09 December 2015
Many email experts recommend a series of shopping cart abandonment emails with a least two or three emails sent at scheduled intervals. Here's a couple of useful examples.
The first reactivation email
Since conversion rates from successful shopping cart abandonment emails vary greatly, sending the first email within 60 minutes of the cart abandonment will boost the recovery rate.
The first email that you send might ask the shopper whether he or she needs any help completing the transaction. Perhaps, there was a technical issue, or maybe the shopper was uncertain about the proper size.
Here is an example of what Schuch.co.uk writes in their shopping cart abandonment email:
The second reactivation email
The second email the series might simply be a reminder, informing the shopper that you are “holding” his or hers items. It might even make sense to add a deadline. Here are a couple of examples:
The third reactivation email
Finally, the third email should consider a potential follow up offer including a loyalty discount like free shipping, such as:
It is vital that online marketers continue to monitor, measure, and adjust the shopping cart abandonment email series. For example, the above data about when to send the first email in a series might not apply to all online retailers in all industries.
The best practice is to monitor the cart abandonment campaign. Make small, distinct adjustments and compare the results. Does changing the subject line impact conversions? Does including pictures of the items in the abandoned cart help?
Having incorporated a successful series of automated emails it is now time to look at the potential conversion rates. For the sake of readability, we will use a business case regarding Right Channel Radios published at Ecommercefuel.
Right Channel Radios did created a campaign with three mailings to customers who have abandoned their shopping carts:
It is vital that online marketers continue to monitor, measure, and adjust the shopping cart abandonment email series.
This structured approach enabled Right Channel Radios to recover somewhere between 3-11 % of the abandoned carts each month – or in average 6.4% of the abandoned shopping carts.
Impact on revenue
The good thing here is, that an abandon shopping cart campaign is not a one off incident – it will run year after year. So imagine if you could recover 6.4 % of the abandoned shopping carts in your solution – the impact on revenue is significant.
There are several suggestions on how to improve the conversion rates by using automated emails. It is up to each online company to decide, which ones works best in their favor but here are some inspiration:
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