As marketers, sometimes we’re so busy collecting and analyzing the big picture customer data, it can be easy to get distracted. You might forget the small nuggets of information in your marketing platform can sometimes prove the most useful to your email campaigns.
Take my recent shopping behavior. It’s been cold and dark lately, so I’ve been planning my next vacation. I need a new pair of sunglasses, so I’ve been browsing sunglasses on various ecommerce websites. I haven’t made the purchase yet, so there’s still an opportunity for a savvy marketer to convince me to buy from their brand.
Chances are, you have customers like me browsing product pages on your site who have yet to purchase anything. In fact, 60% of potential buyers will start by searching for a specific product on a search engine. Your product detail pages will often be a customer’s first touchpoint when visiting your site.
If you make good use of the data you collect on your buyer’s visits to your product detail pages, you can add serious fuel to your email marketing strategy. With the right messaging, this data can turn a casual browse into a click-and-buy right now. Here’s how.
Personalize browse abandonment campaigns
Using the website data you are already collecting on your buyers, you can analyze browsing history to detect patterns. With data from product detail page views, you can make smarter product recommendations and offer personalized campaigns.
The best way to make use of this data is to send personalized browse abandonment emails. With only 14.5% of sessions on retailers’ sites resulting in buyers adding items to shopping carts, cart abandonment isn’t always enough. In comparison, 43.8% of sessions result in a product page view. So if you’re targeting browse abandonment instead of cart abandonment, you’re reaching a far larger audience. Sending a well-crafted browse abandonment email can help drive serious conversions.
To do that, you need to segment customers who have browsed your product detail pages a specific number of times. Even better, you can dynamically segment them using real-time data as they interact on your site right now. Then you can send automatically triggered browse abandonment campaigns.
While you can use different parameters for this segment, it’s normally better to wait until the customer has visited the same product page at least twice. This is a better signal of buyer interest and shows they like the item and may be ready to buy. Browse abandonment emails should be personalized according to the product they viewed, but you can also take the opportunity to try to upsell and cross-sell other products. It’s all about offering a timely and relevant message to the buyer.
Use dynamic content
If you want to make your browse abandonment campaigns as effective as possible, you need to employ dynamic content. Using a CDP, you can dynamically change entire sections of content within emails or ads to make them more relevant and appealing, featuring the exact products that your buyers browsed.
The types of content you will want to include in these browse abandonment campaigns can include:
- Automatically recommend products based on each visitor’s behavior
- Most viewed products
- Best-selling products
- Products that generate the most revenue
- New releases/latest products added to the store
- Customers who bought this item also bought/items usually bought together
Take this Jimmy Choo email as an example. It provides personalized recommendations based on the items the shopper was browsing, as well as clearly marked prices and buy buttons that take you directly back to the item to simplify the shopping process. You should A/B test the content in these emails to see which elements and content blocks work best for which segment of shoppers.
It’s also important that you’re quick here. You need to send a browse abandonment email out within 24 hours of the last product detail page visit if you want to drive a conversion. Ideally, you can do this using real-time triggers. Also, consider sending multiple browse abandonment emails and ads as part of a nurture flow campaign in case the customer misses the first one or it isn’t the right moment to buy. You could also offer a discount coupon in your second or third email to encourage the customer to complete the purchase.
Stitch together customer interactions
To make this type of coordinated and personalized campaign happen, you need to be working from accurate customer data. It’s vital to stitch together the entire history of a customer’s interactions with your brand. This is especially key if you only decide to trigger browse abandonment emails after multiple visits to the same product page.
To do this, you need identity stitching technology in place. If you are collecting data on all website visits in your marketing platform, you can stitch together the history of your customers’ interactions with your brand – across devices, channels, and browsers.
For example, when buyers give you details when signing up to your email newsletter, you can link their past anonymous browsing behavior to a single customer ID. Now, you know they have visited the same product page three times. From there, you can send out a personalized browse abandonment campaign with a compelling offer.
The key to being able to harness these tiny bits of information that you can glean from your data is to ensure that you have a single view of the customer. Only then can you understand your customers so you can both personalize the browse abandonment campaigns and ensure everything you send is relevant and timely.
With the right product detail page data, you can power your entire email strategy and drive real results for your brand.