Abandoned Cart s. Subject Lines + Designs

Transcription

1 Abandoned Cart s Subject Lines + Designs

2 So Many Abandoned Carts By the Numbers A number of studies have been run on how many carts are abandoned and the average is 70%. Some studies reported abandoned rates as low as 55% and others as high as 80%. With all these shoppers leaving their carts behind, that s where the abandoned cart campaign comes in. It s going to make sure that not all of those shoppers abandon their baskets and carts forever. Between 55% and 80% of carts are abandoned online Why are Abandoned Cart s Important? Shoppers need reminding Shoppers are price conscious Shoppers that engage with s more likely to spend more Shoppers don t click banner ads 1

3 Why are Abandoned Carts Important? Shoppers Need Reminding Remember, these are people we re talking about. One minute they re shopping for paper towels or shoes or whatever on their couch. The next minute they re rushing over to the stove because the noodles are boiling over. Shoppers are Price Conscious If they weren t, why would they camp out for days before Black Friday and willingly skip the turkey and pumpkin pie? 80% of consumers are price conscious and seek a deal Valassis published a study that found 80% of consumers are price conscious and want a deal. Shoppers will price check to ensure they re getting the best price possible. To do this, they ll place items in their cart and hop over to a competitor website to compare prices. s with coupons convert 5x better than those without Even if one shop doesn t have the lowest prices, a well timed abandoned cart with a coupon can be the difference maker. 2

4 Why are Abandoned Carts Important? Shoppers Engaging with More Likely to Convert When customers are sent an abandoned cart , your shop has an opportunity to up-sell. CMO.com, published a study that found product recommendations in can increase conversion about three to five percent. Product recommendations increase conversion 3% to 5% If the items in an abandoned cart don t draw a shopper back, the product recommendations might. There are many types of product recommendations. Best Sellers - Can be best sellers from certain categories or total best sellers Also Purchased With - Items also purchased with products in the cart Characteristics Match - Items that match color or characteristics of product in cart 3

5 Why are Abandoned Carts Important? Shoppers Don t Click Banner Ads Well, this isn t totally true because 0.07% of shoppers will click a banner ad and 0.7% will click a retargeted banner ad. 0.07% of shoppers will click a banner ad A retargeted banner ad follows shoppers around the web, with images of the items in their basket or the items they browsed. Abandoned cart s are much more effective. Over 30% of shoppers will click an abandoned cart The average abandoned cart , meanwhile, has over a 50% open rate, a click rate above 30% and a purchase rate around 20%. For an abandoned cart to trigger, it does require a customer is logged into your website, otherwise, there will be no way to them. A multi-step checkout, where only the is required in the first step will ensure more s are captured. 4

6 How to Capture More s Multi-Step Check Out Ensuring your abandoned cart s are set up to succeed, capture the address right away during the check out process. Step 1. Step 2. Step 3. Customer Clicks Check Out button Customer must enter to check out Customer enters billing info If changing your entire check out process isn t an option, here are some other options that can get you a shopper s address. Ask shoppers that aren t logged-in to enter their before completing check out or adding items to their cart Display a pop-up that offers an incentive or discount in return for an address Ensure you ask for an address earlier versus later whena customer checks out. 5

7 When To Send Abandoned Cart s It s All About the Follow Up Sending an at the best time can be critical for achieving higher opens, clicks and conversions. In a study of thousands of shops and millions of s, we found conversion is highest when s are sent the first few hours after abandonment. 1 Hours 24 Hours 1 st Abandoned Cart Send After 1 Hour 2 nd Abandoned Cart Send After 24 Hours s sent after 1-6 hours have over a 6% conversion rate. A follow up sent 24 to 48 hours later can recover an additional 50% of abandoned carts. 48 Hours 3 rd Abandoned Cart Send After 48 Hours 6

8 They Are Doing It Wrong The Big Boys & Girls Aren t Perfect Even some of the biggest and smartest stores aren t sending abandoned cart s. In other words, they re leaving money on the table. Many of the big ecommerce companies that are sending abandoned cart s send only one after 24 hours and don t follow up. That is even more money left on the table. 7

