{"id":1388,"date":"2019-12-06T17:20:34","date_gmt":"2019-12-06T17:20:34","guid":{"rendered":"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/?p=1388"},"modified":"2020-11-11T21:02:40","modified_gmt":"2020-11-11T21:02:40","slug":"browse-abandonment-email-best-practices-subject-lines","status":"publish","type":"post","link":"https:\/\/www.cartstack.com\/blog\/browse-abandonment-email-best-practices-subject-lines\/","title":{"rendered":"Browse Abandonment Email Best Practices &#038; Subject Lines"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Recent research shows that <\/span><a href=\"https:\/\/baymard.com\/lists\/cart-abandonment-rate\"><span style=\"font-weight: 400;\">58.6%<\/span><\/a><span style=\"font-weight: 400;\"> of US shoppers have abandoned an online shopping cart in the past three months because they were \u201cjust browsing.\u201d That\u2019s one in every two people visiting your website without even adding a product to their basket. But what is this common occurrence, and how can you stop it?<\/span><\/p>\n<p><a href=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/browse-abandonment-emails-online-retailers\/\"><span style=\"font-weight: 400;\">Browse abandonment<\/span><\/a><span style=\"font-weight: 400;\"> is the process of someone abandoning your website before adding a product to their shopping cart. You may have also heard it referred to as discovery failure, window shopping, or simply \u201cjust looking.\u201d Either way, it\u2019s frustrating and negates your marketing ROI, while depleting your profits.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Browse abandonment is also very distinct from cart abandonment. <\/span><a href=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/why-cart-abandonment-is-good-for-your-company\/\"><span style=\"font-weight: 400;\">Cart abandonment<\/span><\/a><span style=\"font-weight: 400;\"> occurs when a shopper has added an item to their shopping cart, while browse abandonment occurs earlier in the customer journey. This earlier stage makes browse abandoners more challenging to re-engage and convert because:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They are less engaged with your brand because they\u2019ve spent less time on your website.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They have no emotional connection with your products because they haven\u2019t added an item to their basket.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">In the words of U2, they still haven\u2019t found what they were looking for.&nbsp;<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-748\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/CartStack_Browse-abandon-01-1.png\" alt=\"browse abandonment best practices\" width=\"500\" height=\"262\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/CartStack_Browse-abandon-01-1.png 1200w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/CartStack_Browse-abandon-01-1-300x157.png 300w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/CartStack_Browse-abandon-01-1-768x402.png 768w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/CartStack_Browse-abandon-01-1-1024x536.png 1024w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">However, they came to your website for a reason, meaning that there\u2019s a glimmer of hope that can be saved. By using browse abandonment best practices and subject lines you can recover visitors, boost engagement and increase conversion rates. And this week, we\u2019re taking a deeper look.&nbsp;<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Browse abandonment best practices<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">With the right tools, techniques, and best practices, we\u2019ve seen browse abandonment campaigns convert anywhere between <\/span><a href=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/browse-abandonment-emails-online-retailers\/\"><span style=\"font-weight: 400;\">3-7%<\/span><\/a><span style=\"font-weight: 400;\"> of window shoppers into customers. With browse abandonment rates so high, that\u2019s a significant amount of lost revenue to recover. So, where do you begin?<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Create a browse abandonment strategy<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Let\u2019s get one thing straight first. Browse abandonment isn\u2019t the same as cart abandonment. As already mentioned, visitors leaving your website before adding an item to their basket are further behind in the customer journey. Accordingly, your cart abandonment campaign isn\u2019t relevant, making your cart abandonment emails useless.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, emails with a subject line such as \u201cDon\u2019t leave a good thing behind\u201d or \u201cWe\u2019ve saved your cart for you\u201d aren\u2019t applicable and are therefore unlikely to be opened. Email content that relies heavily on scarcity or urgency can feel too intense and pressurized for visitors who aren\u2019t yet familiar with your brand.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, your browse abandonment strategy should have two goals: 1) to gently re-engage customer interest and 2) if you can, to softly recover their lost purchase.&nbsp;<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Capture email addresses as soon as possible<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Browse abandonment visitors leave your website before adding to their shopping cart, which means that they haven\u2019t yet created a customer account or entered details into your checkout page. To target these customers, you must capture their email address much earlier than you do for cart abandonment.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To accomplish this, you\u2019ll want to use a recovery tool that 1) Tracks and records your visitor\u2019s behavioral and contact data in real time while they navigate your site and 2) is cookie-based, rather than account-based.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Intelligent real-time visitor tracking tools record a customer\u2019s visit to your website, capturing contact and personal information entered into any text fields. This information is then automatically used to queue visitors into the appropriate recovery campaign, depending on when they left your site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, using a cookie\/pixel-based solution is really the magic sauce, when it comes to a browse abandonment email campaign. Why? Because your cart abandonment campaigns will not work on every abandoned cart lead. Yet many of your abandon cart shoppers will return to your website to shop again in the future. And if they\u2019re still cookied &amp; identified from their previous visit, it doesn\u2019t matter if they enter an email address anywhere, because you still have it from their previous visit!&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regardless, it is still important to identify innovative ways to encourage email address input. Some methods that CartStack customers use include:<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Contact page&nbsp;<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Add a contact form to your contact page for visitors who have questions about your website and products. This removes the requirement of them emailing or calling you, and it gathers their email address to use in your browse abandonment campaign.