The Perfect Cart Abandonment Email Sandwich
Shopping cart abandonment emails are excellent ways to remind customers that they have failed to purchase a certain product or to keep them up to date in regards to relevant product and services. Despite this functionality, only 23 per cent of the top online retailers have adopted this strategy. Still, the cart abandonment emails sent in series have risen impressively in recent times. This is due to the fact regular emails provide more of an opportunity for client conversion in the future. As these approaches tend to use the same message over and over, it is a good idea to take a look at a novel concept that is known as the cart abandonment email "sandwich".
The "Top" Layer
A message can begin with a rather general statement such as "You left this in your cart". Still, it is wise to personalise this opening observation to immediately establish a rapport with the recipient. It is also best if this email is sent only a few hours after an item has been returned.
The Browse Abandonment Message
Some can think of this as the middle of the proverbial "sandwich". Note that the cart itself is normally not mentioned. Instead, the message will focus around information that highlights relevant products or it will help to expedite the entire shopping and checkout processes. A few examples of this approach could be:
- Listing and accentuating the benefits of top-rated products or those which have just been made public.
- Reviews of the items in the cart itself.
- Informational content that is followed up by a CTA that encourages the customer to contact customer support should there be any additional questions.
- Reminders about offers, discounts, shipping possibilities and financing options.
The main benefit behind this approach is that it takes away the rather generic statement "You left something in your cart" and replaces it with information and client-centred assistance. Also, a customer is much less likely to simply disregard an email that contains valuable details that may prove to be of use. Finally, the levels of engagement (personalisation, customer service and targeted presentations) are key at maintaining loyalty over time.
The Final "Slice" of the Sandwich
The final message will simply be a reiteration of the first section; one which highlights the fact that a product was left within their cart. Note that this should only take place if the total value of the items within the cart will warrant such a final follow-up email.
The bottom line is that a cart abandonment email sandwich is much more palatable than a rather bland and impersonal reminder that a certain item was not purchased. Phrases such as "Here are other products that you may like" or "Items that are just for you" establish a sense of rapport; strengthening the buyer-seller relationship. As this approach is still lacking within many online retail circles, adopting such a method now is an excellent way to rise above one's competitors.
Article for Cloud-iQ the conversion optimisation experts.