Do you run an online store and are missing out on sales by not utilizing email marketing? Email marketing is still one of the best converting online mediums and by taking advantage of it you can make a few extra cents for every advertising dollar spent. Those cents can add up quickly.
Building cart abandonment emails can be a great first step on the way to building out a rounded email marketing campaign. Did you know that customers abandon over 77% of digital carts and yet abandoned cart emails can convert to sales up to 9% of the time in a best case scenario. Using a more sensible average of 3-5% can still be an eye watering amount of lost sales if you’re not running an email campaign.
The question you’re probably asking is where do I start? You have a number of emails in your system, probably a lot of them with address and phone number attached, however you can’t just pull up outlook and start hitting send email. You need plugins that both tie the person’s details to your analytics and that connect to an email distribution company that specialize in bulk email. Which plugins you install will depend on what ecommerce software you are using.
The next step, meticulously connecting user data to your analytics dashboard, is at the core of our company’s strategy. If you don’t track it you can’t fix it. However you also have to be able to ask intelligent questions of your data. If you simply stare at a wall of user statistics you’re just going to be quickly overwhelmed. So we have to break it down, and ask questions such as is one specific source of traffic outperforming the others. By repeatedly cracking apart layers of user interaction we can start to build a picture of common user objections. Perhaps the sticker price of seeing the delivery calculation pop in at checkout is causing a high abandonment rate. Maybe it’s worth trying a free delivery and a slightly bumped up pricing strategy across the board. We have in-house developers so that we can field more complex solutions that ecommerce packages may not support out of the box.
We recommend installing a 3rd party bulk emailing solution because they force you to stay inside the law without having to hire a legal team to consult with. They also work hard to get those emails delivered to the inbox. It sounds simple but believe us when we say if you send 1,000s of emails you will find a higher and higher percentage end up in spam. You will quickly be hiring specialists and wishing you’d been working with a bulk email company all along.
There’s also a hidden benefit of setting this all up. Even though it’s a lot of work to drill down and fix all these issues you’ll suddenly find you have a captive audience and a simple to use platform to send your offers out. Solving cart abandonment and similar issues involves quite a lot of tinkering around to do right, but emailing your weekly newsletter full of up to date offers that brings your clients back repeatedly is the bread and butter of bulk emailing companies. You simply log in and grab one of their templates and fill it in with the stock that you need to sell. Once they pop back onto your site to take a look at your offers suddenly you’re back in control. Now you can add teasers on checkout with messages such as "We see you’re interested in this, other customers also buy this too".
Contact us to find out more about our ecommerce optimization strategies.
