Dungarees’ Triggered Email Campaign Yields Positive Results
Problem: Work wear retailer Dungarees sought to recoup lost sales from shopping cart abandonment.
Solution: Partnered with a third-party provider to launch a triggered email campaign that enabled it to automatically contact consumers who abandoned their shopping cart.
Results: On top of a 99 percent deliverability rate, Dungarees’ abandoned cart triggered email campaign has seen an open rate of 56 percent and a conversion rate of 18.4 percent. The campaign has generated 490 percent more revenue per session than other site traffic sources.
Like most retailers, Dungarees wanted to do something about abandoned shopping carts on its website. While there isn't an industry standard for abandonment rate, Dungarees had an estimated abandonment rate of 30 percent to 40 percent. "We thought, ‘If we can decrease that rate by 10 percent, it will give us X amount of dollars,’" recalls Darren Baldwin, e-commerce manager for Dungarees. "Whether it's a good abandonment rate or a bad one, we saw the potential to increase our conversion rate."
Dungarees turned to Bronto, its email service provider, and iGoDigital, an on-demand personalization and product recommendation solutions provider, to help it launch a triggered email campaign to convert its shopping cart abandoners. Here's how the campaign works: If a shopper abandons their cart, Dungarees waits two days to send an email. "That way we give them a little bit of time to think about it," notes Baldwin.
Dungarees highlights the item(s) abandoned by the shopper and makes recommendations to similar products based on the consumer's behavior on its site. Dungarees only targets the people who have opted in to receive communications from the company. "We can only target who we know," says Baldwin.
The abandoned cart triggered email campaign's 56 percent open rate can be attributed to the fact that its recipients were just on Dungarees’ website, Baldwin says. "They're familiar with us, they just need a little bit of a push to finish, whether that's us offering a promotion or them seeing another product they really like or them realizing that we offer free shipping."
The email's subject line is personalized and relevant to its recipient. Sometimes, however, recipients have questions about the abandoned items. Dungarees’ triggered email campaign offers a way for recipients to easily get in touch with a customer service representative. "This allows us to be proactive in answering those questions," says Baldwin, who added that the questions are responded to immediately.
The item(s) in the abandoned cart is stored on Dungarees’ website. The triggered email includes a link directly back to the shopping cart to make purchasing the item that much easier for the recipient. Baldwin credits this as the primary reason for the increased conversion rate of 18.4 percent.
By being proactive and reaching out to consumers who abandoned a shopping cart with a triggered email campaign, Dungarees and its brands have seen positive results. A conversion rate of 18.4 percent from the triggered emails versus a 5 percent conversion rate on Dungarees’ website speaks for itself.