Cart Abandonment Email Best Practices March 2010
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Cart Abandonment Email Best Practices
March 2010
Multiple Opportunities in the Funnel
Samples of RemarketingCategory
Views/Aband.
Product View
Cart Abandonme
ntPurchase History
Product Purchased
Why aren’t you (email marketers) incorporating Web
analytics data:
41%: lack the resources
36%: lack integration between applications
Jupiter Research
Getting Started: Cart Abandonment
87% of consumers abandon carts
…75% say they will return to complete the purchase.
Source: Amaze/University of Glasgow
Consumer Email Purchase Influence
Sample Cart Abandonment Types
Recency
Cart Expiratio
n
Product Availabilit
y
Price Change
Some Factors to Consider
Timing
Product Inclusio
n
Discount/
Copy / Offer?
Design
Duration
1. Timing Factors• Immediate• 1-3 days
• Factors/Issues:– Product type (e.g., travel)– Feed timing– Did they purchase after abandoning?
2. Product Inclusion - Without
2. Product Inclusion - With
3. Discounts/Offers/Copy
3. Discounts/Offers/Copy
3. Discounts/Offers/Copy
4. Design
4. Design
4. Design
5. Duration
5. Duration
Sample Results
Open Rate Lift
1. 57%
2. 100%
3. 150%
Click-Through Rate Lift
1. 24%
2. 54%
3. 350%
Conversion Rate Lift
1. 50%
2. 110%
3. 116%
Low Volume/High ROI
Cart abandonment emails (sample client)=
–10.4% of total revenue from email marketing
…but only
–2.7% of the total email volume
Abandonment Email Takeaways Sooner, rather than later Start w/ highest ROI items Don’t train repeat abandoners Test timing and discounts Determine which types of customers
respond best
Reminders / Q & A
Resources
• Resource Center– White papers– Webinars– Blogs– Case studies– Newsletters– http://www.silverpop.com/marketing-resources/index.ht
ml• Many presentations on SlideShare
– www.slideshare.net/Silverpop
Q & A and Contact Information
• Loren McDonald, Silverpop– [email protected]– Twitter:
• @Silverpop or @LorenMcDonald
Thank you!
On Twitter: @Silverpopwww.slideshare.net/silverpop
www.silverpop.com
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