Cart abandonment rates have been steadily increasing and email remarketing has proven to be an effective tactic for recovering these abandoned carts. UpSellit (http://www.upsellit.com/lead-recovery-remarketing.jsp) has created a best practices guide that outlines the tips, strategies and proven methods for creating a highly effective email remarketing campaign.
This presentation outlines the steps marketers should perform when creating their own email remarketing campaign to fight cart abandonment:
1. Effective lead recovery utilizes both pre-submit and post-submit techniques to build the largest remarketing database possible.
2. Identify the key traffic sources and primary reasons for cart abandonment in order to create an effective traffic segmentation strategy.
3. Creating a consistent and effective messaging strategy throughout the email remarketing campaign will deliver the best results.
4. Perfectly timing each email is a science, not an art and requires extensive testing.
5. Incentives are a great way to give conversions a little boost, but only the 'ideal incentive' will produce the greatest increase in net profit.
6. Make sure your emails are well designed and are easily read in the mobile inbox.
7. Learn about UpSellit's 100% pay-for-performance cart abandonment solutions here:
http://www.upsellit.com/customer-recovery-solutions.jsp
2. Cart Abandonment is Steadily Growing
Website Abandonment Rates 2006 - 2012
2006 – 59.80% – Marketing Sherpa
2007 – 61.36% – Coremetrics
2008 – 62.01% – Coremetrics
2009 – 63.19% – Coremetrics
2010 – 69.38% – Fireclick
2011 – 72.00% – SeeWhy
2012 – 72.31% – Fireclick
• With an estimated 76% of all transactions resulting in cart abandonment
(Forrester), marketers are scrambling to recover abandoned carts.
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3. (Email)
Marketing vs. ReMarketing
• Email marketing: the act of sending commercial
messages to a group of previous or potential customers.
• Email ReMarketing: the act of sending commercial
messages to site visitors who abandoned their cart.
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4. Why ReMarket to Abandoned Carts?
• 76% of all transactions result in cart abandonment.
• 20-40% of shoppers will return when remarketed to.
• Email ReMarketing typically generates 20%+ of all email
revenue, while accounting for .1-.5% of email volume.
• An optimized email remarketing campaign can generate a
5-15% increase in overall conversions.
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5. How to ReMarket to Abandoned Carts.
1. Recover the email address from abandoned carts.
2. Create a segmentation and targeting strategy.
3. Write an effective remarketing message strategy.
4. Develop an optimized timing strategy.
5. Identify the ideal incentive for the remarketing campaign.
6. Design a mobile-optimized remarketing email.
7. Test, analyze and optimize the campaign.
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6. Recovering Leads from Abandoned Carts.
Old Model of Eligibility: Required that
shoppers advance beyond the email
collection stage of the checkout
process.
New Model of Eligibility: Allows
businesses to remarket to shoppers
who abandon from the email collection
stage of the checkout process.
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7. Pre-Submit Lead Recovery: The New Model of Eligibility
Pre-Submit Lead Recovery collects and saves visitor leads the instant they’re
typed. If the visitor abandons, then the lead is saved for remarketing
purposes.
Single-Page Checkout Multi-Page Checkout
Without Pre-Submit Lead With Pre-Submit Lead Recovery,
Recovery, businesses are unable to businesses collect 25-45% more
remarket to first-time visitors who leads than when only using the ‘old
abandon a single-page checkout. model’ of lead collection.
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8. Is Pre-Submit Lead Recovery Legal?
In short, yes. Pre-Submit Lead Recovery does not violate any US or EU
regulations, nor does it violate any Google, Yahoo or Bing terms of service.
In accordance with the European Union’s Privacy Policy Act, as long as the
usage of a pre-submit lead recovery technology is disclosed in the website’s
terms and conditions, then it is completely legal to remarket to these leads.
The U.S. tends to focus on regulations surrounding the distribution of commercial
messages (e.g. CAN–SPAM Act), but leaves a grey area surrounding the collection of
online customer information on your own site.
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9. Datahound: UpSellit’s Pre-Submit Lead Recovery Technology
• Collect Leads in Real-Time
• Target & Suppress Specific Form Fields
• Auto-Correct Incomplete Emails
• Automated Email De-Duplication
• Automated Suppression List Identification
• Automated List Hygiene
• Encrypted & Secure Data Storage
Demo Pre-Submit Lead Recovery
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10. Segmenting Traffic to Target Consumers
• When creating an effective remarketing strategy, keep one key goal
in mind: provide a highly relevant engagement that directly
addresses the consumer’s needs.
• The more relevant the message, the more likely it is that the
consumer will open, read, click and convert.
