The surest way to persuade customers to complete an order is to send an email or chatbot. To set up an abandoned cart chain, you need a working tool and a suitable scenario. In this article, we will tell you which emails and messages will push the customer to buy and how to set up an abandoned cart chain using the trigger mailing designer

What is an abandoned cart?

Abandoned cart is a common behavioral scenario Iceland Phone Number List among online shoppers, in which the user selects products and puts them in the cart, but does not complete the purchase and leaves the site. According to Baymard , this figure is 69.82% on average, according to Statista – over 80%. The figures vary for individual industries – from 67.92% for insurance to over 90% for the automotive industry.

To calculate the bounce rate, you need to divide the number of purchases made during the period by the number of baskets created, subtract the result from one, and multiply by 100%.

Device statistics show the highest percentage of abandoned carts when visiting a site from a mobile device – approximately 74% compared to 63% for desktops and tablets.

Why do people abandon the basket?

The study shows that people most often leave items in their shopping carts because of additional costs, such as expensive shipping or high taxes. See the chart below for other reasons.

Abandoned Cart Email Sequence Script

To dispel all consumer doubts, one letter will not be enough, so you need to set up a chain of messages about an abandoned cart . Let’s move on to an example scenario.

Letter #1 “Reminder about items in the basket”

In the first letter of the chain, do not put pressure on the client, let him think about the choice. Let the first letter be just a polite reminder. Look at how the brand Ball and Buck does it. At first glance, it is clear to the subscriber that we are talking about the products that he recently liked. The letter contains images, names, quantities and prices of products. There is also a button with a clear call to action – “Complete your order.”

Letter #2 “Offer of Help”

If the subscriber has not purchased the product after the first email, send them a second email. In it, ask if the ordering process is clear. What if there are problems with payment or the subscriber needs advice? The task of the second email is to solve these problems. In it, provide a link to payment methods, tell about delivery and its terms. And also mention that the store has a customer service department and it will answer all questions. NYX dedicates a whole block for this in the email about an abandoned cart. In it, the store leaves links to the service center, terms of delivery and return of goods.

Letter #3 “Motivation to Purchase”

If the first two fail, it’s time for a third email. In it, push the subscriber to make a purchase: offer a discount, a gift, or free shipping, as Reebok does.

Another option for motivating a purchase is to create the appearance of a shortage. For example, an email from the home textile store Brooklinen reminds that the number of products in stock is limited and they will be reserved for the buyer only after payment. To eliminate doubts, the site suggests taking advantage of a special offer. The email also includes products that go well with those selected by the client – this promotes cross-selling .

Tips for an Effective Abandoned Cart Email

We asked our email marketing expert for some tips to kazakhstan phone number library improve the effectiveness of abandoned cart emails.

• Series of emails. The first point is that it is important to prepare and send a series of emails to the client. One message may not work, or the user may miss it. A series is more likely to lead to an order.
• Visualization. The email should show the products the user has selected. A visual reminder using commercial photos will influence the desire to make a purchase.
• Psychological triggers. Use phrases like “Allow yourself more”, “You have chosen great products, please yourself” and so on in the text and subject of the letter. You can see types and examples of triggers in our article.
• Availability of bonuses and restrictions. Perhaps a potential client was scared off by the high price. Offer him a discount bmb directory or free delivery, but for a limited period of time – for example, when placing an order within 24 hours.
• There is a pitfall here. When a person does not complete an order, and we immediately offer him a discount, this encourages a behavior model in which the user does not make a purchase in anticipation of more favorable conditions. Therefore, the discount should be included in the price of the product so that it can be given without losses for yourself.
• Letter of concern. Perhaps the customer had difficulties placing an order, or could not find information about delivery terms. It is useful to send a personalized letter on behalf of the manager and ask if there are any questions or problems, how to help, etc.