We look at how browse abandonment emails can be optimised to tempt back people who have viewed products without buying.
Browse abandonment happens when customers view product and category pages on a website without going on to add items to their shopping carts.
Our stats show that an average of 14.5% of sessions on retailer’s sites result in items being added to baskets, but there are plenty of sessions where people view products.
This is where browse abandonment emails can help. With knowledge of which products customers have viewed – and therefore shown an interest in – retailers can sent emails which tempt customers back to product pages.
Browse abandonment emails have a 80.9% higher open rate and 50.5% higher click through rate than traditional emails, while 26% of all browsers that open these emails will click through and return to the site.
So what are the features that go into an effective browse abandonment email?
Segmentation can also be used to send more relevant emails. For example, retailers can segment by gender, the value of items viewed, and new vs existing customers (as in the example below).
Smart Use of Data
Effective browse emails make use of data on customer behaviour to deliver relevance.
Here, Jimmy Choo’s browse abandonment emails use customer browsing data to show which products they viewed on their last visit.
Data is also used in related product recommendations, with products selected based on propensity to purchase.
Show Related Product Recommendations
Showing the products customers viewed before leaving the site is a must, but suggesting alternatives can also work well.
Recommendations can be personalized based on browse history, be in the same category or price range as viewed products, or perhaps be the most purchased items from the selection browsed.
Add Consumer Reviews
Highlighting user reviews in browse abandonment emails can give further incentive to return to the site and complete a purchase.
Test and Improve
As with any email, browse abandonment messaging should be tested and improved constantly.
Everything, including timing, subject lines, images and calls to action should be tested to fine the most effective blend.
According to Experian, personalized emails deliver 6x higher transaction rates.
Using customer data, everything from subject lines to content and products can be tailored to individual customers.
Graham Charlton is Editor in Chief at SaleCycle. He's been covering ecommerce and digital marketing for more than a decade, having previously written reports and articles for Econsultancy. ClickZ, Search Engine Watch and more.