Key Content and Layout Tips for Your Browse Abandonment Emails
Browse abandonment emails have two main goals: to remind shoppers of a particular product they viewed, and to drive them back to your website. This mission is twofold because simply viewing a product does not necessarily indicate that a shopper would like to buy said product in the same way that adding it to their cart might — unless you add a filter to your browse abandonment flow based on the number of times a shopper views the product.
So, while you want the viewed product to be displayed in your browse abandonment email, you want to provide alternative products shoppers may be interested in, too, to drive them back to your website. Below, I’ll outline more specifically what this looks like in practice.
The layout of your browse abandonment emails boils down to four key components:
- An image of the product a shopper viewed
- A link/navigation bar
- Alternative products that you can upsell or cross-sell
- A method of contacting customer support
It is absolutely critical that you include an image of the product a shopper viewed. Otherwise, they will probably not remember what they were looking at on your site, let alone be prompted to take a second look. This is especially important if they viewed multiple items in the same browsing session.
In order to encourage shoppers to return to your site, include an easily accessible navigation bar so they can return to your homepage, a category page, or other area of your site. Determine what the three or four most important pages on your site are for potential customers and include these links in your navigation bar.
Beneath the image of the viewed product, include alternative products that might also interest shoppers. There are several routes you can take when choosing which products to display. Consider including trending or best selling products in a product feed, or personalized product recommendations for repeat buyers. To further narrow your scope, you can choose to only display products from a particular category (the same category as the viewed product, for instance).
Finally, always include a phone number or email address that will allow shoppers with questions to contact your customer support team. You want to facilitate the buying process as much as possible, and part of this is ensuring that potential customers can get answers to their questions about your products.
The tone you take in your browse abandonment emails is important because you don’t want to come across as too pushy, since viewing a product isn’t the strongest indication of interest. Here are some points to keep in mind:
- Don’t focus too much on the viewed product — i.e. don’t start with “We saw that you viewed Product X.” Try something softer, like “Did something catch your eye?”
- Don’t be creepy — too much personalization can make you seem a bit like Big Brother. While using a customer’s name might be appropriate for your brand, tread carefully with this approach.
- Include a mild sense of urgency. A sense of urgency can spur shoppers to head back to your site, especially if a customer viewed the same product multiple times. For customers who viewed a particular product more than once, try including a sense of urgency like “Only # of this product left!” or “This item is selling fast!”
As always, the most important rule for the copy of your emails is staying on-brand. Use your own judgment if you think your brand philosophy deviates from any of these best practices.
You can use your abandoned cart email templates as a starting point for your browse abandonment emails, but bear in mind that the focus should not be so heavily on the particular product a shopper viewed, but rather on getting them back to your website. Use these layout and content tips to accomplish this purpose, and make sure to filter your audience accordingly to deliver more relevant emails.