According to Baynard Institute, over 68% of online shopping carts are abandoned. As a marketer, this number should be enough to make them cringe. What if your business was able to convert a portion of these abandoned carts into actual customers? Well, this is where cart abandonment emails come into play. These emails have a high open rate and click-through rate compared with promotional emails.
Despite so many cart abandonments, there is a lack of proper marketing strategy to target these potential customers. Although retargeting is an effective way to recover the lost revenue, the most important tactic is to send cart recovery emails. They are not just highly conversion-centric, in fact they are also personal with a human touch.
Also, email marketing has been shown to have a better ROI than social media marketing, SEO, and content marketing, which is why email marketing is a key part of the marketing strategy of every ecommerce business.
Here are some useful ways to plan your successful cart abandonment email strategy which can boost up your sales:
When To Send Emails
While a single cart recovery email can boost your conversions, sending 1 or 2 follow-up emails can get the most out of your cart recovery campaigns. A series of 3 emails is highly recommended to be sent at predetermined time intervals. The first email, probably in an hour – could be a gentle reminder to customers that they’ve left something in their cart.
If the first email does not persuade them, a second email could be sent with an aim to induce urgency. And, for those customers who still don’t convert, a third and final email could be triggered to persuade them with an incentive to complete their purchase.
But, be careful to not be tempted to blast your abandoners with too many emails without testing the impact of these additional reminders in your cart series. Also, personalize these recovery emails based on the customer actions, like cross-sells and upsells.
Taxes and shipping costs that are being added to the purchase, come as a price shocker for customers at the final stage. In a way to counter this and additional incentives – a discount is often included in their cart abandonment emails. If you decide to create a multi-email cart abandonment series, it is a good idea not to include discounts in the first few mailers. You can mention the discount in later emails.
This can be beneficial because – if the cart has been abandoned due to an interruption – all they need is a little reminder to come back. If the cart was abandoned due to price, then a discount will certainly help. However, you generally won’t know the specific reason why someone abandoned their cart – this is why saving the discount for future emails helps you in a long run.
Reclaiming Lost Sales
The success of an email campaign is directly proportional to its relevance. When an email is sent, the receiver is bound to take the desired action. But, when it comes to abandoned cart emails, many marketers believe it would be the same if discounts are offered – No. Because to recover these lost carts, you have to address the intent of the abandoners.
Well, segmentation is the key here, so that you can follow up with customized messages based on where they are in the customer lifecycle. The reason a first-time shopper might abandon their cart can be different from the reason a loyal customer might not complete their purchase.
By segmenting your abandoners into different categories like first-time abandoners, repeat abandoners, and existing customers who abandon, you can send more relevant messages.
Being responsive is the key to making the customer experience seamless because people are checking their emails on different devices, mostly mobile. How optimized your emails are for these devices will play a significant role in determining whether or not people will complete their purchases.