the art of a browse abandonment email

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www.cloud-iq.com The Art of a Browse Abandonment Email Presenter: Kath Pay Marketing Director, cloud.IQ Co-Founder, Plan to Engage

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Join Kath Pay in this insightful webinar in discovering the art of a browse abandonment email. This type of email programme, to the uninitiated can appear to be mysterious as very little is spoken about them but it is crucial that these emails follow best practice, for if not gotten right they can turn a buyer off.

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Page 1: The art of a browse abandonment email

www.cloud-iq.com

The Art of a Browse Abandonment

Email

Presenter: Kath Pay

Marketing Director, cloud.IQ

Co-Founder, Plan to Engage

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www.cloud-iq.com

Some of our clients

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Our Speakers today

Kath PayMarketing Director,Cloud.IQ

@KathPay

Lotty CummingMarketing Manager,cloud.IQ

@cloudiqapps

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#CIQwebinar

@cloudIqapps

@kathpay

Follow us today on:

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Want to view the recorded webinar?

Please click here

to gain access

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What is Browse Abandonment?

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A Browse Abandon program is an

automated email triggered by a

customer browsing products on

your website without progressing

on to the shopping cart.

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Why send browse abandonment

emails?

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Maximise your acquisition budget

You’ve spent time and budget driving traffic to the site, so make the most of this budget.

These visitors have shown an interest so help them out….

Page 10: The art of a browse abandonment email

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People abandon their browsing sessions

because ….

• They were determining whether this was the right product for them

• They need more information.

• They had concerns about the process they had started or ran into technical problems.

• They were interrupted

• They were still researching prices or products on other sites.

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Think of it as being the same as ……

A sales assistance, carefully approaching shoppers as they pick up and browse your products, giving them information on sizing, pricing, and any related offers

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After all – we all love customer service….

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How does it work?

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Similar but not the same as a Cart

Abandonment Programme

• They are service-based messages same as cart-abandonment emails

• However they focus on service rather than selling

• You will have more opportunities but will convert less

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They target buyers at an earlier stage in the

buying process

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The Essentials

• You have permission to market them

• You have approached this with wisdom and caution

• You have a frequency cap in place

• Test the timing, messaging, Tone and format

• You have some awesome technology that enables this

Page 17: The art of a browse abandonment email

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Encourage an

unknown

visitor to self-

identify

This then

enables you to

re-market to

them

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When do you send browse

abandonment emails?

Page 19: The art of a browse abandonment email

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Just think….

• You have permission to email them

• You know what products they’ve been looking at in real-time

• You have the means to contact them and offer them the products that the’y’reinterested in AT THE EXACT TIME they’re interested in them!

• Yes –this is REAL-TIME marketing

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Not every page generates a high abandon

rate

• Track your web page bounces

• Identify the products that have high bounce rates(they may be more of a considered purchase)

• Start with these

• Address the potential objections and offer help

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Designing a Browse

Abandonment email

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Don’t personalise the email with their name

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Show products as if in a catalogue – not a

cart

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Be customer-

service

oriented

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Serendipity?

Source: Chad White

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Contain a Clear Call-To-Action

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Back in stock

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Provide a navigational menu

44%

increased

conversions

over regular

promotional

emails

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• Track abandonment and recovery to

uncover issues with your website structure

and messaging

• A/B test different remarketing messages

• Send both cart and browse abandonment

emails. Otherwise you’re leaving money on

the table!

Page 30: The art of a browse abandonment email

www.cloud-iq.com©2014 Plan To Engage – all rights reserved @kathpay

Identify lost sales with SiteAnalyser

• Start collecting abandonment

data immediately

• Use Analytics dashboard

to calculate extra revenue

potential

• Benchmark your online

sales funnel & identify

‘pinch points’

• Free and no obligation

www.cloud-iq.co.uk/cartanalyser

Page 31: The art of a browse abandonment email

www.cloud-iq.com©2014 Plan To Engage – all rights reserved

exitCapture:How it works

• Tracks a user’s site activity,

down to every single cursor

movement to calculate

exactly when they’re about

to leave your site

• Dynamically generated,

profile relevant content such

as exclusive products,

discounts, news, etc.

• 300% more email opt-ins

• 10% increase in conversion

Page 32: The art of a browse abandonment email

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cartRecovery:How it works

• Use the interactive

dashboard to drill down to

specific times of day

• Analyse the number of

customers that abandon,

their cart value, email

performance metrics and

value of recovered sales

• Compare cart performance

pre and post remarketing

• Convert 20% back to

completion

Page 33: The art of a browse abandonment email

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35 Kingsland Rd

Shoreditch

London E2 8AA

United Kingdom

T : +44 (0)845 498 9426

F : +44 (0)2077 397 742

Email : [email protected]

Get in touch for

more information