5 Audiences to Target with Your Browse Abandonment Emails

Editing_FB_Ads_Template___Piktochart_Infographic_EditorLike abandoned carts, browse abandonment emails are a great way to retarget shoppers who have already displayed an interest in your products. Retargeting is an extremely effective way of driving revenue and engagement, so you should take full advantage of this opportunity in your browse abandonment emails. Not all shoppers are the same, though, so they shouldn’t all receive the same browse abandonment email. Below, I’ll outline five different audiences you should target and how you should cater to them individually.

1. Shoppers Who Have Never Purchased

When it comes to customer acquisition, collecting email addresses is just one piece of the puzzle — you want to encourage these new contacts to purchase, too. There are several ways you can incentivize new contacts to make their first purchase, all of which include offering them something of value. Often, this comes in the form of a coupon code or discount, like $10 off their first purchase.

Filter your browse abandonment emails based on whether or not a shopper has purchased, and send non-purchasers an incentive. Since browse abandonment emails are a lighter touchpoint than abandoned carts, also consider including an expiration date with the discount to foster a sense of urgency.

2. One-Time Purchasers

For customers who have only purchased once, you will want to pay attention to the recency of the purchase. If a customer just purchased, hold off on sending them browse abandonment emails for about a month or two. Depending on the amount of time since their last purchase, you may also want to incentivize them to purchase again, like non-purchasers, by including a coupon code or discount.

3. Loyal Customers

If you have a subset of customer that purchase from you frequently, you may want to adjust how often you send them browse abandonment emails. What you define as frequent purchasers will depend on your particular business and product catalog, but you likely already have a segment of “VIP” customers or something similar. Because these people purchase from you often, you don’t want to bombard them with browse abandonment emails.

Instead, use the amount of time since their last purchase to influence when you send them browse abandonment emails. If someone hasn’t purchased in six months, for instance, but they have purchased from you at least five times, then start sending them browse abandonment emails. This is also a good opportunity to alter the content of your emails to be more personalized and build brand loyalty. On the other hand, if someone has purchased within the month, you don’t want to inundate them with sales emails.

4. Shoppers Who are Very Interested in a Particular Product

You can add a filter your browse abandonment flow that is based on the number of times a customer has viewed a particular product. If someone views the same product five times, for example, this indicates a higher level of interest than if they simply viewed it once. Since you can be fairly certain that customers are interested in this product in particular, add a sense of urgency to this email. If shoppers believe a product they are interested in may sell out, they will be more apt to purchase.

5. Shoppers Who Have Viewed a Particular Product

If you wish to promote a particular product, you may choose to only send browse abandonment emails to those who have viewed this product. For example, if you just released a new product and wish to drive sales, you can send browse abandonment emails to all shoppers who view this product.

Similarly, if you are having a sale and wish to get rid of inventory, you can use browse abandonment as a tool to drive awareness to the sale (if they viewed an item that was on sale) as well as others.

Conclusion

With all browse abandonment emails, it is important to include options other than the particular product a customer views, though this product can be the focal point. While browse abandonment emails are indeed similar to abandoned cart emails, they are not the same and should be treated slightly differently. In my next post, I will outline the content you should include in your browse abandonment emails.

 

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