Acknowledgement

Acknowledgement: The Browse Abandonment Flow

Acknowledgement is a way to say thank you, without saying thank you.

This is a word that sits central to a lot of the work you should be carrying out. Acknowledgement.

Think about it. You like to be acknowledged. When you visit your favourite restaurant (remember those days?). It feels good when you're welcomed and recognised. Then, when you're asked whether you enjoyed that special you ordered last week? It leaves you feeling all warm and fuzzy. It's human. We can't get away from it.

So, this is now your job. You're in charge. It's your job to acknowledge your customers' actions. The products they purchase, the categories they browse. Not every time. Just sometimes.

Share insight. Build an automated Browse Abandonment flow (paying particular attention to filters) that gives your customer something extra. Whether you're sending to 1 subscriber, 100 subscribers or 100,000 subscribers. This approach works.

Tell somebody something interesting about the product they’ve just viewed or purchased. Maybe 10 minutes after they view a product and don’t, yet, make that purchase.

Do NOT make it salesy. And NEVER start that email saying ‘I just saw you were looking at…’ That’s creepy beyond anything. Make it feel serendipitous (that’s a word I really needed spell check for…)

Also, don't be afraid to switch to plain-text emails. It makes it more personal. The email will feel far more one-to-one. Bare bones copy. Removing the glitz and glitter of the 'campaign-style' html emails gives you a chance to really focus in on the message you deliver. It feels real.

Again, it feels personal. That's the level we want to take your email marketing too, right? Check out this example from NOMAD after I took a look at their indestructible cables...