Adding items to an online shopping cart is a crucial touchpoint in the customer journey because it indicates the website visitor is very interested in purchasing this particular ticket or product. However, it’s also a point at which many sales are lost – 69.9% to be exact. To recover these lost sales and re-engage customers and website visitors, marketers have turned to the abandoned cart email. There are still many questions about how to design an abandoned cart email that works, however, especially for the arts and culture industry, where consumers are purchasing an experience. Drive more sales with our design best practices and get inspiration from real abandoned cart email examples for arts and culture.
Start with your goals
The first step to designing a great abandoned cart email has nothing to do with design at all – it begins with outlining your goal. To create an email that will deliver the results you are looking to achieve, you need to identify the action you want your customers to take next. Most of the time the goal will be to get these customers to return to the cart items they abandoned and make a purchase, but you may also want customers to choose other dates, take advantage of a discount or offer, or browse other shows. Once you’ve identified the action you want to drive, you can choose the template and design that fits your goal.Read More
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.Read More
One of the difficulties marketers struggle with most is increasing purchase rates among their site visitors. Marketers spend advertising dollars and create campaigns to drive more traffic to their site, but they struggle to get more of these site visitors to purchase once they are actually on the website. Enter the abandoned cart email, which has become a favorite among marketers for its ability to drive higher purchase rates by merely reminding consumers of products they added to their online shopping carts. Now that abandoned cart emails have become a standard practice of e-commerce marketing, however, marketers need new strategies to re-engage site visitors and increase purchase rates. One of these strategies is an abandoned search email.
Abandoned search email defined
A website search, which is when a site visitor uses the site search tool to browse for a specific product or category is a critical point in the path to purchase because it indicates the site visitor has high intent to buy a particular item. An abandoned search occurs when the site visitor searches for a product and then drops off the site. Unfortunately, marketers often overlook re-engagement at this moment of truth, and most site visitors who perform a search and drop off are never recovered. What can marketers do to re-engage site visitors that search for a product but fail to convert? They can send an abandoned search email.Read More
According to the Baymard Institute, which aggregated over 40 different studies on car abandonment, 69.9% of online purchases are not completed. This high rate of failed purchases is likely no surprise to you; your website results are probably showing similar trends. There are many reasons that abandoned carts exist; people are easily distracted and leave their main browsing window, they may not feel a sense of urgency, and often they simply forget about the items they were browsing, ultimately failing to complete the purchase. In a world where online purchasing is taking over offline commerce, businesses cannot afford to overlook all of the instances where an interested web visitor fails to convert. Companies must understand that abandoned carts do not equal a lost sale, but rather an opportunity for recovery. For this reason, it’s critical that your team launch and optimize abandoned cart emails, and we’ve summed up a few tips on how to use abandoned cart emails to drive more purchases.
1. Focus on fewer cart items
A potential purchaser may have several things in their abandoned cart; however, instead of sending reminders about all of the items, it’s more effective to focus on one item at a time. Your audience gets confused when they are bombarded with a plethora of graphics and information in your emails, so direct their attention to only a couple of items at a time. By focusing on fewer things, you can also remind the email recipient of the most valuable or highest margin product in their abandoned cart, which drives more revenue for your organization.Read More
At Canopy Labs, we work with businesses of all sizes to power 1:1 product recommendations in emails and websites. The revenue and customer engagement benefits of personalization are clear – and the more you personalize, the greater the impact that personalization will have on your business.Read More
Marketing automation has become an increasingly critical part of every organization’s digital strategy. From sending post-purchase surveys to abandoned cart emails, customers now expect helpful reminders with timing and content that’s personalized for them. Triggered emails based on certain actions or behaviors are the key to offering personalized and thoughtful customer service without putting more work on the marketer’s plate. What’s more, they represent easy opportunities to generate additional revenue and build brand loyalty in every one of your customer interactions.
Here are six reasons why every business should be sending triggered emails:Read More
According to Econsultancy, 94% of businesses now recognize that personalization is “critical to their current and future success”. Here at Canopy, we’re excited to hear the idea of personalization being embraced by more and more businesses. But what exactly do most marketers mean when they talk about implementing personalization – and is it going far enough to achieve their business goals?
Indeed, personalization is more than just writing ‘Dear %%First_Name%%’ or customizing a few text fields. Real personalization involves tailoring the content that your customers receive, and the sort of products or services that are suggested specifically for them. When done right, personalization not only recognizes that there is an individual behind every email and website click, but ensures that their experience is catered to their interests and respects their time.Read More
If your inbox is anything like mine, then you have noticed a recent rush of marketing emails offering fall discounts, Halloween sales, or product announcements just in time for Thanksgiving. This is no surprise – the end of summer signals the start of retail’s most important quarter, and retailers are ramping up their email marketing in preparation for the Q4 rush.
With so many marketing messages arriving in our inboxes, what makes some emails stand out amidst all the noise? In today’s blog post, we’ve picked 5 great fall emails from major retailers that offer some insights on how your company can write more attractive and compelling email marketing messages.Read More
Email marketing is a tricky business – send too few emails, and you risk missing out on sales opportunities; send too many, and you could be alienating customers or driving up unsubscribe rates. Brand spam, which is an overload of communication and messages from businesses, is today’s leading reason for unopened and flagged emails by consumers. John Fleming, a Marketing Director at research firm Webtrends, says: “As consumers, we’re happy to sign up to receive updates from brands, but only bother to open the ones we find relevant. This means companies are wasting loads of money sending us things we just don’t care about – and in many cases it’s turning us off.”
Ultimately, committing email marketing spam hurts a company’s reputation, and wastes a lot of marketing dollars on emails that go unopened and deleted. Companies should aim to optimize their marketing spend to be more effective, and make sure their marketing messages are going out to customers who will actually open and click these emails. In this blog post, we’ve included a few suggestions on how businesses can make sure they’re not sending out “brand spam” to their customers:Read More
We have written about 6 triggered email campaigns to help you boost your sales, but it’s important to also discuss how to put triggered emails to work for your business. We’re outlining the steps you need to take at your business to ensure that triggered email campaigns drive results.
In particular, product replenishment emails are a great example of using triggered emails to drive sales. Many everyday products that we use have a natural lifecycle and require replenishment for continued usage. For example, if you are a regular user of contact lenses, you’ll know that you need to replace your supply of lenses on a set schedule. The same sort of patterns can be found for a variety of products, from fashion to electronics to pharmacy items.Read More