Guest Post by Rohan Lock, Regional Director APAC of marketing automation platform, dotmailer
One of the biggest downsides of online retailing is that it’s much easier for a shopper to abandon their cart at the checkout and leave. In fact, a shocking 68% of online shopping carts are abandoned before making a purchase. Here’s six reasons why customers abandon carts:
- Window shopping: Ecommerce sites make it easy to browse without buying.
- Shopping around: Your website is seen by many shoppers as a place to look and assess things, then move on.
- Price and deals: Shoppers are keen to get the best deal and savvy enough to know there’s always a deal to be had.
- Bad user experience: Many consumers choose to leave the buying process if it’s clunky, unclear or doesn’t seem to work.
- The risk of mobile: If your checkout is not optimised for the device your shopper is using, they’re more likely to drop out.
- Cross device: Unless you can get people to sign in on all channels, then it’s hard to get them to move carts from channel to channel.
So how do you get those who abandon to come back? Or better still to buy even more than they originally abandoned? This is where email marketing, like shipping and fulfilment, is key to retail success. Abandoned cart follow-up emails work! Automated emailing to cart abandoners is one of the most effective ways of getting the shopper back in to the buying cycle. But what makes an abandoned cart email successful? Follow our 10 best practice tips proven to convert your abandoned carts into sales:
- Make contact – before you let them do anything else, get an email address from people on your site.
- Treat people differently – don’t be afraid to segment your customers. Be personal with repeat customers, build the relationship with new customers and be polite in an attempt to convert prospects.
- Tailor the journey – Use their browsing history to personalise how you reach out. What’s in their cart may not be what they last looked at, so use the data you have to tempt them back.
- Use their behaviour – Look at where their cart items came from. If all products are sale items, then try and hook them back in with more reduced items.
- Offer unique deals – Lure people back to their cart by offering a timely discount on their abandoned products.
- Consider your persona – How your brand is perceived hinges on language and tone. Look at what your email ‘voice’ is and write your copy in a consistent style.
- Optimise your send time – Always send some sort of abandoned cart email within 24 hours. The higher the value of the goods, the longer the decision time you should give the customer.
- Make them mobile – Mobile and tablet optimised emails are crucial. Make sure you consider mobile specific calls to action.
- Subject line – As the first thing your customer sees, your subject line needs to instantly call out the abandoned item or category specifically.
- Images – Include a picture of the product they’ve abandoned prominently at the top of the email.
About dotmailer: dotmailer is a leading marketing automation platform with email at its core. Since 1999, we’ve been empowering marketers with the tools that enable them to think smart, act fast and scale quickly. Perhaps that’s why we’ve more than 80,000 happy users in 150 countries, across the B2B and B2C markets.