What are you doing about customers who leave their shopping cart and never come back? I am talking about online customers who begin an order, but never complete it.
These shoppers should not be ignored, says Heather Blank, director of strategic services at Responsys. In her white paper, “Retail Marketer’s Playbook: Your 180-Day Email Marketing Game Plan with Top 5 Plays,” Blank lists “Recover Revenue with a Cart Abandonment Program” as her fifth tip for successful email marketing.
Her first four tips were to (1) segment your email recipients; (2) send purchase suggestions in transactional emails (when you send an order confirmation, for example); (3) spiff up your welcome message to new email subscribers; and (4) win back customers who haven’t made a recent purchase.
To get a handle on cart abandonment, Blank suggests establishing a program that will “automatically trigger the timely delivery of email messages to potential purchasers who abandoned their shopping carts.”
When you get in touch with these shoppers, remind them that they had been browsing, then provide for them easy access to their shopping cart, which you have thoughtfully saved for them. Take it a step further and suggest additional products they might like. Anticipate their needs by including quick links to additional information about shipping, return policies or alternative ordering methods. You might even offer a special discount.
PETCO, Blank says, designed its cart abandonment program to kick in three days after a customer left the cart. The program increased purchase conversions by 171 percent.
Blank’s white paper can be found at DMNews.