Turn Browsers Into Buyers With a Foolproof Shopping Cart Abandonment Program
I’m passionate about email marketing. I love its data, the personalized communication and how it brings organizations closer to their customers. And, most importantly, I love the amazing returns it brings to my clients’ bottom lines. But it’s not always easy to get others as excited about email as I am. Spammers have created a black cloud over our industry, and the fact that even poor sending practices produce OK results have tainted the way some people think about email marketing.
However, an automated shopping cart abandonment program is something everyone should be excited about. It’s a fresh way to engage your customers and encourage the completion of a sale — and I’ve seen it produce a 500 percent return on investment. It truly works.
Studies have found that consumers could be starting but not completing 60 percent to 75 percent of their transactions on your website. Reaching out to those consumers with a reminder of the products left in their carts gives them an easy way to complete purchases. Sometimes that’s all it takes to close a sale and generate additional revenue.
I recently hosted a webinar that gave an in-depth look at the shopping cart abandonment strategy one of our clients has implemented. This particular client sends an initial email 24 hours after consumers abandon their carts, reminding them of the items left in the carts with calls to either purchase, save the items or clear the carts. Then, five days later, a second email is sent.
This cart abandonment program accounts for 10 percent of all email marketing revenue for the client, while representing less than one percent of overall email volume. And the average order value of the sales captured through the cart abandonment program are nearly 28 percent higher than regular orders. Note that the retailer tested several factors of the campaign — e.g., timing and number of messages, showing products left in the cart versus just linking to the cart, subject lines, etc. — but the most interesting test was whether a coupon was helpful or hurtful to the process.