Every online retailer speaks about cart abandonment and it’s a valid topic.
E-commerce marketers are very expensive when abandoning carts. It costs $18 billion annually in revenue.
Browse abandonment is another important type of shopper behavior.
A browsing session abandoned signals buying intent, but it is less than abandoning a cart. While you might not wish to convert immediately, it is possible to recover lost sales opportunities by sending a few emails.
You can remind customers what they are leaving behind, suggest alternative products and reward them for placing orders.
These nine email examples of browse abandonment are great places to start if you don’t know where to look.
9 Best Email Examples of Browse Abandonment
What is a Browse Abandonment email?
1. The Frye Company
6. J.Crew Factory
8. Kina and Tam
What is a Browse Abandonment email?
A browse abandonment email will typically be sent when a visitor leaves a category or product page without adding an item.
Browse abandonment emails can be compared to abandoned cart emails. You can send browse abandonment emails without waiting for the “add-to-cart” action to occur before you send them.
Emails that are tagged with “Browse Abandonment” can be used to track the behavior of email subscribers and then retarget them with promotional emails.
Drip is an example of such an email system. You can set up browse abandonment workflows to determine when and how you want your emails to be triggered.
Alright. Let’s look at nine examples that are perfect for browse abandonment emails.
1. The Frye Company
Behavior emails are often less than they should be.
While you don’t want privacy concerns to be raised by using first-party data such as browsing behaviour, you also don’t want an email that is generic and far from personalized.
The Frye Company’s three-part browse abandonment series emails are balanced. It combines well-designed emails and simple copy to convey its message.
Frye product pages can be viewed without you taking any action.
A friendly subject line reminding that you have recently visited Frye’s site, followed by an email acknowledging that you browsed.
Frye is grateful for your interest in its shop and invites to visit again, but not too pushy.
Frye sells shoes, so “Before you size runs out” is a good reason to visit the Frye website. The product name and image are powerful reminders of what you have left behind.
Frye then sends you another email two days later with the same copy as before, but asking if you found something that you liked.
Frye will try again, but this time more directly, if you don’t click through.
This subject line might seem too aggressive for some shoppers but it is a smart way of getting your last browse abandonment email opened.
Frye’s browse abort email series is a great example of how to keep your mind on the right track, while not sounding salesy.
You can make your emails more persuasive by giving shoppers more reasons to come back to your store.
REBEL8 blends a few of these in its emails. After browsing and abandoning products, the first email arrives in your inbox.
You are curious as to what the brand caught your attention so you open the email.
REBEL8 offers multiple reasons to shop for this product.
Popularity of the item; The fact that many of its products are sold out forever; andThe brand’s fast delivery and easy returns.
This is not a fake scarcity. REBEL8 products may sell out quickly as they are limited edition.
It is a basic email with no fancy design or copy. The benefits of shopping with the company are clearly explained and communicated naturally.
REBEL8 will recommend other products if the original product is not right for you.
Email marketing is all about personalization, and browse abandonment is no exception.
Personalization is more than adding merge tags to emails with first names. Personalization is about giving each subscriber relevant content based upon where they are at the buyer’s journey.
EyeBuyDirect’s brilliant example of segmentation in browse abandonment email is a great example. This is the email you receive from the company when you abandon a product page.
Ten points for wordplay and timely use of Emoji in the subject area.
EyeBuyDirect puts my abandoned product at the forefront of the email. The best part is that the company knows I have never purchased from them before so the copy speaks to me first-time buyers.
The brand then takes a page out of the cart abandonment strategy and offers a 20% discount to encourage purchases. This tactic is easy to replicate if your goal is to sell immediately.
EyeBuyDirect then sends two additional emails with the subject lines: “Remember this pair?”
Now, you’re good to go!
In these follow-up emails, the introduction copy is unchanged. The brand uses puns and language targeted at first-time buyers.
The call to action (CTA), Shop Now, is used in all three of the email examples that I have included. It’s tempting to ask people for their money right away, even if they already show interest.
However, just because you visit a page does not mean that you are ready to buy. It might take a few days for shoppers to look through the page and make a decision. Mavi understands this and uses it to help shoppers avoid abandoners.
The brand will remind you of what you’ve been browsing recently and invite you to take another look by including the product name (ADA jeans) as the subject.
The email is not pushy at all.
The email contains a photo of the product, a description and a gentle call for action. Mavi understands that this isn’t as serious as abandoning a cart and therefore only asks for you to have another look rather than clicking “buy now” or adding to cart.
You can request a similar product recommendation if this product isn’t for you. Mavi will send you another email containing product recommendations a few days later.
There is no pushy language here. Mavi isn’t going to give up on anyone if the first product doesn’t work out for them.
You can remove customer objections by using browse abandonment emails. You can encourage shoppers to take another step towards the checkout by promoting your delivery options, return policy, and payment methods.
You can also include any additional services in your emails, just like Buffy.
