Case Study: Trigger-Based Emails Help 
Onlineshoes.com Grow its Revenues

Rather than paying the high costs associated with acquiring new customers online, Onlineshoes.com focused its attention on selling to consumers already familiar with its brand. In particular, it targeted consumers who opted in to its promotional email program.

While email was already a valuable component in Onlineshoes.com's marketing mix — about 25 percent of its overall business was being generated via the channel — the company felt the medium offered more opportunity. So it asked its email provider, Responsys, to develop trigger-based programs to reach consumers who'd abandoned items in a shopping cart or browsed the site's product pages without making a purchase, in hopes of swaying them to reconsider a purchase.