Can I get an email marketing professional opinion here for e-commerce? How do you attribute email revenue for abandoned cart campaigns? Do you do a last click rev. attribution or do you assign a portion rev. to the "assist"? If you measure this as an assisted conversion what qualifiers are you looking at? If they opened? engaged? Or simply if it was a valid email send? My team would like to take a portion of every assisted regardless if we 'see' they opened the email.🤷‍♀️

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Continued......

My team wants to attribute a portion of EVERY abandoned cart that returns regardless if they opened or engaged with the email. I understand email open rates aren't the most reliable but saying every valid sent email played a role in the conversion regardless of open or engagement feels like a big assumption with no data to support it.

It would be very helpful to understand how other e-commerce companies attribute email marketing revenue.

Because of MPP laws i wouldnt use opens for revenue attribution because you’ll have inflated numbers. I would look at click engagement with a specified conversion window.

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