Abandon Cart Email• Abandon Cart Rate about 70-75%• Only about 20% of IR1000 sendingabandon cart in 2012• Why?
Abandon Cart Email• Seems easy – A person puts something inthe cart and doesn’t buy, send an email• Challenges:• Web traffic work with your ESP?• Should you send an offer?• When to send the email?• How many emails to send?
Abandons can be quite different• Male vs. Females• Males – typically compare prices thenabandon less• Females – Tend use the cart almost as awish list, and are more sensitive to S&Hcosts
Offers and incentives can be very competitive• Forrester found about 85% of peopleabandon because of either S&H costswere to high, or they were not ready tobuy.• 36% of consumers said they would notbuy unless they had free S&H.• 47% would not buy without a promotion
Cadence• About 60% of purchases are in the first 3hours average for IR1000• First email within 24hrs (40% Revenue)• Second email within 48hrs (9% Revenue)• Third email on day 4 (34% Revenue)• Fourth at day 7 (17% Revenue)• Different for different retailers
Subject Line• Customized subject line increases theopen rate• Use the name of the product in thesubject line• If you are making an offer leverage that inthe subject line• Vary the subject line between sends
Offers• About 41% of the IR 500 offer somediscount in message 1 and 56% inmessage 2.• Typical:• Free Shipping• 5% off• 10% off• Discount Ladder• Expire discounts in timeframe
Personalize the content• Personalize the content by using theperson’s name• Use the image of the product abandonedin the email• Link back to their cart• Include related items or otherrecommendations with prices• Include rating and review information inthe email
A couple of thins about Check Out• Ask for email first in the process• Don’t surprise people with hidden feesduring the checkout process• Keep the number of pages small in thecheckout process
Test Everything• Your setup will need to be different• Starting point can be based on commonbest practices• Adopting testing as part of the process
Start!• Most important thing is to get started assoon as possible• Even basic campaigns can recover lostopportunities and increase revenue