You’re a great commerce marketer. RPE is your favorite acronym, you know your customer’s average lifetime value, and designing the perfect, revenue-focused dashboard makes you happy inside. You know that the more of the purchase funnel you can cover, the more revenue you can generate. With that in mind, you purchased Bronto’s new app, Browse Recovery, with the hope of great returns. So now what? Assuming you have already been taking advantage of the Cart Recovery and Products features within Bronto, here are five steps to help you get up and running with Browse Recovery as quickly as possible:
The first step in the guided walkthrough for setup provides the script tag. You can also fill out a simple form to email instructions if someone else will install the script. Do this as soon as you have access to the app, especially if it takes your team longer to deploy a script tag.
2. Complete the Setup Walkthrough
After grabbing your script, continue with the walkthrough, keeping default values for anything you’re unsure of at the time. Create and set an exclusion list (we'll come back to this later). Most importantly, complete the selector settings and then finish the other steps. If you need assistance but did not purchase the Strategic Sprint for hands-on help from our Professional Services team, contact Support. They can verify selector settings that work for your site. Once the script is live and the selector settings are correct, you can see events coming in on your Event Stream under the Activity tab. You’re almost ready to rock and roll.
3. Add Email as a URL Parameter
Browse Recovery leverages Bronto cookies and captures emails entered on the site, but to boost your known visitor rate even more, add an email URL parameter to all links so the script can instantly capture the email for those clicking through to your site. You should take a similar approach when directing traffic to your site from other sources where you may already know their email. For Bronto, use the Custom Analytics module in the Connections Center (Home -> Connections Center -> Custom Analytics
) to enable this for all links going forward. On the Options tab, check Enable Custom Analytics
, add a key of “email” with a value of %%contact_email%% and then click Save
. Be sure to consult your IT/Engineering colleagues to ensure adding this parameter to links will not affect any site caching that may be in place as they may have to change cache settings to account for this.
Lastly, click the cog in the top right on the Selectors tab within the Browse Recovery settings, and set “email” as an Email URL Parameter and click Save
so it matches the key set in Custom Analytics.
4. Exclude Contacts
If you are running multiple automated campaigns, such as cart recovery or a welcome series, it’s best to exclude contacts who are in those series from receiving browse recovery messages. Using the exclusion list you created in step 2, add contacts to that list when they enter the corresponding workflows, and remove them from that list as they exit the workflows. Here is an example of a two-part cart recovery series with the necessary exclusion list actions:
5. Reuse Message Content
While you will likely create specific messages for browse recovery, consider reusing your cart recovery message design to get up and running sooner. Refer to the Help documentation
for more information on the Browse Recovery message tags and how to swap out the tags for Cart Recovery. Be sure to use the Test Send feature to send yourself a test so you can verify that the message content is structured and rendering properly. And don’t forget to tweak the tone of your copy to match your browse recovery strategy
. Remember that these messages are being sent to shoppers who have not added anything to the cart yet, so your subject line and copy should strike a balance of being helpful without coming off as creepy. Consult your Bronto strategist and test what resonates most with your audience, but you might start with something like:
- A few favorites just for you.
- You have great taste.
- Ready for a second look?
- Thanks for your interest.
It’s Time to Send!
When your browse recovery messages are ready to go, visit the Settings panel under the Rules tab to configure how quickly and frequently customers receive browse recovery messages. If you’ve never run a browse recovery program, I recommend being more conservative up front with timing and frequency. You might even start with a single rule, such as Product Threshold. Once you start sending, pay attention to the metrics to ensure you are seeing good engagement and acceptably low unsubscribe rates. Once you get a feel for the app’s power and are comfortable with your customers’ reaction to the program, you can further define your strategy and start to enable other rules. Pro Tip: Once you’ve mastered the basics, try creating an opt-down option for customers who attempt to unsubscribe. The goal: Allow them to opt out of the browse recovery emails without completely unsubscribing from your other marketing campaigns. You can use specific Unsubscribe and Manage Preference webforms for these messages in conjunction with your exclusion list, but consider talking to your Bronto strategist or account manager for some help when you’re ready. Want more information?
We are excited to see what you do with Browse Recovery and know it will become a critical part of your marketing strategy. Check out our recent blog post
, or visit the Bronto AppCenter
for more details. Ready to get started?
Contact your account manager today! Be sure to inquire about the Strategic Sprint for Browse Recovery to help accelerate your return even more.