Every month, online retailers lose large sums precisely because of abandoned baskets, customers drop baskets and do not complete purchases, and thus business owners miss out on potential sales. However, you shouldn’t put up with this situation, because the return of lost customers is just an effectively implemented chain of emails.
Returning customers to an online store or website is not at all free and simple steps. You have to create a sales funnel with landing pages and a chain of letters, create content and strategy, or launch paid advertisements to attract traffic to the site. And so, you have already prepared everything, your efforts will pay off at the very moment when the client clicks the “Add to cart” button. At least you think so …
But alas, the analyst shows that customers leave the site without having made a purchase. Perhaps their parents called, they found a more attractive offer, or the cost of delivery turned out to be high. The most important thing is that the potential client has left the site and you need to return it. That is why you need to know how to return customers who will later purchase a product or service.
Lost sales and benefits
According to statistics, about 2 / 3 yet do not complete the purchase, t. E. The number of abandoned baskets of 70% ( source ). And now think about your sales, the amount of your losses for a month or even a year. Hundreds, thousands of rubles, dollars or euros.
Abandoned shopping cart and mailing
What are the advantages of mailing in a situation when you need to return customers to the online store? Unlike cold calls and promotional materials, the client has already shown interest in the product or service.
One can cite a large number of examples when it is with the help of mailing companies return customers. For example, Rebel.com can boast of automatic campaigns and 41.65% openability of letters. And not only they. Peak Design returned 12% of customers with a simple email campaign.
Rule 1 – beautiful design of an abandoned basket letter
If you create an email newsletter for lost clients, the first step to success is a great design. I do not mean using only non-standard fonts or catchy graphics. Attention should be paid to:
- strong headline;
- engaging content;
- strong call to action.
On average, an office employee receives 12 messages each day and, without a doubt, ignores most of them. If the former client does not open the message, then there is no chance that you will return the client to the online store. If you want to stand out among competitors, use triggers in the headlines and motivate users to open your letter.
When creating a header, use as many triggers as possible, such as:
- curiosity – let former customers want to know more. Hint at something that they will be interested in, and reveal important details already in the letter;
- limitation – show the customer time-limited offers that you may not have time to buy;
- social proof – show cases or the number of customers who liked the product;
- brevity — use a short, simple headline instead of a verbose commercial appeal;
- attractive offers – promise something very valuable and thus bribe your former clients to open your letter;
- personalization – enter the customer name or product name in the message header.
Below is an example combining several triggers.
If lost customers have opened an email letter , you need to engage them with relevant content.
Using email letters to return customers to the basket, it is important to remind you that the purchase is not completed and to list specific products with photos. However, do not stop at this and attract the attention of users, emphasizing the benefits of the product or service.
When your former clients are already involved, you need to push them into making a purchase with a strong call to action. There are two approaches: first of all with a single call, as, for example, in this email from Chubbies:
In some cases, you will increase your chances using several calls to action, such as “See (prices / plans …)”, “Product tour”, etc.
Rule 2 – reanimation of clients and urgency
Boundedness is not only an excellent title trigger. If you want to emphasize the limitations of your offer, the easiest way to specify the time limit and affect the pain points is usually free delivery or discounts.
Thus, influence the buyer’s emotions: relief of the burden ( money spent ) and loss of profit syndrome. However, do not simultaneously offer two possibilities; create limitations without sacrificing profit.
Offering discounts, you give some of the money that you could save. Create a limitation, for example, like this: mention the temporary reservation of the product and in your first letter hint that stocks can be exhausted.
The email conversion, in which the discount was not even mentioned, was 9.4%. Next BOOM! sent a few more letters before finally offering a discount only to those customers who did not respond to previous messages:
Despite the fact that this letter was the fourth in the chain, the message additionally returned to the site 5% of customers, suggesting that some customers are price sensitive. Introducing such a chain of letters, the company turned to various groups of lost customers and increased profits, converting at first customers who are insensitive to the price level.
Rule 3 – Lost Buyers, Timeliness and Conversions
If you want to successfully return lost customers to the site, to increase the effectiveness of your actions, pay attention to timeliness.
Conversion depends on the timeliness of sending letters, which can range from 5.2% to 2.6% .. According to Get Elastic, the conversion of an abandoned basket letter sent to a client after 24 hours is 50% lower than a message sent within the first 20 minutes .
And be sure to remember the following letters and chains that effectively return lost customers.
In the GetResponse platform, such chains are created very easily and automatically ( Why is it important to learn automation from GetResponse? Tell for 1 minute or 6 automation scenarios to increase the conversion ).
