9. Average Results – Abandoned Cart
Sent Emails
31,000 / yearly
Opened Emails
15,000 / yearly
Clicked Emails
3,600 / yearly
Converted Emails
400
Revenue
With iGo: + $48,500
iGoDigital Metrics
Capture Rate 30%
Open Rate 52%
Click Through Rate 25%
Conversion Rate 12%
10. Abandon Cart Email
• Abandon Cart Rate about 70-75%
• Only about 20% of IR1000 sending
abandon cart in 2012
• Why?
11. Abandon Cart Email
• Seems easy – A person puts something in
the cart and doesn’t buy, send an email
• Challenges:
• Web traffic work with your ESP?
• Should you send an offer?
• When to send the email?
• How many emails to send?
12. Abandons can be quite different
• Male vs. Females
• Males – typically compare prices then
abandon less
• Females – Tend use the cart almost as a
wish list, and are more sensitive to S&H
costs
13. Offers and incentives can be very competitive
• Forrester found about 85% of people
abandon because of either S&H costs
were to high, or they were not ready to
buy.
• 36% of consumers said they would not
buy unless they had free S&H.
• 47% would not buy without a promotion
14. Cadence
• About 60% of purchases are in the first 3
hours average for IR1000
• First email within 24hrs (40% Revenue)
• Second email within 48hrs (9% Revenue)
• Third email on day 4 (34% Revenue)
• Fourth at day 7 (17% Revenue)
• Different for different retailers
15. Subject Line
• Customized subject line increases the
open rate
• Use the name of the product in the
subject line
• If you are making an offer leverage that in
the subject line
• Vary the subject line between sends
16. Offers
• About 41% of the IR 500 offer some
discount in message 1 and 56% in
message 2.
• Typical:
• Free Shipping
• 5% off
• 10% off
• Discount Ladder
• Expire discounts in timeframe
17. Personalize the content
• Personalize the content by using the
person’s name
• Use the image of the product abandoned
in the email
• Link back to their cart
• Include related items or other
recommendations with prices
• Include rating and review information in
the email
18. A couple of thins about Check Out
• Ask for email first in the process
• Don’t surprise people with hidden fees
during the checkout process
• Keep the number of pages small in the
checkout process
19. Test Everything
• Your setup will need to be different
• Starting point can be based on common
best practices
• Adopting testing as part of the process
20. Start!
• Most important thing is to get started as
soon as possible
• Even basic campaigns can recover lost
opportunities and increase revenue
