The document discusses automated shopping cart abandonment emails and how to use them to recapture lost sales. It notes that 50-75% of online customers abandon their shopping carts for reasons like high shipping costs, slow delivery times, security concerns, or lack of customer support. While this leads to $18 billion in annual lost revenue, less than half of retailers monitor this loss and under 15% have solutions to recover abandoned sales. The document then provides details on how to set up automated shopping cart abandonment emails, such as timing, content, and testing different subject lines and offers. It also shares a case study of one retailer that increased conversions from 13% to 20% and saw a 25% clickthrough rate and 20%
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Automated Shopping Cart Abandonment Emails Recapture Lost Sales
1. Automated Shopping Cart Abandonment:
Using Email to Recapture Lost Sales
• Why you need it
• How to do it
• When to send it
• And 12 ways to increase conversions
2. email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
50-75% of your online customers
abandon their shopping carts
3. Why shoppers abandon carts
email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
High shipping rates disclosed late in the check-out process
5. Why shoppers abandon carts
email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Worried about online security
6. Why shoppers abandon carts
email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Customer service reps aren’t available
7. email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
US online retailers are losing $18B
annually from abandoned carts...
8. …yet less than half monitor revenue loss and less
than 15% have a way to recoup the sales
email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
9. Listrak surveyed 200
US online retailers and found…
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www.listrak.com/News/cart-abandonment-survey
• 58.5% don’t monitor
abandonment rates and
revenue loss
• Only 14.5% have a
shopping cart abandonment
solution in place
• Average site conversion is
only 1-2%
10. Automated shopping cart abandonment
email solutions will recoup lost revenue
email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Our clients are seeing:
• 500% campaign ROI
• 20% conversion rates
• 27.7% higher average
order value
• 26% higher conversion
rates than promotional
email campaigns
Case study ahead >
12. An automated shopping cart abandonment solution
will recapture lost sales, increase average order values,
and engage customers – here’s how…
email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
13. Listrak Customer Case Study
Movies Unlimited
email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
• 600,000 monthly unique
visitors
• 37,000 carts created monthly
• 75% abandonment rate
(27,952 carts)
• 3000 emails captured
• 20% conversion = 600
orders
14. As shopper types
information it’s shipped
to Listrak
As shopper types
information it’s shipped
to Listrak
Movies Unlimited Case Study
How it works
email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Listrak
JavaScript Tag
Listrak
JavaScript Tag
15. Listrak does not
collect sensitive
payment information
Listrak does not
collect sensitive
payment information
Movies Unlimited Case Study
How it works
email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Listrak
JavaScript Tag
Listrak
JavaScript Tag
16. Movies Unlimited Case Study
How it works
email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Listrak processes and
discards completed
checkouts
Listrak processes and
discards completed
checkouts
Listrak
JavaScript Tag
Listrak
JavaScript Tag
17. Movies Unlimited Case Study
Triggered Shopping Cart Abandonment Email Campaigns
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Upon purchase shopper is
removed from campaign
18. Movies Unlimited Case Study
Tested several factors
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• Timing of first message
• 6 hours vs 24 hours
• Number and cadence of
messages
• Subject lines
• Offer vs non-offer
• HTML message showing items
left in cart vs plain text message
19. Movies Unlimited Case Study
Subject Line & Offer vs Non-Offer Results
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Open
Rate
Read
Rate
Click
Thru Rate
Conversion
Rate
1
Your movies are waiting for you,
<<FirstName>>
42.4% 41.4% 25.2% 10.45%
1 Save $5.00 On Your Order, <<FirstName>> 35.1% 33.9% 21.1% 11.38%
2
Speedy checkout for the movies you saved,
<<FirstName>>
25.9% 23.9% 12.3% 9.09%
2
Speedy checkout + $5.00 savings for your
order, <<FirstName>>
24.5% 22.8% 12.7% 9.63%
3
We're saving your movies for you,
<<FirstName>>
71.5% 68.1% 36.2% 24.49%
3
Here's a $5.00 coupon for your order,
<<FirstName>>
73.2% 70.5% 43.7% 12.70%
20. Movies Unlimited Case Study
Offer Results
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Offer drove
26% More Orders
SCA program
had 27.7% higher
AOV than website
Offer drove 37%
more products
ordered
21. Movies Unlimited Case Study
Final Outcomes
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• Shopping Cart Abandonment program accounted
for 10% of all email marketing revenue while
representing less than 1% of overall email volume
• 25% Click Thru Rate
• 20% Conversion Rate
• Program paid for itself in the first month
22. email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Triggered shopping cart abandonment
campaigns: When to send
Movies Unlimited
increased
conversions from
13% to 20% by
sending first email 6
hours after
abandonment
opposed to 24 hours
Results of McAfee's "Digital Window Shopping: The Long Journey to Buy" report
23. email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Triggered shopping cart abandonment
campaigns: What to send
• A reminder that the
shoppers left items in
their carts
• Pictures of the items left
in the cart and links to
product reviews
• An easy way to complete
the purchase
24. email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Triggered shopping cart abandonment
campaigns: What to send
• An easy way to contact
customer service to
complete the purchase
• Alternative payment
information
• Product reviews
25. email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Triggered shopping cart abandonment
campaigns: What to send
• Personalization,
including the shopper’s
name
• An unsub link that
allows recipients to
opt-out of SCA
campaign without
unsubscribing from list
26. email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Triggered shopping cart abandonment
campaigns: What to send
• Scarcity clauses
stating that the cart
will expire soon or
the inventory levels
are low
27. email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Triggered shopping cart abandonment
campaigns: What to send
• A simple prompt to
complete the
purchase
28. email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Triggered shopping cart abandonment
campaigns: What to send
• An incentive to
complete the
purchase
29. email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Triggered shopping cart abandonment
campaigns: What to send
• Related items for
cross-sell and
upsell opportunities
30. Listrak surveyed 398 of the
Internet Retailer 500 and found
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• Only 42 sites (10.5%) sent a shopping cart abandonment email
• 19 of the 42 offered an incentive = 45.23%
• 10 of the 19 involved free shipping w/ no purchase minimum = 52.63%
• 6 of those 10 were also personalized = 60.00%
• 4 programs sent an email within 1 hour = 9.52%
• 7 programs sent after 1 hour and up to 24 hours = 16.67%
• 14 programs sent after 24 hours and up to 72 hours = 33.33%
• 17 programs sent after 72 hours = 40.48%
31. email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
877.362.4556
info@listrak.com
Twitter: @listrak
Or download free shopping cart
abandonment whitepapers and
case studies at
www.listrak.com
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