eCommerce email sequence deep dive series: Site Abandonment (2 of 10)
It's all about momentum.
People are signup happy, especially when there's "free," "discount," or "giveaway" involved. Many will signup for your list, never to return again.
Here's how you can bring them back—with a site abandonment sequence.
Read the Primer for info on subject lines, length, etc.
Read the VoC guide on how to research before writing your copy.
Why?
Momentum - Don't let the visitor's interest die out. Capitalize on their attention and motivation.
Provide relevant guidance - Guide the visitor to the product most suitable for them (or closest to what they're letting on)
Self-segmentation - Gather zero-party data + Provide a personalized experience
Sample Email
There's only one email in this sequence. Send within 2 to 3 hours of "Active on Site" (and nothing else).
Sample: Wooflore
What makes this email great?
It's casual, not creepy
It's easy—pick a picture and click on it.
It's helpful—it's not just a pointless exercise.
It gives us data—this tells me the visitor's preference(s).
How to do it
Topic
Pick a topic relevant to your product and create a fun quiz.
T-shirts? "Which design is most like your style?"
Candles? "Pick the place you'd like your place to smell like."
Athletic Shoes? "What's your training style?"
Subject Lines
A variation of the "quiz" title is best - or even the same title as the quiz.
Results
While this isn't the most directly profitable sequence (abandoned cart is king), it's the bridge for future activity. Consider this the Stockton to all the pre-purchase sequence Malones out there.
Hope this helps! Questions?
DM me @heykatgarcia
