Winning sales from abandoned carts, 3: Email best practices

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In the past couple of posts, we’ve looked at how techniques on the eCommerce site and retargeting advertisements can recover sales from visitors who’ve abandoned their shopping carts — a potentially lucrative audience that includes 88% of U.S. consumers, according to industry researcher Forrester.

But the most commonly-known technique for reconnecting with cart abandoners is via email — with merchants sending follow-up reminders to shoppers to entice them back to the site and complete their purchases. Although well understood, this tactic still isn’t widely-used: a recent study by email services firm Listrak found that just 18.5% of merchants in the Internet Retailer 500 — that’s less than 1 in 5 — use email to reengage with cart abandoners. The number is even lower for merchants in Internet Retailer’s Second 500 ranking of smaller merchants, Listrak found — just 10.7%.

For merchants who do deploy cart-abandonment recovery campaigns, the payoff can be significant. Food purveyor reported recapturing 29% of abandoned carts — nearly 1 in 3 — with a targeted series of three emails. And remarketing services company SeeWhy found that abandonment email campaigns recover more than 20% of sales on average, and generate a whopping $17.90 per email sent — much higher than typical non-targeted email promotions.

With results like that, merchants should make deploying cart recovery emails a top priority for 2012. To implement effective an effective program, consider these tactics:

Collect email addresses early, but avoid forced account creation.

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