Integrated Email Marketing part 3 - Activate abandoned shopping carts to improve sales
Recent analysis by ComScore show that 67% of all shopping carts are abandoned without completed transactions. There are several email marketing experts discussing the possible reasons and motives for why shopping carts are abandoned, but the most important question is how you can reactivate them?
Our experience shows that the abandoned shopping carts are hot sales opportunities, and that reactivation can improve total ecommerce revenues with up to 12%. All it takes are three automated emails…
- An email reminding them about the cart.
- A second email asking them to finish their purchase.
- A final email offering a discount to complete their purchase.
By now you are probably wondering whether it is worth the effort. Fact is that if you are not already reactivating abandoned shopping carts, then you are losing out on a major 12% revenue improvement. We have compiled the following calculation based on feedback from our ecommerce customers using abandoned shopping cart emails:
The same analysis by ComScore indicates that 57% of online customers abandon their shopping carts because “they were not ready to purchase, but wanted to get an idea of the total cost with shipping for comparison against other sites”.
So the purpose of using abandoned shopping carts emails is somewhat similar to vouchers – to keep your customers in the loop until they are ready to buy. The important difference with abandoned shopping cart emails is that you can provide your customers with a direct and convenient shortcut to the exact products they have shown interest in - and the easier it is for your customers to purchase the more likely it is that they will complete the order.