Yesterday, I promised to share my Double Tap strategy for Browse Abandonment.
A quick warning:
This strategy might seem “simple.”
Overly simple.
So simple… you want to roll your eyes and dismiss the “secret.”
However, this strategy helped one of my clients increase revenue from a single flow by 93%. It’s worth taking notes.
Let’s dig in.
Here’s what most brands’ Browse Abandonment looks like:
~ Someone views a product
~ Email #1: Reminder “You forgot this…”
(slapping a big image in the middle of the email and a CTA button below)
~ Email #2: Inventive “Claim your discount…”
(prospect didn’t buy, panic, throw discount at them)
~ Email #3: Urgency “Last chance…”
(use a fake deadline with a generic code ‘CHIP10’)
Here are a few problems:
ONE
Most brands have very little filter/variation in their abandonment flows.
I’ve seen clients using the EXACT same email sequence for browse, cart, AND checkout abandonment flows with no filter or cooldown. The result is that some customers got 15 duplicated emails in the same week… only hours apart.
Annoyed > Feel Invaded > Unsubscribe > Spam Report
TWO
The second your email hits their inbox… with a needy discount code… you lose all positioning. You are now a discount store with no status.
Sure.
You might create a new customer today…
…but he/she will never buy full price again.
Customers are smart.
Every time they want to buy something from you, they will… click the link, look at the product, and… leave!
Because they KNOW you will send them a discount code the next day.
(not to mention, you lose authority when you use a fake deadline)
THREE
Repetition is boring.
The first time I see an email, I’ll read it.
The second time I see the same email, I might still read it.
The third?
I’m ignoring it for good.
This is why you’ll notice the RPR drop in 5 to 6 months.
Email Fatigue
So, what do you do?
Simple. Send them something different!
*duh*
This is where my Double Tap strategy enters the game…
…and why it works so well.
It solves all 3 challenges above.
Because I have TWO sequences.
The first time a prospect enters a browse abandonment?
Humor-based reminders. 3 emails. No discount code.
The second time the same prospect enters the flow in the same month?
My system will automatically check if they purchased in the last 30 days.
- If yes > Same humor-based reminders (because it worked, and we don’t change what’s working)
- If no > A different sequencing highlighting the beliefs, origin story, mechanism, proof… and yes, maybe offering a discount this time
**Lesson for business owner**
Look, Double Tap is an advanced strategy.
I shared because I want you to know what’s working.
BUT
I do NOT recommend starting with Double Tap.
Because simplicity always wins.
That’s why I always start with a basic, humor-based, 3-email Browse Abandonment Flow first. Once we have all the other core flows in place, I’ll come back to optimize for double… or even triple tap.
Launch first > Optimize later
To be continued…
– WYH