After you have abandoned its product pages and not placed an order, the bedding e-tailer will get straight to the point with its subject line. This is what you will see when you open the email.
Buffy admits it is giving you a push and encourages you to pick up where you left off.
This CTA is especially brilliant: Try before you buy. Buffy explains more about this offer in the next section of the email.
You don’t have to pay for a product that you aren’t happy with. Instead, you can test it at home for 30 day and return it for free if it doesn’t work for you. Buffy’s flexible refund policy and trial program make it easy for customers to buy without any risk.
Buffy invites you, while you’re reading this email, to look at its bestsellers.
Buffy may take you to a higher price than you initially intended because of the “try-before-you buy” policy.
6. J.Crew Factory
No one wants to miss out on a chance to have a positive experience, whether it’s a product that is a must-have or a memorable one.
J.Crew Factory employs this insight in its emails and targets abandoners by talking to their desire to look good.
It doesn’t matter if you can’t recall what products you looked at, this subject line will grab your attention. It’s enough to know what looks good on you. J.Crew Factory fills this gap in email curiosity:
The preview text and body copy continue to use FOMO-inducing language.
J.Crew also uses visual cues within the email. Notice how the “your price” color is red. This reminds you that it’s a discounted item. Although I’m not sure if they’re “my price” or the regular price, I don’t want to miss out on any.
The brand recommends a mix of complementary and similar products, all marked in red as “your price”.
Writing a behavioral email should be informative, not creepy. This is especially important if you are using subscriber data to influence sales.
Bliss discovers the sweet spot in its email browse abandonment emails starting with its subject line.
Bliss does not assume that you love its products.
The email is friendly and supports your decision to visit the brand’s website. The email follows best practices and features the product name and photograph, along with three recommendations.
Bliss also promotes the other benefits of shopping at its store. Bliss’s free shipping and sample offer are timely reminders that can push people to take action.
Bliss then sends you a second email the next day with the subject “This Would Look SO Great on Your Shelfie!”
The second email from Bliss is similar in design. It’s even simpler than her first. This email does not call for action or urge you to act. If you give this product a chance, the brand believes you will be addicted to it.
Bliss’s emails show how to remind customers of abandoned items without making them feel uncomfortable.
8. Kina and Tam
Kina and Tam are two of the many e-commerce brands that go above and beyond to make sales.
The three-part browse abandonment process of the company includes several marketing strategies, including urgency, social proof, and discounting. It all starts with a simple subject.
Kina and Tam addressed Rachel by Rachel’s full name. They reaffirmed Rachel’s decision to browse its products. The subject line is a standout among other emails. It’s not often that you get your full name in an inbox.
The email appears similar to other examples I have featured. But, Kina and Tam are different than any other ecommerce brand I have seen. They encourage customers to reply to this mail to receive support and remove any barriers to buying.
Kina and Tam include customer testimonials in their follow-up email to persuade further.
These reviews are not necessarily related to the product that you have left behind. They are authentic five-star customer reviews with photos and names of customers.
While discounts are an effective incentive to prevent cart abandonment, they aren’t as popular in browsing abandonment. Kina and Tam are an exception. The company does not “reward” abandonment. It reframes the discount as a flash sales.
You get a 10% discount on the product you viewed in the last 24 hours. Also, free shipping and a gift are included. The email countdown timer allows you to make faster decisions by creating urgency.
Too few e-commerce companies can bring a fun twist on everything they do. Shinesty is the leader in browse abandonment emails, and it’s no surprise.
You get three emails when you leave a Shinesty product behind. Each email has a different theme and is cleverly funny.
This Bob Ross-themed one is the first:
Shinesty’s email may be teased by the signature words and sender name.
The email is a delight. Shinesty uses dynamic content to add the item to Bob Ross’s canvas. Shinesty doesn’t just want to make you laugh, but she also wants you to keep your memories of what you left behind.
You receive this email a day later:
Unsurprisingly, click the subject line to view an email with The Office themes
Shinesty is a reinterpretation of an iconic The Office moment and a well-known meme. It reminds you once again about the product that you have abandoned. You can still get a $10 coupon.
This email finally reaches your inbox
This hilarious meme is what you will see when you open an email.
While Shinesty’s humor may not be for everyone, it does not mean that you shouldn’t have some fun with your emails, as long as you continue to focus on the products shoppers left behind.
There is no one right or wrong way of sending browse abandonment email.
There are many ways to stand out from your competition. These nine examples will show you how. These browse abandonment emails can help you follow up on the interest of shopper or sell directly.
Sleeknote’s 9 Best Browse Abandonment Email Samples We’ve Ever Seen originally appeared on Sleeknote
By: Seray Keskin
Title: 9 of the Best Browse Abandonment Email Examples We’ve Seen
Sourced From: sleeknote.com/blog/browse-abandonment-email-examples
Published Date: Fri, 18 Mar 2022 10:19:21 +0000
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