Browse Abandonment Email A/B Tests You Should Run

browse abandonment a/b tests

Browse abandonment emails are a great way to win back users who have left your site. But are yours performing they best they could be? If you are already following the best practices for browse abandonment emails, A/B testing them can take your email marketing strategy from legit to too legit to quit.

Improve your subject line

When it comes to subject lines, standing out in a subscriber’s inbox can be tricky business. Don’t place all your eggs in one basket by relying on one subject line. It’s important to remember that A/B testing doesn’t have to be 1 vs. 1. If you have the ability, multivariate testing can let you run several different subject lines tests at the same time.

These are the right A/B tests to run if your open rates for browse abandonment emails are particularly low.

A/B test different phrases

Try experimenting with the tone and phrasing of your subject line. If you’re using something pretty generic like “Don’t forget about your recent visit”, why not try something different like a playful phrase or pun?

Here are a few playful subject lines I’ve seen recently that hit the mark:

  • Was it something we said?

  • This caught your eye – bring it home quick!

  • It’s still available! How fantastic.

  • You’ve got great taste.

  • To buy or not to buy? This will help make up your mind

  • ⚠ Perfect for you! Complete your purchase…

Take emojis for a test drive

A study from Litmus showed that emojis in subject lines can boost open rates by 10-15%! We have been noticing more and more brands using them to grab the attention of subscribers.

If you decide to go the emoji route, I recommend A/B testing a subject with emojis vs. one without emojis first. If the subject line with emojis test higher, you can do another test to A/B two or more subject lines with emojis. The first A/B test will help to understand if your audience is responding positively to the use of emojis, while the latter will determine the best use.

Looking for some emoji inspiration? Look no further:

  • 30% Off ? Wine Riot Tickets ? This Weekend

  • Oh yes, we’re back in action! ?

  • ? ? Your April drinking calendar has arrived.

  • Your 1st delivery fee is on us ?

  • ? Watch this video crash course on tucking in shirts. ?

  • Last Day! Share the ❤️, Get some ❤️

While emojis can be fun, there are a few things to think about when getting started. Check out this quick guide to using emojis in emails.

Personalization vs. Not Personalizing

This type of A/B test can be a bit trickier to pull off. While personalizing a newsletter or abandon cart email feels appropriate, personalizing a browse abandonment email too much could be seen as a little creepy. We recommend limiting the personalization to just a user’s first name.

Experiment with product recommendations

While you should include an image and information on the product the user was viewing before they abandoned your site, it’s also a smart idea to showcase other products that the user might be interested in.

There are a few different ways to A/B test product recommendations such as all time best sellers, products that are currently trending in your store, or hand picking items you would like to promote. Alternatively, you might decide to feature products from certain collections related to the product that triggered the browse abandonment email.

West Elm


Nordstrom Rack

Fine-tune the content

Are the click through rates on your browse abandonment emails not cutting it? It might be that the content of your emails is not performing well. Try running these A/B tests to improve your CTR.

Play with the length of the email

The attention span of just about everyone these days if about the same as a mosquito. Pretty dang short. Your audience might respond better to a sweet and short email with a very distinct message like “buy now!”. A great A/B test to run would be a shorter email vs. a more robust email (think lots of text, images, and product recommendations).

Tweak your call to action

In addition to experimenting with length, another great A/B test to run is around your call to action(s). While the text of your CTA is important to test, there are other variables to consider such as the button size, color, position in your email, and styling like adding a shadow or rounding the edges.

Again, I’ll point out that this to truly be an A/B test, you want to focus on one variable at a time, such as button color, so you have the clearest idea of what exactly is working versus speculation.


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