Browse Abandonment
Email Flow
Client: Threadless Year: 2022
After a few years, and a new ESP, Threadless needed a makeover for its Browse Abandonment Email Flow. These flows would be triggered if a customer browsed the site, but left.
The new flow allowed customers to get served different products depending on their browsing behavior. They would get served either a tee-focused, art-focused, or generic flow. It also coincided with the update of the Threadless header and footer designs.
The last email in the flow would include a discount code if the subscriber didn’t make a purchase from one of the previous flow emails.
Old Browse Abandon Email
This design was outdated, clunky, and didn’t show the products on people (which tends to convert sales more).
It also gave a discount to shoppers too quickly, allowing people to game the system.
New Browse Abandon Email
The first new flow email would show product lifestyle photos with product descriptions to educate shoppers on the various offerings.
Also included is a predict row of products that showcase popular designs.
Art Browse Abandonment Flow 1 - Customers would receive this email if they browsed art and left the site.
Generic Browse Abandonment Flow 1 - Customers would receive this email if they browsed, but left the site.
Tee Browse Abandonment Flow 2 - Customers would receive this email if they browsed tees and left the site.
Generic Browse Abandonment Flow 2 - Customers would receive this email if they browsed, but left the site.
Tees and Art Browse Abandonment Flow 3 - Customers would receive this email and discount code if they browsed tees or art, but left the site.
Generic Browse Abandonment Flow 3 - Customers would receive this email and discount code if they browsed, but left the site.