Creating an automated emails for abandoned cart recovery
Capturing a customer's interest is the first step, but converting them into a buyer is another.
Automated emails for abandoned cart recovery offer an efficient solution to reclaim those potential sales.
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Why focus on abandoned carts?
Cart abandonment is a common phenomenon in e-commerce, where customers add products to their cart but do not complete the purchase. This can be due to various factors, such as unexpected shipping costs, a complicated payment process, the desire to compare the offer with a competitor's, or simply last-minute hesitation.
Statistics reveal that more than 70% of online shopping carts are abandoned. However, a well-designed reminder email can bring back up to 10% of these indecisive customers.
Nonetheless, by not completing their purchase, the customer has given you very explicit information about their purchase intentions. It's up to you to convert them.
Identifying abandoned carts
Splio's Web Tracking feature allows you to detect abandoned carts.
Once the browsing and cart abandonment information is collected, the browsing information is then available and accessible in your contacts' custom fields.
Developing an effective email reminder strategy
The challenge for the marketer is to find the right balance to re-engage the customer without putting too much pressure on them. For this, we propose 2 options:
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Option 1: a sequence of 2 emails
First email: The friendly reminder
Send a first email within 24 hours of the abandonment, reminding the customer of the items they left behind and encouraging them to complete the purchase. You can also complement this email by suggesting other products or providing customer reviews on the abandoned product.
Second email: Incentive offer
If the first email goes unanswered, send a second message a few days later with a time-limited offer, such as a discount or free shipping.
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Option 2: a sequence of 3 emails
Add an additional email to your sequence. This can be useful if it's an expensive product or a significant purchase.
Third email: Creating a sense of urgency
For still undecided customers, a last email highlighting stock limitations or an offer expiring soon can motivate them to act.
Evaluating performance and adjustments
Measure the effectiveness of your abandoned cart recovery strategy by monitoring key indicators such as email open rates, click-through rates, and of course, conversion rates.
Analyze the data to understand when customers are more likely to return and complete their purchase.
Adjust the content of the emails, the number of emails in the sequence, the offers, and the timing based on observed performance and customer feedback.
In conclusion, implementing an email campaign can enable you to convert a significant portion of missed opportunities into successful sales.