When browsing a website, customers can often get distracted from their journey and need a nudge to remind them to come back. Did you now you can uplift your sales by 2-3% by adding Browse Abandon campaign?
Browse Abandonment campaigns enhance the browsing experience, particuarly for B2B businesses and those who sell products with high consideration, by drip feeding helpful marketing whilst keeping your brand top of mind.
If you already have a Cart Abandonment campaign setup, you’ll have access to create this Triggered email andit’s simple to replicate and tweak to a Browse Experinece, so you can maximise your ROI.
In this How To Document, there are 2 approaches depending on whether you’re using your own ESP or Fresh Relevance’s Integrated ESP.
Requires the Triggered Email Module for simple setup
Advanced setup requires an Email Personalization Module
WANT TO GO A STEP FURTHER?
Whilst this How-to document focusses on how to quickly setup a Browse Abandonment, you can do so much more with your additional Fresh Relevance Modules! Here are a few tactics we recommend adding to your Browse Abandonment Emails:
Help Customers find the right product by recommending Similar Products to those Browsed
Convince Customers you’re the right solution, by sharing your brand story, USPs and testimonials
State yourself as an Expert by sharing ‘How To’, blog posts or other content
Open the Conversation by sharing contact & social media channels, building your reach
Drive bricks and mortar footfall, by reminding customers of their local store location & opening times
Checkout our blog for 10 Best Practices for Cart and Browse Abandonment emails and 10 Amazing Abandoned Cart and Browse Email Examples
Using your ESP
Step 1 – Review your Cart Abandon Email
First step is to review a test email of your Cart Abandon email to review the content which will need to be tweaked to apply to a Browse Abandonment email
On the left nav, go to Triggers
This will land you on the Cart Abandon Signal, with your Triggered campaigns sitting in the tree on the right.
Click on the campaign(s) that you would like to replicate
On the left of the screen click Send test emails
This will open a new tab where you can alter the recipient test address.
Click Send test email(s)
On reviewing the received email consider:
Does any text refer to a basket/cart?
Are there any complete your order buttons?
Does the messaging need to be softened?
Is there any other content you feel needs to be added or removed?
Step 2 – Review your Current Cart Layout
If no changes were identified at step 1, skip to step 4.
When using your ESP for Abandonment emails, Fresh Relevance is simply piping a cart layout into an email otherwise setup in your ESP.
To preview the Cart Layout in Browse Abandon emails:
On the left nav, go to Content | Cart Layout
Click into your Cart Layout
Click on the Browse Abandon tab
Within this Cart layout there are a few things to consider changing:
Title – ensure this doesn’t specifically mention that the items had been carted
Total value – Carts will often show a total value of carted items, this is not relevant to items which have not been carted
Complete Order CTAs – As above, with a browse abandon there isn’t specifically an order to complete a purchase. We would recommend keeping a CTA to drive website traffic, but with softer wording.
Once you’ve identified if any changes are required, reach out to our support team at support@freshrelevance.com with your requirements and they can assist with code alterations.
Step 3 – Duplicate the email in your ESP
If no changes were identified at step 1, skip to step 4.
If changes were identified, duplicate the Cart Abandonment email being sent from your ESP, and tweak as appropriate.
You can identify the email being sent by:
On the left hand nav, click Triggers
Click on the Cart Abandonment Program you’re using as the starting point
Click Configure Trigger Program
Find the ID of the email being issued under Send Email*
* If this field is blank, review the settings for the Action Channel that is being used. If this is the case you may also need to create a new ESP Channel on this interface. Please reach out to support@freshrelevance.com if you need assistance.
Step 4 – Create your Browse Abandonment Program
On the left hand nav, click Triggers
In the top dropdown, select Browse Abandon
Click Add Trigger Program
Click Create
Setup the program as desired, adding the email ID you created at Step 3 under Send Email.*
Ensure that you add your email address to the Catch-all Email Address field, so that you run it in test mode
If you needed to setup a new chanel at Step 3, ensure this is selected.
Step 5 – Add your Trigger Program to the Rule Tree
Drag and drop the Trigger Program you created into the Trigger Tree, then click Save.
