Cart  Abandonment  Email  Best  Practices
 

Cart Abandonment Email Best Practices

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From a presentation at the Omniture Client Summit on remarketing and cart abandonment email programs.

From a presentation at the Omniture Client Summit on remarketing and cart abandonment email programs.

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  • 0.7% of product views convert to orders8% of cart additions convert to orders
  • Why aren’t you (email marketers) incorporating Web analytics data: (JupiterResearch)41 percent said it was because they lacked the resourcesAnother 36 percent said they lacked the necessary integration between applications
  • 87% of consumers abandon online shopping baskets. 75% claim they would return at a later date to complete the purchase — effectively using the basket as a wish list.
  • These are open rate lifts for 3 clients from cart abandonment emailsover their average broadcast emails
  • These are click-through rate lifts for 3 clients from cart abandonment emailsover their average broadcast emails
  • These are conversation rate lifts for 3 clients from cart abandonment emailsover their average broadcast emails

Cart  Abandonment  Email  Best  Practices Cart Abandonment Email Best Practices Presentation Transcript

  • Cart Abandonment Email Best Practices
    March 2010
  • Multiple Opportunities in the Funnel
  • Samples of Remarketing
  • Why aren’t you (email marketers) incorporating Web analytics data:
    41%: lack the resources
    36%: lack integration between applications
    Jupiter Research
  • Getting Started: Cart Abandonment
  • 87% of consumers abandon carts
    …75% say they will return to complete the purchase.
    Source: Amaze/University of Glasgow
  • Consumer Email Purchase Influence
  • Sample Cart Abandonment Types
  • Some Factors to Consider
  • 1. Timing Factors
    Immediate
    1-3 days
    Factors/Issues:
    Product type (e.g., travel)
    Feed timing
    Did they purchase after abandoning?
  • 2. Product Inclusion - Without
  • 2. Product Inclusion - With
  • 3. Discounts/Offers/Copy
  • 3. Discounts/Offers/Copy
  • 3. Discounts/Offers/Copy
  • 4. Design
  • 4. Design
  • 4. Design
  • 5. Duration
  • 5. Duration
  • Sample Results
  • Open Rate Lift
    57%
    100%
    150%
  • Click-Through Rate Lift
    24%
    54%
    350%
  • Conversion Rate Lift
    50%
    110%
    116%
  • Low Volume/High ROI
    Cart abandonment emails (sample client)=
    10.4% of total revenue from email marketing
    …but only
    2.7% of the total email volume
  • Abandonment Email Takeaways
    • Sooner, rather than later
    • Start w/ highest ROI items
    • Don’t train repeat abandoners
    • Test timing and discounts
    • Determine which types of customers respond best
  • Reminders / Q & A
  • Resources
    Resource Center
    White papers
    Webinars
    Blogs
    Case studies
    Newsletters
    http://www.silverpop.com/marketing-resources/index.html
    Many presentations on SlideShare
    www.slideshare.net/Silverpop
  • Q & A and Contact Information
    Loren McDonald, Silverpop
    lmcdonald@silverpop.com
    Twitter:
    @Silverpop or @LorenMcDonald
  • Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com