Recently I logged onto Wayfair’s mobile app to shop for a bed for my daughter. I looked at lofted beds with storage as well as bunk beds. With a large selection, I spent a bit of time refining by features, price, and size. I then left the app since I was in the research stage. Shortly after that initial visit, I received a series of personalized emails from Wayfair based on what I was shopping for. Some of the most successful marketing emails are triggered by shoppers’ behavior. This was the case with Wayfair. Its series of emails to me is a good example of a personalized, browse-recovery campaign. Subject lines. According to a study by Campaign Monitor, personalized subject lines produce a 26 percent higher open rate than non-personalized. A 2016 study by Statista found the open rate for marketing emails with a personalized message was 18.8 percent, compared to 13.1 percent without personalization. Thus a triggered email should include a personalized subject line that contains references to the featured products. Every subject line in the series included a reference to the product I was shopping for. Also, each subject line is different from the previous one. The formatting an...