According to Google, the typical cart abandonment rate is between 60% and 80%. That is a big opportunity for online retailers – an opportunity that many overlook.
Let’s be clear, not everyone that abandons a cart had intentions to complete their transaction. However, there is a proportion who may still purchase with a bit of encouragement.
The purpose of the cart abandonment email is to remind the shopper that they’ve left something behind, and prompt them to make a purchase. Many online retailers currently overlook this useful tool, and by doing so are abandoning potential revenue.
A gentle reminder, after all, can capture revenue that may have otherwise been lost.
Abandoned Cart or Abandoned Revenue? Our research
Salmat tested 20 of Australia’s most visited online fashion retailers by registering for an account, subscribing to all emails, and then doing some shopping – it’s a hard life. At the payment page (sadly, for the author), the cart was abandoned.
Only 30% of the online retailers tested by Salmat sent a cart abandonment email.
Really? Yes, really.
In this article we will explore what we can learn from retailers that do have cart abandonment email strategies in place.
How long did we wait?
Our shopping was done in the late afternoon, between 4:30pm and 6pm. Here’s how long the most visited retailers, who did send an abandonment email, waited before contacting us:
boohoo.com - email #1: 1 hour , email #2: 24 hours
Country Road - email #1: 1 day (morning)
Portmans - email #1 30 minutes, email #2: 2 days (morning)
Rivers - email #1: 30 minutes, email #2: 24 hours, email #3: 48 hours
Rockmans - email #1: 6 hours
Witchery - email #1: 1 day (morning)
As we can see, almost every retailer is doing something different. Many have their abandoned cart emails triggered directly from an e-commerce platform, like Magento. Some retailers only send one AC email, while others are using a series. Salmat has observed that with our clients that use a series of three AC emails, the third AC email often performs better than the first two as a revenue generator.
Testing takes the guess work out of email marketing strategy and is a smart way to decide what works best for your brand and your bottom line, when it comes to timing your abandoned cart emails. Your marketing services company can perform tests for you, so that you’ve got real data behind your decisions. Salmat has done this for clients like Converse, Sass & Bide and Jurlique.
What should a cart abandonment email campaign look like?
Generating an open is objective #1
As with all types of marketing emails, the from name and sending domain, or subdomain, should be clearly identifiable. So, if a shopper filled a basket at Country Road, the “from name” should include the name of the brand (e.g. Country Road, or Country Road Customer Service). Additionally, the sending domain should include the brand name.
The subject line is the first call to action in any email. It should prompt the reader to open the email. Here are a few examples of cart abandonment subject lines: