There are plenty of tips for preventing cart abandonment, from offering deals to having a secure, easy-to-use website. But even with a perfect purchasing experience, a cart can still be abandoned. Maybe your potential customer is waiting until payday or when the special occasion they were shopping for is a little closer. And hey, we’re all human — maybe they just got distracted and forgot. If a reminder email is all that stands between cart abandonment and a closed sale, the only task left is to make your cart reminder email the best it can be.
The first thing you need for this is to connect customers’ email addresses with their respective incomplete orders. This step helps you build your email list for abandoned cart reminders, which is the foundation of this email marketing strategy.
Cart Abandonment Email Schedule
The key here is to find the right frequency of emails to act as friendly reminders. We always suggest testing your campaigns to find a rhythm that works best for your customers, but there are general best email practices you can start with. The magic number for emails to send is usually three at most. Send the first one day after the cart was abandoned, another two days later and one last email a week later.
Keep in mind that you may need to tweak this a little for carts abandoned during time-sensitive events like a sale, since customers will need time to act before the sale ends. In cases like this, sending an email on the same day that the cart is abandoned is a smart decision.
Email Conversion Tips for Abandoned Carts
One reliable method to closing a sale with follow-up marketing emails is to include a deal. Whether your would-be buyer was debating the price or waiting for a special event, this strategy is effective for convincing them to buy now and save some money. Even 10% off can be enough, so start small and work your way up for the best results for your specific profit margins and conversion rates.
If discounts aren’t in the cards, you can also use a cart rebuilder to give your customer a visual for what they almost bought. For the browser who just forgot, this is perfect! Another option is to emphasize the reasons why getting your product is a sound decision. After all, just putting the items in their cart shows that this customer has purchase intent — reiterating what they were thinking in the first place can be all they need. In this case, you might mention existing free shipping order minimums, warranties or guarantees and customer service or FAQ pages that might clear up some of their uncertainty.
General Email Marketing Tips to Follow
Keep each email brief! It’s a quick reminder, not a novel. The best way to go about this is to pick one core message to relay in each of your three emails. For example, if you sell advanced equipment, the first email could be a link to customer service or an FAQ to answer any questions. If your company sells clothes or decorations, your first email might be a discount code or a cart rebuilder to display the items they had in their cart.
Of course, robust email marketing involves more than anyone can cover in one article. Cart abandonment reminder emails are just one way to boost sales with your email list, and you can see how to grow your traffic and your business with a free e-commerce analysis from the team at EXCLUSIVE.
Growing your email list usually takes years of painstaking work. But it doesn’t guarantee that your revenue will increase or your business will grow. Is there a way to hedge your bets? By taking advantage of web analytics, there is.
Improve Email Marketing Results with Advanced Email Segmentation
If you have dabbled in email marketing, you probably know about list segmentation. If you haven’t, segmentation involves the division of email subscribers based upon various pre-determined parameters. Our previous blog post about email segmentation will give you more details on that process.
Segmentation allows you to target specific groups that have shown interest in your company. However, segmentation alone does not give you the information necessary to see where on your website customers are making their buying decisions. Without additional data from web analytics platforms, you can’t accurately predict purchase behavior (which means you can’t put marketing efforts towards it).
The Solution: Data Analytics
Instead of relying just on past performance to influence present strategic decisions, what if you defined the types of customers that should be targeted to help reach your long-term sales goals? By using conversion-based resources, you can build strategic and highly effective email campaigns to see that through.
Email marketing is an effective channel to drive qualified traffic to your website. When segmentation is layered into your email marketing strategy, results improve dramatically. This technique has the potential to lower bounce rate and improve conversion rate. Who wouldn’t like that? Beyond that, you’re building a healthy, sustainable subscriber list and increasing customer lifetime value.
Six Steps to Analytics-Driven Segmentation
Let’s use an e-commerce website that sells skateboards as an example.
Step 1: Identify one of our target markets that has an opportunity to grow. For instance, males located in California between the ages of 14 to 30.
Step 2: Create a segment in our email platform to identify this audience.
Step 3: Use web analytics to discover what content is frequented by this group.
Step 4: Feature relevant content in a segmented email campaign to this target audience.
Step 5: Add email contact forms on areas of the website frequented by this audience to increase our subscriber base.
Step 6: Repeat this process for as many audiences and goals as necessary.
By combining direct messaging (which comes much easier to email channels) with specifically targeted website content, you can make your subscriber list work harder for your company. Through widening our view to be more holistic and using information across channels, there is room to build out more comprehensive marketing strategies that help grow your business. Start with contacting us for a free e-commerce analysis to outline the fastest way to grow your business online from email to conversions.
Nathan Norton is an Email Marketing Specialist that enjoys developing unique and innovative email campaign strategies. When not working, you can find him playing music or hitting the slopes at a nearby mountain.