74% of Internet users abandon an e-Commerce site without finalising their order (SaleCycle, 2016). Go after additional revenue by exploiting the potential of the abandoned shopping carts on your site. Activate the recently developed automatic abandoned shopping cart recovery programme, which is now part of your Actinic back office. Discover the 4 steps to create powerful abandoned shopping cart recovery mails. Lower your acquisition costs and increase your conversions with automated cart recovery mails.
Step 1: Encourage your customers to finish placing their orders by customising your recovery mails.
How to customise your recovery mails:
Actinic has created two templates in your back office, go to: Site > email customisation.
Add the first recovery template and customise it to suit your business, inciting your customers to place their order on your site, and do the same for the second email.
Abandoned shopping carts have become an integral part of the buying cycle. There are several reasons for these orphan carts:
- The customer wants to verify certain elements before buying (Source : Probance) :
- Delivery costs
- Delivery delay
- Contact information
- Payment methods
- The customer isn’t confident the site is trustworthy
- The customer isn’t ready to buy
- The customer wants to record its searched items for later
Re-market lost carts and encourage your customers to come back to the checkout with straightforward and trust building emails
Recovery emails benefit from an open-rate twice as high as normal marketing mails. (Source : SaleCycle 2015 Study) Now you too can test, measure and optimise your re-marketing campaigns!
1/ Test different email object lines! Try out different strategies to reach your customers
- Create a sense of urgency, encourage your customer to immediately complete their order. The product shelf life or stock levels are a great way to create incentive (perfect during sales, flash sales or temporary rebates).
- Speak directly to your customer inserting his first name / last name in the subject line.
- Display the name of your site or your company and reassure your customer about the origin of the email.
2/ Add trust building elements
- Display important information to trigger the purchase: for example, display delivery options and costs and different secured payment methods.. Also add return policies and contact information.
- If you are using a shopping review feature on your site, add te general note your page has received. It will show your brand is a trusted one.
- The quality of your products and services are a critical asset, make sure they come across as such by working on your images and your content.
3/ Show your customer what you stand for, be present and create brand awareness
The customer must recognise your site and brand in your emails. Make sure the tone, the images and colour scheme are identical to your site and logo. A direct link back to your site and strong Call to Action buttons can actually result in higher basket value than before the mail was sent.
4/ Display your call-to-action button clearly and adapt the text to convey a clear and precise message.
Simple call-to-action buttons record around 35% of clicks (Source : SaleCycle).
Write two completely different recovery emails!
- The 1st mail showing a preview of the products in the shopping cart.
A visual reminder of the shopping cart (standard in your template) is a very effective strategy as it creates the desire to reconsider. Go at it as a re-marketing tool by proactively answering your customer’s possible questions. While reading your first recovery mail, the customer will be convinced of your professionalism and the quality of your products and services, thus building brand awareness at the same time!
- The 2nd recovery mail encourages your customer to complete its purchase by adding a promotional code or offering free delivery.
Note: You can ask the Actinic Studio to provide you with more than one templates, tailored to help you reach your conversion goals
Step 2: Set and optimise the parameters of your recovery program
Start with activating the feature in your back office. Go to Marketing > Cart Recovery and check the Activate the abandoned cart recovery box. You have a test version at your disposal which allows you to try out different scenarios and ideas, before going live. Fill in all the fields to maximise your chances of converting your abandoned shopping carts.
- Test a zero value shopping cart and measure. You can set the minimum value you wish to recover and convert. When you set the value to zero, all abandoned shopping carts will receive a recovery mail. In any case, set a reasonable minimum value to make sure you reach a large number of customers and be able to analyse the results.
- Segment the abandoners by buying profile
- Recover total cart value: is a great way to analyse your visitors’ behaviour. Analyse your completed shopping carts and your customer profiles to readjust your campaigns.
- Only recover new customer/visitor shopping carts: An efficient way to build immediate loyalty.
- Only recover shopping carts from customers that haven’t placed an order in XX days: Choose this option if you want to avoid sending promotional codes to customers who might be waiting for your second mail repeatedly.
Step 3 : Write and test your recovery scenarios
You have a maximum of 24 hours to send the first email after the cart was abandoned. The second email can be sent up to 48 hours after the cart was left on your site. It is strongly advised to send 2 recovery mails. You are able to choose the delays and the content depending on your industry and the analysis of your tests.
- When should you send the first mail?
- E-Commerce sites should be sent the first mail after approximatively 1 to 3 hours after the customer has left the site. You can record up to 20% more (source : emarsys.com) with short recovery mail delays. They are perfect for lower shopping cart value and to impulsive buy products
Online booking sites should give their customers the time to compare prices You have up to 24 hours to recover these customers with your first mail
- When should you send the second mail?
The second recovery mail can account for a conversion rate of 50% when sent on the right time, with the right content (source : emarsys.com). Give your visitor some time before sending the second mail. And make sure you entice them to come back with a special offer!
Step 4: Analyse the statistics available to you to increase the effectiveness of your recovery mails.
Find your stats in Commerce > order statistics. This tool is a great way to measure the performances of your recovery mails.
Benefit from your metrics to be able to adapt your recovery strategy:
- Number of abandoned shopping carts
- Number of recovery mails sent
- Number of converted carts
- Generated turnover
Measure the potential of the turnover your recovered carts can produce. You can already check the number of abandoned carts in your shop by going to Marketing > Shopping cart recovery
- Constantly test and adapt the content of your emails and the recovery scenario to your visitors’ profiles. Try out the different tips and advice you find in this guide to come up with the perfect scenario for your store and products.
Have a look at the recovery mails of your competitors and see what you can learn from them.
Save time and increase your turnover directly by setting up your recovery mails. Every month, you get 10 recovery mails for free in your subscription and as always, Actinics expert are here to help out when needed.
By mail: firstname.lastname@example.org
By phone: 0845 129 4800