Jul 02 2009
Wish Lists and Beyond
In the June 30th eMarketer article entitled “The Sad Tale of Abandon Carts,” a strong case is made for the value of abandoned cart emails. These ReMarketing messages have proven for some time to increase email engagement rates and drive higher revenue per email by 50% or more (compared to standard promotional email).
The eMarketer study cites high shipping costs as the top reason why consumers abandon their shopping carts, as well as the desire to comparison shop, a lack of money, and wanting to search for a coupon.
These findings reinforce my rationale for frequently encouraging clients to create abandon cart campaigns. As I see it, ReMarketing should be a key part of almost any businesses’ email lifecycle program, helping maximize potential revenue during checkout.
When it comes to ReMarketing, there are a few critical rules to remember:
- You can only email people who have registered on your site or who have opted into your email program after the abandonment occurs.
- Frequency caps are recommended to limit the number of times a person receives an abandon message (particularly if there are coupons involved).
I also recommend using other site features beyond the scope of email to reduce the number of carts abandoned by unregistered users. These strategies include:
- Next to the total price and check out buttons, I recommend building a “shopping list” or “wish list” feature to store items for future purchase. Personally, I always use the shopping cart tool to bookmark what I want so that later on I can easily find the products when I am ready to buy. By giving users this functionality, shoppers can use wish lists to easily port the items to and from their shopping carts. This functionality also gives businesses another avenue to quickly acquire email addresses during the wish list setup.
- You may want to consider “pop under” windows triggered by abandoned carts. When someone abandons the site – particularly from check out – you can launch a pop under with a simple email sign up form promoting the value of your email program.
If you’d like to learn more about ReMarketing, you can have a look at our proprietary ReMarketing solution, as well as our partner integrations with the leading web analytics companies.
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