Explore the best ways to utilize browse abandonment emails and how they can boost the growth of your Amazon store.
Ever since its invention in the late 20th century, email marketing has proven to be an effective tool for digital marketers. Fast, easy to navigate, and relatively cheaper than other online ad platforms, it is no wonder why more and more Amazon retailers are turning to emails as a way to expand their customer base.
But do you know that email marketing also has the ability to remarket your products to potential buyers? If the answer is no, let’s have a look at our comprehensive guidelines on browse abandonment emails and their impact on your business!
What Is Browse Abandonment Email?
Browse abandonment emails are messages sent to customers who previously looked through your categories and listings but have not decided to put anything in the cart.
Since these people obviously show a hint of interest in your products, further exposure to your ads might reinforce your brand recognition and persuade them to take action. If done correctly, browse abandonment emails can significantly increase the conversion rate and bring back more profits for your store.
How To Optimize Browse Abandonment Email
Now that you have understood the importance of retargeting using emails, you might want to look at some tactics to maximize the efficiency of your campaign, which may contribute to making our ideal browse abandonment email examples.
1. Choose the right target audience
What makes or breaks browse abandonment emails is to whom you send them. For example, bombarding someone who has never heard of your store with promotion codes and reminders to make a purchase is not the best option. Instead, look out for these four groups of users.
- People who viewed certain products: If you spot a shopper clicking on a specific product landing page and spend at least a few seconds there, the click was likely to be high-intent. As a result, forwarding a subtle message including the most notable features of said product and how it could solve whatever problems your potential customer is facing may reap benefits. You can even pique their curiosity by inserting similar products with different price ranges, so your customer has more choices available.
- People who shopped multiple times: Some businesses think that loyal customers should not be in any remarketing campaigns, as they have already developed a liking for the store. But it is simply not true. While excessive emails are unnecessary, you still need to send one or two every few months to keep past shoppers updated on your service. This is also a golden opportunity for you to establish brand loyalty by giving exclusive deals or special treatments for those exceeding a certain purchase limit.
- People who viewed the same product all over again: A customer looking at your product multiple times indicates a strong desire to seal the deal. Capitalize on this group of customers right away, as they are the most inclined to spend their money. You can easily appeal to these people by provoking a sense of urgency, saying the product is running out of stock and will not be refilled until the next few months. If there is any sale going on, stress that the offer only lasts for a couple more days or hours.
- People who purchased one time only: Similarly to loyal customers, one-time customers also need a bit of attention every now and then. A few lines urging them to visit your Amazon listings or an announcement of new arrivals are enough to keep them engaged with your store.
2. Customize the emails
Potential shoppers want to feel valued and appreciated when they receive commercial-intent emails. Thus, you should make the browse abandonment emails sound relatable to increase their effectiveness. Check out the following tips to see how!
- Segment the users: Try to create a bond with your customers by referring to their name, gender, and other personal details if such information is obtainable through previous ad campaigns. This will make them more comfortable with your ads and willing to have a look at the content.
- Showcase the latest search: Remind the receiver of the product they viewed the last time they were on your listings. Emphasize any key characteristics that make your product stand out so that your customer can quickly remember why they wanted to see the said product in the first place.
- Utilize relevant reviews: Nothing persuades customers to finalize a purchase like feedback and testimonials from other users. Feel free to take advantage of this human trait and include several high-ranking reviews in your email, alongside the targeted products.
- Offer recommendations: Why limit your customers to one choice only? Show them you have more in your listings that also deserve their consideration. You can choose items similar to the original product customers have viewed or add in other items that might complement each other. For example, if the shopper clicked on your bamboo pillowcase landing page, put in introductions of your bamboo sheets.
3. Perform A/B testing
Instead of using one particular format with your emails, mix things up and create different versions to see which one brings in the most noticeable result. You can experiment with various factors, including the subject line, preview, ad copy, visual assistance, etc.
Once the preparation is done, run at least two layouts simultaneously and wait for a few days before evaluating their performances. Gather all vital metrics like clickthrough rate or conversion rate, then use these statistics to conclude which option is doing better than the rest. This way, you can make informed choices on how to constantly improve your emails for the optimal result.
Conclusion
Organizing an email marketing campaign is no easy feat, which is why we recommend you take a look at olifantdigital.com. Not only does it provide high-quality, applicable browse abandonment email examples, but it can also optimize your marketing tactics and generate even more conversion for your store.