&nbsp;<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Live chat&nbsp;<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Use a live chat plugin that requires an email address to commence the conversation. The live chat functionality enables you to answer queries to prevent browse abandonment from happening, and the email address can be used if the customer fails to convert or your agent is unavailable at the time.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Popups and offers&nbsp;<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Run delayed popups that appear after a set amount of time or <\/span><a href=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/new-feature-capture-abandoned-cart-emails-exit-intent-popups\/\"><span style=\"font-weight: 400;\">exit intent popups<\/span><\/a><span style=\"font-weight: 400;\"> that appear as a visitor attempts to leave. Use this disruption to ask customers for their contact details in exchange for something of value, such as a newsletter signup, discount, or loyalty program.&nbsp;<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-914 size-full\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/EIP-Treoo-01-1.jpg\" alt=\"browse abandon exit intent cartstack\" width=\"706\" height=\"550\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/EIP-Treoo-01-1.jpg 706w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/EIP-Treoo-01-1-300x234.jpg 300w\" sizes=\"(max-width: 706px) 100vw, 706px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Send my Cart&nbsp;<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Implement Send my Cart functionality on your website that allows customers to create a shopping cart and email it to themselves. This is convenient for visitors who aren\u2019t yet ready to purchase but are interested in saving their progress, and it provides you with essential contact information.&nbsp;<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1232\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/SMC-LayoutUpdate-01.png\" alt=\"browse abandonment send my cart cartstack\" width=\"700\" height=\"446\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/SMC-LayoutUpdate-01.png 1956w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/SMC-LayoutUpdate-01-300x191.png 300w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/SMC-LayoutUpdate-01-768x489.png 768w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/SMC-LayoutUpdate-01-1024x652.png 1024w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">3. Send the right message at the right time<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Visitors leaving your website early in the customer journey have a much lower purchase intent than that of someone abandoning their shopping cart. Accordingly, their interest in your brand cools much quicker than that of a cart abandoner &#8211; meaning that you need to quickly strike with the right message while their interest is still hot.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While a successful cart abandonment drip email campaign might take place over a week, browse abandonment campaigns typically aren\u2019t very effective when sent more than three days after abandonment. At CartStack, we recommend the following pattern:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email #1 sent within 20 minutes of abandonment.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email #2 sent the day after abandonment.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email #3 sent two or, at most, three days after abandonment.&nbsp;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In addition to timing, it\u2019s necessary to adopt the right tone in each email. As mentioned, these customers are less engaged with your brand and products. Therefore, adopting an overly familiar tone or persuasive nature can come across as too salesy or, if they don\u2019t remember your website, as spam.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, offer help and support by using a friendly tone and neutral tone to introduce your brand, re-engage their interest, and invite them back to your store. We recommend the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email #1 &#8211; a supportive and helpful tone.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email #2 &#8211; a gentle but persuasive tone.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email #3 &#8211; a slightly more familiar tone.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">4. Capture attention with a subject line<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Closely related to sending the right message at the right time is your browse abandonment email subject line. <\/span><a href=\"https:\/\/www.superoffice.com\/blog\/email-open-rates\/\"><span style=\"font-weight: 400;\">47% of people open an email based on the subject line alone<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; so if you\u2019re referring to the customer\u2019s shopping basket, a product they\u2019re about to miss out on, or anything else related to cart abandonment, your email is unlikely to be opened. Likewise, if your subject line is dull, unclear, or just like every other subject line out there, it\u2019s likely to fall within the 53% of subject lines that aren\u2019t opened.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019re going to cover the top browse abandonment subject lines that get opened below. In the meantime, just remember that your subject line needs to be relevant, while attention-grabbing.&nbsp;<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5. Engage with personalized content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">We\u2019ve mentioned it before, and we\u2019re going to mention it again (it\u2019s really important) &#8211; browse abandonment visitors are less engaged with your brand. In fact, some of these visitors won\u2019t even recall your website name. Therefore, sending an overly personalized email with all of the products they looked at and pages they visited can come across as a little creepy &#8211; especially if you\u2019re using retargeted ads at the same time.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, there\u2019s no doubt about it &#8211; personalization is an effective engagement tool. Accordingly, you want to adopt a slightly toned-down approach. This can be achieved by the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Including one product that they were looking at, alongside other relevant information that diverts attention away from the personalization. For example, including social proof, enhanced product information, or product comparisons.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Using an AI-driven product recommendation engine to recommend products based on the items they were looking at.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sending discounts and deals that relate to the items or categories they spent the most time browsing. For example, 20% off surfing equipment.