Browse Abandonment Emails: What You Need to Know
For all the e-commerce brands, cart abandonment is one of the major issues which cost around $18 billions of whopping loss every year. Besides, there is one more issue to add in the list and it is browser abandonment. To overcome the challenges posed by this shopping behavior, marketers must opt for browse abandonment emails campaign.
Browse abandonment occurs when users visit an online store, browse through several products, and then leave the website without any purchase. But the good news is, you can get those customers again just by sending them a perfect browse abandonment email.
Browse abandonment email is an effective email marketing automation strategy to convert users into customers who visit your online store with the intent of shopping.
A successfully designed browse abandonment email helps to re-engage potential customers by encouraging them for their purchase.
When you are successfully using email automation to grow your ecommerce business, a browse abandonment email automation is the next important step to generate more sales from your email marketing strategy.
In this blog, we will delve into how to make browse abandonment emails effective and the best examples of browse abandonment emails.
Why browse abandonment emails are important?
Abandoned browse emails are often overlooked and hence there are great chances that your competitor has not started using it yet. So, to gain a competitive advantage, you can start implementing browse abandonment email automation.
Browse abandonment email gives you an opportunity to nudge people to give a second look at the products on your website. In this way, you can encourage people to buy items from your store by showing more benefits or even a comparison with competitor’s product, sending a special offer or highlighting a customer testimonial.
The conversion rate of browse abandonment email is 0.96% as compared to that of average email campaign which is 0.10%.
If your website has a large selection of items or high SKUs, the buyer’s journey may get extended and will need more nudging. However, if you have a better browse abandonment recommendation campaign in hand to showcase related and relevant product alternatives then it may help grab shopper’s attention.
Moreover, for websites selling high-ticket items, a browse (site) abandonment email is helpful. While buying such items, customers perform a lot of research before they buy. Here, browse abandonment email can illustrate the benefits and value of your products in comparison with your competitors.
Also, if the product is new to the market and is a solution to the complex problem, then a browse abandonment email works great to send a how-to guide or educate customers.
Rightly done browse abandonment flow is equally important as abandoned cart emails or check-out emails for driving overall revenue.
WebMaxy’s advanced sales and marketing tools help achieve higher conversions
Want to know how? Sign up to explore!
Ways to make browse abandonment email campaign effective
An effectual browse abandonment email strategy is more than just a reminder email. The following tips will be helpful in creating a successful and customer-centric browse abandonment email campaign.
1. An early email address
While users are browsing through your online store, you can prompt them to provide an email address. This email will be useful to contact them further.
Sometimes users are reluctant to share their email address. However, offering incentives may work in getting them registered with you. You can incentivize them with a voucher, a discount, relevant content, or a free product.
2. Focus on current subscribers
Existing customers tend to open browse abandonment emails more as compared to new ones. So, the browse abandonment revenue will be more from these customers only.
When existing customers return to your store, it means they are interested in your products and also satisfied with your products or services. You can convert these users easily into the buyers with browse abandonment emails. To maximize the effectiveness of these emails, using an email list cleaner can ensure that your messages reach the most engaged and relevant subscribers, improving your overall email marketing performance.
3. Audience segmentation
With proper audience segmentation, you can go into the basics and create an effective browse abandonment email. You can consider the following four audience segments that will increase the specificity of your marketing emails.
- Customers who have never purchased- These types of users are more likely engaged in comparing the products with other brands. The best abandonment cart messages for these customers include; information about your brand, competitor comparisons, product education, product benefits highlights, and coupon codes or discounts.
- Customers who have purchased once- Just giving product benefits doesn’t work here and you may need to give deep knowledge of the features and products to these users. The best thing is to figure out the features that you couldn’t give on your detailed product page. The best abandonment cart messages for these customers include; product features highlights, cross-sell suggestions, deeper product education, and loyalty program benefits.
These are the two main customer segments that you should target to make the campaign more effective. Besides, if you want to consider customer loyalty and repeated customers for the same, you may include newly released products or limited time offers in your browse abandonment email.
4. Using compelling product images with short descriptions
include high-quality images in your email, it must catch the user’s attention and encourage them to buy the product that they were looking at on your website.
When you display a product in the correct context as a reminder, it may encourage that user to return to the website and complete the purchase.
5. Craft a convincing email copy
Your email copy must be engaging and persuasive. To achieve the same, you can add features, benefits, and unique selling points of the targeted products. Likewise, include social proofs such as customer reviews and testimonials, or time-sensitive discounts.
6. Clear and appealing call to action (CTA)
CTA is an important aspect that takes the customer back to their shopping cart or the product page. The CTA must be noteworthy, easily accessible, and must clearly indicate the next steps to complete the purchase.
7. Maintain specificity:
Browse abandonment emails should be ‘to the point’ and aligned with customer’s browsing history. Any irrelevant information can distract the user from the exact message and reduces the chances of conversion.
You should encourage customers to finish their purchase but give them a choice of purchasing the product without being pushy.
8. Personalized experience
In email marketing strategy, giving personalized experience has its own significance. By using dynamic data and considering user’s browsing behavior and their product preferences, you can give an unmatched personalized experience to the customers. Also, consider customer segmentation metrics for more specific user experience.
9. Make it mobile friendly
Though many brands are already following it, remember that mobile optimization is highly important in your browse abandonment email marketing. When more and more people are using smartphones or tablets, there are great chances that browser abandoners are seeing their products or services on a smartphone or tablet.
Responsive design templates, clear headlines with concise email body, optimized images, and easily accessible CTA are a few more factors to consider in mobile optimization for site abandonment emails.
