Want To Double Your Cart Abandonment Conversions And Delight Your Customers Versus Annoy Them?
Retailers have been using shopping cart abandonment marketing for years to try and recapture the 68% of shoppers who leave products in their carts and abandon the shopping journey. While traditional cart abandonment email attempts serve as just reminders that you left something in your cart, they can actually be annoying attempts that actually fatigue your customers versus delight them.
Many retailers have started to try to do staggered discounts and offers with time delayed fuzes that might offer someone something like free shipping or 10% off any cart items if they don't buy them within 24 hours, etc. which is better than a simple reminder, but longer term will train your customers to put things in their carts only to wait for offers to come around.
But be careful, if you send either a cart reminder OR a discount code for a product in any cart and the customer returns to your site only to find the product out of stock, you'll have taken them from annoyed to angry, and you'll likely never get that customer to believe any future cart communications + it could possibly even have them avoid putting anything in their cart in the future.
Just Because It Works On Some, Doesn't Mean All Will Like It...
The very first time that you (or ANY retailer, cough cough, Amazon) sends any customer an email about a product in their cart that they can now buy with a discount code or that the price has dropped, it will begin a new behavior across all of their shopping sites that will encourage customers to add in all of the products they "want to buy" into their shopping carts hoping it will send them price drops or discounts on those items, which could actually increase your cart abandonment rates versus lower them.
At minimum, you should be sending cart abandonment emails ONLY if you're offering a discount or a deal, or if the price of any item has dropped from the time they put it in their shopping cart. I've even gotten cart reminder emails where the price of a product went up from the time I tracked it which was a double negative.
The problems with most cart abandonment solutions in the market currently:
- They can't monitor the prices of products added to any cart on the day it was added, so that any future reminders will only show products that are at or lower than the tracked price.
- Many can't do alerts on cart items based on change events at all - so make sure that if you are using a solution to alert on either shopping cart or wish list abandonment that can support change events to products versus just time delayed "You forgot" messages, and/or discount codes.
- There are many other change events that can cause action with your customers, especially with limited product availability, so if you are getting low on stock or especially if a product does go out of stock - alert your customers and say "Something in your cart is out of stock - but we'll let you know when it's back" - so that when it does come back in stock they will move immediately on it due to the scarcity effect.
- You might be limiting your audience to the 5% or so that are in a session. Only roughly 5% of customers are in a session or can be identified when they are adding products to their cart, so you can only email a small segment of your customers. By promoting to customers the ability to opt in for cart alerts when products change prices that they put in their cart, you could get as high as 50% of customers to opt-in for cart alerts prior to becoming customers.
Intelligent + Event Driven Alerts
By changing your communication with customers from "reminders" to "opportunities" you'll have nearly eliminated the annoyance factor of this type of email marketing along with delighted your customers. The hard part is using the change events in your product graph into the equation. None of the other marketing platforms can typically take in the product data (including sizes, colors, price changes, etc.) that can then be used as micro-marketing events that are the most relevant to your customers.
Look at the difference in workflow and experience for your customers:
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