Rule 4 – Contact Information
Imagine the following situation: you want to buy a new shoe, and just noticed an advertisement of a new brand. You go to the site, find the desired size and color, put the purchase in the basket. Next you want to pay for the order, enter your email, address and card details and …
Source: Troubleshooting checkout issues
How many times have you been in such a situation: several times you tried to pay for your order, and then you simply gave up. Often this happens when you first make a purchase in a new online store.
And, most likely, you simply return to a proven online store. Clients behave so much more often than you expect . And this is what Baymard research shows:
Almost 20% of buyers do not complete their purchases and drop baskets due to errors on the site.
Your priority is to correct mistakes, besides this you must take measures so that a similar situation does not recur in the future, that is, to offer support that will help customers solve their problems.
Specifying the email address and contact information in the footer is, of course, better than not having any information. However, you can enter contact information several times, as Huckberry did.
Today, 63% of buyers prefer to choose which communication channel to use in order to connect with customer support. According to a study conducted by Zendesk, if you do not take into account the obvious desire of users to communicate with friendly support, the choice of communication channels is one of the most desired functionality.
Rule 5 – email database, lost clients and strategies
One of the most difficult tasks when creating an email campaign for returning customers is that you need to have in your database addresses of customers who have left the site and have not completed the purchase.
It is not at all difficult to send an email-message about an abandoned basket to a regular customer who has left the site. However, how can you send such a letter to a new client? A standard solution might be to ask the customer to create an account before making a purchase. Additionally, in the future it will be easier for you to track which items are in the cart.
On the other hand, forcing a client to create an account may result in the user refusing to complete the purchase. Creating an account is one of the most common reasons why a customer throws a basket. In third place is the complicated payment process.
There are two ways to solve this problem. The first is to always offer a payment option without creating an account. You can ask for an email address, but without coercion. This option will reduce the number of abandoned baskets, but you will not receive email addresses until the payment is completed.
In order to get the email address of buyers, you need to make some efforts, for example, you can use pop-ups to collect email addresses, use Facebook campaigns, promote special offers or offer gifts, hold webinars and provide valuable information to the audience. .
Rule 6 – segment customers and increase profits
If during the maintenance of standard email campaigns much attention is paid to segmentation , in the campaigns for returning customers to the online store this tool is practically not discussed. Clients individually respond to various promises and triggers. By segmenting email messages about abandoned baskets, you increase the clickthrough rate.
There are 4 main ways to segment customers who have left the site, taking into account:
- basket size;
- the cost of products in the basket;
- regular or new customer.
type of product
You can offer more relevant recommendations if you implement segmentation based on the type of product. You do not want to recommend the dress to the buyer who put men’s t-shirts and men’s shoes in the basket? You can also offer more relevant support by offering shopping guides or useful content.
And again an example of the BOOM! The whole chain also includes targeted content, demonstrating the benefits of the products.
Often baskets in which there is a large number of products, say that the buyer looks around, or even “examines the windows.” If the buyers did not pay for the purchases, perhaps it happened because they did not decide which product they wanted to buy or simply did not find the goods they would like. In this situation, you can show a larger number of recommended products, similar to those that the customer put in the basket. Thus, you will increase the chances that the client will finally find a product that will satisfy his requirements.
You will immediately receive two benefits if you implement segmentation based on the total cost of the cart. First, customers with a large check can individually respond to different incentives. For example, free shipping may not attract the attention of a customer who dropped a basket worth $ 600. Otherwise, the client who was going to make a purchase in the amount of $ 80 will respond. Perhaps a discount or gift will push the first customer to complete the purchase.
The second advantage is that you will understand better in which segment there are more promising customers and, therefore, where it is worth making more effort. If you are tracking the sales funnel and the path of these customers, you may be able to provide a sales consultant who will contact these customers and offer assistance with the purchase.
New or regular customer
This segment is especially important when it comes to discounts. Discounts can be a great way to attract new customers. But you do not want customers to drop baskets and leave the online store just because they know that in a few days they will be offered lower prices.
On the contrary, remind customers of the positive experiences associated with your brand and thank them for their loyalty. Instead of the usual discounts, try to offer discounts in cross-sale (cross sale) and apsail (upsale), thereby increasing the check.
How to return the buyer – let’s summarize
Incomplete purchases are your lost sales and profits. However, this does not mean at all that you should come to terms with the situation and calmly observe how customers leave the online store. Embed email letters about abandoned baskets and return customers to the site (For best practices, read Yulia Rakova ’s article “Abandoned shopping cart: 4 ways to get your customer back using Marketing Automation” ). Make sure that such campaigns are well thought out, involve former clients and use various triggers. Consider timeliness and offer support at every stage of the client’s journey. And remember about the proper segmentation.
Convert customers who have already shown interest in the product, and increase sales!