Note: These types of emails are aimed at users who you can identify on your site (i.e. you’ve collected their email address and they’ve opted into communications from you).

When sending Browse Abandonment Email, make sure that your customers aren’t getting an email every time they visit your website – this will get very ANNOYING and you will lose customers. Therefore, create some criteria to ensure a targeted approach to providing a good customer service. Here is an example of some of the potential criteria as an ecommerce company. You might want to consider that someone has demonstrated purchase intent by:

• looking at an item more than once
• browsing several items in a specific category (e.g. ‘bathroom mats’)
• clicking a specific product in an email to view the product page
• using site search to search for a specific product or category

Since looking at an item doesn’t mean that a customer is ready to purchase the item, you need to make sure your message and tone is more restrained so that you don’t offend/bother the customer. This will cause a negative experience. Here are some tips to ensure a light touch on this:

• include a clear call-to-action that lets the recipient know what you’d like them to do next (e.g. ‘come back and browse again’)
• include key customer service details – shipping and returns policies and contact details – in the foot of the email
• ensure people will not receive more than one abandonment email (browse or cart) in a specified time frame (48 hours, for example)
• set up an exit condition that stops the browse abandonment campaign once the recipient has made a purchase

We hope that you have learnt more about Browse Abandonment from this blog post. Please let us know if we missed something! Alternatively, challenge us to look at your Browse Abandonment Campaigns and see how we can improve them to be even more effective.