10. Structured email flow
This is vital in being successful with an email marketing campaigns. You can send the first email or initial email shortly after the shopper’s browsing session. Then you should go for a second email or follow-up email consisting of promotions after a few days. Lastly, the final email after a series of follow-up emails to encourage them for a purchase before it’s too late.
11. Considering email type
Browse abandonment email has four different types. Focusing on the most specific for your brand may give you more conversions. These four types include; Product-Page Abandonment Emails, Search Abandonment Emails, Homepage Abandonment emails, and Product Category Abandonment email.
When you consider all these tips for making your browse abandonment emails effective, remember that you will have to try, test and iterate consistently. Alternatively, you can test one element of your email campaign at a time such as heading, subject lines, body, incentives, or CTA. This helps in drawing actionable insights and tracking the performance of each element.
The list of some browse abandonment email subject lines
Subject lines are the heart of email marketing success. An enticing and catchy subject line will stop people scrolling and they will get hooked with your email. So, crafting an impressive email subject line is crucial to the success of your email campaigns.
Here are a few examples of an inspiring browse abandonment email subject lines;
- “We saved your cart for you!”
- “Rekindle your shopping spree”
- “Ready to pick up where you left off?”
- “Come back for a surprise discount!”
- “Unlock exclusive deals for your browsed items”
- “Did you forget something?”
- “Get back to shopping and save big”
- “Remember the items you loved? They miss you”
- “It’s not too late to get what you want”
- “It’s not too late to get what you want”
Now, let’s explore effective emails to re-engage potential customers and see how the big brands are making it successful.
Best Browse Abandonment Email Examples
1. Columbia
The subject line for their browse email is very enticing, ‘Price drop on your favorites!’
A clear CTA allows you to see the reduced price. Besides, they offer related products under the heading ‘you may also like’ that gives a personal feel. They go for relevant yet straightforward messaging.
2. Charlotte Stone
They have an interesting and approachable subject line, ‘We noticed you noticing us…’. Their browse abandonment email copy compliments the recipient. An effective CTA helps drive customers back to the product page. At the end, they have added related product recommendations to retain user’s interest.
3. Karen Millen
Their browse email opens with a catchy line ‘OH GO ON THEN’. They limit the number of items and keep them at the top of the page. After opening an email, a welcome message with the image and headline appears. After that customers quickly see the products, they were interested in. This will engage them with email.
4. Cole Haan
A welcoming subject line, ‘Open to see the styles curated for you’ makes users open an email. After that customers will see the headline ‘Bag this one before it’s gone’ which highlights that it’s a limited product. They have very simple email without fancy design or copy which makes them stand apart. With their other product recommendations, customers get to choose other than their original product.
5. Credo
‘Get it before it’s gone’ this subject line conveys urgency. This browse abandonment email opens with a free shipping offer. To personalize an email, available points count is given to personalize loyal customers. Finally, there is a direct link to customer service in email body.
To Summarize:
To turn window shoppers into loyal customers, browse abandonment email is one of the best strategies. This is an important tool for guiding your subscribers, website visitors, and existing customers to find their way to purchase at your store.
To be in touch with your potential customers, adding pop-ups to collect data can be useful. If you successfully personalize your browse abandonment emails and present an enjoyable customer experience, you can surely translate browsing customers into purchasing ones.
With the best browse abandonment emails you can easily reconnect with consumers who have shown a great intent, you can remind them of you, and ask them to be back into your store.
The key is to have an exciting message and all the collected consumer’s data should be compliant, and well-segmented.
WebMaxy is an advanced sales and marketing tool that assists eCommerce brands in automating their email marketing strategy. To know more about browse abandonment emails and its features, connect with our experts at info@webmaxy.co
Want to establish brand loyalty and drive revenue to your eCommerce store?
You can schedule a demo to know more about Email Marketing Services!
Browse Abandonment Emails FAQs
A shopper visits your website or online store and looks at your products. After that, instead of adding anything to the shopping cart or making any purchase, he leaves your site. This is known as browse abandonment.
The statistics for browse abandonment emails suggest that browse abandonment emails have 80.9% higher open rate and 50.5% higher click through rate than traditional emails. 28.04% of all browsers who open these emails will click through and go back to the site.
A customer in your email list looks at your website or product but doesn’t add anything to the shopping cart. When this happens, you should send a browse abandonment email. With this email, you can suggest an online shopper to go back to the site and finish his purchase. You can send the first browse abandonment email (and sometimes SMS) soon after the user has visited your website.
When a shopper comes to your website but leaves without taking the desired action, browse abandonment takes place. For eCommerce brands, the desired action is adding something to their cart or completing their purchase. Browse abandonment is also known as site abandonment. So, as such there is no difference between site abandonment and browse abandonment.
A browse abandonment flow is a series of emails for browse abandoners. The shoppers who viewed a page, specific product, or product category on website, but did not add anything to their shopping carts get this email. So, browse abandonment emails get browse abandoners to make a purchase at your site.
A browse abandonment email flow mainly includes three emails. The first is a quick reminder which is sent within hours after the abandonment. Second is a follow-up email sent over the next few days. The final email encourages them to act before it’s too late.
Adam Wilson
Adam Wilson comes with an experience of 12+ years in the IT industry. As a Customer Success Manager, he has been researching and trying to understand the customers’ behavior in different scenarios. He has also studied human psychology to relate it to the purchase journey of the customers. His published books on customer psychology and behavior have received many honors and awards from various enterprises.