On our previous blog post we have mentioned the importance of utilizing Email Remarketing practices to generate interest from prospect buyers that have abandon products in their shopping cart, that would make them return to the eCommerce website to complete the purchase. The User Actions feature we recently announced here in Moosend, finds “traces” that users leave in the website and targets them with Email Newsletters, to remind them on their shopping basket and get them back on track.
Let’s now focus on what you can do as a marketer to boost the revenues for your eCommerce site. Here are some winning tips:
– Personalize your emails by addressing your recipient with his first name. The user seems to know your website quite well. What about you? Since the user has logged in with his username and email, you know who he is, right? So now that you know him personally, you can remind him of the products he left in his shopping basket, by addressing to him by his name. Email Personalization, either on the subject line or in the body of the email newsletter, increases engagement and improves all email marketing metrics (Open rate, Click Through rate, Conversion rate).
– Focus on the marketing efforts, to persuade the buyer to proceed with the purchase. You can either give a discount, you can offer free delivery, or a side-product, or a combination of those, to help him in this decision process.
– Design a flow of such emails and not just one: You can send one just as a reminder, within the first hour of the cart abandonment, a second one with the discount within the first 24 hours, and a third one before the week passes. But three emails at the most overall are enough for him to get the picture.
– You can propose similar products to the user. Watch an example right underneath, on how smoothly Dot&Bo proposes similar products to the user, to cover the possibility of him going to another direction, to show him that they have a variety of choices. Sometimes, unlocking the options for the customer could be of greater value than to try locking him in a loop.
– It is very important to inform the user on the duration of the cart, reminding him how long he has to complete the purchase, in case he wants to take advantage of an offer.
– Use a strong call-to-action button. Lead the user where you want him to go, with a simple and clear manner and message, orelse he will just scroll the newsletter and browse on the site, without any particular reason of doing anything further. A strong call-to-action in the subject line of the email would help, especially if it pointed out the urgency as we say.
– You can also jump into the opportunity to know the reasons why the user abandoned their shopping, by asking him to fill in a short survey. That way, the role of customer support is pointed out, a factor that in eCommerce is of greater importance as opposed to the pricing, on the buying decision process. After all, the prospect buyer reached the cashier and left, don’t you want to know what happened?
On this latter question, think of the following: If the feedback from the prospect buyers from this survey becomes a guide for significant changes which would improve the website, in order to keep others from abandoning their shopping baskets in the future, then the whole procedure becomes valuable, regardless of the outcome – the purchase. So, apart from the short-term benefit of the purchase completion, from one percentage of the subscribers that will receive the Email Campaign,there is also the long-term benefit of self-improvement, through the points mentioned by users.
It would help if the website keeps a low profile and no hard selling practice, and on the other hand shows the willingness to answer questions , to ensure more quality customer service.
If you have already tried Email Remarketing practices, with no significant increase in your ROI, then there is the possibility that these emails do not make out from the bulk of other generic emails that you ‘ve been sending. This is a risk especially for websites that are sending email newsletter frequently.
Email Remarketing is the next step for those that already exercise Retargeting practices to re-engage users, and for those who want to “lock” and secure the check-out process and boost their revenues. If you haven’t tried Remarketing Emails, it is something you should try… yesterday!