What can be more frustrating than watching a customer load up their shopping cart only to end up abandoning it? Don’t get too disappointed. There are more important things for you to do at this point. First, you need to figure out why the cart was abandoned in the first place, and second, you have to start working on a cart abandonment email strategy as soon as possible.
Although you can’t eliminate cart abandonment completely, you can reduce it by directly addressing the issues your customers face during their shopping experience. This includes developing a solid cart abandonment email strategy.
The key factors that will make or break your cart recovery email strategy are customer segmentation, frequency & timing of emails, subject line & email body copy and email design.
Customer segmentation helps you to personalize your cart recovery emails and offer more relevant incentives whether it’s a discount or free shipping. Divide your customer list up based on the following properties: new/repeat abandoners, existing customers, order value, product category, browsing time and user behavior.
When you’ve done with this segmentation, your next priority is to establish the right frequency & timing for sending the cart recovery emails. Best practices show that three emails sent with pre-determined intervals within a one-week period result in higher conversions. Send the first email 1-2 hours after the cart has been abandoned, follow-up within the next 24 hours and send the third email 3 to 5 days later.
The subject line and email body copy are important elements of any successful email marketing campaign as 1/3 of email recipients decide to open an email based on the subject line alone. Try A/B testing subject lines that include the customer’s name and the name of the product. Provoke interest by asking a question or finding a way to create a sense of urgency. Be careful with the tone of your emails, you certainly don’t want them to be too pushy or salesy, but they should show care for the customer. Describe the benefits of the product that your customers would miss out on if they don’t complete the purchase. And finally, include a clear call to action to make the path to completing the purchase easy.
With regards to email design, two things matter the most — layout and responsiveness. A well thought out layout will help direct your customers’ focus to the important parts of the email, and a fully-responsive email will ensure that no matter where your customers read your message, they won’t be frustrated by distorted images or improperly aligned copy
Even though a well-planned cart recovery strategy can generate increased sales, 50% of retailers aren’t using shopping cart recovery solutions.
An automated cart recovery email campaign is a fast and easy way to reclaim lost revenue. Just imagine how effortless it could be to transform lost sales into new opportunities with a tool that collects customer add-to-cart data from your ecommerce platform, triggers the cart recovery email containing the exact product(s) left in the cart and, on top of it all, adds promotions or discounts.
If you decide to go with automation, make sure that the solution you choose can also track the items that were purchased and provide you with statistics on the total revenue recovered from abandoned carts. Based on this data, you’ll be able to figure out which emails perform best to improve and personalize them for future campaigns to obtain better results in the future.
Abandoned carts are bad, but you can use them as an incentive to gain more revenue, cross-sell and up-sell your products. Test timing, frequency, subject lines and email layout until you find the best method that fits perfectly with your business.
Replenishment software solutions are ideal for fostering brand loyalty and help to establish a solid revenue stream for your business. This article provides details on the many benefits that replenishment programs have for customers and brands alike, and offers insight into how to maximize your replenishment email messages to obtain a successful result.
Urban Barn relied on OSF Digital’s extensive expertise in enabling brands to succeed in the rapidly changing ecommerce environment. OSF performed a replatforming of urbanbarn.ca to Salesforce Commerce Cloud and helped the brand to fully leverage the scalability of this platform in order to provide a better customer experience.
Reclaim lost revenue for your business and turn cart abandoners into active customers with CartUP, OSF’s Storefront Reference Architecture (SFRA) compatible cartridge for Salesforce Commerce Cloud. CartUP triggers a reminder email to win back a shopper’s interest and close the sale.