#13 - The 'Overly Enthusiastic Salesperson' Flow

You know those stores - stores you step into and the salesperson is on you in a microsecond.

‘Would you like something?’
‘How can I help?’
‘Here’s our range of best selling products.’

You smile sheepishly and say ‘Thanks, but I’m just looking around.’

They smile politely and take a step back, AND THEN proceed to follow you around the store.

I’m just browsing, can they just leave me alone?

Ah, yes, today we’ll be talking about the browse recovery flow - where we stalk our prospective customers like overly enthusiastic salespeople, eager to make the sale.

Browse Recovery (BR) Flow

This triggers only if your prospective customer has filled in their email prior (whether through a newsletter or previous checkouts), and has viewed a product in your store.

Turns out, there’s a reason why salespeople do the annoying following you around the store schtick.

We treat anyone who’s browsing our store as a warm lead - we’ve piqued their interest and there’s a chance we can get a sale out of them (otherwise keeping them engaged is second best).

Thus, we’ll remind them of the product they’ve viewed, along with other products they might be possibly interested in.

Key Considerations When Building This Flow

Much like our cart recovery, we look at:

• Your goals for email marketing (whilst a large majority might be to increase top line revenue, there are also brands that want to focus on increasing engagement, or customer retention)

• Understanding where your brand shines (USP), and brand stories to reel them in

• Leveraging your best reviews to tip them over the fence

• What products would make sense to be offered together/best selling products (to increase AOV)

Best Practices/Examples

Points 1 & 2 are the same as our cart recovery edition last week (view here).

• Additionally, to avoid sounding like a broken record, move to talking about bestselling items, social proof, brand story, USP.etc if they don’t purchase after email 3.

• Our audience are window shoppers, who are not convinced enough to make it to our checkout page.

Email Pillar 1: The standard reminder

We typically don’t head straight into discount territory. Whilst these users are window shoppers, you’d be surprised at what a simple nudge can do.

Email Pillar 2: Social Proof

We’re throwing the kitchen sink at the user here.

UGC? Check.
On-site reviews? Check.
Video reviews? Check.

Anything to get them across the finishing line.

Email Pillar 3: Upselling Relevant Products/Bestsellers

There’s a high likelihood that our window shoppers are not that interested in our products, after the second/third email.

Our final tactic is to try to pique their interest through highlighting some of our bestsellers, or sharing about our brand story.

You can also throw in a tiny discount here.

In essence, an example of chunks of a good BR flows would look like:

• Starting the flow by asking if something was wrong whilst they were browsing

• FAQ page & social proof

  

• Customer reviews

  

You get the idea :)

And that’s a wrap!

It’s crazy that we’re now into week 2 of February (it seriously feels like the year started just yesterday).

I’m curious though - how are you doing so far?

Love to hear from ya, just hit that reply button above!