A site abandonment flow probably isn't the first one you think of when planning your email marketing. It targets customers who are less engaged, with lower purchase intent, so it tends to be overlooked. Set up correctly, though, it can be one of your strongest tools for sales and new-customer conversions.
With the right strategy, it brings people back to your website at just the right moment, turning an initial glance into a conversion you'd otherwise have lost. Not sure exactly what this flow is or why it matters? We've explained it all below.
What is a site abandonment flow?
It's exactly what it sounds like: a flow that targets people who bounced from your website. It sits before a browse abandonment in order of intent, and it's reserved for those who quickly skimmed your homepage, collection pages, blogs or about page without ever reaching a product page.
These are usually people who arrived looking for a deal or a quick browse. Maybe they got distracted, maybe it just wasn't the right time to shop. Whatever the reason they left, this flow gently guides them back to pick up where they left off.
Why is this flow important?
Picture a bricks-and-mortar version: the site abandoner is the person who window shops and walks past before stepping inside. There's some interest, but something is holding them back from committing.
They're window shopping your store, interested enough to look, not yet ready to walk in.
A site abandonment flow meets customers exactly where they are in their decision-making, usually at the education stage, by building brand awareness and explaining product benefits. Both are needed to turn window shoppers into paying customers. Done well, it can statistically lower your customer acquisition costs by nurturing people from paid sources like Google and Meta.
What content should it include?
Focus on top-of-funnel strategy, so it's not a hard sell from the first email. Start with product and brand awareness: the why behind your offering, the need you set out to fill, and testimonials that prove your product practises what it preaches.
Meet customers where they are, and window shoppers become paying customers.
Let's turn more site visitors into customers.
This flow looks simple, but it's critical to get right, especially the filters that stop you over-emailing. Not sure how to maximise your return? Our team is here to help.
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