The shopping cart. The place where upwards of 80% of purchases go to die. A distressing reminder of a conversion that could have been.
An item in the shopping cart doesn’t mean that the purchase is complete—nor does it mean the prospect is no longer interested in buying your product. If you don’t have a shopping cart abandonment email program in place to spur those customers forward, you’re simply losing customers.
Why do prospects abandon their cart? There are lots of factors that prevent your customers from finishing that purchase:
What should you do to complete the sale?
A cart abandonment email program is a must and a successful cart abandonment email strategy depends on the right mix of content—across one or more emails—sent at the right time.
For a shopping cart abandonment email campaign to be successful, we typically recommend a 3-email series:
What content works best?
Research states that 54% of shoppers are likely to purchase the products left in their cart if offered again at a discounted price. However, you don’t have to limit yourself to just providing incentives. Potential content or content that can act as a carrot to lure prospects back can be classified into five categories:
1. Financial Incentives – The obvious option, minimizing the cost barrier to stimulate purchase.
2. Shopping Guidance – “Can we help?” messaging to provide access and support
3. Missing Information – Fill in the knowledge gap with detailed product description, shipping times and costs, return policies, warranty information, etc.
4. Emotional Stimulus – Use persuasion techniques like price reductions, offer expirations, product reviews and ratings, etc.
5. Reminder – The simplest and least costly option, sending prospects a gentle reminder about what they left in their cart.
This may seem like a lot, but you can always start small. If you don’t have a program in place, start with a single email. See how that performs.
As you get the hang of it, start tweaking the content accordingly. Plan a full-fledged email series to win back your lost prospects. You will have to learn what works for your customers that generates the most sales for you at the least amount of cost.
Need help building your cart abandonment program? Deploy InboxArmy to construct a cart abandonment program for you! Also get a full Email Marketing Audit to enhance your program.
Join and get the latest Email Marketing tips, tactics, and news.
Email marketing is one of the most important strategies when it comes to B2B marketing. From generating and nurturing leads to accelerating conversions, B2B email marketing assists in all of the customer stages. B2B emails are more often interesting, directly influencing work and business relations. This could explain why they have open rates higher than …
You’ve probably heard it a gazillion times – email marketing is the best way to drive sales. If that’s true for everyday scenarios, then fourth of July email marketing doesn’t drive sales – it skyrockets them. But that’s only if your email sparks some fireworks your customers will love. And that’s exactly what you’ll learn …
The world as we knew it has changed. Yes, all because of Covid-19 – the plague that has swept over the world. And businesses are also feeling the brunt of the pandemic. Speaking of businesses, how are they faring as the world goes into a lockdown? A Snapshot Look at Covid-19 – From a Marketer’s …
Get in touch to start a conversation.
Email is all we do-Let us help take you to the next level of Email Marketing with our innovative Strategies and Experienced Teams.