In the world of ecommerce shopping cart abandonment is quite likely the biggest bane for most retailers. In fact the average rate is around 68 percent or roughly 1 in every 4 customers stick around to make a purchase. It’s even worse for newly minted ecommerce stores since the majority of new visitors will not buy on their first visit.
While features like a wishlist or ‘save for later’ option can increase the likelihood of a future purchase, the best way to reach out to customers is via automated abandoned cart emails.
Abandoned Cart Emails
Email marketing is one of the most effective ways of reaching consumers. When compared to social media or traditional marketing, email marketing drives more conversions than other other channel. Of all the different campaigns, abandoned cart emails net the highest ROI. Not only that but because they’re automated, they also take the least amount of time to customize and personalize. Plus they’re extremely effective. Around 44 percent of cart abandonment emails are opened with almost 30 percent of clicks leading a to a purchase.
Of course in order to take advantage of these emails the visitor first needs to be signed into their account. After all, the email service cannot compile and send the items in the shopping cart of an anonymous user. Therefore, it’s important that you get the visitor’s contact information as soon as possible. It might distract them from making a purchase, but once you have their contact you can always bring them back via these emails.
With that said, the average consumer gets around 122 emails per day. The following advice can help you get your emails noticed and read.
Time is of the Essence
The longer you take to get in touch with potential customers the more likely they are to either forget about your product or find something similar at your competitor’s site. Of course, you also don’t want to bombard them with emails. That’s a sure fire way of getting marked as spam. Instead send out a total of three emails. You should customize each email to address different issues.
- Email 1: Within 24 hours. Ask if the customer requires any assistance or has any questions. Make sure to include your customer support email and number and encourage them to reach out.
- Email 2: Within 2 days. This might inform customers that you are holding their item in the shopping cart. Something as simple as this can add a deadline and a sense of urgency.
- Email 3: In a week. You might want to throw in a follow up offer to encourage a purchase. Something like free shipping or a free gift is a great way to get people to buy. Make your call-to-action buttons much bolder and stronger and offer an incentive that is hard to resist along with a short deadline for maximum effect.
Have a Great Subject Line
This might seem obvious, but a strong subject line is your best bet of making it through the initial email screening process. Around 33 percent of email recipients open an email based on the subject. On the flip side around 69 percent of recipients report email as Spam based on the subject line. If you want to make sure you don’t get marked as spam you’ll need to get creative with your subject line.
The best advice is to keep it short and simple. Under 30 characters is the magic number as it allows the entire subject to be seen in the browser. Viewers should easily know what the email will be about based on the subject, but it should also catch their interest. Make sure you also personalize it with their name and what they’ve left in the cart.
You should also avoid words that will get you automatically marked as spam such as click here and buy now. Also avoid the use of too many exclamation points or caps.
Include Related Items
By the time the consumer checks your email, they may have already bought a similar item. That doesn’t mean you’ve lost them as a customer though. In addition to showing them the item they left in the cart, include images and links to related and popular items based on their history. It’s a great way to get them to delve back in to your site.
Offer Both HTML and Plain Text Email
A study suggested that around 64 percent of people prefer HTML-based email over plain-text. Interestingly enough, plain-text actually wins out in terms of clicks. So why is that? It might be a case of deliverabilty. If tags or links don’t work in a rich-text email, some email providers might mark it as spam. As well, they might also simply filter these emails as commercial or promotional, taking it out of a recipient’s inbox.
Plain text might also win out because consumers prefer emails that are easier to read. So which one do you use? It’s a good idea to an A/B test of your own to see which one receives more open rates. If you need a feature rich email, always offer an option to view as simple HTML so users have options.
Have Amazing Copy
Having engaging and creative copy is a must for your abandoned cart emails or any other email campaign. Rather than send out a dry email, make it fun and quirky. It’s time to let your brand’s personality shine and solidify that 1-to-1 relationship with consumers. Of course keep the following in mind:
- While you can vary the tone of your email, you need to ensure it focuses on getting people back to their cart to buy the products.
- Offer as much detail and information about the product and how to complete the purchase as possible while still being engaging.
- Have a strong call-to-action that stands out from the rest of the text.
Shopping cart abandonment won’t go away, but it doesn’t mean these sales are lost forever. If you follow a smart email campaign to re-engage these consumers you can convert most if not all into sales. Remember, you also don’t want to fall out of your potential customer’s good graces by sending them too many emails. Around 30 percent of customers found abandoned cart emails annoying. Offer a way for them to opt out if they so choose.
Cover image: Source