The challenge BuyAutoParts, one of the leading auto parts distributors worldwide, its mission in a nutshell—to make it easy to buy auto parts. Their focus on ease- of-use, high-quality customer service, and strong customer relationships is apparent in the excellence of their website and online support. But, like most online retailers, many of their website visitors browse and cart products without following through to checkout. BuyAutoParts used a service provider that generated triggered email with reminders about abandoned products. However, too few abandoners were returning to the website to complete the sale. The heart of the problem was that too few website visitors were being identified in the first place, and when a visitor is not identified, an email can’t be tri

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