You can use rules to be more selective over who you contact, for example:
Only target abandons for certain categories, e.g. for those with high levels of pre-purchase consideration using the Person History | Has Browsed rule
Only send to customer who have browsed X number of products recently using the Person History | Has Browsed rule
Only send to customer who have visited your website X number of times recently using the Person History | Session Count Rule
Exclude recently purchasers using the Person History | Has Purchased rule
Only target abandoners who browse at a certain time of day e.g. late night browsers using the Time | Daily Schedule
If only sending to a sub-section of visitors, ensure that you drag the Do Nothing Rule into the end of your No pathway.
Step 6 – Review and Launch
Now your email is live using your Catch-All email address, the Browse Abandon Email will be sent to that email address rather than your real customers.
Once you have reviewed these emails and are happy to push live, simply remove your email address from the Catch-All field by:
On the left hand nav, click Triggers
In the top dropdown, select Browse Abandon
Click on the Trigger Program which you want to push live
Click Configure Trigger Program
Delete the email address from the Catch-All email field
You can optionally push live and keep an eye on the emails being sent out using the BCC Email field
Using Fresh Relevance’s Integrated ESP
Step 1 – Review your Cart Abandon Email
First step is to review a test email of your Cart Abandon email to identify any content which needs to be tweaked to be appropriate for a Browse Abandonment email
On the left nav, go to Triggers
This will land you on the Cart Abandon Signal, with your Triggered campaigns sitting in the tree on the right.
Click on the campaign(s) that you would like to replicate
On the left of the screen click Send test emails
This will open a new tab where you can alter the recipient test address.
Click Send test email(s)
On reviewing the received email consider:
Does any text refer to a basket/cart? This should be removed as Browse Abandon recipients by design will not have carted any items during their session. This includes a cart total amount
Are there any complete your order buttons? These should be replaced with more generic CTA’s to your website as there is no defined cart to re-create
Does the messaging need to be softened? Particularly with references to the existance of a cart or a basket
Is there any other content you feel needs to be added or removed? Consider a softer approach to your Browse Abandon email program as a whole. We recommend approaching as a helpful rather than direct marketing
Step 2 – Duplicate and edit your Cart Layout
If no changes were identified at step 1, skip to step 3.
When using your Fresh Relevance’s Integrated ESP for Abandonment emails, the whole abandonment email is configured within your Cart Layout.
To create a new Cart Layout for your Browse Abandon emails:
On the left nav, go to Content | Cart Layout
Click into the Cart Layout for your Cart Abandonment Campaign
Click on the Browse Abandon tab
Lower on the page, under Actions, click Edit Layout
Select and copy the whole code block
Go Back to Content | Cart Layout
Click Create Cart Layout for Triggered Email from Template
Name the template as the relevant Browse Abandon, then paste the code you copied into the Edit the HTML or Use This Pre-Defined Template box
Ammend the email code as appropriate for your Browse Abandon, as identified in Step 1
Click Save
If you need assistance editing the Cart Layout code, reach out to our support team at support@freshrelevance.com.
Step 3 – Create your Browse Abandonment Program
On the left hand nav, click Triggers
In the top dropdown, select Browse Abandon
Click Add Trigger Program
Click Create
Setup the program as desired, adding the Cart Layout you created at Step 2
Ensure that you add your email address to the Catch-all Email Address field, so that you run it in test mode
Step 4 – Add your Trigger Program to the Rule Tree
Drag and drop the Trigger Program you created into the Trigger Tree, then click Save.
You can use rules to be more selective over who you contact, for example:
Only target abandons for certain categories, e.g. for those with high levels of pre-purchase consideration using the Person History | Has Browsed rule
Only send to customer who have browsed X number of products recently using the Person History | Has Browsed rule
Only send to customer who have visited your website X number of times recently using the Person History | Session Count Rule
Exclude recently purchasers using the Person History | Has Purchased rule
Only target abandoners who browse at a certain time of day e.g. late night browsers using the Time | Daily Schedule
If only sending to a sub-section of visitors, ensure that you drag the Do Nothing Rule into the end of your No pathway.
Step 5 – Review and Launch
Now your email is live using your Catch-All email address, the Browse Abandon Email will be sent to that email address rather than your real customers.
Once you have reviewed these emails and are happy to push live, simply remove your email address from the Catch-All field by:
On the left hand nav, click Triggers
In the top dropdown, select Browse Abandon
Click on the Trigger Program which you want to push live
Click Configure Trigger Program
Delete the email address from the Catch-All email field
You can optionally push live and keep an eye on the emails being sent out using the BCC Email field