Cart abandonment exists. The numbers put forth by a Statista study thus do not come as a surprise. 74.58% of online retail orders were abandoned in 2018. Yes, that’s huge. But you, taking this in your stride, need to take a proactive stance.
To begin with, let us rush through a few of the reasons why people abandon an online shopping cart in the first place.
If you understand that prospects were really close to making a purchase before something distracted them, you will also understand that many of these purchases can be recovered. How? Well, through a series of cart abandonment emails. Well-timed cart abandonment emails can persuade prospects to come back and complete the purchase.
The first email should be sent within 30 minutes of cart abandonment. This email should be more of a support email just to find out why they abandoned and help them if it was because of an error on your part. The second email should be sent if the first isn’t successful in converting or generating a response in 24 hours. The third email is your last attempt at converting the prospect and should be sent around 3 days post-abandonment.
But what should an ideal cart abandonment email look like? Here are some Best Practices to follow:
Offer a discount or a coupon
A strategy that has been prevalent for some time now to recover abandoned carts is that of offering a discount coupon to lure the prospect. A great option that helps people overcome the dilemma of making the first purchase, coupons have worked for innumerable businesses.
⬇️ In the below email from Bonobos, they are offering a 20% discount coupon to the email recipient who is a first-time buyer.
Like mentioned above, there is a possibility that your cart abandoners will get trained to practice gamification to obtain a discount if they find out you do so on abandoning carts. So, while offering a discount/ coupon is an upbeat option, doing so in the second or third email seems to make more sense. The first email should always be about reminding them of the products left in the cart. You never know the reason for cart abandonment, which could be anything from a poor internet connection to a distraction. There’s no need to be ready to eat into your profits at this stage.
If there is no response to this email, you can send a second email and then a third in which you can include a discount/coupon to give a chance to the price-conscious customers to convert.
The cart abandonment campaign is an essential aspect of your email marketing strategy not only because it is easier to convince an already half-convinced prospect but also because it has proven to convert prospects sitting on the edge. While discounts can work for you in this regard, beware of gamification. A discount or a coupon should be presented mindfully in the second, or even better, the third of your cart abandonment emails, not in the first.