Featured Project
NEW BALANCE
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LIFECYCLE · AUTOMATION
The Window Shoppers Nobody Was Emailing.
A dedicated browse and category engagement series built alongside an already-strong cart abandonment program.
§ THE CHALLENGE
New Balance's cart abandonment program was already running well, performing exactly as it should for shoppers who added to cart and left. But cart abandonment only catches customers at the very end of the funnel.
A meaningful group of prospects were reaching product pages and browsing entire categories, showing real purchase intent, then going quiet. No cart, no abandonment trigger, no follow-up. The brand had no way of re-engaging them at all.
§ THE APPROACH
Rather than duplicate the cart abandonment logic further up the funnel, the new series was purpose-built for browsers, triggered by product and category page activity, not cart activity.
The emails leaned into education and exploration instead of urgency or discounting, more detail on the products they'd been viewing, adjacent recommendations, styling and use-case context, meeting browsers at the consideration stage they were actually in.
§ THE IMPACT
Increase in lead to first-time buyer conversion
In monthly automated revenue
§ THE WORK
§ THE RESULT
Revenue that was already walking through the door.
Every unconverted browser New Balance was already paying to acquire, through search, social, organic, was showing real intent and getting no response. The gap wasn't a traffic problem or a product problem. It was a silence problem.
Closing that gap turned passive browsing into a real, forecastable revenue channel, running on autopilot, without new ad spend, without new traffic. Just a brand that finally responded to the people already paying attention.