&nbsp;<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1280\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/Browse_Email_Design_Cartstack_browse_abandonment-01.png\" alt=\"browse abandonment reengagement email example\" width=\"600\" height=\"742\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Browse_Email_Design_Cartstack_browse_abandonment-01.png 626w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Browse_Email_Design_Cartstack_browse_abandonment-01-243x300.png 243w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Remember, unlike cart abandonment email campaigns where your goal is for a customer to complete their purchase, browse abandonment campaigns aim for the customer to start their purchase. If your products didn\u2019t appeal enough to be added to the customer\u2019s basket the first time, focusing your whole email on those same products the second time is unlikely to yield a different result.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">6. Overcome purchase barriers<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">There\u2019s always a reason why someone left your website before clicking <\/span><i><span style=\"font-weight: 400;\">add to cart<\/span><\/i><span style=\"font-weight: 400;\">. It could be something as simple as Netflix, dinner, or both. It could be something technical such as speed, broken links, or unclear navigation. Or, it could be something deeper such as a lack of trust, unclear pricing, or slow shipping speeds.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whatever the purchase barrier causing abandonment, it\u2019s important to know what it is. You can do this by using abandoned session replays to pinpoint the moment a customer leaves your website and narrow down the possible causes. For example, if customers are leaving after visiting your delivery information page, your shipping costs or speeds are likely the problem.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you have identified the common purchase barriers, you can overcome them using appropriate tactics in your browse abandonment email campaign. For example:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If customers are leaving after visiting your delivery information page, send a free shipping discount code in your recovery email.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If customers are leaving after reading your returns policy, send an email that includes customer testimonials about your products and social proof about your brand.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If customers are leaving after spending an extended amount of time on a particular product page, send an email offering a discount.&nbsp;<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-925 size-full\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/SMC_IMAGE_COUPON_CartStack-01-1.png\" alt=\"browse abandonment email example cartstack\" width=\"588\" height=\"734\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/SMC_IMAGE_COUPON_CartStack-01-1.png 588w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/SMC_IMAGE_COUPON_CartStack-01-1-240x300.png 240w\" sizes=\"(max-width: 588px) 100vw, 588px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">7. Split test the results<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Browse abandonment recovery is a little like cooking &#8211; you need to tweak and test the ingredients until you get the right results. By using A\/B split testing to trial different email campaigns and approaches, you can identify the methods that work for your customers and the ones that don\u2019t.&nbsp;<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Browse abandonment subject lines<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Don\u2019t worry, we didn\u2019t forget. The key to your <\/span><a href=\"https:\/\/www.cartstack.com\/tour\/browse-abandonment-email-campaigns\/\"><span style=\"font-weight: 400;\">browse abandonment email campaign<\/span><\/a><span style=\"font-weight: 400;\"> working is your emails being opened in the first place. A typical email marketing campaign can expect to achieve a 15% open rate. However, these CartStack-approved browse abandonment subject lines achieve rates as high as 40-60%, and it\u2019s all about sending the right message at the right time.&nbsp;<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Browse abandonment subject line #1 &#8211; supportive and introductory<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Thank you for visiting &#8211; do you need any help?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Did you see something you liked?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">We didn\u2019t get a chance to say hello\u2026<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Browse abandonment subject line #2 &#8211; incentivizing<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">[Name] &#8211; we think you might like these products<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">[Inside] $5 off your first order<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Welcome aboard and say hello to 20% off<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Browse abandonment subject line #3 &#8211; keeping the door open<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">We noticed you checking us out<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Recommended just for you<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Would you like to keep hearing from us?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">And, if these emails don\u2019t result in a conversion, you can use Zapier to transfer your leads into your CRM platform and future mass-marketing campaigns.&nbsp;<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Browse abandonment best practices tl;dr<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While online retailers are focused on solving cart abandonment, many are overlooking the growing problem of browse abandonment. However, by adopting the above best practices and remembering to \u201csend the right message at the right time,\u201d you can recover significantly more customers while using many of the same tools as your cart abandonment campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CartStack\u2019s suite of browse abandonment tools enables you to identify, queue, and target shoppers who were only browsing your website, powering you to put the above methods into practice. To find out more, <\/span><a href=\"https:\/\/www.cartstack.com\/sign-up\/\"><span style=\"font-weight: 400;\">sign up for a free trial today<\/span><\/a><span style=\"font-weight: 400;\">.&nbsp;<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Recent research shows that 58.6% of US shoppers have abandoned an online shopping cart in the past three months because they were \u201cjust browsing.\u201d That\u2019s one in every two people visiting your website without even adding a product to their basket. But what is this common occurrence, and how can you stop it? Browse abandonment [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1662,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[62,3],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Browse Abandonment Email Best Practices &amp; Subject Lines<\/title>\n<meta name=\"description\" content=\"Browse abandonment emails can help convert anywhere between 3-7% of window shoppers into customers. 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