What to Expect From This Use Case

The Abandoned Browse Email use case presents a ready-to-use solution for boosting bottom-funnel marketing tactics. By sending personalized emails to customers who've browsed multiple items without making a purchase, the strategy aims to remind them of their previous engagement and motivate a potential purchase. This targeted interaction at the right stage in the customer's shopping journey directly impacts conversion rates and Revenue per Visitor (RPV), subsequently increasing overall revenue.

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Tip

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Use Case Items

With this use case, you’ll get a:

• Ready-to-use abandoned browse email
• Pre-defined evaluation dashboard
• Aggregate displaying products in the email

How to deploy the Use Case

After downloading the use case, follow these steps:

Step 1: Meet the Requirements

Verify if the data in your project meets the requirements. Follow this step-by-step setup guide in case of problems.

Step 2: Understand the Use Case Logic

After a customer leaves the website without purchase, an email is sent to the customer with the last products viewed on the website.

Once the customer ends their session on the website, we check if the customer has emailing consent to not break the GDPR rules. If that is true, the customer has to pass the following conditions to receive an email: the customer was not part of any Abandoned browse campaign in the last 7 days, hasn't purchased anything in the last 7 days and has seen at least 2 products on the website. We wait for 3 hours, and we check if the customer didn't make a purchase 3 hours since their latest web session. The 'Abandoned Browse' email frequency is limited to one email per 7 days.

The email content displays up to 1 product that is the last seen product based on the aggregate[LABF] Last viewed items (maximum of 3 fetched products in this aggregate).

Follow the description and labels in the scenario in case of uncertainty.

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Tip

The logic of this use case is built on best practices and only requires adjustments if you want to further customize the use case. Get instant value by launching this campaign in just a few clicks.

However, we highly recommend you adjust the use case design and copy to fit your business needs.

Step 3: Adjust the Use Case

Now that you understand the use case logic, you can set up the use case according to your preference.

3.1 Email Settings

If you decide to customize the email settings, follow this detailed guide to make the adjustments.

3.2 Design & Copy

Customize the email visuals and copy to align with your company's brand identity.

Otherwise, you can go through this guide for more information.

To adjust the email template with products in the email node, follow this guide.

3.3 A/B test

A/B test the use case to better understand the email performance and revenue generated.

This use case's A/B test traffic distribution is set to variant A at 50 % and the control group at 50 %. We recommend keeping this distribution as it brings quick and statistically significant results.

Learn more about the dos and don'ts when modifying your A/B tests in this guide.

Step 4: Test and Run the Use Case

When you are done adjusting the use case, we recommend to always test the use case before deployment. When testing, double-check if the use case design, copy, and settings work as preferred.

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Warning

You should only deploy a use case after testing. Testing prevents sending unfinished or imperfect campaigns to your customer base.

Run the use case once the testing is over. When you open the email, click the Start button in the upper right corner to launch the campaign.

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Congratulations!

If you got here, you have successfully deployed this use case.

Step 5: Evaluate the Results

Remember to run the use case for a few days to see the impact.

After this initial period, use the prebuilt and ready-to-use evaluation dashboard specifically included in this use case to measure and analyze relevant data.

To evaluate, open the evaluation dashboard, enter the email's name (e.g. Abandoned Browse Email), set the attribution window for revenue in hours (e.g. 24) and click the Refresh button in the upper right corner to see the results.

If you encounter any problems, read this article for insights on evaluating the use case.

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Tip

Don’t forget to regularly check the results so you can optimize the use case for better performance.

Additional Resources

Learn how to enhance and optimize email performance with different tips and tricks from Bloomreach experts.