Most organizations that sell online are aware that abandoned cart emails are a great way to recover lost sales and re-engage customers that failed to complete their purchase. There are many tools, tips, and best practices that help marketers optimize their purchase rates and drive more sales with abandoned cart emails. However, very few marketers are leveraging all of the other abandonment email types. As a result, they are missing out on countless opportunities to personalize content for their audience and re-engage potential customers with offers that truly resonate. In this post, we’ll cover the other types of abandonment emails you need to round out your abandoned cart email strategy. Here are the types of emails you need to introduce to drive better results from your recovery efforts:
Abandoned site email
When a consumer visits your website, browses a few pages or spends time looking at the homepage, and then leaves the site without making a purchase, this is an abandoned site visit. While it’s normal for only a percentage of your site traffic to convert, it is still essential to use re-engagement strategies with site visitors. There is a much higher likelihood that you will be able to convert an existing site visitor over a new consumer because the site visitor has indicated some level of interest in your brand or products. Additionally, you have likely spent advertising dollars to drive this person to your site, and you can recoup your investment by re-engaging the visitor with the right messages.
Abandoned search email
Most websites have search functionality, where a site visitor can type in specific products or categories in which they are interested. When a site visitor searches for items and fails to convert, this is an abandoned search. Like abandoned site visits, abandoned searches are another opportunity to engage interested consumers. However, in this scenario, you have information about the specific products that each consumer is seeking, so you can tailor your abandoned search email content to reflect the search.
Abandoned product page email
Another type of abandonment is an abandoned product page, where a site visitor clicks on a specific product page but fails to add the product to their cart or make a purchase. Consumers that click on particular products are displaying a high degree of interest, and they are giving you rich information about their needs and wants. This behavior represents another point of engagement for marketers.
Using abandonment emails to nurture throughout the path to purchase
These abandonment email types serve different stages in the path to purchase. Consider the stage that a consumer is in when they perform specific actions on your website and tailor your email content and offers to fit that particular point in the customer journey. Begin with the abandonment behavior that is closest to a purchase. This would typically mean starting with abandoned cart emails, but since you are already running that type of abandonment cadence, you can move on to abandoned product page, and then launch another cadence at the abandoned search stage, and so on.
Email content for abandoning a website visit
This is a behavior falls earlier in the path to purchase and therefore abandoned site emails should be tailored to fit the needs of a consumer that is exploring a new purchase. When sending abandoned site emails, your goal is to remind site visitors of your brand and products and bring them back to your website to browse more items. You can personalize your abandoned-site emails with content from the pages that the person visited, or you can use behavioral data to recommend pages or products. This stage is too early to offer incentives or coupons; instead, focus on building more interest in a purchase.
Email content for abandoning a search on your website
A search indicates that a consumer is in a buying cycle. Abandoned search emails need to contain content that helps the consumer find information related to the product they are looking to purchase. You can include content from the actual search that the site visitor performed or content from related search terms. Another option is to use a short survey to gather feedback from the consumer to determine why they did not purchase an item from their search. Abandoned search is also too early in the buying cycle to offer an incentive, but these email campaigns are a great way to re-engage highly interested customers and gather valuable feedback.
Email content for abandoning a specific product page
Clicking on specific products indicates that the consumer is farther down the path to purchase. Abandoned product page emails should provide information or incentives that help the consumer select options for their final purchase. Sending a reminder email containing the products they clicked on but did not to add to their cart is the most obvious way to re-engage these consumers. However, since you have rich behavioral data that indicate the consumer’s interests and preferences, you can also send recommendations for other products. It also might be useful to include informational content related to the products they viewed, such as lookbooks, product reviews, or video or audio clips. This type of content will help to convince these consumers of the product’s value. At this stage, you can also consider adding a discount code because your site visitor has indicated such a high degree of interest.
How to implement abandonment emails
Implementing abandonment emails does require some technical set-up. You need to have web-tracking set up on your site to be able to record how your site visitors are browsing, and you need to have methods of connecting the visitor’s email address with their web activity. Don’t worry; this is a standard feature in many customer data platforms (including Canopy Labs).
You’ll also need a system that auto-populates the email content and recommendations so that each consumer receives different emails with products or content related to their website behavior. The right systems (again, including Canopy Labs) make this type of automation easy.
Additionally, it is vital to merge your online and offline data so that you don’t send abandonment emails to customers that browsed online and then made a purchase from a physical location. Once you have these tools and processes in place, you are well equipped to launch a comprehensive abandonment email strategy.
There are many points in the customer journey at which you can engage your site visitors. Limiting your abandonment emails to abandoned cart is leaving many opportunities for re-engagement on the table. Leverage these three abandonment emails and drive more sales for your organization.