Everything You Need to Know About Browse Abandonment Email

browse abandonment email

In a perfect world, every person who lands on your site would find a product that they couldn’t live without, add it to their cart, then check out. You’d see 100% conversion rates and it would be raining cats and dogs.

Of course, we don’t live in the perfect world. In fact, according to Cision, 92% of the people who visit your website for the first time aren’t there to purchase.

Don’t let that number scare you off just yet. Fortunately for you, there are a number of practices that you can implement to help you bring those browsers back to purchase. One of those being a browse abandonment email.

Don’t know what that is? Don’t worry, I’m here to be the guru to your browse abandonment strategy.

What is browse abandonment

A person visits your site, views a product but doesn’t add it to their cart or purchase. What do you do next? Send them a browse abandonment email. It allows you to send an automated, targeted email to shoppers who viewed a particular product on your website.

You might be thinking, “I don’t have time for that”. Good news. They’re completely automated. Set it up, turn it on, and watch it make you money. How much money exactly? In Q2 (2017) alone, browse abandonment emails made our customers $8,879,761.16.

It serves as a reminder of items your subscriber expressed interest in and a way to tempt them to make the purchase.

And if they don’t end up purchasing, it’s a good way to lure your subscriber back onto your site. The more time your recipient spends on your site, the more likely they are to purchase sometime in the future.

To get a quick rundown, here is an overview of browse abandonment.

How can browse abandonment benefit my business?

Knowing what a browse abandonment email is and its purpose is important, but what you’re really interested in is how it can it benefit your store.

We looked at over 1000 browse abandonment emails sent to over 1M people to see what you the average open, clicks, and revenue per recipient were.

Here’s what we saw:

Average open rate 52.79%
Average click-through rate 10.87%
Average revenue per recipient $1.35

You can see that these types of emails have extremely high open rates (because they’re timely), high click rates (because they’re relevant), and a very respectable revenue per recipient (because they work).

Building the series

To get the most out of your browse abandonment series, you have to put some time into building it. These are a few things you should consider when building out your browse abandonment emails.

Know your audience

Start by determining who you want to send to. You could target anyone who abandons a browser, but why not take it one step further and target specific audiences within your list? For example, shoppers who have never purchased, loyal customers, and shoppers who have viewed a particular product.

To learn more about audiences, take a look at this post on the audiences you should target with your browse abandonment emails.

Numbers of emails and timing

With a browse abandonment campaign, matching the level of interest to email frequency can make or break the success of the campaign. You wouldn’t want to be bombarded by emails for simply browsing a pair of pants that you weren’t really interested in in the first place.

When we took a look at our top performing customers, we found that of the top 20 customers 75% were sending 2 emails or less. This allowed them to touch their subscribers but not overwhelm them with emails. Remember, these recipients simply browsed a product.

In terms of timing, the success rate of any abandonment emails starts to dwindle as time passes. With browse abandonment emails, the sooner you get in front of them the better. A rule of thumb is to send within a few hours of someone leaving your store.

When looking at our top performers, 17 out of 20 sent their first email within a 2-hour window. Those that sent 2 emails had the second email in their series going out 24 hours after their recipient left their site.

To recap, I recommend you start with 2 email campaign that triggers at:

1st email: 2 hours after browse abandon
2nd email: 24 hours after browse abandon

Subject lines

Now that you know the audience you should target and the number and timing or your emails, let’s start talking about how you’re going to get your recipient to open.

The idea with your browse abandonment subject line is to remind people of the product or category that they abandoned.

Some of our popular subject lines included

Did you see something you like?
We saw you checking us out
Recommended just for you

Noticing how popular these were, I decided to take a closer look.

Subject Line Open rate
Did you see something you like? 56.14%
We saw you checking us out 58.55%
Recommended just for you 53.72%

The numbers speak for themselves. All three subjects lines performed above the average (52.79%) with “We saw you check us out” performing almost 6% higher than our average.

And when looking at these 3 subjects lines, I noticed that they were all on the shorter side. I found that subject lines with 40 characters or less performed 10% higher than those with over 40 characters.

To learn more about subject lines, check out these 5 best practices for email subjects lines.

In conclusion

Just because someone browses your site then leaves doesn’t mean they’re not interested. It just means that they’re not interested right now. Follow up with a targeted browse abandonment email to nudge them towards the finish line a little faster.

To learn more about browse abandonment, check out these articles:

The 5 do’s and don’ts
5 audiences you should target
Key content and layout tips
A/B tests you should run

 

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2 comments

  • So you did not explain how you captured the email address to be able to do this.
    Please advise
    Thanks

  • Hi Mike,

    The recipient receiving a browse abandonment email must be a subscriber. If you don’t have their email address, then you won’t be able to track their web activity and know when they’ve abandoned a browser.

    To learn more about browse abandonment emails, check out this doc: https://help.klaviyo.com/hc/en-us/articles/115005085027-Create-a-Browse-Abandonment-Flow

    And If you want to learn more about growing your list, check out this post on how to build your email list: https://www.klaviyo.com/blog/how-to-build-your-email-list

    I hope this helps.

    Best,
    Phil

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