9 30 Examples of Abandoned Cart s Templates, Designs, & Subjects For many small and medium sized ecommerce shops, there isn t enough time or volume to adequately test templates and subject lines on a daily, weekly or even a monthly basis. That s why we ve abandoned more carts than anyone in history to show you how some of the best ecommerce companies win back their shoppers. We abandoned hundreds of carts for you. We ve included their template design, their subject lines and a breakdown of the elements we like and don t in these s. Imitation is the greatest form of flattery, right? The 30 abandoned cart s you ll see span industries, from fashion and hardware to home goods and tech. Please note: the s are listed in no particular order and some templates have been edited slightly to fill space. Now that that s out of the way, let s get to it. 8

10 Bezar Nume Subject Line: Don t You Want Me? What We Like: No prices. Designed for mobile with the big text. Underneath the button is text giving customers a subtle push, Bezar shops are limited time sales so act fast. Subject Line: We Miss You... What We Like: 10% off incentivizes finishing the order. What We Don t: Subject line feels un-authentic because sent from a role-based i.e. info@company. com 9

11 Newegg Prom Outfitters Subject Line: Psst A Deal in Your Cart Is Thinking of Leaving You What We Like: Language around item being available for limited time. Rating of item left in cart. What We Don t: Big image and tabs along the top are a distraction from the items left in the cart. Subject Line: You Left Something in Your Cart! What We Like: Free shipping and free returns emphasized at the top of . What We Don t: Orange navigation bar is distracting. 10

12 One Kings Lane Shinola Subject Line: Still interested? Jackson Pollock, One, Number 31 What We Like: No prices displayed. Percentage off the original price paired with each product recommendation. Subject Line: Your items are ready for check out What We Like: Free shipping and free returns advertised in header What We Don t: Too much small text between items abandoned in cart and the headline. 11

13 NASCAR Sephora Subject Line: Your Picks...Don t Let Them Get Away What We Like: Big text makes it clear this serves as a reminder that something was left in the cart. What We Don t: The same big text takes up a lot of space and the image of the product left behind is squished at the bottom. Subject Line: A friendly reminder... What We Like: Images and ratings of products left behind. What We Don t: Doesn t scale well on mobile screens. Header belongs on a website, not in an . 12

14 Warby Parker HipVan Subject Line: {Product Name} might be the one What We Like: Massive image of product draws in attention. Handwritten font for free shipping and returns stands out, too. Subject Line: Your Picks...Don t Let Them Get Away What We Like: Images of products on white background keep looking simple and clean. What We Don t: Too much text in the navigation bar and text underneath. 13

15 NastyGal Bonobos Subject Line: TREAT YO SELF: {Product Name} What We Like: Red text between item name and call to action drives urgency. What We Don t: Color combinations not so easy on the eyes. Subject Line: Hey, forget something? Here s 20% off. What We Like: Clean and simple design. 20% off coupon for first order. Number of items counted, not shown. 14

16 OshKosh Staples Subject Line: You left something in your cart! What We Like: Big image links directly to website. What We Don t: Doesn t scale well on mobile. Subject Line: You came. You saw. Now get it. What We Like: Creative subject line. What We Don t: Image of item abandoned in cart is smaller than the product recommendation images. 15

17 Wine.com Detroit Grooming Company Subject Line: Still Deciding? We ve Saved Your Cart! What We Like: Offer about free shipping. Wine ratings. What We Don t: Dated design. Subject Line: Thank you for stopping by What We Like: Personalized coupon code and simple design. What We Don t: Text is hard to read. 16

18 Swimsuits Direct Lowe s Subject Line: Are You Forgetting Something? What We Like: Free shipping and free returns incentive. What We Don t: Products left in cart buried in the . Subject Line: Don t Let Your Shopping Cart Disappear What We Like: Number of product reviews and start rating are social proof this is a good product. 17

