{"id":2559,"date":"2018-07-23T20:27:48","date_gmt":"2018-07-23T20:27:48","guid":{"rendered":"https:\/\/devbloglavaprotocols.nityo.in\/bring-undecided-customers-back-with-browse-abandonment-emails\/"},"modified":"2018-07-23T20:27:48","modified_gmt":"2018-07-23T20:27:48","slug":"bring-undecided-customers-back-with-browse-abandonment-emails","status":"publish","type":"post","link":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/bring-undecided-customers-back-with-browse-abandonment-emails\/","title":{"rendered":"Bring Undecided Customers Back with Browse Abandonment Emails"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p><em><strong>By Blake Miller, Product Marketing, Director, Salesforce<\/strong><\/em><\/p>\n<p><!--more--><\/p>\n<p>How many times per week do you click around a brand\u2019s website and then leave without making a purchase or even putting anything into your cart? How many times do you think, \u201cI\u2019ll come back to this later\u201d and then forget to return?<\/p>\n<p>Marketers call this \u201cbrowse abandonment,\u201d and it happens quite often. It also offers a major opportunity for online retailers. According to the 2016 Salesforce<a href=\"https:\/\/www.salesforce.com\/blog\/2016\/03\/state-of-marketing-2016.html\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0State of Marketing<\/a>\u00a0report:<\/p>\n<ul>\n<li><b>79% of marketers<\/b>\u00a0who use email say that it directly drives return on investment (ROI), and 80% agree it is a core part of their business.<\/li>\n<li>Additionally,\u00a0<b>75% of marketers<\/b>\u00a0rate browse re-targeting email campaigns as effective or very effective.<\/li>\n<\/ul>\n<p>These marketers and businesses have discovered that targeting, re-engaging, and enticing these visitors with email holds a wealth of untapped potential. If you\u2019re holding out on including browse re-targeting in your email strategy, then you could be missing out on key opportunities to<a href=\"https:\/\/lavaprotocols.com\/2018\/07\/11\/marketing-increase-conversion-rates\/\" target=\"_blank\" rel=\"noopener noreferrer\"> boost conversions<\/a>.<\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"color: #ff6600;\"><strong>First, though, What is Browse Abandonment?<\/strong><\/span><\/h2>\n<p>Browse abandonment refers to a consumer on your site who views products then leaves. It\u2019s similar to shopping cart abandonment \u2014 when a consumer places an item in their digital shopping cart, then leaves before making a purchase\u00a0\u2014 except that it happens even earlier in the shopper experience.<\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"color: #ff6600;\"><strong>So, What is a Browse Abandonment Email, then?<\/strong><\/span><\/h2>\n<p>Most people who visit your website are going to leave without putting anything in their cart, much less make a purchase. In addition to re-targeting ads, browse abandonment emails are aimed at bringing these consumers back to your website and re-engaging them with your brand.<\/p>\n<p><span style=\"color: #ff6600;\"><strong>Related<\/strong><\/span>:\u00a0<a href=\"https:\/\/lavaprotocols.com\/2018\/04\/17\/email-marketing-a-study-in-what-not-to-do\/\" target=\"_blank\" rel=\"noopener noreferrer\">Email Marketing: A Study in What Not to Do<\/a><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"color: #ff6600;\"><strong>How Do You Build a Browse Abandonment Email?<\/strong><\/span><\/h2>\n<p>\u00a0<\/p>\n<h3><strong>1. Take Advantage of Email Personalisation\u2026<\/strong><\/h3>\n<p>Don\u2019t forget the basics of email marketing. For example, address the email to the sender by name. Also, and importantly, include a snapshot of the products they viewed the most frequently or for the longest amount of time.<\/p>\n<p>\u00a0<\/p>\n<h3><strong>2. \u2026But Not Too Much Personalisation<\/strong><\/h3>\n<p>While most consumers are willing to share some of their personal information in exchange for a personalised experience, most do not like to be reminded of it. For example, a subject line that says, \u201cShopping for birdbaths? Check these out.\u201d is helpful. Something like, \u201cWe see you\u2019re shopping for a birdbath? Do you still like this one?\u201d is unsettling for many consumers.<\/p>\n<p>\u00a0<\/p>\n<h3><strong>3. Be An Inspiration<\/strong><\/h3>\n<p>A major reason for browse abandonment is that consumers haven\u2019t found what they\u2019re looking for. In addition to showing them one or two products you know they\u2019ve already looked at, include a handful of similar or complementary product recommendations.<\/p>\n<p>\u00a0<\/p>\n<h3><strong>4. Strike the Right Tone<\/strong><\/h3>\n<p>One of the most important things to keep in mind when planning a browse abandonment email is that the goal is never to make an immediate sale. It is to guide consumers back to your website. So don\u2019t be too pushy or overly sales-y.<\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"color: #ff6600;\"><strong>In A Nutshell<\/strong><\/span><\/h2>\n<p>An effective browse abandonment email will remind your customer why they were shopping on your site in the first place and encourage them to return and continue their search while engaging with your brand.<\/p>\n<p><a href=\"https:\/\/www.salesforce.com\/blog\/2018\/07\/browse-abandonment-email-series-marketing-cloud.html\" target=\"_blank\" rel=\"noopener noreferrer\">Article<\/a> first appeared on the Salesforce Blog.<\/p>\n<p><strong><i>Lava is a cloud solutions provider and an <\/i><a href=\"https:\/\/lavaprotocols.com\/crm\/\"><i>authorised Salesforce Partner <\/i><\/a><i>in Malaysia. We have more than a decade of experience in CRM solutions which include sales, customer service, marketing, implementation, change management, and consultation. We pride ourselves in not just being a CRM partner but in also understanding the needs of our customers and taking their business to the next level.<\/i><\/strong><\/p>\n<p><script type=\"text\/javascript\">\npiAId = '418952';\npiCId = '56152';\npiHostname = 'pi.pardot.com';<\/p>\n<p>(function() {\n\tfunction async_load(){\n\t\tvar s = document.createElement('script'); s.type = 'text\/javascript';\n\t\ts.src = ('https:' == document.location.protocol ? 'https:\/\/pi' : 'http:\/\/cdn') + '.pardot.com\/pd.js';\n\t\tvar c = document.getElementsByTagName('script')[0]; c.parentNode.insertBefore(s, c);\n\t}\n\tif(window.attachEvent) { window.attachEvent('onload', async_load); }\n\telse { window.addEventListener('load', async_load, false); }\n})();\n<\/script><\/p>\n<p><span class=\"et_bloom_bottom_trigger\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Most people who visit your website may leave without purchasing anything. Browse abandonment emails are meant to bring these consumers back to your site.<\/p>\n","protected":false},"author":1,"featured_media":2526,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[18,148,59],"class_list":["post-2559","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-blog","tag-browse-abandonment-email","tag-cloud-horizon"],"jetpack_featured_media_url":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-content\/uploads\/2024\/10\/CHAugust_Article3.jpg","_links":{"self":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts\/2559","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/comments?post=2559"}],"version-history":[{"count":0,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts\/2559\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/media\/2526"}],"wp:attachment":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/media?parent=2559"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/categories?post=2559"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/tags?post=2559"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}