[vc_row full_width=”stretch_row_content_no_spaces”][vc_column][vc_single_image image=”8382″ img_size=”full” alignment=”center”][stm_spacing lg_spacing=”40″ md_spacing=”30″ sm_spacing=”20″ xs_spacing=”20″][/vc_column][/vc_row][vc_row][vc_column][vc_custom_heading source=”post_title” font_container=”tag:h3|text_align:left” use_theme_fonts=”yes”][vc_column_text]To begin, imagine yourself as a customer on your e-commerce site. They scroll through your site’s carefully chosen featured content. Something on the screen captures their attention, and they navigate to one of your product pages. Their gaze is drawn to the framed image of your goods before moving on to the brief product description.
Their mouse hovers on the all-powerful CTA: “Add to Cart” after a few seconds. They are in sync, and suddenly they’re gone. One of your clients has suddenly dropped out of the funnel, leaving their cart and any potential transaction with your organization.
Fortunately, an abandoned cart does not always imply a lost sale. A cart abandons email marketing campaign can be a great way to connect with a lost consumer and possibly generate a sale, even if it’s underutilized.
Rhomeson is here to tell you how.
According to Marketing Sherpa’s 2012 Email Marketing Benchmark Report, when questioned what kinds of automated emails their company uses, polled marketers put “Shopping cart abandonment “dead last with 11%. These emails, on the other hand, were deemed to be useful by 51 percent of American adults polled.
Here are three suggestions to help you:
Step 1: Make your checkout experience as simple as possible and as transparent as possible.
For this, the first step is a little paradoxical, but it’s crucial. In an ideal world, you’d never need to run a cart abandonment campaign since your customers would never quit their shopping cart. Keep these seven points in mind to reduce check out abandonment and build a simple and pleasant check out experience:
- Be open and honest about delivery rates and details.
- Provide reassurance to customers (especially when it comes to secure payment methods)
- Allow all clients, not just registered users, to check out.
- Throughout the check-out process, keep presenting value.
- Make the entire process simple and speedy.
- Make use of permanent carts.
Step 2 Determine if a campaign of cart abandonment is accurate for you?
How do you feel about receiving reminder emails when you have them in your online shopping cart that hasn’t been purchased?[/vc_column_text][vc_single_image image=”8028″ img_size=”full” alignment=”center” css_animation=”fadeIn”][vc_column_text]Even though 51% of shoppers found cart abandon email campaigns beneficial, more than a third of those polled (38%) found them unpleasant. It all comes down to who your target audience is. Women aged 55 to 64 were the most positive about cart abandonment reminders, with 62 percent of this cohort treating these efforts as useful. On the other hand, most college students polled opposed these efforts, with 54 percent calling them “annoying.”
Though the results of this study were intriguing, don’t accept them as gospel. You understand your customers more than any graph; thus, it’s up to you to decide whether or not a cart abandonment campaign will be effective. At the very least, it’s a fantastic method to communicate with your customers. Rhomeson understands its importance and offers high results to its customers.
Step #3: Use the campaign to spread the word about your value proposition.
So, you’ve done everything you can to improve your checkout process, investigated your customer’s email habits, and chosen to launch a cart abandonment campaign. Take a step back before diving into your copy and layout options to figure out what the aim of that adding email should be.
For marketers, a cart abandonment email is a fantastic chance. You have a consumer that you believe is interested in your business and offerings. They know who you are, what you sell, and why they select you over your competition. Your business has already made an impression on them.
Most cart abandonment emails fail at this point. Rhomeson can utilize a cart abandonment follow-up to make the hard sell for the things left behind, rather than using this contact opportunity to promote your company’s value proposition further. Here’s an example of a cart abend one mail I got from OtterBox, a phone and tablet cover company:
[/vc_column_text][vc_single_image image=”8027″ img_size=”full” css_animation=”fadeIn”][vc_column_text]Take note of the subject line’s broad nature: “Thank or visiting OtterBox. “Even worse is the email’s largest line in the body.
These emails might have come from any company’s abandoned checkout, which is unfortunate because OtterBox is a well-known and distinctive brand. The language may have alluded to Otter Box’s clear business model of being one of the most durable phone covers on the market by implying that it is “protecting” you from losing a superb phone case or that the company is prepared to go the additional mile.
Instead, the message takes a general approach, including an advertised discount for free standard delivery and a robotic-sounding compliment (“You have an excellent choice, as this is a famous item”). The cart abandonment email from ModCloth, on the other hand, does an excellent job of articulating its value proposition across the entire message:
ModCloth is an online apparel store that specializes in “Unique & Cute Clothing. “ModCloth’s eccentric yet cheery sense of style is revealed just by the gnome-centric subject line and the “Pop Quiz” introductory phrase. Even the vibrant colors and artistic visuals contribute to the overall tone and, consequently, the value proposition.
Furthermore, addressing the customer as a “ModLover” fosters a good sense of connection between the customers and the company, which is a key component of ModCloth’s value proposition: allowing customers to express their sense of style while feeling joyful and a tease.
Cart abandon campaigns can be a great approach to save a transaction or engage with customers after they’ve abandoned their cart. Every week, BCBG MaxAzria received a 20% to 40% revenue increase via a trigger campaign that included cart abandonment.
After only five months, the first cart abandoning campaign for Customer Service Hardware raised the conversion rate by 1,858 percent over weekly sends and recovered $97,000 in revenue.
The only way to be sure if something works, like with every marketing endeavor, is to test it. The important takeaway from this article is to consider your customer’s journey at all times. Every bit of content, no matter if trivial, says something about your brand to the buyer. To persuade customers to convert, make sure you properly convey your value proposition.[/vc_column_text][/vc_column][/vc_row]