5 strategies to improve your abandoned cart campaigns in Email Marketing
Abandoned cart campaigns in Email Marketing are a very useful tool to recover lost sales and increase conversion in your e-commerce. However, to get the best results, it is important to continuously improve these campaigns.
According to Barilliance, in Spain the shopping cart abandonment rate stands at 86.14%. Given this figure, it is not surprising that one of the main concerns of e-commerce managers is to develop remarketing programmes.
What is remarketing?
When we talk about email remarketing, we are referring to the recovery of users interested in a certain product or service who have not finalised the purchase or contract at an initial stage. This is achieved by sending an email with a reminder, optionally with a promotion or an offer. It is worth noting that the implementation of a good programme can recover between 15% and 25% of abandoned trolleys..
So, in this post, we are going to talk about five strategies to help you improve your automated abandoned cart campaigns and recoup those sales that would otherwise have been lost.
What are the 5 strategies?
1. Send reminders at ideal times.
Timing is crucial in abandoned cart campaigns. Send the first reminder email shortly after the customer abandons the cart, while the product is still present in the customer's mind. Follow up with one or two additional reminders in the following days to keep the customer's interest.
2. Offer attractive incentives.
Increase the effectiveness of your abandoned cart emails by offering attractive incentives, such as discounts, free shipping or additional gifts. These incentives can persuade customers to complete their purchase and increase the conversion rate of your campaigns. Precisely, it could be that one of the factors that caused the potential customer not to complete the purchase was the price. Therefore, if we offer a small discount, we can get them to buy.
3. Customise the content.
We have talked many times in this blog about the importance of personalising the content of our mailings and it is not by chance. Make your abandoned cart emails personalised and relevant to each customer. You can include an image of the abandoned product, its name and other related products that may interest them. The more personalised the content, the more likely the customer is to return and complete their purchase.
4. Simplify the purchasing process.
Remove any obstacles or friction in the checkout process to make it easier for customers to complete their purchase. Include direct links to the shopping cart and checkout page in your abandoned cart emails, and consider offering quick payment options such as PayPal or Apple Pay. This will make the checkout process much more efficient.
5. Constantly test and improve.
As with any email marketing campaign, it is important to A/B test your abandoned cart emails to identify which elements work best and continually optimise your strategies. Test different subject lines, content, calls to action and incentives to improve open, click-through and conversion rates.
Here, we are going to show you a example of an abandoned trolley recovery campaign that makes Puma:
As we can see, Puma works very well in this type of campaign. First, it sends a first mailing on same day the user has left the products in the shopping cart. The second, a day afterand the third, two days later.
Moreover, they are all different and share only one characteristic: they show you the products you have left in your shopping cart and they make you a personalised advice.
As we can also see in the picture, each automated mailing has a different purpose. The first is simply used to make you a reminderThe second uses the scarcity principle so that the potential customer has to make a decision quickly, and finally, in the third email, it incorporates a discount of a 10% as an incentive to buy.
If you are interested in seeing how big companies in the sports fashion industry work with email marketingthis benchmark is of great value.
Thus, by implementing these five strategies to improve your abandoned cart campaigns in Email Marketing, you will be on the right track to recover lost sales and increase conversion in your e-commerce. Remember that the key to success lies in the combination of timely impact, attractive incentives, personalisation, ease of purchase and continuous improvement. By addressing each of these aspects, you will be creating a more satisfying shopping experience for your customers and realising the potential of your automated abandoned cart campaigns.
