Shopping cart abandonment is a natural part of the eCommerce buying cycle and abandoned cart emails are a conversion optimisation marketing strategy that online stores use to remind their browsing customers who exit their website with outstanding items in their shopping cart.
Abandoned cart emails offer a gentle reminder of shoppers’ initial intent and ensure that the online store doesn’t get forgotten. Whether you love them or not, abandoned shopping cart emails are an effective staple of any successful email marketing program.
According to SaleCycle, nearly half of all abandoned cart emails are opened and over a third of clicks lead to purchases back on site. You have to understand that customers often abandon their carts without meaning to do so lexapro medication. People abandon their shopping carts for varies reasons, such as slow load times, excessive shipping charges or simply not being ready to buy yet.
The best way to combat the SPAM folder is to send highly segmented abandoned cart emails that your customers actually want to open.
There are many approaches you can take to abandoned cart emails. Some commonly utilised approaches include:
- Comply with CAN-SPAM Act: Treat abandoned cart email as commercial and provide the receipts with options to unsubscribe easily. Aside from that, follow best practices for CAN-SPAM compliance. Never use misleading subject lines or envelope information and honor opt-out requests as quickly as you can.
- Multiple emails: Sending out one email a few hours after the cart is abandoned and at least one more in the days that follow is a standard practice.
- Offer similar products: Besides featuring the product abandoned in the cart, use the abandoned cart message as an opportunity to showcase alternative products that may catch the prospect’s eye.
- Segment Abandoned Carts for Better Targeting & Filtering: Segmentation can be used for more granular targeting of your ideal customers and also for filtering out customers you may not want to send to. For example, you would want to filter out customers in the geographies that you don’t ship to.
- Personalised content: Abandoned cart emails should be tailored to the customer and the products they left in the shopping cart. Try different combinations of referencing these elements in the subject, headline, and body. Pictures of the items in question are generally also effective in improving click rates.
- Coupons and discounts: Market research has shown that most frequent reason customers drop out of checkout is because of some anomalies with shipping cost calculation at checkout. Sending out a coupon for 5%-10% off the sale or even waiving the shipping fee can be the small enticement customers need to return and make a purchase.