Setting up browse abandonment cart emails is an effective way to re-engage potential customers who have shown interest in your products but haven't added them to their cart.
Here's a step-by-step guide on how to do it:
Choose an Email Marketing Platform: To create and automate these emails, you'll need a reliable email marketing platform. We have tried many but for our arena - ecommerce - Klaviyo, which integrates perfectly with Shopify, is by far the best option.
Segment Your Audience: Divide your email list into segments based on the behavior you want to target. For browse abandonment, create a segment of users who have visited your site but haven't added any items to their cart. Tip - Klaviyo has a pre-built browse abandonment cart template with flow triggers already configured. Just add to your library then customize so it matches your store and brand!
Craft Compelling Subject Lines: Create attention-grabbing subject lines that entice recipients to open the email. Use personalization and urgency, such as "Did you forget to add something to your cart?" or "Last chance to grab your favorites!" Offering limited time discounts are also a great option to push potential customers into finally getting their credit cards out.. 🤗
Personalize Content: In your email body, display the specific product(s) the user viewed. Include high-quality images, product descriptions, and prices to remind them of what they were interested in. Klaviyo will pull these products in for you if you choose to use our preferred email marketing automation platform.
Add a Clear Call to Action (CTA): Include a prominent CTA button to encourage the recipient to return to their abandoned items. The CTA should lead them directly to the cart or product page. Tip - make your ‘click here!’ or ‘buy now’ buttons green. Green is a positive color and many people easily associate it with growth and progress, or in this case, they click through to make a purchase!
Offer Incentives: Consider offering discounts, free shipping, or other incentives to motivate the recipient to complete the purchase. This is a powerful strategy to win back hesitant shoppers, and one we’ve been using for over a decade now. Limited time discounts work very, very well.
Not sure how to set up your abandon carts properly? Come talk to the experts!
Include Reviews and Social Proof: Include customer reviews, testimonials, and trust signals to build confidence in the product and your brand. This should be standard in a lot of your emails and on your store. The more you can increase credibility, reputation, and authority within your niche the better.
Create a Series: Instead of a single email, set up a series of emails. The first email can be a gentle reminder, and subsequent emails can offer additional incentives or create a sense of urgency. A flow with 3-5 emails in it works well for an abandonment cart sequence, and don’t forget those conditional splits in between each email.
Set a Sending Schedule: Determine the best timing for sending these emails. Analyze when your audience is most active and likely to engage with emails. You may also want to trigger emails based on user behavior, such as sending the first email 24 hours after the browse and a follow-up email 48 hours later.
Mobile Optimization: Ensure that your emails are mobile-responsive since many users will view them on smartphones. We recommend testing ALL mails before you send them out. Make sure graphics display correctly over multiple platforms and links, buttons, and discount codes do as they are supposed to. Nothing looks more shoddy than broken links and/or poorly sized graphics!
Monitor and Analyze: Use your email marketing platform's analytics to track open rates, click-through rates, and conversion rates. This data will help you refine your email strategy over time. Klaviyo has some of the best stats in the biz, allowing you to really ‘narrow down’ any changes or tweaks you may have to make in future emails.
A/B Testing: Continuously test different elements of your browse abandonment emails, including subject lines, content, and CTAs, to find the most effective combination. Ultimately, A/B testing aims to increase the return on investment (ROI) for your email marketing efforts. When you identify which elements work best and consistently apply these findings, your campaigns become more effective and efficient, driving higher ROI.
Compliance: Ensure your emails comply with email marketing regulations, including GDPR! As an email marketer in 2023, you have to be responsible and ethical in your practices. It's not just about avoiding fines; it's also about building trust with subscribers. Customers are more likely to engage with brands they trust, so adopting GDPR principles can lead to more effective and long-lasting email marketing relationships. Also make sure that all your emails include an easy option for users to unsubscribe.
Conclusion
Browse abandonment cart emails have emerged as a potent resource for e-commerce businesses seeking to recover potentially lost sales. Personalized and strategically timed messages are great for reigniting customer interest, fostering urgency, and providing tailored incentives. By harnessing A/B testing, monitoring analytics, and ensuring relevance, you can fine-tune your approach to captivate potential buyers.
Incorporating these emails into your marketing strategy isn't just about saving sales; it's about nurturing lasting customer relationships and delivering personalized shopping experiences. With browse abandonment cart emails in your arsenal, you are better positioned to maximize conversions and elevate the overall performance of your store. Embrace this powerful tool and watch your bottom line flourish while engaging with your audience in a more meaningful way.
Ready to watch your bottom line flourish? We are ready to engage your audience!
