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Cart abandonment

Shopping cart abandonment emails – get personal

A recent McKinsey & Co. article titled – ‘Why marketers should keep sending you e-mails’ states that “If you’re wondering why marketers seem intent on e-mailing you more and more there’s a simple explanation: it works.”

The article’s authors recommend actions marketers need to take to harness the full power of the inbox. Implementing those actions in a shopping cart abandonment campaigns can yield very high conversions.

Recommended step 1: Focus on the journey, not the click

“…Customized landing pages—which send the user directly to the item or offer featured in the e-mail—can increase conversion rates by more than 25 percent”

The Barilliance way

Don’t just send reminder emails to complete the purchase, include in the emails the content of the abandon cart as well as products recommendations related to the cart content. Once your customer will open the email (and they will, with Barilliance open rates can reach 70%), facilitate their journey a step further by echoing the same message you communicated in the email also on the site. If they left your site because of a checkout issue make it easy for them to contact support when they land back on your website. If your re-marketing email included a discount offer, assure them that they will get the discount once they land on the site, and apply the discount automatically at checkout.

Recommended step 2: Get Personal

“…The best e-mails feel personal….. Building true customization and targeting abilities …. requires specific capabilities and supporting infrastructure…… Although it’s a lot of work, it drives real returns: one financial institution increased revenue from target segments by 20 percent…”

The Barilliance way

Uncover the reasons why customers are abandoning your website and act upon them with a personalized email that addresses their pain points: For example, if they’re price sensitive, first-time visitors, consider offering them a discount coupon. If shipping charge was their concern, present them with a shipping discount if you can absorb the cost. If the product they were after was ‘out of stock’, suggest sending them a ‘back in stock’ email.

The good news is that you do not need to drill through your entire customer past browsing and purchase history. Set your marketing rules on the Barilliance solution (who gets which email under what conditions), and let Barilliance do the cart abandonment emails and improve your sales.

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