• Marketers need to know why the consumer came to their site, what
they did while they were there, and the probable reasons why they
abandoned. With these three considerations in mind, marketers can
began building their campaign segmentation.
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11. Gathering Customer Insight
• Understanding why a customer came to the website provides
valuable insight into what a customer’s needs are and what
motivates them to take action.
• Google search terms, advertising campaigns, and promotions all
provide valuable insight into why the consumer chose to visit the
site.
• By recording the pages visited and the time spent on those pages,
marketers can create a reliable view of what the user may have
been looking for but was ultimately unable to find.
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12. Segmenting Abandoned Carts
Segmenting abandoned carts is the ideal way to deliver a relevant remarketing
experience. By identifying the traffic’s original source, marketers have insight into
what they’re needs and interests are. By segmenting abandoned carts by the
page they abandoned, marketers can address probable concerns.
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13. Top 6 Reasons for Abandonment
1 44% - Shipping and handling costs were too high.
2 41% – I was not ready to purchase the product.
3 27% – I wanted to compare prices on other sites.
4 25% – Price was higher than I wanted to pay.
5 24% – Was saving products in the cart for later.
6 22% – Shipping & handling costs too late in
checkout.
Source: Forrester Report 2011
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14. The Proven 3-Part Message Strategy
• UpSellit has found that the most effective email remarketing
campaigns consist of three emails sent over the span of one
week.
• Emails containing customer-specific content have proven to
perform almost twice as well as generic email formulas.
• Each email in the series should have a unique strategy that
works both independently and collectively.
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15. 1st ReMarketing Email
• Assume there was an issue with the order, and apologize.
• Offer customer support contact information.
• Establish credibility with content specific to their experience.
The marketer’s objective is to establish trust and credibility by offering assistance.
A polite and helpful tone, combined with relevant content and a clear call-to-action can
often produce a 5-10% sales rate for the first email alone.
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16. 2nd ReMarketing Email
• Assume they did not receive the first email.
• Apologize for any issues they may experienced.
• Offer a special discount.
Offering a small incentive in the second email is a highly effective method of peaking
customer interest and recovering the sale. Combining this new value alongside
targeted content and a clear call-to-action can account for 20-30% of the campaign’s
total conversions.
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17. 3rd ReMarketing Email
• Make it clear that this is the last message they will receive.
• Reiterate the special discount.
• Inform them there is only a specific amount of time to redeem.
If the second email was unsuccessful at converting the consumer, include messaging
that creates a strong sense of urgency. By simply creating a limitation around the
offer previously presented, the third email can deliver 35-45% of the total campaign
sales.
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18. Timing Each Email
• The timing of your messages can make or break your campaign. If
you provide an incentive too early, you can reduce your bottom line
and if you wait too long you can miss the sale altogether.
• When it comes to timing, the answer is always test, test, test and test
some more. Every demographic has slightly different purchase
behaviors and every product has a unique sales cycle.
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19. Is There a Best Day for the First Email?
• UpSellit has found that the most successful time to send the first
email doesn't really depend on the day of the week, but rather on the
day the cart was abandoned.
• Sending the first remarketing email at the exact moment of cart
abandonment results in approximately 38% more conversions than
emails sent 2 hours after the site was abandoned.
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20. When to ReMarket, Again.
• The secret to driving the highest conversions
for the second email was adapting to the
customer’s lifestyle.
• For ecommerce sites targeting young adults,
conversion rates were highest when the
second email was sent between the hours of
6AM and 8AM on the day following the
abandoned cart.
• Conversions are consistently the highest
when the third email was sent on the first
Sunday following the initial abandon.
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21. Identifying the Ideal Incentive
• Offering a consumer the right incentive at the right time is the
perfect way to provide that extra nudge needed to recover an
abandoned shopper.
• The only way to accurately identify the ideal incentive for your
business is to split test multiple offers. The ideal incentive will result
in the largest net profit gain.
• Predicting and calculating the lift in net profit requires an analysis of
what converts best and what provides the largest return on
investment (ROI).
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22. Identifying the Ideal Incentive
• ROI: Subtract the net cost of the
incentive from the net profit from
the new conversions.
• Tip: Consider the average order value
and the customer lifetime value of new
conversions when calculating net
profit.
• Ideal Incentive: Indicated by the Net
Profit, the ideal incentive provides the
highest revenue gain, not just the best
ROI or highest increase in
conversions.
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23. Recommended Incentives
Digital Media.
Relevant videos, eBooks, music, or software can lift sales without hurting
ROI.
Discount on Purchase.
Providing a percentage discount can result in increased average order values.
Free Shipping.
Eliminating the number one purchase concern (Forrester) will boost
conversions.
Free Gift.
A gift with a perceived value much higher than its cost to you is most effective.
