In our last edition of Smarter Spotlight, we discussed first impressions and how to ensure you’re making the most of your Welcome Series. This week, we’re going to talk product, category and browse abandonment notifications and why marketers should be sending them.
Window shoppers are inevitable, especially with the plethora of information available at consumers’ fingertips. Today, it’s easy for people to compare prices, conduct product research or even just casually browse items on a company’s website. Not to mention, they’re distracted. Shifting their attention between media platforms such as laptops, smartphones, tablets and television, combined with an average attention span of eight seconds, it’s hard to keep consumers focused on anything, let alone getting them to convert.
With the mass amount of distractions diverting a customer’s attention, brands have to fight to keep their audience engaged. For example, a consumer may be browsing a financial services product when their manager interrupts them to discuss a current deadline, or maybe a mother is shopping online for new beauty products when her son spills his drink all over the carpet. The customer’s focus is lost, thus, so is the sale.
But it doesn’t have to be. This is where personalized product, category and browse abandonment emails come into play. By sending your customer a real-time reminder of a product or category they previously showed interest in, you can nudge shoppers back to your website or brick and mortar to complete the purchase.
Knowing when and how to message to these unique individuals is critical. It’s essential that the emails are sent in real-time and are relevant to the consumer. Before sending a product, category or browse abandonment email, ensure the customer has shown substantial interest in the item(s). Look for at least two item views across multiple shopping sessions, or three item views in a single shopping session. It’s best to keep merchandising only to the product(s) or category(s) viewed, and be sure to get the email into the customer’s inbox within 1 to 4 hours after viewing.
Within the email, include information such as category navigations, search facets and product images to help the abandoner recall what they were browsing in the first place. Also, because the shopper probably hasn’t quite found what they’re looking for, they require a little nurturing. Continue to feature new products and sale products based on the customer’s interests, and include in-store purchase data to ensure your shopper isn’t browsing online and buying in-store.
When triggering these email campaigns in real-time using a customer’s behavioral data, brands can convert browsers into buyers, and buyers into brand loyalists. To see more behavioral marketing campaigns, check out our Playbook or request a demo today.
Join us next week on Smarter Spotlight to discuss model-based campaigns. See you then!