BodyGuardz Combats Cart Abandonment with Automated Campaigns
Three Message Series Results in 15% Increase in Email Revenue
BodyGuardz, a supplier of electronic protection products designed to enhance mobile device usage, has a lower than industry average cart abandonment rate but still loses 61.3% of its shoppers. Its existing customers are loyal, buying its skins, armor, ScreenGuardz, and cases every time they purchase new devices. So capturing abandoners is extremely important as many first-time buyers become repeat customers.
BodyGuardz implemented Listrak's automated shopping cart abandonment solution to re-engage shoppers and recapture the sales. To maximize revenue, the campaign consisted of three messages and included a two week split test. The split test featured the same three-message series with different subject lines. The timing of the two versions was identical with the first message being deployed two hours after abandonment, the second message sent two days after the first, and the third message sent five days after the second.
The subject lines of the first messages were "Purchase now with speedy checkout!" and "You left some unique items in your shopping cart." The second messages used the subject lines "10% off! Complete your order now." and "There are still items in your BodyGuardz shopping cart…" And the third messages tested the subject lines "Last chance for 10% off your order!" and "Hurry! It's not too late to complete your purchase."
Both versions withheld the offer in the first message to maintain margins. While many retailers automatically include a discount in their shopping cart remarketing campaigns, it's proven that a simple reminder in the first message is enough to recapture a significant portion of sales. This tactic helps keep margins and profitability strong and only offers discounts as latency increases.
In the first two months, BodyGuardz shopping cart abandonment campaigns accounted for 15% of its email marketing revenue, while the messages only account for 2.5% of its overall email volume. This automated solution is accounting for a 3.2% lift in overall revenue.
The subject line split test provided definitive results. For the first message, the subject line "Purchase now with speedy checkout!" outperformed the other variation by nearly 50%, resulting in an incredible 37.8% conversion rate. The second subject line, "10% off! Complete your order now," had four times the number of conversions than the other variation with 28.2%. And the third subject line, "Last chance for 10% off your order!" beat the other variation with a 20.8% conversion rate. The winning series had an overall conversion rate of 28.9% while the other version had a respectable 10.8%.
At BodyGuardz, we are committed to offering top quality products at a reasonable price. Our mission is to protect the devices of those we serve. We pride ourselves in delivering products and providing service and delivery that our customers notice is a step above the rest. BodyGuardz was recently recognized as one of Inc. Magazines 5000 fastest growing companies in 2011. Learn more at www.bodyguardz.com
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