Product View Emails: The Marketing Automation Every Brand Needs

Posted on February 5, 2019

Product view emails tend to be a lesser-known element of email marketing automation. That doesn’t mean they should be viewed as insignificant, though. 

Everyone is seemingly aware of, or should be aware of, the power welcome series and abandoned cart emails hold within the automation process. Think of product view emails as reaching the consumers that are somewhere between the stages of those two email automation strategies.

Your e-commerce store has captured a shopper’s email, so a welcome series has been deployed. That didn’t yield an initial purchase, but this shopper has spent some time on your site. Because you have the right tools in place, you even know what product(s) they’ve viewed.

This is where product view emails come into play. Your e-commerce store, through automation, launches a series of (ideally three) retargeting emails centered around the products that were viewed. To put it simply, product view emails are one step further beyond abandoned cart in the conversion funnel. 

The essence of product view emails should hardly be any different than others in the automation process. Obviously, you need a subject line that draws in the consumer. You’ll also need content within the body (images and written) that deliver a clear message while providing value and staying on-brand and relevant. Also, make sure the call to action is direct and easily carried out. Don’t be vague. 

Testing as things unfold is essential, too. You can’t manage what you can’t measure, so dig into the data and alter the plan as needed.

Over the course of the product view email series, the incentives to make a purchase should be increased. If you’re worried about protecting price integrity, don’t include a discount with that first product view email. Instead, use that as a special card you play in the second or third email sent. Here’s an example of how it could be done:

  • Email 1: This should be a straightforward email essentially asking the customer if they found something they liked while displaying the products they viewed on your site. It should be sent three hours after the product has been viewed. This isn’t too soon but is just soon enough the product(s) isn’t an afterthought.
  • Email 2: The second product view email should be a reminder of Email 1 with added value. This can include incentives for buying, such as free shipping or 10% off. It should be sent 24 hours after Email 1.
  • Email 3: After another 24 hours has passed, a third email serving as a reminder is worth sending. This time, though, it’s time to really ramp up the incentives. Consider offering 10% and free shipping together rather than just one or the other.

How Engine Mail can help

The past experiences of the e-commerce veterans running Engine led to the development of Engine Mail. The primary goal is to provide an email product centered around automation that is superior to anything you’ll find elsewhere.

Within that process, ease of use has been a driving force. Engine Mail knows it’s competing against a wide array of email products, many of which can be complex, confusing, and overdone. Those are the sort of labels Engine Mail has made sure to avoid.

This product isn’t everything for everyone, but it is the perfect tool for those e-commerce brands aiming to take their email automation strategy to the next level. This includes providing the best tools around product view emails right at your fingertips.

We know time is valuable to every business so, if you’ll allow us, we’ll only take 15 minutes to introduce you to our product and create exceptional email flows for your business. Set up a call with us by clicking here or reaching out via email.