Every business wants to turn their cart abandoners into buyers. But, when it comes to recovering these carts, most marketers only adopt the traditional approach to sending email reminders to visitors who have not completed their purchase. But, in this multichannel world, there are a number of ways to target these cart abandoners.
Though cart emails are an excellent way to bring back those lost shoppers, but if you’re sending a single cart recovery email, you’re not operating at your full potential? Why?
Because there is much more to cart recovery than sending a generic abandoned cart email. Recovering cart is a process that requires a proper strategy. So it’s crucial to formulating a multi-channel cart recovery strategy that will touch the customers at various touch points.
Here’s how to do that.
1. Target shoppers before they leave your door
One of the best ways to recover lost carts is to prevent shoppers from leaving them in the first place. And, targeting abandoners with an exit-intent popup can do this. Pop-ups are an extremely powerful way to target cart abandoners even when you don’t have their email addresses.
One of the advantages of exit-intent popup over other cart recovery techniques is that it’s the cheapest and quickest way to recover lost carts than any other cart recovery technique.
Here’re few things you should keep in mind if you want to increase conversions from exit-intent popups:
- Use humor and urgency in the title and a strong CTA for instant re-engagement.
- If you want abandoners to convert, give them a compelling reason to do so. It’s not necessary to offer a discount; you can offer free shipping, free returns, or full money back guarantee too.
- Pay particular attention to the copy it should speak directly to abandoners. You can also display the cart items to make it more targeted.
- Pop-ups can also be very effective for returning visitors who’re not responding to your recovery emails.
2. Use retargeting to bring back abandoners to your site
It’s tempting to assume that if someone has liked your product and added it to the cart, they’ll remember it. More often than not they won’t. Remember, out of sight, out of mind. Retargeting is a great way to remind your lost shoppers about the items they’ve left behind on your site. When an abandoner sees the product they’ve left in the cart, it will act as a reminder. It increases the chance of their clicking on it and completing that transaction. Plus retargeting is the only way to reach your abandoners if you don’t have their email addresses besides pop-ups, and push notifications.
You can’t wait for a long time to target these cart abandoners back on your site; use retargeting to bring them back before they buy from your competitors.
3. Use web push notifications to rescue abandoned shopping carts
Savvy marketers have added push notifications to their app marketing strategy already. And almost every marketer use push notifications to recover their abandoned carts on mobile apps. But when it comes to the web very few marketers are leveraging the power of push notifications.
A web push notification is an excellent way to recover carts if you don’t have a mobile app or if the abandoner hasn’t downloaded your app (provided you’ve taken their permission that is opt-in from visitors). Also, it’s a great way to do so in real time, which isn’t possible with emails as there is an inevitable time lag between sending and customer viewing an email.
4. Make sure to send a timely follow-up email
According to stats, Abandoners spend 55% more when remarketed. You probably already know that, but do you know that timeliness is a crucial factor in recovering abandoned carts? According to SeeWhy research, 54% of all carts that are successfully recovered are won back within the first few hours after abandonment. Another 10% can be saved within the first 48, with 82% recoverable within a week. So, act in real-time and trigger your first cart email as early as possible. Given below is an example from Madewell, which is both, well timed and well designed.
Timing plays a very important role when it comes to cart recovery emails – in fact, it is as important as sending the email itself.
5. One ’email’ is good, series is great
When it comes to email marketing, reminders matter the most. It doesn’t matter how well designed your first email is. It doesn’t matter how good your offer is. You can’t expect people to take an action in the first time. After all, people are busy, and inboxes are overcrowded places, sometimes your messages get buried in them. Sending a series will help you in two ways: firstly, it increases the chances of people noticing your messages; secondly, it gives you a chance to nurture your cart abandoners instead of just offering a discount.
How to schedule a cart recovery email series? Send the first email within an hour, if this does not prompts the shopper to buy the item; you should follow up within 48 hours, and then again in a week with a compelling offer.
Here’s how to send a cart recovery series, without coming across as too pushy:
- Time your cart recovery emails over a period of about a week, so that your customers don’t feel bombarded with too many emails.
- Schedule a maximum of 3-4 touch points.
- Use a clear and direct subject line to let your subscribers know why they’re receiving these messages.
- Don’t send the exact same mailer twice in the series. If you want to stand out in your recipients’ inbox, you should tweak it a little even if it’s only a reminder email.
- Test different frequencies and pick a sweet spot according to your audience.Don’t assume that sending cart recovery email series will increase your conversions. You need to test it.
6. Inform people when their cart goes on sale
After sending a cart recovery series if you failed to recover few lost shoppers then don’t lose hopes. Even after so many attempts if someone hasn’t bought your product doesn’t mean they’re not interested in it, maybe they’re interested, but aren’t ready to buy it at the price offered.
According to VWO 2014 Ecommerce Report, 54% of shoppers say that they will purchase products left in the cart, “if those products are offered again at a discounted price.”
Tickle them again when the product goes on sale. After all, it’s your last chance to recover those lost carts and you shouldn’t miss it. If they don’t buy after receiving this email then you should avoid mailing them in future.
7. Test, test, and keep testing
Test every element of the cart recovery campaign to see what works best for you. Adding the name of the recipient in the subject line, or adding the name of the product in it, or adding both, what’s getting them to click. Also, test the number whether sending three email in the series or four what works best for you. Test continually to optimize your cart recovery series over time.
Variations in the subject line, header, copy, CTA, or design can increase or decrease conversion by manifolds. By making a single well-chosen change to your cart recovery emails and popup can potentially boost its effectiveness, so test each element to find out which are the keys to your cart program success.
There you have it, seven easy steps to recover your lost revenue. Don’t wait to put these steps into action. Use the first, second, and third step if you don’t have the email addresses of the cart abandoners otherwise use the complete 7-step formula to get a huge lift in conversions.
(You don’t necessarily need to use all 7 steps to recover your carts. But the more you use, the better the chance that you’ll recover more abandoned shopping carts)