Bring Customers Back Using Browse Abandonment Emails

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With an ever-increasing rise in online shoppers it’s no wonder browse abandonment rates have also increased. These ‘online window shoppers/browsers’ are not lost customers, you just need to know the right tactics to get them back onto your website and encourage them to make a transaction. This can be done by sending browse abandonment emails.

What is Browse Abandonment?

Undoubtedly a much higher percentage of people will browse and leave your website compared to the percentage of those who will actually go on to make a purchase.

The reasons behind a user abandoning their search and not initiating a transaction can range from difficult website navigation (not mobile optimised) to finding the product cheaper on a competitor’s website or simply not having enough time.

What are Browse Abandonment Emails?

Browse abandonment emails are very similar to cart abandonment emails, the difference being customers are targeted at an earlier stage in the sales funnel.

The ability to send browse abandonment emails efficiently involves embedding software within your website, which also integrates with your email service provider – something our software here at Emailcenter can do. This allows you to track your visitor’s browsing habits and use the information to send highly personalised automated emails.

It’s extremely important to define and set rules for browse abandonment emails. You don’t want to be contacting a visitor every time they look at your website as emailing too often can have the complete opposite effect.

Look out for some of the most common signs that a visitor is considering making a purchase and set certain rules to trigger emails. This way a user will only be contacted when there is an obvious interest in making a purchase.

Common signs of an intended purchase include:

  • Looking at a specific item multiple times
  • Looking at a specific category multiple times e.g. ‘white trainers’
  • Using the website search tool functionality
  • Clicking a specific CTA within an email they have received
  • Adding items to favourites/saved items

Example Browse Abandonment Email #1 – Amazon

A recent browse abandonment email campaign from Amazon includes recommending products based on the users browsing history. It highlights products that are related and similar to items that were searched for.

Browse Abandonment

Tailoring the Content of Your Emails

The main aim of sending browse abandonment emails is to remind the visitor of what they were looking at and to encourage them to follow the purchase through right to the end.

There are a few different email routes you can go down to encourage a visitor to return to your website. These can include:

1. A reminder email containing the specific items they were looking at
This will highlight the exact product(s) if they are still available and encourage them to purchased.

2. An email asking if everything was OK and for feedback on their website browsing experience
This doubles up as a good customer service email – you look proactive and you have the chance to gain some customer feedback.

3. An email containing related products to the items they were looking at
This email is great for showcasing other products within the category that the customer may be interested in.

Example Browse Abandonment Email #2 – ASOS

Another recent browse abandonment email campaign from ASOS included bridesmaid dresses that were saved to favourites, but no purchases were made. ASOS later sent a Bridesmaid/Wedding themed email highlighting bridesmaid dresses and related wedding items.

Browse Abandonment - ASOS


Browse Abandonment Email

5 Browse Abandonment Email Tips

  • Send trigger emails ideally within 24 hours of someone leaving your website
  • Include products or the category the user has specifically viewed or shown interest in
  • Include clear and simple call to actions eg Continue Shopping / Buy Now / Return To Site
  • Potentially hold off on the personalisation – some people may find emails containing their name and recent browsing habits slightly creepy
  • Keep branding of emails consistent with your website so it is easy to recognise straight away

About Emma Weir

Marketing Executive at Emailcenter UK Ltd.