.
- What to prepare before day one
- What goes live, in order
- What to measure in week one and week four
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What to prepare
The email base with consent
Import customers and their consent. These are the people you pay per click to reach today; the test shows how many.
One tag and the product feed
The tag captures Google and Meta click IDs server-side on every visit, next to every email click. The feed fills the triggers with products.
Read access to the ad accounts
Read-only. Nothing changes in how campaigns are bought; the agent reads what was clicked and what was billed.
Attribution windows, in writing
Agree the windows for each channel before the first report, with no view-through by default. Your email tool keeps the campaigns.
What goes live, in order
Check the click IDs
Open the site from a paid ad and confirm the click ID sits on the profile. Then click an email and confirm that too.
Switch on the triggers
Abandoned cart, abandoned browse and search, price drop on a viewed product, back in stock. Each email picks its products per customer.
Set the frequency cap
One trigger email a day per customer at most, and never on top of a campaign from your email tool.
Run the exclusion test
Keep the email base out of paid retargeting and branded search for an agreed period. Prospecting stays untouched. Measure before you decide.
Track by cohort
Paid touches per purchase, the share closed directly, 90-day repeat and lifetime value, for each monthly cohort of first buyers.
Read the orders, counted once
Every order credited to one touch under the agreed windows. The ad platforms will keep counting their own way; keep both reports.
What to look at, and when
| When | What to look at | What good looks like |
|---|---|---|
| Week 1 | Triggers firing: price drops and back-in-stock events seen, emails sent per trigger, click IDs on the profiles | Every trigger has fired at least once and every order carries one credited touch |
| Week 4 | Paid touches per purchase, the share of orders closed by email or push, spend removed by the exclusion test against orders lost | The pattern from the sportswear retailer: a small share of ad clickers were already in the email base, yet a large share of revenue |
| Month 3 | 90-day repeat and lifetime value per monthly cohort, the exclusion test read-out | Repeat and value hold or rise while paid touches per purchase fall |
Common mistakes
Comparing with the ad platform's own report. It counts by its own attribution settings and will not match; the agreed windows are the reference.
Turning off prospecting during the exclusion test. The test is about customers you already have; new customers must keep coming.
Allowing view-through. A seen ad is not a click; with view-through every channel claims every order.
Running the exclusion test for a week. Repeat buyers take weeks; agree the period before you start and read it at the end.
See which of last week's visitors you missed
Thirty minutes, with your store and ad accounts open. Then 30 days free. A holdout group decides: if the agent doesn't add orders in 30 days, you don't pay.
Book 30 minutes
You'll talk to one of us.