3 Ways to Target Abandoned Cart Recovery Emails
Posted: Wed Dec 04, 2024 9:08 am
When we consider implementing an email marketing program for the recovery of abandoned carts (abandoned cart emails) , it is important to have information about the main reasons for abandonment. There are various studies that collect this data. One of the most recent and complete is the one carried out by Baymard Institute, whose results can russia mobile phone number list be seen in this link along with other relevant information.
Looking at the 6 main reasons stated by users, we have seen that there are three large categories or reasons for abandonment . First and foremost, there is the motivation linked to cost. 61% of those surveyed say they have abandoned the checkout process due to the extra costs. Secondly, there are four reasons that we could group under the category “time demand”. These are situations in which the user decides to abandon the process because they have to invest more time than desired. Under this criterion we have included the following reasons: “I was asked to create an account” “The checkout process is too long/complicated”. “I couldn’t see/calculate the final cost of the order I started” “The site didn’t work properly” In each of these reasons, the user is implicitly transmitting that he or she decided not to “spend more time” until the process was finished (create an account, be patient…). Finally, a third reason has to do with the trust generated by the site. Thus, 18% of users say that they abandoned a checkout process precisely because they did not trust leaving their card number. Assuming the validity of this interpretation, we propose giving three different orientations to the shopping cart recovery emails depending on the reason why our users abandon the purchase process. We illustrate this below with the following examples:
Email to users who left due to price.
In this example from Flowers, the shopping cart recovery email emphasizes that from Monday to Friday, shipping costs are 10% off. In addition, the user is encouraged to complete the purchase with the gift of a glass vase. Note that the way the price is presented is done by contrasting the before with the now.
2. Email addressed to “impatient” users.
In this case, no discount or incentive is presented. Although only the items are clearly displayed with their price, we see that the loss aversion principle is used to convey urgency to the user.
Those users who receive the email and who abandoned the purchase process due to lack of time, now have an opportunity to complete it with the incentive that they will avoid losing the items they are interested in.
3. Email addressed to distrustful users.
Looking at the 6 main reasons stated by users, we have seen that there are three large categories or reasons for abandonment . First and foremost, there is the motivation linked to cost. 61% of those surveyed say they have abandoned the checkout process due to the extra costs. Secondly, there are four reasons that we could group under the category “time demand”. These are situations in which the user decides to abandon the process because they have to invest more time than desired. Under this criterion we have included the following reasons: “I was asked to create an account” “The checkout process is too long/complicated”. “I couldn’t see/calculate the final cost of the order I started” “The site didn’t work properly” In each of these reasons, the user is implicitly transmitting that he or she decided not to “spend more time” until the process was finished (create an account, be patient…). Finally, a third reason has to do with the trust generated by the site. Thus, 18% of users say that they abandoned a checkout process precisely because they did not trust leaving their card number. Assuming the validity of this interpretation, we propose giving three different orientations to the shopping cart recovery emails depending on the reason why our users abandon the purchase process. We illustrate this below with the following examples:
Email to users who left due to price.
In this example from Flowers, the shopping cart recovery email emphasizes that from Monday to Friday, shipping costs are 10% off. In addition, the user is encouraged to complete the purchase with the gift of a glass vase. Note that the way the price is presented is done by contrasting the before with the now.
2. Email addressed to “impatient” users.
In this case, no discount or incentive is presented. Although only the items are clearly displayed with their price, we see that the loss aversion principle is used to convey urgency to the user.
Those users who receive the email and who abandoned the purchase process due to lack of time, now have an opportunity to complete it with the incentive that they will avoid losing the items they are interested in.
3. Email addressed to distrustful users.