Reduce Your Abandoned Shopping Carts; Part 2
News Reduce Your Abandoned Shopping Carts; Part 2
Last week we covered the numerous ways to prevent consumers from abandoning their cart before they’ve left your site, this week however we’ll go over how to hook them back in after they have abandoned. The primary way to do this is to send the customer an abandoned shopping cart email, which will remind them of the items they had saved with the aim of encouraging them to complete the purchase. The benefits of investing time and revenue into email remarketing are potentially lucrative, as one study, which showed that a company in the U.S. managed to regain 29% of its abandoned carts, revealed.
Before we go any further, this process takes for granted that you have the customers email address, assuming that they abandoned at the very end of the purchasing process.
1.Setting Up Your Email
The majority of e-commerce platforms, such as Shopify and Magento, will provide users with their own email platforms, allowing you to customise your own messages to send to individual shoppers. If you currently use Shopify, there’s even a range of third-party apps specifically designed to manage the abandoned shopping cart email process; utilising one of these services can be a good idea if you have a large budget to plough into the campaign, but little time.
If you don’t currently run on one of these sites, email services such as Mail Chimp and Constant Contact are a great way to create professional emails on a tight budget.
2. HTML or Plain Text?
To someone who isn’t very familiar with programming, using terminology such as HTML and plain text can be a little confusing, but in reality the distinction is very simple.
A plain text email does exactly what is says on the tin; it contains plain text. This means that there is very little in the way of design and graphics, with a greater focus on good copy. Whilst initially these emails aren’t as visually striking as HTML counterparts, they can give a more personal feel, and you can be sure that your customers can access them easily regardless of the device they use.
HTML emails rather are more visually complex, and make use of imagery alongside copy. In the majority of cases these have proven much more effective in drawing consumers back in to complete the purchasing process. Crafting an HTML email however can quickly become a drawn out and extensive project, but luckily services such as Mail Chimp offer easy drag and drop content management systems that let you create eye catching email quickly and cost-effectively. Remember that as with everything else online, incorporating images of products will always be an effective method of selling them to the consumer.
If you’re interested in the extra level of customisability offered by coding your own email, there are also a range of templates available online that you can make use of. These templates include boilerplate text (bodies of text that you don’t really have to edit) aimed at shoppers who have abandoned their cart. High-end templates will also feature striking call to action buttons that have proven effective in previous email marketing campaigns.
3. Wording and Tone
Once you’ve selected the service, and created a basic template, you now need to think about the copy featured in the email. In a lot of instances, the content of the email can be just as important as its design, so spend a lot of time considering what you want to say. The most popular feature is to list the items that the shopper has abandoned and remind them that their cart is still waiting for them, providing a link to easily resume the buying process.
You must also consider how you are going to ‘package’ the message. A lot of research has shown that companies tend to go for a highly personalised message when addressing customers, attempting to establish an emotional connection with them. Asking customers what went wrong for example, or telling them you are sorry to see them leave is a great way to hook them back into the purchasing process. It can also help you identify why they didn’t complete the conversion the first time round. Opting for an informal tone can also help eliminate the perception that shopping online is a highly impersonal experience.
Previous studies show that sending abandoned shopping cart emails is a powerful technique that shouldn’t be neglected, so investing time and capital into this avenue of marketing should be made a priority. Weigh up your need for fancy graphics and design against your budget and deadlines, but remember that there are a lot of services out there which allow you to create great emails for a relatively low price. Finally pay close attention to the wording of your email, and bear in mind that opting for a more conversational tone will probably produce a better response in your consumers.