You could be really proactive and create yourself a cart abandonment email like Shoes of Prey did. Who are Shoes of Prey? It is a site where you can design and create your own shoes and get them delivered. You can check out their awesome email on the right – just click on the image.
Did you know the average shopping cart abandonment rate in the US is 65%! That is 65% of your potential clientele that is leaving right now and maybe not ever coming back if you don’t have an automated cart abandonment program in place.
However some companies have reported that following up with those abandoners by email yields a 50% conversion rate, and that their cart abandonment programmes account for one third of the total of yearly email converted sales! Wow, let’s get started!!
Let’s just back up for a moment….. What exactly is shopping cart abandonment?
It is where someone has started the process of purchasing something through your ecommerce store and for some reason they have not completed the purchase.
What are some of the key reasons people abandon their carts?
The top reasons are as follows:
44% is because the shipping costs are perceived to be too high
41% are just not quite ready to make the purchase
25% decide the price is too high or may have seen it cheaper elsewhere
24% want to save them for consideration
How exactly do you structure this ‘cart abandonment programme’?
Some companies have cart abandonment email program that spans a few days, where the first email goes out on day 1, the second email goes out on day 3 and the third email goes out on day 5. That seems to be best practice.
When exactly should the first cart abandonment email be sent?
Some experts recommend that you send it between 1-2 hours after abandonment, and up to 24 hours at the latest. For the second email, 3-5 days later is good, and for the third and final email, 1 week later is appropriate.
How many emails should you send?
It’s recommended you send 1 at the minimum, 2 emails is even better, 3 is ideal, 4 or more emails may just too many.
Is incentivizing the emails a good idea?
the reported conversion rate is the same on all three follow up emails without an incentive, so be sure to incentivize your emails. The experts say use incentives but do it with tact and caution. Best practice is to include an incentive on the 3rd email of the sequence.
What else should you include in your emails?
Include clear ‘reminders’ and prompts throughout your email, such as ‘see your shopping bag’ or ‘forgot something’? Or ‘shop now’, or ‘still deciding’? or ‘you have 48 hours left to snag your buy’.
What should our emails say?
Ensure the tone of your emails is friendly, that you offer reassurance, to settle any fears about refunds, or secure purchasing, or consumer guarantees, to cover off any of the reasons that the customer may be shying away from buying.
What about the all-important subject line?
Again like the copy, include prompts or reminders – here are some examples:
Free shipping if you complete your order in the net 24hours
You still have items in your cart
A reminder from (Company Name)
Your cart is getting lonely
We are still holding your items for you
Items in your cart are still available for purchase
Be humorous, but be professional too. Be sure you are being completely clear in your copy, subject line, call to action, and feel free to offer an incentive. And if you want to look at implementing such a programme you can start by creating a single email to start with, roll that out, test it, optimise it, analyse how that works, then perhaps add a second or even a third email into the series later.
PS – 87% of consumers abandon their carts, but 75% say they will return to complete their purchase later. So don’t panic. And don’t worry you are not alone, because just 40% of companies have such an email ‘re-marketing’ technique in place.