This document summarizes a webinar about optimizing cart abandonment email campaigns. The webinar covered best practices like taking a customer service approach in the first email, optimizing emails for all devices, regenerating cart sessions across devices, segmenting carts by value to test different offers, personalizing emails, timing emails within 30 minutes, 1 day and 3 days, and capturing more emails earlier in the checkout process. It also shared a case study of a company that increased conversions of its cart abandonment campaign to 20% over 12 months by applying strategies discussed in the webinar.

1. Welcome!
We’ll get started in a few minutes.
• Dial in or use your computer’s microphone and speakers
• Stay till the end for the Q&A panel

2. Join the conversation!
Tweet with us: #DataDrivenEmail
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B R O U G H T T O Y O U B Y

3. How To Set Up The Perfect Cart
Abandonment Campaign (And Make It
Your Highest Revenue Generating
Email)
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B R O U G H T T O Y O U B Y
• 6 ways to ensure your cart abandonment campaign recovers the most amount
of revenue possible.
• How we lifted conversions from email by 33.96% with an little known email
marketing feature.
• How to identify more site visitors and capture more emails to generate more
revenue.
• A real life cart abandonment campaign case study from Great Fermentations
which has been converting at 20% over the last 12 months.

4. Tom Krawiec
Growth Director, Rejoiner
tom@rejoiner.com @tkrawiec
P R E S E N T E D B Y
John Frazer
Director of Business Development, Commercev3
john@commercev3.com

5. If there were only one email campaign
we could send for 350+ of our eCommerce
customers for the rest of their lives it would
be the cart abandonment campaign
#DataDrivenEmail

6. #DataDrivenEmail
32% conversion rate & $75K generated

7. Lessons Learned from Seeing 1,000+ Cart
Abandonment Campaigns in Action
#DataDrivenEmail
How to Take an 80/20 Approach for Great Results

8. Take a customer service approach in
the first email
#DataDrivenEmail
When you’re in an actual store…
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9. #DataDrivenEmail
• Builds trust
• Doesn’t give away profit margin via discount right away
• You’ll get email replies about issues and feedback
Why is this approach important?

10. #DataDrivenEmail
The first email can generate a lot of sales without
offering any discounts..
What does the data tell us here?
THMotorsports

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Legion Athletics

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Peak Design

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• Just be helpful and make sure there are no issues by asking questions
• Was there a problem?
• How can we help?
• Use a toll free number so people can easily reach you
• Send from a live, monitored inbox
• Send using a real person’s name
• You can even include a photograph of the person
How do you implement a customer
service approach?

14. #DataDrivenEmail

15. Optimize for All Email Clients & Devices
#DataDrivenEmail
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Code and send responsibly

16. #DataDrivenEmail
As of Q4 2015, 37% of all eCommerce
transactions involved multiple devices
Sources:
• http://www.criteo.com/media/1894/criteo-state-of-mobile-commerce-q1-2015-ppt.pdf
• http://www.criteo.com/resources/mobile-commerce-report/

17. #DataDrivenEmail
• If emails don’t work on certain apps/devices, you’ll see lower
engagement and conversions.
• Make sure your emails are designed and coded to be responsive so
they will render well on all devices/apps.
• Test your emails in a tool like Litmus to make sure they work and look
great.
So if you’re sending lots of emails,
please optimize for all apps & devices!

18. Regenerate Cart Sessions Across Devices
#DataDrivenEmail
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Create seamless shopping experiences for your users
so that they buy more from you

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Why is session regeneration so
important?

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50% of the millions of cart abandonment emails sent by Rejoiner are
opened on a device that is different than the one the customer
originally abandoned on.
Let’s look at some data….