A successful incentive will increase conversions by actively ‘tipping the scales’ on the
purchase decision by balancing out whatever negative reaction was preventing the
consumer from converting. The ‘heavier’ the incentive, the higher the lift in sales.
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24. Tips for Effective Incentives
An ideal incentive will always have a higher perceived value than the
actual cost of the offer.
Incorporate targeted incentives into your campaign segmentation
Increase the ROI of an incentive by requiring a minimum order value.
A static (free shipping, $5 Off) discount will often outperform a
percentage discount.
Prevent coupon proliferation with one-time-use coupon codes.
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25. Anatomy of a Successful ReMarketing Email
• A successful email has one primary message and remains focused
on that message throughout the email.
• When all of the copy, graphics, and call-to-actions are reinforcing the
same message, campaign performance will often more than double.
• UpSellit has outlined a set of best practices and marketing
suggestions that will help you develop an effective email layout for
your remarketing campaign.
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26. Anatomy of a Successful ReMarketing Email
Subject lines should not exceed 45 characters. Avoid words like: confirm, upgrade, rewards, coupon, discount, savings, etc.
Pre-header text allows users to have a quick
preview of the message.
By placing the CTA on the far left you ensure
the user will be able to see it on any device or
email application. Limit height to 100 pixels.
Using the customer’s name will increase
engagement.
An image of the abandoned product creates
immediate relevance.
The common ‘fold’ line for emails is 200-250
pixels from the top. Be sure to include the
primary message above this line.
1 of 3
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27. Anatomy of a Successful ReMarketing Email
A bulleted list of key value propositions and
differentiators provides a quick way to
address common concerns and answer
FAQs.
The email copy should use common web
fonts such as Arial, Tahoma or Times New
Roman. For legibility, use at least 12pt fonts
for body copy and 20pt for headlines.
Try to keep the size of each image at 20k or
less. The overall size of the email should not
exceed 70k.
Be sure to include alt tags for all images in
the email. Alt tags allow users to understand
what the image is, what the offer may be, or
2 of 3 what the main message of the email is before
they download the images.
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28. Anatomy of a Successful ReMarketing Email
Do not create your emails using style sheets,
JavaScript or excessive code. Writing the
HTML in a simple text editor is the easiest
way to ensure your email will be displayed
properly across every platform.
Create CAN-SPAM compliant emails by
including a physical mailing address,
providing an unsubscribe link (and honoring
unsubscribe requests), and be straightforward
about who is sending the email as well as the
commercial quality of the message.
3 of 3
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29. Converting the Mobile Mailbox
• With a 54% increase in the number emails read on a mobile device
from 2010 to 2011, marketers can no longer ignore the mobile
mailbox.
• While desktop mail applications typically display 38 to 47 characters
in the subject line, some mobile applications only display the first 6-
12 characters.
• Marketers should analyze each key performance indicator (open,
read, click-through and conversion) and how it may be affected by
the limitations of a mobile device.
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30. Converting the Mobile Mailbox
• Subject lines that include popular or memorable keywords as well as
branded sender names will help consumers remember and find your
email when they’re ready to make their purchase.
• HTML emails shouldn't be any more than 550 pixels wide and
messages should also be formatted and designed for left alignment.
• limit the size of each image to 20k and to keep the overall size of the
email under 70k.
• By creating an email that is easily read, understood and clicked-
through, you’ll instantly see your mobile conversions rise.
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31. UpSellit’s Cart Abandonment Solutions
UpSellit provides online businesses a suite of custom cart abandonment
solutions that increase conversions on a pay-for-performance pricing model.
Abandonment Chat recovers Email ReMarketing reduces cart Abandonment Surveys recover
abandoned carts with automated chat abandonment with a series of highly customers with a dynamic survey
agents that answer FAQs and targeted messages that convince engagement that reacts to user
address concerns. abandoned customers to come responses in real-time.
back.
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32. UpSellit’s Full-Service Email Remarketing
Zero Investment Complete Client Control
• 100% pay-for-performance pricing model • Once developed, everything is provided to the
client for the review, edit and approval process.
Expert Analysis Simple Integrations
• Identifies possible reasons for abandonment • Integrate seamlessly with all shopping cart
and develops a customized customer recovery platforms, analytics providers, affiliate
strategy. networks, and website architectures.
Custom Strategies Easy Implementation
• Common customer pain points and key traffic • UpSellit provides a short JavaScript tag that is
sources are identified for the traffic simply pasted into the footer of relevant
segmentation matrix website pages.
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33. Contact Us Today!
+1 (866) 504-9619
+1 (805) 435-0330
Info@UpSellit.com
5655 Lindero Canyon Road, Suite 702
Westlake Village, CA 91362
www.UpSellit.com
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