3 Ways to Target Abandoned Cart Recovery Emails
Posted: Tue Dec 03, 2024 8:46 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 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 turkey business email list 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.
The distrust that a site can transmit can be mitigated by making warmer and more personal contact lines available to the user. The idea is that the user can express their doubts and concerns so that a real person can deal with them with attention and professionalism. This is what we see in the Fab example. The user has abandoned a purchase process for a product whose price is considerable. Thus, the email highlights the existence of two ways to directly contact the support center, by phone and by email. An email of this nature seeks to overcome the resistance that made the user abandon the initial purchase process.
We have mentioned three different orientations that we can give to abandoned cart recovery emails. Unless it is very obvious, we probably do not know which of the three factors (lack of time, excessive price or distrust) best explains why users abandon the checkout process. In this situation, it is advisable to test the three types of emails in parallel, so that we can identify which of them converts the most.
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 turkey business email list 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.
The distrust that a site can transmit can be mitigated by making warmer and more personal contact lines available to the user. The idea is that the user can express their doubts and concerns so that a real person can deal with them with attention and professionalism. This is what we see in the Fab example. The user has abandoned a purchase process for a product whose price is considerable. Thus, the email highlights the existence of two ways to directly contact the support center, by phone and by email. An email of this nature seeks to overcome the resistance that made the user abandon the initial purchase process.
We have mentioned three different orientations that we can give to abandoned cart recovery emails. Unless it is very obvious, we probably do not know which of the three factors (lack of time, excessive price or distrust) best explains why users abandon the checkout process. In this situation, it is advisable to test the three types of emails in parallel, so that we can identify which of them converts the most.