What are cart and browse abandonment?
So browse abandonment and cart abandonment emails target shoppers who leave at different stages in the sales funnel. If you send both types, properly designed, you get 11.5% sales uplift on average. Omit either and you're leaving money on the table.
Browse Abandonment emails are straightforward, focused, real-time emails to offer help and call shoppers back. They are different from newsletters, and marketing brochures, and other types of abandonment emails.
So how do you design one of these emails? Here's a guide and some examples to help you.
A beautiful, minimal example from a beauty company. Just recently viewed products and standard navigation. Note the emphasis on images and the lack of prices, because this email looks like a catalog page.
Classic browse abandonment email, with all the normal components: company branding at the top, explanation of why the email was sent, call to action to continue shopping, recent product details, company USPs, and a standard footer.
Another classic browse abandonment email, featuring great pictures of holiday locations. There's no single call to action, but a separate button to return to exactly that holiday, which makes sense as they are complicated products and you will probably only buy one at once.
A clean, no-nonsense browse abandonment email from an electronic retailer. This email features prices in larger font, because "the lowest possible prices" is one of their USPs.
Pleasant, conversational email which looks like a personal letter from a friend. All the necessary components are there: company branding at the top, explanation of why the email was sent, recent products, company USPs, calls to action and the standard footer information.
A beautiful example from a high-end coffee retailer. Note that they feature a single browsed product (the one you've look at most often), so they can show it alongside a great picture. This is the first example to include a feed of suggested products.
Image-rich email from a clothes site, that shows a single browsed product (the one you've look at most often), so they can use a large picture. Then there's a feed of suggested products, and a large footer with navigation links.
Strong branding from another clothes store, showing three recently-browsed products, a feed of suggested products, and a large footer with social links.
From the inimitable Exito of Columbia, which is huge and sells everything, an enthusiastic welcome and promise of great offers. Content includes a feed of suggested products. The footer is huge, but this doesn't matter much because repeat visitors won't scroll all the way down.
Finally, an attractive email from a recent client, that demonstrates you can get good results without any personalization. The most important things are that the emails look good and get sent.