Subscription Cortex: Interested

This article is part of the Subscription Cortex Stage Guide. For the standard Cortex Stage Guide click here.

Interested is an acquisition stage that targets new or churned users who are engaged and active with your brand's online content. Interested users are the highest value and easiest to convert users from your list of current leads. Because these users continue to engage and seek out more from your brand they are the perfect target for higher-tier subscriptions. Conversely, it may be that they don't see enough value and may be better targets for one-off item sales and introductory deals so they can become familiar with the value your brand offers.

Who will receive Interested?

Interested is an acquisition that only targets leads or churned subscribers. More specifically, it only targets the users who continue to engage with your brand online: opening emails, browsing the on-site blog, or browsing your online store.

When will Interested send?

Interested will send to your most engaged leads when they are not eligible for more focused messaging like Subscription Abandon or Cart Abandon. Interested will send at a user's predicted best interval until they become eligible for a different stage. If they are eligible for this stage, they will receive emails over the course of 14 days or until they complete a purchase. 

How do product recs work for Interested?

For the Engaged stage, product recommendations are targeted based on behavior, purchase history, and matched against patterns from your customer base. The Cortex product recommendation engine evaluates each individual’s browsing behavior, the purchase behavior of similar customers, the popularity of items in the catalog, and more. Cortex uses this data to predict the preferences of each individual and target them with the best recommendations. 

You can learn more about adding dynamic product recommendations to your Interested emails here.

Best Practices:

• Use strong branding with clear and repeated calls to action
• Experiment aggressively with subject lines to increase engagement
• Experiment with high price vs value-focused content
• Experiment with winback language for churned subscribers
• Use a minimum of 3 dynamic recommendations per template
• Remind the shopper of your brand's value proposition