One of the most effective forms of email outreach that brands can do is the “abandoned cart” email, per Site Impact. This variety of automatically-generated email is designed to bring customers who have already shown concrete interest in a product or service--via adding items to a virtual “cart”--back to the site for the sake of completing conversion, and done properly it can make a major difference in the ROI of an email campaign. Of course, the important thing is to make sure that the email that gets sent provides the right message to draw an “Abandoner” back in; and Site Impact has some best practices to make that happen every time.
Nearly three out of every four online shopping carts end up abandoned, for one reason or another, according to studies on e-commerce behavior. According to a recent study by Ometria, 44.1% of all cart abandonment emails are opened, 11.6% of all cart abandonment emails are clicked and 29.9% of clicks lead to a recovered purchase back on site. This means that the very existence of the email leads to increased--completed--conversions, irrespective of the reason that the abandoner quit before pulling the trigger on buying.
The first thing to keep in mind, and make a priority in crafting an email for this situation is to create relevant, engaging subject lines. Subject lines are always an important factor in email marketing, and cart abandonment emails make that focus particularly strong: 33% of email recipients open emails based solely on subject line, so hooking an abandoner right away is important. Action words--such as “hurry!” “don’t miss out,” “time’s running out,” and so on are a way to recapture interest by triggering the idea in consumers’ minds that they will lose out if they don’t re-commit.
Another best practice is to remind customers what they’ve left behind. According to Site Impact, a common reason for cart abandonment is simple human nature: people get distracted, and forget what they were doing--and click out of the site, abandoning their purchases. Using data captured from the site, target these users by reminding them what they are going to lose. Include an image of the product, a brief description, color options, size selections, patterns, pricing; anything that might regenerate interest. If the items in the cart are top-selling, consider including an alert for when they’ll be out of stock (limited quantities, selling-out-fast messaging, etc.).
Finally make sure that you’re optimizing for mobile. Site Impact cannot stress enough, the majority of customers access their emails across multiple platforms, but increasingly they are mobile-first or mobile-primary. Making cart abandon emails beautiful and mobile-friendly means that customers can jump directly from email to site to conversion wherever they are in the world without needing to go back to a computer to complete the transaction.
Especially through holiday season, cart abandonment emails can be a major tool to push consumers through the sales funnel, inspiring them to come back around and complete the transaction that they’ve abandoned. Using care and best practices to create the most effective email campaigns, triggered by the act of leaving the site before completing purchase, marketers can increase the ROI of existing campaigns and make more sales--always a good thing.
Begin your email campaigns today with Site Impact and convert new customers to longstanding LOYAL customers! Call us at 954-982-7900 or email info@siteimpact.com.
One of the most effective forms of email outreach that brands can do is the “abandoned cart” email, per Site Impact. This variety of automatically-generated email is designed to bring customers who have already shown concrete interest in a product or service--via adding items to a virtual “cart”--back to the site for the sake of completing conversion, and done properly it can make a major difference in the ROI of an email campaign. Of course, the important thing is to make sure that the email that gets sent provides the right message to draw an “Abandoner” back in; and Site Impact has some best practices to make that happen every time.
Nearly three out of every four online shopping carts end up abandoned, for one reason or another, according to studies on e-commerce behavior. According to a recent study by Ometria, 44.1% of all cart abandonment emails are opened, 11.6% of all cart abandonment emails are clicked and 29.9% of clicks lead to a recovered purchase back on site. This means that the very existence of the email leads to increased--completed--conversions, irrespective of the reason that the abandoner quit before pulling the trigger on buying.
The first thing to keep in mind, and make a priority in crafting an email for this situation is to create relevant, engaging subject lines. Subject lines are always an important factor in email marketing, and cart abandonment emails make that focus particularly strong: 33% of email recipients open emails based solely on subject line, so hooking an abandoner right away is important. Action words--such as “hurry!” “don’t miss out,” “time’s running out,” and so on are a way to recapture interest by triggering the idea in consumers’ minds that they will lose out if they don’t re-commit.
Another best practice is to remind customers what they’ve left behind. According to Site Impact, a common reason for cart abandonment is simple human nature: people get distracted, and forget what they were doing--and click out of the site, abandoning their purchases. Using data captured from the site, target these users by reminding them what they are going to lose. Include an image of the product, a brief description, color options, size selections, patterns, pricing; anything that might regenerate interest. If the items in the cart are top-selling, consider including an alert for when they’ll be out of stock (limited quantities, selling-out-fast messaging, etc.).
Finally make sure that you’re optimizing for mobile. Site Impact cannot stress enough, the majority of customers access their emails across multiple platforms, but increasingly they are mobile-first or mobile-primary. Making cart abandon emails beautiful and mobile-friendly means that customers can jump directly from email to site to conversion wherever they are in the world without needing to go back to a computer to complete the transaction.
Especially through holiday season, cart abandonment emails can be a major tool to push consumers through the sales funnel, inspiring them to come back around and complete the transaction that they’ve abandoned. Using care and best practices to create the most effective email campaigns, triggered by the act of leaving the site before completing purchase, marketers can increase the ROI of existing campaigns and make more sales--always a good thing.
Begin your email campaigns today with Site Impact and convert new customers to longstanding LOYAL customers! Call us at 954-982-7900 or email info@siteimpact.com.
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