11 Jul Abandoned Cart Recovery is Not a Marketing Tool
An abandoned cart email program – if done correctly – will:
- Produce more revenue than any other triggered email program.
- Provide a far greater ROI than any other email program.
- Generate higher engagement rates than any other email you send.
- Improve the engagement performance of all the other emails you send.
- Lead to other marketing opportunities based on the data collected.
Unfortunately, our TEM500 research showed that most abandoned cart programs cloud the core objective and are, therefore, most likely falling short of their full potential.
The sole purpose of an abandoned cart email reminder is to encourage customers to return to their shopping carts and complete the order they started.
Abandoned cart emails should look like customer service reminders.
Abandoned cart recovery is not a remarketing tool.
It is, instead, a helpful customer service that reminds your customers they have forgotten something they meant to purchase from your store. Your email reminders will be more effective if they look that way:
- Display your message in text as a brief, important note.
- Personalize the greeting, if possible.
- Sign it from someone in Customer Service
- Represent the items currently in the cart, following the view cart page layout.
- Make sure all links lead back to the shopping cart.
- Eliminate any distraction that might impede completion of the order:
- social media icons
- additional product recommendations
- sale or clearance banners
One email is not an abandoned cart program.
Send more than one reminder.
Most of the abandoned cart programs we tracked send just one email. But, one email is not an abandoned cart program. You will achieve far greater results with a series of well-crafted messages sent over the course of several days expressing increased urgency.
You do not have to include a discount.
These reminders can generate high conversion rates on their own without including a discount that erodes your margin. An incentive will motivate some of the undecided, but leave that option until later.
If your abandoned cart program is not performing to your satisfaction, test some of these techniques.
Coming soon: using abandoned cart data as a telemarketing tool. Stay tuned!