19 Overstock.com Old Navy Subject Line: Subject Line: Attn: Your Order is Incomplete What We Like: Free shipping and free returns incentive. What We Don t: What We Don t: Too much text distracts shopper. Subject Line: {Customer First Name}, Your Shopping Bag Has Abandonment Issues What We Like: Free shipping and free returns incentive. 18

20 Casper Microsoft Subject Line: Did you forget something? What We Like: Customer reviews. No pricing. Subject Line: Don t leave a good thing behind... What We Like: Green call-to-action stands out. What We Don t: Product image is too small. Too much legal jargon in footer of . Free shipping and free returns could be styled to pop a bit more. 19

21 Urban Outfitters Bass Pro Shops Subject Line: Hey...you left something at our place... What We Don t like: Busy template design Subject Line: Don t Leave a Good Thing Behind What We Like: Strong call-to-action. Images of products left behind What We Don t: No image of items left behind. 20

22 Forever 21 ABC Carpet & Home Subject Line: Looks like you forgot something... What We Like: Brand voice aligned with target customer. Images of products without pricing or name. Subject Line: Did You Forget Something in Your Shopping Cart? What We Like: Promo code for orders over $100. What We Don t: No image of items left behind. 21

23 Venus Birchbox Subject Line: You Forgot Your Bag! What We Like: Free shipping for large orders. What We Don t: Small images for products abandoned in cart. Subject Line: Oh No-You Forgot Something! What We Like: Free shipping for large orders. What We Don t: Text is hard to read and images are too small. Call to action buttons could have some color to stand out. 22

24 Zabar s Greats Subject Line: Your shopping bag is waiting! What We Like: Free shipping on coffee and bagel orders. What We Don t: Very busy design. No mention of what was actually left in cart. Subject Line: Yay! Good News What We Like: Simple and clean design. Nicely designed free shipping and free returns incentives. What We Don t: Subject line is misleading 23

25 Let s Wrap This Up Ready to recover more carts? We hope so because by now it should be pretty clear that abandoned cart s are key to an automated marketing strategy that consistently drives new orders. Let us summarize. Send more than one abandoned cart . Research indicates an additional 50% of carts can be recovered with a follow up . People will abandon their baskets & carts. On average, 70% of shoppers will abandon their cart. Coupons increase conversion rate. s with coupons on average have a 10% conversion rate while s without have a 2% conversion. Abandonment s are more effective than banner ads..7% of customers click a retargeted banner while 30% click an abandoned cart . Leverage a multi-step checkout. Most customers won t be logged in while shopping on your website. Make sure capturing an address is the first step of any checkout process. 24

26 Let s Wrap This Up Keep the simple. Too many elements can distract a customer. For example, consider just placing logo at the top of your , not a header with links to different departments. People will abandon their baskets and carts. A button that says Checkout or Go to cart makes it obvious what a customer should do with the . Include an image of the products left behind. This will remind the customer what they were shopping for on your website. Make product recommendations. These can effectively up-sell shoppers pers or introduce them to items they have missed earlier. Get creative with the subject. Take a look at Staples and Old Navy to see how they shun the boring. Take action. It s time to start sending abandoned cart s. You ll see more sales, along with more new and repeat customers. 25

27 About Remarkety Sources Remarkety is an marketing platform for ecommerce. The platform makes it easy to design, send and track newsletters and automated campaigns that recover abandoned carts, win back inactive customers, make product recommendations, deliver coupons and more. Thousands of ecommerce shops are currently using Remarkety to send intelligent campaigns based on customer behavior and shopping data. TRY REMARKETY FREE FOR 30 DAYS 222 Broadway 24th Floor New York, NY Baymard Institute, 31 Cart Abandonment Rate Statistics May 8, baymard.com/lists/cart-abandonment-rate Valassis.com, 2014 Shopper Marketing Report March 5, valassis.com/shopper-marketing-report.aspx CMO.com, 15 Mind-Blowing States About Retargeting November 20, Remarkety, When to Send Automated Follow Ups September 16, Remarkety, Your Complete Guide - Holiday Tips for ecommerce in 2015 and 2016 September 22, NounProject.com, Cart Icons November