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21.Apr.2020 Georgie Vineeth - Shopify Abandoned Cart Email
As an eCommerce email marketer, I’ve always been curious to know how successful retailers conquer their biggest fear—shopping cart abandonment. Being one of the most popular eCommerce platforms on the planet, with almost 31% market share, I analyzed several successful Shopify stores and comprehended the different ways they adopted to deal with cart abandonment. Through this article, I intend to share some of the most valuable insights and strategies that I discovered during my pursuit of knowledge—in the hope of helping small and medium Shopify stores optimize their cart recovery strategy.
However, before we delve a bit deeper and uncover the secret recipe, one must know why a cart recovery strategy is imperative for retail success.
For starters, the average shopping cart abandonment rate for online retailers varies between 60% and 80%. As a matter of fact, $260 billion worth of lost orders is recoverable through a robust cart recovery strategy. However—as you already know— there is much more to the story of shopping cart abandonment than just the average rate of carts abandoned.
Let me make it simple—I’ve have sorted these aggregate stat across three primary dimensions:
“The man who is prepared has his battle half fought- Miguel de Cervantes”
Cart abandonment has become a norm for eCommerce brands. No one escapes it, and that is why it takes careful planning to tackle it.
So, how do you do that?
There are different ways you can adopt to counter the cart abandonment phenomenon. Some of them include:
Now, Let me answer the obvious question—which one of the above is the most effective way to recapture your lost sales?
Well, I’d say—all of them. Successful cart recovery campaigns consider every angle of the issue and utilize all the possibilities. However, here is my personal favorite—email remarketing. And if you want to know why, this is it.
Now that you are aware of your cart recovery options, how you execute those and pay attention to its tiniest details brings in all the difference. Here’s a compiled list of email remarketing ideas that might help you optimize your strategies to bring back the lost shoppers.
The first rule of abandoned cart email—be specific. Don’t beat around the bush – get to the point. Oftentimes shoppers forget what they’ve left in their cart. For this reason, a Shopify abandoned cart email should remind a shopper about the items they abandoned.
Adding zest to your email with some incentives will bring more value to your message, and convince the shopper to complete the purchase.
Including an image of the abandoned product, and add a detailed description, which gives a personalized touch. According to Experian research, Personalized emails deliver 6x higher transactional rates.
Emails with a single CTA receive 371% more clicks, and 1617% more conversions. When it comes to cart recovery emails, CTA’s are equally important as the email copy. However, instead of focusing on the design part, I’d like to zero in on how the CTA content can help you convert readers into buyers.
As you may already know, asking your email recipients to buy from your store is the strongest commitment you can expect. So, by toning down the level of commitment—by rephrasing your CTA to something like “Take Me to the Cart” or “Review the Cart” will improve your chances of bringing the shoppers back to the cart.
Did you know 28% of shoppers abandon their shopping carts due to poor experience?
New-age customers demand a top-notch website experience, and if your store isn’t delivering that, the customer will find it elsewhere. Even though retailers can predict the leaks in the conversion funnel with analytics, the only way to be 100% sure through communicating with customers. When you send an abandoned cart email, make sure that you ensure a way for customers to talk to you directly about issues they may face when using your website.
One of the major concerns that lead to cart abandonment is the lack of enough payment issues. According to 99firms research, 10% of potential buyers would abandon a transaction if their desired payment method isn’t available. Offering an Afterpay is one of the best means to tackle this. An example email will look something like this:
Sending an abandoned cart email is one thing, but engaging your audience with the right message at the right moment is a whole different ball game.
Unlike newsletters, transactional emails, etc, your target audience won’t be expecting the abandoned cart email at all. This element of surprise can be used for your benefit. However, if you send an email too soon after the cart abandonment, you’ll come off as desperate. But, if you send them too late, the recipient will have already lost interest.
Now, there is no such thing as “the perfect time” to send cart recovery emails, there are certain factors you’ll need to consider to time your email right:
That being said, several successful eCommerce brands time their re-engaging emails as follows:
While completely eliminating cart abandonment is practically impossible, you can certainly reach a stage at your retail journey where you no longer have to worry about it. Having a killer abandoned cart email strategy is crucial if you want your customers to return to your website to complete their unfinished purchases. Annex Cloud studies have concluded that 45% of emails sent to follow up on an abandoned cart are opened by consumers, out of which, 21% are clicked on while 10.7% return to make a purchase.
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Senior Ecommerce Strategist9 Years of Experience Working with Multiple Brands
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