Cart recovery campaigns should be an essential part of any retailer’s email marketing strategy. Shopping cart abandonment is an ever-growing issue for the eCommerce industry, with the average online retailer experiencing 65% shopping cart abandonment for a total of nearly $4 trillion worth of merchandise lost each year. Of this 65 percent, only 2% of the abandoned carts are recovered.
Automated cart recovery emails are the most effective solution for alleviating shopping cart abandonment. In fact, with our three-part cart recovery campaigns, our clients experience average recovery rates of 15%, more than seven times the industry norm.
To give you a better sense of how to leverage cart recovery campaigns for great results, we’ve rounded up some of the top examples we've seen in the past year.
pet n’GO, a Mexican-based online retailer of pet goods, was already using cart recovery emails before they joined Windsor Circle. However, their abandoned shopping cart campaigns became more effective once they also implemented an overall lifecycle marketing strategy. In fact, their first cart recovery message is their most profitable automated email, responsible for nearly 50% of their revenue from data-driven marketing. This email does not include an incentive, but rather simply asks if the customer needs help completing their order. Their cart recovery series as a whole has great engagement rates with an average 32% open rate and 6% click rate.
We also wanted to include a non-client example of a great cart recovery message. I saw this email in my inbox and just had to share it to show how powerful simplicity can be in email marketing. This example from Shoe Carnival is great because it’s to-the-point and has a clear call-to-action. It reminds the customer that they left an item in their cart, with an image of the product for emphasis.
This email also does not include an incentive, but simply suggests that the customer come back to complete their order. Language like “hurry” and “fast” creates a sense of urgency, which can motivate the customer to make the purchase more quickly so that they don’t miss out.
The message also includes a telephone number to contact in case the customer needs help or has any questions. By highlighting their customer support, Shoe Carnival builds trust with the customer, which further fosters this relationship.
This message is the last in a three-email series that FacialCo sends to customers after cart abandonment. In this email, they use an incentive to entice potential customers to make their purchase. However, you don’t want to train customers to become accustomed to receiving a gift every time they abandon a shopping cart. Because of this, they only include their special offer in the last email in the cart recovery series. Additionally, the offer is time-sensitive, which shows customers that it’s their last chance for the deal and this sense of urgency could push them to purchase more quickly. Their cart recovery emails have had a beneficial impact for FacialCo, garnering a 57.5% open rate and an 8.2% click rate.
This email from Griffin Technology also offers an incentive in the form of a discount. Incentives can be a great option for driving sales, but you should also employ anti-gaming technology to ensure that customers are not rewarded for repeatedly abandoning their carts. This message has a clean, simple design that features the abandoned item with a link for the customer to complete their order. The message also highlights the company’s tech support, in case they need any assistance with completing their purchase.
Overall, Griffin Technology’s cart recovery series has high engagement rates with an average 45% open rate and 14% click rates.
Do you want to become a part of this group that is recovering abandoned shopping carts at such a substantial rate? Schedule a time to talk to our team to learn how you can start running your own automated cart recovery emails.