The Who The What & The Why of Abandoned Cart Emails 

 

Ecommerce is here to stay, and enticing customers to use your online store over one of your competitors can be a tricky affair! Getting potential customers to your website is only half of the battle; keeping them there and converting them into customers is critical in running a successful online business. Recent studies from various sources estimate that 60-85% of eCommerce add to carts will be abandoned, so how can you reduce this figure? An excellent place to start is abandoned cart emails. This blog will outline what they are, why you need to use them, and how. 

The Benefits of Using Abandoned Cart Emails

What Are Abandoned Cart Emails?

Abandoned cart emails are exactly what the name suggests; when an online customer leaves something in their basket, your website sends them an email to entice them back to complete the purchase. Crucially, this can only happen if you have the customer’s email address, so it will only work for websites where customers are logged in when they abandon their purchase. 

All major eCommerce CMS systems such as Shopify, WooCommerce and Magneto all have methods for doing this automatically for you. Depending on your preference, you can also use email marketing systems such as Klyavio or MailChimp. 

Why Use Abandoned Cart Emails?

There are many reasons online shoppers could abandon their online baskets. For example, they could be distracted, or maybe they are debating a purchase and just not 100% sure yet. Whatever the reason, if you want to increase your eCommerce conversion rates, you need to employ ways to entice them back to the online store to complete the purchase. 

Figures show that a simple email to the potential purchaser to remind them of the items in their basket could yield as much as 40% in additional revenue! The figure increases if a discount code is offered to entice them further! 

Abandon cart emails also increase customer engagement and build relationships with your customers. Adding personalisations to the emails and allowing your brand personality to shine through, you can increase engagement and even help build your brand. 

How To Use Abandoned Cart Emails

It is important to remember not to spam your website customers with a bombardment of emails trying to entice them back, so implementing your email strategy the right way is essential. Some quick tips for you are to:

  • Remember, no one likes to be spammed, so keep it to a maximum of 2 emails and space them apart enough that you don’t annoy your customers. 
  • Offer a discount code or free shipping discount code to offer that extra incentive for them to return to the purchase. 
  • Leave adequate time before sending the email – at least 1 hour is advisable. 

The vital thing to keep in mind is that you will never convert 100% of your website visitors – the same applies to those who abandon their carts. Implement the strategy for your abandoned cart emails – and test them. If it is not working after some time, change them until you find the recipe that works for your business, but allow enough time for testing and try not to change things up too quickly. 

Need further advice? Get in touch with us here at Morgan Branding we have a fully dedicated team ready to help you and your business get ahead online. You can get in touch via our contact page or get social with us on FacebookTwitter, Instagram or LinkedIn! 

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