Why do your online shoppers load up their shopping carts and then leave without so much as a goodbye? Should you be worried? No. It’s actually a great opportunity for commerce marketers!
Recent research has found that cart abandoners haven’t necessarily decided they no longer want the products. Some likely left temporarily because they got distracted, and others may simply be planning to buy later using another device. Whatever the reason, there are steps you can take to get them back to the cart to complete a purchase – sooner rather than later.
“For the call to action, consider whether you want to link back to the cart or the products,” Meijer said. “We link back to the cart because we want to get people back into checkout mode ASAP, but if they click on the product image, they can also go directly to the product page.”
Once they decided what to include in the body of the email, they got to work on the subject line. “We want to make sure shoppers know that it’s coming from Johnny Was,” she explained. “This is also a good place to personalize, whether it’s with the person’s name or the product they abandoned.”
Next decision – how soon to send after abandon. “For us, under an hour works. One thing to keep in mind is your site construction – make sure the cart won’t expire too soon after sending the email,” Meijer explained. Johnny Was is now sending the email 45 minutes after the cart is abandoned.
Results of the cart recovery email are astounding. The email open rate is around 57%, click-through rate is 40% and conversion rate is 17.5%. Their open rate for other promotional emails is around 30-35%.
“That email accounts for about 2% of our email traffic, but about 10.4% of our email-generated revenue. As email marketers, these are numbers you just dream about,” says Meijer.
Looking Toward the Future
This kind of success is addictive, and Meijer has plans for more. She plans to do more in-depth testing on timing and the subject line, and build out an abandoned cart series.
In addition, she’d like to test other optimizations to the cart recovery email, such as including positive customer reviews, similar product recommendations and a low-stock indicator. She’d also like to experiment with a more urgent message that includes a countdown to cart expiration or shipping deadlines. And she’s thinking of including the cart total within the email.
“The success of this simple email really got everybody excited.”
Want to learn more about the best and brightest in commerce marketing? If you’re in Australia, join us for the final stop of the Bronto City Tour on November 16. And keep checking the blog for more posts from this thought leadership series. In the meantime, you can find a collection of recently published Q&As with our esteemed City Tour speakers here.