Cart Abandonment Email Best Practices

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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

    1. 1. Cart Abandonment Email Best Practices<br />March 2010<br />
    2. 2. Multiple Opportunities in the Funnel<br />
    3. 3. Samples of Remarketing<br />
    4. 4. Why aren’t you (email marketers) incorporating Web analytics data:<br />41%: lack the resources<br />36%: lack integration between applications<br />Jupiter Research<br />
    5. 5. Getting Started: Cart Abandonment<br />
    6. 6. 87% of consumers abandon carts<br />…75% say they will return to complete the purchase.<br />Source: Amaze/University of Glasgow<br />
    7. 7. Consumer Email Purchase Influence<br />
    8. 8. Sample Cart Abandonment Types <br />
    9. 9. Some Factors to Consider<br />
    10. 10. 1. Timing Factors<br />Immediate<br />1-3 days<br />Factors/Issues:<br />Product type (e.g., travel)<br />Feed timing<br />Did they purchase after abandoning?<br />
    11. 11. 2. Product Inclusion - Without<br />
    12. 12. 2. Product Inclusion - With<br />
    13. 13. 3. Discounts/Offers/Copy<br />
    14. 14. 3. Discounts/Offers/Copy<br />
    15. 15. 3. Discounts/Offers/Copy<br />
    16. 16. 4. Design<br />
    17. 17. 4. Design<br />
    18. 18. 4. Design<br />
    19. 19. 5. Duration<br />
    20. 20. 5. Duration<br />
    21. 21. Sample Results<br />
    22. 22. Open Rate Lift<br />57%<br />100%<br />150%<br />
    23. 23. Click-Through Rate Lift<br />24%<br />54%<br />350%<br />
    24. 24. Conversion Rate Lift<br />50%<br />110%<br />116%<br />
    25. 25. Low Volume/High ROI<br />Cart abandonment emails (sample client)=<br />10.4% of total revenue from email marketing<br />…but only<br />2.7% of the total email volume<br />
    26. 26. Abandonment Email Takeaways<br /><ul><li> Sooner, rather than later
    27. 27. Start w/ highest ROI items
    28. 28. Don’t train repeat abandoners
    29. 29. Test timing and discounts
    30. 30. Determine which types of customers respond best</li></li></ul><li>Reminders / Q & A<br />
    31. 31. Resources<br />Resource Center<br />White papers<br />Webinars<br />Blogs<br />Case studies<br />Newsletters<br />http://www.silverpop.com/marketing-resources/index.html<br />Many presentations on SlideShare<br />www.slideshare.net/Silverpop<br />
    32. 32. Q & A and Contact Information<br />Loren McDonald, Silverpop<br />lmcdonald@silverpop.com<br />Twitter: <br />@Silverpop or @LorenMcDonald<br />
    33. 33. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com<br />

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