23. #DataDrivenEmail
A Session Regeneration Case Study
A 33.96% Lift in Conversions With Session Regeneration

24. Action Item: Ensure your ESP has session
regeneration as a feature
#DataDrivenEmail
✓
Hint: Rejoiner

25. Segment Cart Abandons Into High,
Medium and Low Value
#DataDrivenEmail
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Know your customers

26. #DataDrivenEmail
Gives you the ability to test different offers:
• Free Shipping
• $ off
• % off
• Buy 1 get 1 Free
• The list goes on…
To find the best converting offer for each cart
value.
Why is this important?

27. #DataDrivenEmail
How do you use this information?
Segment your cart into different values.

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Low Value

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Medium Value

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High Value

31. Personalization of Emails to
Increase Conversions
#DataDrivenEmail
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Benefits include increased:
• Open Rate
• Click-through Rate
• Conversion Rate
• Revenue Per Email
When compared with non personalized emails*

32. A few things you can do….
#DataDrivenEmail
✓

33. #DataDrivenEmail
Put a cart abandoners first name in your cart
abandonment email*
* Don’t do it all the time. You want it to appear normal & conversational.

34. #DataDrivenEmail
Extend your subject line with some preheater text
More Info:
http://rejoiner.com/resources/the-quickest-win-for-increasing-email-open-rates-stop-
neglecting-email-preheader-text/

35. #DataDrivenEmail
Watch out for increases in open rate that actually decrease your
conversion rate / revenue per email
There are no “best practices”
Just test, test and test some more!

36. The Timing & Length of Your
Abandoned Cart Emails
#DataDrivenEmail
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In regards to length… 3 emails will recover a good
portion of all recoverable sales.
And timing? The first email works best when sent
within an hour of the person abandoning their cart.

38. #DataDrivenEmail
• Email One – 30 minutes post abandon
• Email Two – 1 day post abandon *
• Email Three - 3 days post abandon *
How to time the send of 3 emails?

39. #DataDrivenEmail
Great offers in email 2 and/or 3 will boost your
conversion rate and help you make more sales.
Here are some examples…

40. #DataDrivenEmail

41. Capture More Emails Earlier in the Checkout
Flow to Generate More Revenue
#DataDrivenEmail
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More emails, more people to follow up, more revenue

42. #DataDrivenEmail
The best way to capture more emails?

43. #DataDrivenEmail
1. Having a multi-step checkout that asks for a customer’s email
address up-front

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2. Place the email field at the top of the checkout process so it’s the
first field a customer fills out. (Your ESP needs to have “pre-submit
tracking” to capture email addresses before someone clicks
‘submit’)

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3. Exit intent popups on the checkout page with special offers

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✓
Action Item: Reshuffle your checkout process
and ensure the email field is the first thing a
customer has to fill out.

47. A Cart Abandonment Case
Study To Learn From…
GreatFermentations.com
#DataDrivenEmail
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48. #DataDrivenEmail
Their Cart Abandonment Campaign Results…

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When they trigger the campaign..

50. #DataDrivenEmail
From name, from email & subject line…

51. #DataDrivenEmail
The Creative..

52. #DataDrivenEmail
The Copy..

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Personalized Cart..

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Make An Offer..

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Conversions Went Up With 5% Off Offer
Read the Great Fermentation case study here: http://rejoiner.com/resources/case-study/

56. #DataDrivenEmail
“I’m getting a 10x return with Rejoiner. For every
dollar I put in I get $10 in lost revenue back. It’s the
best money we spend on marketing”
Bryan Johnson, CEO at Great Fermentations

57. How Much Revenue Could You Be Recovering?
#DataDrivenEmail
www.rejoiner.com/roi-calculator

58. Thank You!
@rejoinerapp
Q&A coming up, but just one more thing…

59. Get access to an expert team of designers,
developers and email marketers to setup, create
and launch your campaigns for you
Special offer of 50% off our ‘Recover’ package
for the first 3 months*
*Only valid for webinar attendees who request a demo this week.

60. Q&A
Tom Krawiec
Growth Director, Rejoiner
tom@rejoiner.com @tkrawiec
John Frazer
Director of Business Development, Commercev3
john@commercev3.com