Why Home Brew Cart Abandonment Emails Can Give You a Headache

Everyday shoppers come to your site to browse your products. They might see something they like, go to the product detail page for more information and add it to their cart. Then the phone rings. A family member has called to catch up and your shopper drops what they’re doing, including shopping with you. Without a cart recovery email strategy in place, this could be the end to their customer journey on your website.

A triggered cart abandonment email is a proven tactic to recover a sale that otherwise might have been lost, targeting shoppers who have added items to their cart but closed the browser before completing the purchase. If you now consider developing a solution inhouse, be warned: just like home brewed beer, the process and results can be a lot more time-consuming and messy than expected.

Here are some points you’ll need to consider about DIY cart abandonment emails:

Serving Relevant Content

When sending triggered emails, it’s important that the content of the emails matches where the individual is in their customer journey. This is why cart abandonment emails that recommend products that the shopper was actually considering buying convert much higher than those without such content. When a shopper abandons their cart, don’t send them a generic “you left something in your basket” email. Instead, include the specific products they have viewed, liked, and abandoned with a link to return to their basket to make it as convenient as possible for them to resume and complete their shopping session with you.

Timing is Everything

It is critical that your triggered emails are sent at the right time. Send cart abandonment emails within an hour of the shopper exiting your website to catch them while the session is still fresh on their mind. If they have not taken action after this, send follow-ups over a period of a week. A series of emails converts much better than once-and-done so don’t rely on a single email to recover abandoned sessions.

Integrations with Other Systems

Sending triggered emails via your ESP will enable you to achieve better deliverability and have more control of branding in your emails. It’s vital for the success of your cart recovery program that your emails don’t land in shoppers’ junk mail folders and they look attractive and on brand to get the best conversion rate possible.

Also what will happen if your website or ESP changes. Will your custom solutions continue to work? Or will you need to start from scratch, to reimplement your program?

Real-Time, Personalized Content

By choosing a homebrew solution you also risk missing out on a number of proven tactics that make cart recovery emails more effective. 84% of consumers report always or sometimes taking action based on personal recommendations. Adding product recommendations based on what shoppers have both carted and purchased in the past into your triggered emails will help to increase conversion rate. 

Countdown timers are a fantastic way to attract a viewer’s attention through animation and build a sense of urgency towards the end of a promotion or opportunity for the shopper, driving engagement and boosting sales. Will your DIY solution be able to offer you those functionalities?

Life After Conversion

It’s vital that your DIY system stops cart abandonment emails if the shopper returns and makes a purchase. Otherwise the customer will perceive this disconnect as your business being out of touch with their specific needs.

Will your system be able to do this? How will it identify the same person using multiple devices? If a shopper first abandons their cart using their home computer, then sees an email from you on their smartphone and complete the purchase using this device, your solution needs to be capable of identifying these actions as the same customer, and abandon the triggered email program.

The Benefits of Plug-and-Play

If, after reading this short summary of what you’ll need to consider, you feel a little dizzy at the thought of setting up your own triggered email program then consider letting us here at Fresh Relevance take the weight off your shoulders. Our personalization platform integrates with all ESPs and eCommerce platforms and enables you to easily set up cart abandonment emails with personalized, real-time content. It also identifies 4x as many carts as solutions which require customers to log in, helping you to leave even less money on the table.

Contact us to set up triggered emails with Fresh Relevance.  

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