How Plow & Hearth took their browse abandonment campaign to the next level

shauna3Relevant, data-driven emails deliver superior results to generic blast emails. This is gospel at digital agency Whereoware, and our devotion to email personalization was again validated when we won the Best or Most Innovative Use of Automation or Triggers in the 2016 EEC Email Marketing Program Awards.

Our EEC award recognizes a data-driven browse abandonment campaign developed for client Plow & Hearth. Though Plow & Hearth already sent automated, behavior-triggered abandoned cart and browse abandonment emails, we revamped their browse abandonment campaign in 2015 to be more personal and effective.

Browse Abandonment Campaigns

A browse abandonment campaign sends an email to a customer who views one or more product, but then leaves the site without adding the item to their cart or completing the purchase. It reminds the browser of the products they were looking at to motivate them to return to purchase.

If you aren’t sending browse abandonment emails, you’re not alone. According to the Relevancy Group “only about 15% of online retailers are following up with consumers who view a product page and then leave without buying.”

The 75% of retailers overlooking browse campaigns are missing an opportunity to reengage customers who’ve shown interest in their products. Instead of letting these customers slip between their fingers, a timely, relevant browse abandonment campaign reels customers back in to close the sale.

Also, browse abandonment campaigns aren’t just for e-commerce companies! Service companies can also develop browse abandonment campaigns for customers who browse specific pages on their website and then drop off the site, or download a white paper, but don’t fill out the ‘contact us’ page. The relevant email can offer additional information or a second asset to guide further interaction.

Plow & Hearth’s Browse Abandonment campaign – Before/After

Plow & Hearth’s original browse abandonment campaign scored visitors based on the product page category they visited. Visitors received a triggered browse abandonment email focused on their highest categorical score. This approach was effective, but siloes customers into a single category, even though most customers view products across different categories.

For example, if a customer browses the Outdoor Living product category more frequently than other categories, their triggered email features Outdoor Living products. (Example below.)

plow-browse-email-before-and-after

While sending emails personalized based on product category is a good first step, Plow & Hearth aimed to further personalize at the product level. Whereoware updated Plow & Hearth’s campaign in 2015 to display the exact products customers browsed and abandoned in the emails.

Now, when someone browses two or more products and visited the site within a few days, a personalized 2-product, 4-product, or 6-product email template is triggered. Whereoware built the new campaign using responsive email templates to deliver an excellent experience from any device.

Since launching this campaign, Plow & Hearth’s conversion rate increased 183% this holiday season (October – December) over last year.

Your Turn

Plow & Hearth increased conversions 183% by delivering a more relevant email highlighting the exact products contacts were interested in.

If your brand is among the majority skipping this lucrative campaign, I recommend you add a behavior-based browse abandonment campaign to your automated program mix to increase engagement and conversions. I am happy to help you get started! If you have any questions at all, please reach out to me at splesmid@whereoware.com.

Shauna Plesmid, Online Marketing Manager, Whereoware
2016 eec Award Program Winner: Best or Most Innovative Use of Automation or Triggers