E-commerce Link: Get the Message Out
• Lead warm-up triggers are designed to move individuals through the sales cycle. These often comprise a series of e-mails that provide additional information and offers to motivate the lead to become a customer.
Of all the various types of triggered messages, transactional triggered e-mails—such as the abandoned cart and order confirmation/shipping notice e-mails—are possibly the most critical for marketers to have in their repertoires.
If you do not have an abandoned cart e-mail program, you need to address this right away. Most marketers find that 50 percent to 60 percent of shopping carts are abandoned. Just think, if you recapture some of these lost sales, you immediately increase revenues to a motivated target group. These shoppers took the time to browse your site and began to place orders when some circumstance interrupted them. If you let them easily pick up where they left off, you should stimulate 3 percent to 15 percent of them to complete their orders.
Here are some thoughts on how to put this program in motion:
• Send the first e-mail quickly. Many experts believe it should go out within an hour or two after the cart abandonment.
• Carefully construct the subject line, and make sure it clearly addresses the purpose of the message. "You have items in your shopping cart." "May we help you with your order?" "Did you forget something?"
• Make sure the button and link to continue checkout is prominent.
• Plan to send at least two e-mails. Many marketers use the first e-mail to present the product and perhaps some additional popular selection. The second e-mail is timed to follow up five to seven days later and might include a promotion, such as free shipping or a discount.
• If possible, picture the item left in the cart. Otherwise, you might develop a standard image evocative of the shopping cart.