Effective Email's for Audience Events

Engaging with your new Audience contacts through well-crafted email copy is crucial for driving conversions and building brand loyalty.

To help you create impactful email sequences for various customer events, we've put together a guide that includes recommendations, examples, and best practices for each event type.

When creating this content, it's important to keep the following in mind:

  • Use personalised and friendly language.
  • Keep emails mobile-responsive and visually appealing.
  • A/B test different subject lines, copy, and CTAs to optimise results.
  • Always include an unsubscribe option.

Collection Viewed

Collection Viewed refers to the action taken by a customer when they browse through a group of products within a specific category or theme. This event indicates their interest in a particular assortment of items and offers an opportunity to engage them with targeted content related to that collection.

Recommendations for Email Copy:

  • Use captivating subject lines that hint at the value of the collection.
  • Showcase the variety of products within the collection.
  • Include a call-to-action encouraging users to explore further.

Subject: "You have great taste: New Knits Collection"

"Hello [Customer's Name],

We noticed you were browsing our New Knits Collection. Did you like what you saw? Keep exploring now and find your perfect fit.

CTA: "Explore Now"

Best Practices:
✔ Send the email within a few hours of the collection view.
✔ Limit collection-viewed emails to once per week to avoid overwhelming users.


Product Viewed

Product Viewed signifies the action of a customer viewing a specific product's details, images, and information on your website. This event provides insights into individual product preferences and serves as a chance to send tailored follow-up emails to remind customers about their interest in that particular item.

Recommendations for Email Copy:

  • Remind customers of the specific product they viewed.
  • Highlight key features, benefits, and customer reviews.
  • Create a sense of urgency or offer a personalised recommendation.

Subject: "We saw you checking us out"

"Hi [Customer's Name],

Remember the [Product Name] you were checking out? We saved it for you, make it yours now.

CTA: "Shop Now"

Best Practices:
✔ Send the email within 24 hours of the product view.
✔ Include a clear and attractive product image.
✔ Consider offering a limited-time discount or free shipping to entice purchase.

Item Added to Cart

Item Added to Cart is the action of a customer placing a product into their shopping cart on your store. This event signals a higher level of intent to purchase and can trigger relevant communication to encourage the customer to proceed with the checkout process.

Recommendations for Email Copy:

  • Confirm the addition to the cart.
  • Highlight key features, benefits, and customer reviews.
  • Include shipping and returns information to give the buyer confidence.
  • Include a strong call-to-action to complete the purchase.


Subject: "[Customer's Name], you left [Product Name] behind!"

Hello [Customer's Name],
No need to worry! We saved your [Product Name] in your cart. Still not sure? - here's some more details to help you decide!

CTA: "Continue Shopping"

Best Practices:
✔ Send the email 1 hour after the item is added to the cart.
✔ Include a clear and attractive product image.
✔ Avoid being too pushy; focus on providing value.

Cart Viewed

Cart Viewed refers to when a customer accesses their shopping cart, reviewing the products they have added. This event presents an opportunity to remind customers about their pending items, address potential hesitations, and provide incentives to complete the purchase.

Recommendations for Email Copy:

  • Remind customers about the items in their cart.
  • Highlight the benefits of the products.
  •  Emphasise scarcity or limited-time offers.

Subject: "Go ahead, take another look"

"Hi [Customer's Name],

We noticed you recently looked at the items in your cart. They're going fast, and we wouldn't want you to miss out. 

CTA: "Complete Purchase"

Best Practices:
✔ Send the email within 24 hours of cart viewing.
✔ Include a clear CTA and a direct link to the cart for easy checkout.

Checkout Viewed

Checkout Viewed indicates that a customer has reached the stage of reviewing the items in their cart and is navigating the checkout process. This event is a critical touchpoint where personalised assistance and persuasive content can be delivered to facilitate the final steps toward making a purchase.

Recommendations for Email Copy:

  • Encourage customers to complete the checkout process.
  • Reiterate the benefits and value of the purchase.
  • Offer assistance or address potential concerns.

Subject: " Your cart is having abandonment issues… "

"Hello [Customer's Name],

We know life can be hectic - it’s easy to forget about your shopping cart, even when it’s full of great items.

We’ve saved you a reminder to return to when you are ready.

CTA: "Return to my Items'

Best Practices:
✔ Send the email within a few hours of the checkout view.
✔ Offer a secure and hassle-free checkout process.
✔ Provide customer support contact information for any questions.