It’s painful for e-commerce businesses to lose a sale just when they are about to get it. Imagine a customer who has items ready for purchase. He only needs to make a few clicks, and it’s a done deal. But for some unknown reason, the story changes. Your customer abandons his shopping cart.
The average documented online shopping cart abandonment rate is 69.23%. Some reasons why customers abandon their carts are high shipping costs, not ready to purchase, high product price, saving products for later and more.
The good news here is that shopping cart abandonment does not mean end of story. While you can make website improvements to reduce your abandonment rate, marketing automation can help you bring back that customer who’s on the verge of purchasing.
In fact, marketing automation is being used by online stores not only to prevent shopping cart abandonment but it is also used to beef up e-commerce marketing campaigns, increase customer retention and encourage repeat business.
If you haven’t tried email automation or are planning to blast online store emails to your customers, take note of profitable marketing automation strategies we have here. But before implementing them, be sure that you know how to start sending emails for higher e-commerce conversions.
Remind Customers About their Abandoned Cart
The mere fact that your customer’s shopping cart was filled with items only means that the intention to make a purchase was already there. There may be a sudden change of mind or a distraction. You don’t know. What you should know is that sending them abandoned cart reminders through email automation can bring them back to the conversion path and finish that purchase.
There are a variety of strategies to choose from for effective abandoned cart email reminders. Offering discounts on the abandoned item can add interest to make a purchase. You can create a sense of urgency by saying that the item is about to run out of stock or the promo is approaching its expiration.
The way you write your reminder also matters. You can use email subject lines like “You forgot something,” “Oh no, you left something in your cart,” or “Hi John, ready to finish what you started?”
Remember, personalizing your reminders can help customers feel that you care and are thinking about them.
Increase Customer Retention with Post-Purchase Emails
Keeping your customers after purchasing their abandoned shopping carts entails strategic efforts to stay in touch, and marketing automation has a solution for this. By creating automated workflows in your marketing automation software, you can send post-purchase emails to encourage repeat purchases.
There are many types of post-purchase emails that can help ecommerce businesses build lasting customer relationships. You can send a thank you note right after they completed their purchase. This way, customers will feel assured that their transaction is legitimate.
Sending them recommendations based on their recent purchases and behavior can increase your chances of closing another sale. You can also give existing customers incentives for every referral to find new customers.
A caveat though: When you send out post-purchase emails, try not to be too pushy and annoying. It could backfire on you by losing subscribers.
Bring Back Old Customers with Reactivation Emails
At some point, you may find some customers turning cold towards you. Whether they stopped visiting your ecommerce website, making repeat purchases, or engaging, it’s not the end for you.
Reactivation emails can bring back the heat in your relationship with these cold customers. You can lure them back with exclusive discounts. If they are not yet ready to make a purchase, nurture them with relevant content such as downloadable guides, blog posts, and videos.
Try to be creative with your messages. You can say “We miss you already!” or “Where have you been, Tim?” Creating curiosity works by saying “Things you missed while you’re gone.”
Don’t let cold customers be totally gone without giving your best shot. It may feel like going back to where you started, but when these customers become warm again, it will be all worth it.
Cross-Sell and Upsell with Drip Campaigns
Earlier, we have mentioned about sending recommendations to customers through post-purchase emails. This way of cross-selling and upselling can give you more conversions by setting a drip campaign.
A drip campaign is a series of emails sent on a pre-determined schedule aimed at moving customers down the sales funnel. For your ecommerce business, you can implement a drip campaign to upsell by sending upgrades of their frequent purchases or educating them through content.
Cross-selling can be done by predicting the future purchases of your customers based on past purchases. For instance, you can look at your data to see what customers are buying after purchasing a certain product. In other words, if customers who are buying item X are also ordering item Y from you, there’s a cross-selling opportunity to customers who are buying item X but are not buying item Y.
To ensure that your drip campaign will bring better conversion rates, there are three things to remember. First is content. It is essential that you have enough content to send to your customers. It can vary from videos, downloadable guides, blog post, and infographics. As much as possible, have enough content for each sales funnel — awareness, consideration, conversion, and advocacy —to nurture customers effectively.
It is also important to practice proper customer segmentation. You can create a separate list for customers who have made a purchase and those who haven’t. Or, segment them based on their buying behavior or recent purchases. With this, you are sending the right email to the right audience.
Lastly, timing is everything. The best time to send your email is right when customers are most engaged with you. These moments are when they make a purchase, abandon a shopping cart, and sign up for an offer. Once you have established trust and brand recognition, you can move to the next level by sending emails twice or once a week.
Big or small, online stores should maximize email automation by exhausting all possibilities—from completing an abandoned cart to customer retention and reactivating cold customers. It starts by choosing a marketing automation software that makes it easy for an ecommerce business like yours to implement these profitable strategies.
Kimberly Maceda is a Content Writer for ActiveTrail. She comes up with brilliant content about email marketing and automations to keep customers updated with the trends. For Kimmy, it’s Bring Your Dog to Work Day almost every day. Follow ActiveTrail on Twitter for more email marketing techniques.