One of the difficulties marketers struggle with most is increasing purchase rates among their site visitors. Marketers spend advertising dollars and create campaigns to drive more traffic to their site, but they struggle to get more of these site visitors to purchase once they are actually on the website. Enter the abandoned cart email, which has become a favorite among marketers for its ability to drive higher purchase rates by merely reminding consumers of products they added to their online shopping carts. Now that abandoned cart emails have become a standard practice of e-commerce marketing, however, marketers need new strategies to re-engage site visitors and increase purchase rates. One of these strategies is an abandoned search email.
Abandoned search email defined
A website search, which is when a site visitor uses the site search tool to browse for a specific product or category is a critical point in the path to purchase because it indicates the site visitor has high intent to buy a particular item. An abandoned search occurs when the site visitor searches for a product and then drops off the site. Unfortunately, marketers often overlook re-engagement at this moment of truth, and most site visitors who perform a search and drop off are never recovered. What can marketers do to re-engage site visitors that search for a product but fail to convert? They can send an abandoned search email.
Launching abandoned search emails
While abandoned search emails are similar to abandoned cart emails in many ways, there are some key differences. Driving value from abandoned search emails requires marketers to adjust the content of the email to address the customer’s stage in the purchase funnel and the actions they have taken.
Creating content for abandoned search emails requires you to be both scientific and intuitive. Unlike abandoned cart data, the data from abandoned searches tend to be unstructured because searchers are using unique words or descriptions. Therefore, you should launch abandoned search campaigns that enable searchers to explore new content and find content related to their search.
Consider why the site visitor abandoned their search
There are many reasons that a site visitor may have abandoned their search. They may have gotten distracted and forgotten to return to their search, they may have used the wrong search criteria and failed to find the products they were looking for, or they may not have liked any of the results that appeared for their search. Site visitors that search for a product still have several steps to take before making a purchase, and as a marketer, you need to consider all the possibilities in your attempt to re-engage these customers.
Creating abandoned search email cadences
Once you have considered all of the possible reasons that a consumer quit their search, you can develop an email cadence that addresses each concern. Here are some examples of email content you should include in your cadence:
- Product search reminder with results
- Product recommendations related to the search terms
- Product recommendations based on past behavior and different from the search results
- Information or content related to the search terms
- Feedback survey on quality of search results
While we recommend sending at least two abandoned search emails in your cadence, you should experiment with different messages and email sequences to determine what works best for your organization.
When it comes to converting your site visitors, you need to consider all of the points in the path to purchase and ensure that you have a strategy to re-engage consumers that fall off at any stage. Abandoned search emails are an essential addition to your abandonment email strategy, and by following these tips, you’ll see better results from your web traffic.