"I experienced many different emotions: joy, delight, surprise, excitement, when we conducted the first A/B test and a simple replacement of the text “Have a look” in the CTA-element with a bright “Have a look” button increased the CTR for the “abandoned cart” by 64.8% and “abandoned viewing” by 13.3%. After that, you understand that e-mailing has many nuances that can increase its effectiveness, and it should only be entrusted to professionals. All tests that were conducted by Retail Rocket showed a qualitative increase in performance. Until the date, trigger-based emails are a powerful sales channel, but they cause different emotions for the user, as he receives emails not only from us, but from completely different companies, so it is difficult to predict the effectiveness of an email. Therefore, I consider it necessary to continue to experiment in this area, since this is a very “lively” process, in which changes will constantly occur. And do never stop testing!"