Abandoned Cart Email Series
Discover how sending multiple cart remarketing emails, improves your cart abandonment campaign and revenue.
When implementing a shopping cart abandonment solution, consider sending a series of emails instead of a single message. We've tested the concept and found an average 20% conversion rate for the first remarketing email and an average of 15% for the second.
Imagine your first email is sent to 100 abandoners. With a conversion rate of 20%, you gain 20 new orders. Your second email is then scheduled for delivery to the remaining 80. With a conversion rate of 15%, this message produces an additional 12 orders you wouldn't have received if you'd sent a single message.
Scheduling Your Email Series
There is much debate regarding the "right" time to send a cart remarketing email. Speculation ranges from immediately upwards to 48 hours or more. Adding to the debate, our testing has found messages can produce higher click-through rates when sent at one time and higher conversion rates at another.
So what's the answer? Test. Test. Test!
Listrak's cart abandonment solution makes it easy to fine tune the timing of your series to uncover your optimal schedule.
Is an Offer Necessary?
Many online retailers fear including an offer in their shopping cart remarketing program will train customers to abandon carts more often. This concern can be addressed by applying suppression and randomization to the cart abandonment campaigns. We can also analyze customer behavior to determine where the abandonement occurred and tailor offers, i.e. if a customer abandoned on the shipping details page, send a free shipping offer. If however, a customer abandons on the order review page, potentially offer a discount. recency, frequency, and monetary (RFM) analysis to your existing customer data.
RFM takes into consideration past order history and behavior to determine:
- How recently they've ordered
- How often they've ordered
- How much they spend when they order
The end result is tailored offers based on customer behavior, if one is needed at all.
Would You Like to Know More?
For a more comprehensive explanation of RFM, download our whitepaper. You can also watch Ross Kramer, CEO of Listrak, share tips on how to improve a new or existing cart abandonment email campaign.