How We Increased Our
eCommerce Client's Revenue
By 538% With Abandoned
Cart Emails

Introduction

The average ecommerce business loses roughly 70% of their shoppers to cart abandonment.

And while you can optimize your sales pages and implement other cart recovery programs, one of the easiest and most effective ways to recover lost sales is with an abandoned cart email automation.

When many of our clients hire us, they already have some sort of abandoned cart email program in place. But it’s just not quite delivering the results they want.

We often see abandoned cart emails that are too simple. Many businesses just don’t know how to optimize their abandonment emails for success.

Studies from Barilliance show that sending out timed, multi-staged abandonment emails increases conversions and leads to an average conversion rate of 18%.

We’ve developed a framework for creating abandoned cart email sequences that match or outperform that average by optimizing three key aspects: strategy, timing, and messaging. We’ll illustrate our methods and show how we applied them to one of our clients – Versare.

Client Background

Versare is a retailer of office furniture that includes portable room dividers and
partitions, sneeze guards and privacy screens, cubicles, and acoustic panels.
They sell online and direct from their showroom in Minnesota.

While most others in their industry sell directly to distributors, Versare sells to
distributors and directly to companies. Their clients include Apple, Walgreens,
Home Depot, The US Army, Ohio State, and more.

They hired us in 2019 to develop email marketing campaigns and automations
to generate more site visits, leads, and sales/subscriptions.

They were already running three automations: a Welcome Email series,
Abandoned Cart Email automations, and an automated Post-Purchase Email.

When we started, they had different automations being run out of different email
marketing platforms – BigCommerce, HubSpot, and Klaviyo. We migrated all of
their automations to Klaviyo.

In addition to improving other aspects of their email marketing operation, we
created optimized Abandoned Cart Emails that:

771%

Increased Unique Opens

343%

Increased Unique Clicks

50%

Reduced Bounce Rate almost

538%

Increased Revenue

Here's how we did it.

Versare's Old Cart Abandonment Sequence

Avg. Open Rate: 18.74%
Avg. CTOR: 48.11%
Orders: 13

Avg. Open Rate: 21.52%
Avg. CTOR:  35.13%
Orders:  26%

Based on behavioral data, shoppers were sent either two “High Discount” emails or two “Low Discount” emails. The emails were nearly identical, except that the “High Discount” emails included a 10% discount code and the “Low Discount” emails contained no discount.

The emails were simple. They contained a message inviting shoppers to complete their purchase, an image of the product they abandoned, and a CTA to return to their cart.

Despite their simplicity, it’s important to note that the old email campaign still recovered a significant amount of sales revenue – a testament to the power of abandoned cart emails in general.

But by making a few changes, we were able to dramatically increase the efficacy of Versare’s campaign.

Cart Abandonment Email Improvements

We made a number of simple but significant changes to Versare’s cart abandonment campaign.

First, we expanded it from two emails to a five-part email sequence designed to remind shoppers to complete their purchase, handle objections, and promote the benefits of Versare’s products. A greater number of emails creates a greater number of conversion opportunities, as some shoppers may miss the first few emails.

As before, we created a “Low-Discount” series and a “High-Discount” series that was sent to shoppers based on behavioral data.

The emails were sent to shoppers over a period of 5 days as follows:
    • Email 1
    • Email 2
    • Email 3
    • Email 4
    • Email 5
    • 1 hour after cart
      abandonment
    • 1 day after cart
      abandonment
    • 2 days after cart
      abandonment
    • 4 days after cart
      abandonment
    • 12 hours after
      Email 4
    • Email 1
    • 1 hour after cart
      abandonment
    • Email 2
    • 1 day after cart
      abandonment
    • Email 3
    • 2 days after cart
      abandonment
    • Email 4
    • 4 days after cart
      abandonment
    • Email 5
    • 12 hours after
      Email 4

We also made some strategic design and content changes to make the emails more effective:

Aesthetics:

We improved the email template to make it more aesthetically pleasing by including icons, images, and a navigation bar.

Best Sellers

We capitalized on the high conversion/open rate of cart abandonment emails by promoting Versare’s best-selling products in order to upsell shoppers.

Support Block

Versare customers often have questions they need answered before they can make a purchasing decision. So we included a support block that provides customer service contact info so shoppers can easily get the answers they need.

Urgency & Personalization

We incorporated other email marketing best practices to increase open rates and conversions. We created subject lines and email copy that addressed subscribers by name and created a sense of urgency by telling shoppers they had a limited time before their cart/discount expired.

Keep reading for a more detailed breakdown of the cart abandonment campaign we created for Versare.

Objection Handling:

Made In USA

Less-Expensive,
Factory-Direct Service

Free Shipping

3-Year Warranty

Benefit Promotion:

Lightweight,
Durable Aluminum Frames

Increased Stability

Arrangement Flexibility

Less-Expensive,
Factory-Direct Service

Provides Contact Info

Versare’s products are expensive. And business owners may be reticent to buy office furniture without seeing it first. So we provide Versare’s contact info and invite them to come to the showroom for a better look.

Results

    • Old CA Automation
    • New CA Automation
    • Change
    • Number Of Email
    • 2
    • 5
    • 3
    • Orders
    • 39
    • 192
    • 153
    • Avg. Open Rate
    • 20.12%
    • 50%
    • + 29.88%
    • Total Revenue
    • Increased by 538%
    • Old CA Automation
    • Number Of Email
    • 2
    • Orders
    • 39
    • Avg. Open Rate
    • 20.12%
    • New CA Automation
    • Number Of Email
    • 5
    • Orders
    • 192
    • Avg. Open Rate
    • 50%
    • Change
    • Number Of Email
    • 3
    • Orders
    • 153%
    • Avg. Open Rate
    • + 29.88%
    • Total Revenue
    • Increased by 538%

At InboxArmy, we strategize, design, and manage email automations that increase revenue for our clients. Talk with a member of our team to see how we can improve your email marketing results.

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We support 50+ ESP vendors. Be it enterprise platforms such as SalesForce and Oracle Marketing Cloud or small and medium sized business platforms such as Mailchimp, Klaviyo, Aweber, and ActiveCampaign, we’ve got you covered.

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