Moving Upstream on Cart Abandonment
After speaking at the WooCommerce Conference on the topic of email automation for your online store, I was approached by more than a dozen people with the same question: If someone abandons their cart, how can the store stay in touch with the shopper?
It's impossible to contact anonymous visitors—their anonymity means you've not yet collected their email addresses and thus you have no way to reach them. Perhaps they were just price shopping or researching. Perhaps they were distracted before completing their purchase. Perhaps they didn't like your site's shopping cart experience. Whatever the reason, they've slipped away, and you've been left with the promise of a sale that's not yet complete.
According to Business Insider, this is the case with 68 percent of shoppers—those who leave their carts before checking out—and about $4 billion in abandoned carts the world over. The good news is they also estimate up to 62 percent or $2.52 billion is recoverable with automated marketing. Does that mean you simply need to give up hope of reaching those wallets and focus on the known visitors? Well, no. It simply means you need to develop a strategy for teasing away those email addresses. It means you need to move your request upstream.
There are myriad possible tactics of this strategy, but the path you choose depends upon your business, your product and the tools you have for implementing your ideas. No matter which path you choose, be prepared to A/B test like a madwoman until you've found the top three triggers and use all three. Don't settle for just one approach. Meet your potential customers with the sign-up tool of choice—which means giving them options. Let's look at some ideas. I'm going to call these interrupters, but I'm pretty sure I've borrowed the phrase from someone brilliant:
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.