Cart Abandonment Email Best Practices

March 2010

Multiple Opportunities in the Funnel

Samples of RemarketingCategory

Views/Aband.

Product View

Cart Abandonme

ntPurchase History

Product Purchased

Why aren’t you (email marketers) incorporating Web

analytics data:

41%: lack the resources

36%: lack integration between applications

Jupiter Research

Getting Started: Cart Abandonment

87% of consumers abandon carts

…75% say they will return to complete the purchase.

Source: Amaze/University of Glasgow

Consumer Email Purchase Influence

Sample Cart Abandonment Types

Recency

Cart Expiratio

n

Product Availabilit

y

Price Change

Some Factors to Consider

Timing

Product Inclusio

n

Discount/

Copy / Offer?

Design

Duration

1. Timing Factors• Immediate• 1-3 days

• Factors/Issues:– Product type (e.g., travel)– Feed timing– Did they purchase after abandoning?

2. Product Inclusion - Without

2. Product Inclusion - With

3. Discounts/Offers/Copy

3. Discounts/Offers/Copy

3. Discounts/Offers/Copy

4. Design

4. Design

4. Design

5. Duration

5. Duration

Sample Results

Open Rate Lift

1. 57%

2. 100%

3. 150%

Click-Through Rate Lift

1. 24%

2. 54%

3. 350%

Conversion Rate Lift

1. 50%

2. 110%

3. 116%

Low Volume/High ROI

Cart abandonment emails (sample client)=

–10.4% of total revenue from email marketing

…but only

–2.7% of the total email volume

Abandonment Email Takeaways Sooner, rather than later Start w/ highest ROI items Don’t train repeat abandoners Test timing and discounts Determine which types of customers

respond best

Reminders / Q & A

Resources

• Resource Center– White papers– Webinars– Blogs– Case studies– Newsletters– http://www.silverpop.com/marketing-resources/index.ht

ml• Many presentations on SlideShare

– www.slideshare.net/Silverpop

Q & A and Contact Information

• Loren McDonald, Silverpop– lmcdonald@silverpop.com– Twitter:

• @Silverpop or @LorenMcDonald

Thank you!

On Twitter: @Silverpopwww.slideshare.net/silverpop

www.silverpop.com