In this latest post we look at how Browse Abandonment Emails work, and how they can help you to recover abandoned sales.
When we talk about cart abandonment, we’re looking at those shoppers who have actively added items to their shopping carts before leaving the site.
However, there is another form of abandonment which takes place before people add items to shopping carts, when a visitor is searching and browsing your website, and viewing product pages.
The average add to cart rate is around 11% for desktop, and 9-10% for mobile.
Our own stats show that, for retail, an average of 43.8% of sessions on site will contain a product page view, 14.5% will add items to carts, and 3.3% will make a purchase.
So, of the 43.8% who view product pages, most will not add items to cart. Simply by viewing products, shoppers are showing a possible intent to purchase, and this is where Browse Abandonment Emails can help…
What are Browse Abandonment Emails?
Browse abandonment emails use technology that tracks the visitor’s browsing behavior. This then enables an automated email to be sent to the visitor that includes custom content based on the products they viewed.
Engaging with a visitor at this stage allows a relationship to be established sooner.
It’s all about keeping these ‘window shoppers’ involved with your products, aiming to tempt them back to your website.
What do Browse Abandonment Emails Look Like?
They can show specific products that shoppers have been looking at. This work in a similar way to cart abandonment emails, the difference is that customers don’t have to put items in their baskets first.
If a visitor is looking at a product and then leaves the site, a gentle reminder may be all they need to finalise their purchase.
Segmentation can also be used to send basket abandonment emails which suggest products based purely on a visitor’s browse history, gender, the value of items viewed, and new vs existing customers.
Relevant product recommendations can broaden the choice for shoppers, while emails can also add social proof in the form of customer reviews.
This level of dynamic content is the future of email marketing, with one of our clients use of dynamic segmentation, leading to a 13% increase in online sales!
How Can Browse Abandonment Emails Help You?
Of course, knowing their use and what they look like is great but we all want to know how things benefit us. Our stats shows how well browse abandonment emails work.
With an 80.9% higher open rate and 50.5% higher click through rate than traditional emails, it’s clear that visitors are highly engaged with Browse Abandonment Emails.
26% of all browsers that open these emails will click through and return to the site. This can be a significant number of visitors to your site that you can tempt back.
|Average Open Rate:||37.23%|
|Average Click/Open Rate:||14.29%|
|Average Conv/Click Rate:||11.65%|
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.