Introduction
Products are the ultimate drivers of monetization in email marketing. When featured products don’t match shopper intent, they’re ignored or abandoned — wasting email sends and accelerating churn.
Insights from this uplift modeling analysis reveal which products generate higher conversion rates and average order values, enabling you to better monetize your email audience.
Today's Results
Time Interval: last 30 Days
Product Uplift Groups
About: Uplift modeling classifies products into four groups based on their performance compared to organic visitors who were not influenced by email campaigns.
Group | Definition | Impact | KPIs | Recommended Action |
Sure Things | Products that attract shoppers who are likely to buy.
| '{x1}' | Number of products: '{x7}' AOV Lift: '{x2}%' ICR Lift: '{x3}%' | Keep featuring these products and bundle with other items.
|
Persuadables | Products that help persuade shoppers to buy.
| '{x1}' | Number of products: '{x7}' AOV Lift: '{x2}%' ICR Lift: '{x3}%' | Promote in discovery emails and pair with top performers. |
Sleeping Dogs | Products that attract interest but rarely convert. | '{x1}' | Number of products: '{x7}' AOV Lift: '{x2}%' ICR Lift: '{x3}%' | Reduce visibility and test new offers or pricing.
|
Lost Causes | Products that are unlikely to be purchased. | '{x1}' | Number of products: '{x7}' AOV Lift: '{x2}%' ICR Lift: '{x3}%' | Remove from campaigns and replace with higher performers. |
Key Insight: Sure Things as the dominant group show that the products featured in your email campaigns are already well-aligned with shopper intent, converting consistently and delivering strong revenue and average order value.
Recommended Actions:
Product Selection: Keep featuring these products in key campaigns — they already attract high-intent shoppers and convert reliably.
Email Strategy Alignment: Highlight these products in loyalty, new arrival, and limited-edition campaigns where engagement and perceived value matter more than discounts.
Optimization Approach: Make small creative or merchandising updates, such as refreshed visuals, updated bundles, or seasonal positioning, without altering core messaging that’s already working.
Personalization: If available, pair these top-performing products with personalized recommendations to expand cart size and deepen relevance.
Table Legend
Impact: Revenue gained or lost for a group of products based on the difference between email campaign and organic AOV.
AOV (RPIV) Lift: Difference between the AOV of products from email campaigns and those from organic visitors.
Item Conversion Rate (ICR) Lift: Difference between the ICR of products from email campaigns and organic traffic.
Sure Things - Group Details
Learn and magnify what's working.
Product Name | Revenue | AOV | AOV Lift | ICR | ICR Lift | Revenue Gain | Classification |
'Summer Shoes' | '$42,500' | '$224.80' | '+38%' | '24.40%' | '+25.11%' | '$11,700' | "Champion" |
'Flops' | '$37,200' | '$94.40' | '+25%' | '4.80%' | '+38%' | '$7,800' | "Engagement Performer" |
'Blazer' | '$7,200' | '$114.40' | '+25%' | '4.80%' | '+3.08%' | '$7,800' | "Contender" |
Actions:
Increase Retention: leverage products that drive retention rate using the BFCM Retention Agent to discover what performs best.
Acquire More Shoppers: Use the BFCM Acquisition Agent to identify and scale your best-performing campaigns.
Table Legend
Revenue: Total revenue generated by the product from email-driven traffic.
Average Order Value (AOV): Average order amount generated from email-driven purchases.
AOV Lift: Difference in AOV between email-driven and organic visitors.
Item Conversion Rate (ICR): Percentage of shoppers who completed a purchase after viewing a product.
ICR Lift: Difference in ICR between email-driven and organic visitors.
Revenue Gain: Incremental revenue gained or lost based on AOV difference between email and organic traffic.
2024 BFCM Week
Time Interval: 2024 BFCM Week (Thanksgiving through Wednesday)
Product Uplift Groups
Gain insights into BFCM product performance.
Group | Definition | Impact | KPIs | Recommended Action |
Sure Things | Products that attract shoppers who are likely to buy.
| '{x1}' | Number of products: '{x7}' AOV Lift: '{x2}%' ICR Lift: '{x3}%' | Keep featuring these products and bundle with other items.
|
Persuadables | Products that help persuade shoppers to buy.
| '{x1}' | Number of products: '{x7}' AOV Lift: '{x2}%' ICR Lift: '{x3}%' | Promote in discovery emails and pair with top performers. |
Sleeping Dogs | Products that attract interest but rarely convert. | '{x1}' | Number of products: '{x7}' AOV Lift: '{x2}%' ICR Lift: '{x3}%' | Reduce visibility and test new offers or pricing.
|
Lost Causes | Products that are unlikely to be purchased. | '{x1}' | Number of products: '{x7}' AOV Lift: '{x2}%' ICR Lift: '{x3}%' | Remove from campaigns and replace with higher performers. |
Key Insight: "Sure Things" were the dominant uplift group that "performed best last BFCM; use them as the foundation for this year’s strategy."
Sure Things - Group Details
Learn from from what worked last BFCM.
Product Name | Revenue | AOV | AOV Lift | ICR | ICR Lift | Revenue Gain | Classification |
'Summer Shoes' | '$42,500' | '$224.80' | '+38%' | '24.40%' | '+25.11%' | '$11,700' | "Champion" |
'Flops' | '$37,200' | '$94.40' | '+25%' | '4.80%' | '+38%' | '$7,800' | "Engagement Performer" |
'Blazer' | '$7,200' | '$114.40' | '+25%' | '4.80%' | '+3.08%' | '$7,800' | "Contender" |
Actions:
Increase Retention: leverage products that drive retention rate using the BFCM Retention Agent to discover what performs best.
Acquire More Shoppers: Use the BFCM Acquisition Agent to identify and scale your best-performing campaigns.
Final Takeaway
Scale Sure Things: Continue featuring proven product winners in key campaigns. Replicate their positioning, pricing, and creative approach in this year’s BFCM strategy.
Boost Persuadables: These products convert profitably but need stronger engagement. Highlight them in discovery, cross-sell, or bundle campaigns to help shoppers see their value and use cases.
Rework Sleeping Dogs: Reduce visibility for products that attract interest but fail to convert. Test new offers, updated visuals, or alternative placements to improve performance.
Cut Lost Causes: Eliminate low-performing products from active promotion. Redirect attention and email real estate to high-performing, high-margin items.
Business guidance: By comparing product performance between email-driven and organic shoppers, you can identify which products generate incremental revenue and which underperform. This enables you to focus on profitable products, optimize resources, and avoid repeating mistakes during BFCM Week.