When we’re talking about e-commerce, we’re automatically talking about cart abandonment as well.
As the numbers above indicate, e-commerce cart abandonment is not taken lightly. In terms of online marketing, cart abandonment may point to a flaw in your onboarding process or your e-commerce conversion funnel in general. But it also indicates a unique re-engagement opportunity through digital marketing – and more specifically, cart abandonment email marketing.
The first thing to remember is that prospects who abandon their carts are prospects who can be lured back in. As Business Insider puts it, “63% of that is potentially recoverable by savvy online retailers.” This statement alone makes cart abandonment an issue that brands can resolve.
And what better way to remind your users of their cart than a cart abandonment email?
Cart Abandonment Emails: How Do They Work?
As most marketers know, not utilizing email marketing is like leaving money on the table. Let me show you why:
The metrics above are impressive in terms of ROI. Email marketing is one of the most fruitful mediums for retargeting campaigns that are cost-effective and non-intrusive. But how does retargeting work for e-commerce marketing, especially for an email marketing campaign?
In layman’s terms, email marketing is the process of sending automated email campaigns to interested leads that have agreed to be a part of your email list.
Email marketing is, in most cases, automated and works with triggered emails that stem from an actual user action. In the case of cart abandonment email marketing, users abandoning items in their online shopping cart triggers a set of marketing actions that could serve as reminders.
The objective is to retarget and, in the end, lure previously interested users back in and make use of your email list by reminding your leads of the needs that directed them to your website in the first place. This could be done through a simple reminder email or even an offer to boost your ROI and conversion rate.
At the same time, your leads will be delighted to see that your brand is interested enough to offer them a better deal.
Know the Reasons Behind Cart Abandonment
Before crafting any form of campaign, it’s essential to know why users behave the way they do. In our case, understanding why your leads abandoned their products can give your brand some unique insights into how you can retrieve them.
You can take this question to your social media profiles or send an NPS email campaign that will ask users to rate your brand and your products. Asking for feedback and gathering information is vital in this scenario, as you’ll understand how to craft your cart abandonment email.
You can create a social media campaign and redirect your users to your customer support’s online platforms. Sometimes, users abandon their carts because they didn’t get proper onboarding, mainly if leads are generated through LinkedIn, online or even TV ads, or a seemingly unrelated platform or medium.
Don’t forget that your customer support is the first point of contact between yourself and your users. And a natural person asking for an honest opinion always makes a difference.
Use Segmentation and Personalization
A cart abandonment email is already a sequence sent to a segment of your email list. However, a little more segmentation goes a long way in creating personalized content.
As we know, timely and relevant email marketing campaigns perform better. Couple that with AI and machine learning tools, and you can have a high-performing and hyper-personalized email marketing campaign.
After all, cart abandoners might be a segment of your email list, but they can be further segmented into smaller groups that include their location, gender, previous purchases, and more. Creating content for smaller segments will make it highly relevant and valuable.
SuperPro Tip: Invest in an email marketing platform that allows you to utilize dynamic content that can change according to the recipient.
Create a Benefit
Whether the problem is the shipping costs or the lack of discounts, a high-performing cart abandonment email sequence can always come with a benefit that will sort the issue out.
Ensure that you issue a discount or eliminate the shipping cost for a set amount of order value, but be careful when doing so. A discount could harm your revenue down the line. In this case, a smart move would be to decide the amount by checking your data and activate the deal by cross-selling products.
After making an educated decision that comes down to the most beneficial deal for both you and your audience, you can start crafting your sales email.
Create Responsive Emails
Mobile design is not optional anymore because 85% of users use smartphones to access email.
This number shows that you have as many opportunities to lose a customer forever if you don’t create responsive emails that look great on all devices. Retargeting users through cart abandonment emails is a great way to leverage the impulsive nature of the purchase.
Creating a safe environment through which a user will be able to see exactly what they left in their cart, the best pairings for this product, and the discount you’re willing to give them will quickly lead them further down the sales funnel.
SuperPro Tip: Use a countdown timer when sending your follow-up reminder to non-openers and create time-bound offers. This will help you bring users back in quickly and easily. Countdown timers create urgency and speed up your users’ decision-making process.
I couldn’t close off this article without mentioning A/B testing and its value.
Creating A/B testing campaigns before deciding on your email’s design and content is paramount, as it can help you understand the type of content your users would love to see.
This tactic will help boost your open and click-through rates in no time. Not to mention that making educated decisions about email marketing in general and retargeting efforts more specifically makes for fantastic conversion down the line.