Browse abandonment email examples

Browse abandonment is a strong behavioral signal with a great chance to convert to purchase.

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Much like it’s more popular and attractive sibling, cart abandonment, browse abandonment emails allow retailers to connect with consumers at the right time with the right product. Although these customers are several steps away from purchasing when compared to cart abandoners, browse abandonment is a strong behavioral signal with a great chance to convert to purchase.

Browse abandonment strategic recommendations

It’s a misconception that there needs to be a discount offered for a browse abandonment email to be successful. Try getting started with one of the following strategies instead of cutting into your margins:

Use website data to your advantage and personalize the content based on categories of interest.

Guide customers towards products that make sense or would accompany the items they’ve searched for. Take a look at this email example from home retailer, Parachute Home’s strategy. They not only highlight the product the shopper was looking at, but they also provide a curated list of three related products within 24 hours of browsing.

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Highlight the benefits of purchasing from the brand

Since these shoppers are likely lower intent than cart abandoners, emphasize core competencies like the return policy or free shipping. Check out this example from Urban Decay. They keep the messaging direct and have clear language around their return policy as well as contact details for their customer service team.

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Pst… here’s a quick tip! Think of browse abandonment as a larger integrated marketing strategy. Consider running retargeting ads on Facebook or Instagram in addition to email communication.

Browse abandonment implementation details

Browse abandonment emails rely heavily on data within the marketing stack. Browser activity must be collected to compile recently browsed items and keywords. Below we outline some tips to get started:

Trigger emails based on web page views and add a waiting period

Depending on the company, a longer wait period may be more effective. For example, bigger purchases like an airline flight may make sense to schedule 12-24 hours after browsing if the user hasn’t booked yet. Test a few different wait periods to see what length of time drives the highest conversion.

Exclude those who bounce from a product page within a few seconds

These users may have clicked accidentally or are not interested in the product. Focus on users who have spent more time on-site and have clicked at least a few pages during their visit.

Test the flow of data

Ensure the website data is accurate and working appropriately by viewing multiple web pages with a test email account and viewing the resulting data within the email service provider (ESP) or data warehouse (the data or engineering team should be able to help with this!). For emails reliant on personalization, QA is essential. Send the wrong item or a broken email and it could result in poor user experience.

Worse yet, browse abandonment can deluge your users with a firehose of emails—particularly the most active users on your site. Ensure you have filters in place to reduce the frequency with which browse abandonment mailers are triggered!

Pst… here’s a quick tip! Think of browse abandonment as a larger integrated marketing strategy. Consider running retargeting ads on Facebook or Instagram in addition to email communication.