With nearly 6 in 10 shoppers placing an item in a cart and leaving before purchasing the item, cart abandonment is a big issue for any eCommerce business. Let’s look at four common misconceptions around cart recovery emails (in case you missed part 1 of this article, please click here).
Myth No. 5: It doesn’t work (we tried)
We’re going to guess that if cart abandonment emails didn’t work, one possible reason is that you sent generic messages to masses of shoppers. You need to learn how to craft an effective cart abandonment message. Here are some tips:
- Pay attention to your email subject line.
Email subject lines are sometimes an afterthought. However, a good subject line can make a huge difference to your open rate, and your conversion rate. It is crucial that the shopper knows what the email is about from first glance. Personalization is a key part of this - for example, use the product name to draw the shopper back in.
- Make it clear who you are.
It may sound obvious, but it is important that it is easy for the customer to quickly identify who the email is from. If it is not immediately obvious that the email comes from a) a trusted sender and b) a brand they are interested in, it is unlikely that they will engage with the email. Check the email address and display name that your emails are coming from. Does it provide a clear indication of the sender, and seem trustworthy and credible
- For real results, email in real-time.
Your email needs to be real-time. If you are sending recovery emails to abandoners days after they visited your site, your chances of winning them back are minimal. For optimal results, aim to send your cart abandonment recovery emails around 30 minutes after the shopper visited your site.
- Personalize, personalize, personalize
Ensure that shoppers can identify with your email, and that it reminds them of why they visited your site in the first place, by personalizing it as much as possible. Personalization can include using pictures of products they have carted, complete with a description and links to make purchasing the item easy. You may wish to include the whole cart of items that were abandoned or recommend alternative products in case the shopper couldn’t find what they were looking for.
Get more tips on the anatomy of cart abandonment emails, and best practices how to craft them.
Myth No. 6: Cart abandonment messages don’t work without discounts
Our research found that blanket incentivizing doesn’t offer the best return on investment. For example, serial abandoners may respond just as well to a simple reminder email. However, targeted incentive emails offered to one-time abandoners can have a real effect on the open rate of the email, as well as the number of sales.
Using incentives in a targeted fashion is also important for another reason - blanket incentivizing can devalue your brand. If consumers get an incentive offer every time they abandon their basket, they may become used to waiting for offers, and perceive buying at full price as bad value.
Read more about the pros and cons of cart recovery incentives in our ebook “Cart Recovery Incentives - Revenue Silver Bullet or Waste of Money?”
Myth No. 7: We don’t need a specialty cart abandonment solution
A lot of ESPs offer cart abandonment solutions either with their service, or for an extra fee. Before you decide to use those services ask how well the solutions identify shoppers across channels and what real-time, dynamic content is available.
Being able to identify your shoppers is crucial for any remarketing activity. You don’t want to lose track of a customer if they revisit the website from a different device.
You will want to be able to capture data when people log in and create an account, but also capture an email address from anywhere else it can be inputted across a website - for example, a newsletter, pop-up, or transactional process.
Also look for a solution that integrates with all email service providers, which allows you to track customers who click back through to your website from your cart recovery email.
You will also want a solution that offers dynamic content that updates in real-time, taking account of stock levels, and updating if the email hasn’t been opened by the time a deal ends.
Other key personalization features can include countdown timers and coupons, which can be added to create urgency or drive a customer to complete their purchase.
Myth No. 8 - We can develop a cart recovery solution in-house
When ramping up your efforts to win back abandoners, you might be tempted to build your own solutions -- especially if you have access to developer resources. If you consider developing a solution in-house, there are some points you’ll need to consider. Read more about DIY cart abandonment emails on our blog.
Ditch the myths and start winning back revenue
If you couple cart abandonment solutions with an effort to understand other underlying reasons customers are leaving before checkout, you can definitely win back revenue. My Optique group, which includes Glasses Direct and Sunglasses Shop, alongside other leading brands, has increased revenue through cart and browse abandonment remarketing, which equates to 4.2% of all sales.
And leading footwear brand Soletrader increased email revenue by 14% with the help of our cart abandonment solution.
For an extended discussion of cart abandonment, visit our Complete Guide to Cart Abandonment.