According to Barilliance , in Spain the shopping cart abandonment rate stands at 86.14% . Seeing this figure, it is not surprising that one of the main concerns that occupies e-commerce managers is developing remarketing programs.
What is remarketing?
When we talk about email remarketing, we are referring to the recovery of users interested in a certain product or service who have not completed tunisia business email list the purchase or contract at first . This is achieved by sending an email with a reminder, optionally with a promotion or an offer. It is worth noting that the implementation of a good program can mean recovering between 15% and 25% of abandoned carts .
So, in this post, we are going to talk about five strategies that will help you improve your automated abandoned cart campaigns and recover those sales that would otherwise have been lost.
What are the 5 strategies?
1. Send reminders at the ideal times .
Timing is crucial in abandoned cart campaigns. Send the first reminder email shortly after the customer abandons the cart, while the product is still fresh in their mind. Follow up with one or two additional reminders in the following days to keep the customer engaged.
2. Offer attractive incentives .
Increase the effectiveness of your abandoned cart emails by offering attractive incentives, such as discounts, free shipping, or additional gifts. These incentives can persuade customers to complete their purchase and increase the conversion rate of your campaigns. Indeed, it could be that one of the factors that caused the potential customer not to end up buying was the price. Therefore, by offering them a small discount, we can get them to end up buying.
3. Personalize the content .
We've talked a number of times on this blog about the importance of personalizing the content of our emails, and it's no coincidence. Make your abandoned cart emails personalized and relevant to each customer. You can include an image of the abandoned product, its name, and other related products that may interest them. The more personalized the content, the more likely the customer will return and complete their purchase.
4. Simplify the purchasing process .
Remove any obstacles or friction in the checkout process to make it easier for customers to complete their purchase. Include direct links to the shopping cart and checkout page in your abandoned cart emails, and consider offering quick payment options like PayPal or Apple Pay. This will make the checkout process much more efficient.
5. Constantly test and improve .
As with any email marketing campaign, it’s important to A/B test your abandoned cart emails to identify which elements perform best and continually optimize your strategies. Test different subject lines, content, calls to action, and incentives to improve open, click, and conversion rates.
Below, we are going to show you an example of an abandoned cart recovery campaign that Puma does :
As we can see, Puma works very well with this type of campaign. First, it sends a first email on the same day that the user has left the products in the shopping cart. The second, one day later , and the third, two days later .
In addition, they are all different and only share one characteristic: they show you the products you have left in your cart and make a personalized recommendation .
As we can also see in the image, each automated email has a different objective . The first is used simply to remind you , the second uses the scarcity principle so that the potential client has to make a decision quickly, and finally, the third email includes a 10% discount to encourage the purchase.
If you are interested in seeing how large companies in the sportswear sector work with Email Marketing , this benchmark is of great value.
So, by implementing these five strategies to improve your abandoned cart campaigns in Email Marketing, you will be on the right path to recover lost sales and increase conversion in your e-commerce. Remember that the key to success is in the combination of precise impacts, attractive incentives, personalization, ease of purchase and continuous improvement. By addressing each of these aspects, you will be creating a more satisfactory shopping experience for your customers and taking advantage of the potential of your automated abandoned cart campaigns.
