The Abandoned Browse Tactic reacts to customers who are viewing your products but who leave your website without making a purchase or leaving any products in a cart.
This funnel Tactic encourages customers to continue their journey to purchase by sending an email with their recently browsed products and some additional recommendations.
It supports the Revenue objective by contributing to the following strategies:
- Convert leads to first-time buyers
- Convert first-time buyers to active customers
- Retain active customers
- Win back inactive customers
- Win back defecting customers
The Abandoned Browse Tactic that was built on an Automation Center program is no longer available. For this reason, Emarsys recommends using the Abandoned Browse Tactic that is built on an Interactions program starting with the Viewed product page Web Extend event.
Interactions program
Please note that the Abandoned Browse, Abandoned Browse (Top selling product) and Abandoned Browse (Top selling category) Tactics use the same Abandoned Browse Participation check settings meaning that contacts can only enter one of these programs.
You can create multiple programs focusing on different products or categories. When you create multiple programs, make sure that the copy, creative and additional assets (e.g. videos, blog entries, how-to articles etc.) are inserted into your campaigns.
The basic program in the Advanced package looks like this.
The most advanced in the Advanced package is built in the following way.
Activating the Tactic
Prerequisites:
- Email campaign
- Personalization tokens
- Web channel campaign (if used)
- Digital Ads campaign (if used)
Steps
- Swap the email (and the other campaigns if applicable) in the Tactic with your campaign.
- Add the personalization tokens.
- Optionally, you can test the program.
- Activate the Tactic.
You will be able to check on the performance in the reporting pages of the Strategic Dashboard.
Tips & hints
As the first step of creating content for this Abandoned Browse Tactic, you can get some inspiration and creative ideas at Emarsys Inspirations under the Abandoned Browse tab.
The legacy Abandoned Browse Tactic
Please note that the following sections only apply to the legacy Abandoned Browse Tactic that was built on an Automation Center program.
Automation Center program
The basic program in the Essential package looks like this.
The basic program in the Advanced package looks like this.
The most advanced program in the Max AI package is built in the following way.
The Max AI elements
- The Max AI version of the program starts with a smart filter which uses the Predictive web engagement AI segment template, with the conditions set to return all customers who are likely to engage on the web within 30 days. For these contacts, a Web Channel campaign (#2) is started.
- For those contacts who are not likely to engage on the web, a Predictive email engagement AI segment is being created, for those contacts, who are likely to engage on email within 30 days. For these contacts, an email campaign is started (#1), while a Digital Ads campaign is started (#3) for those who are not.