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Cart Abandonment Email Best Practices,[object Object],March 2010,[object Object]
Multiple Opportunities in the Funnel,[object Object]
Samples of Remarketing,[object Object]
Why aren’t you (email marketers) incorporating Web analytics data:,[object Object],41%: lack the resources,[object Object],36%: lack integration between applications,[object Object],Jupiter Research,[object Object]
Getting Started: Cart Abandonment,[object Object]
87% of consumers abandon carts,[object Object],…75% say they will return to complete the purchase.,[object Object],Source: Amaze/University of Glasgow,[object Object]
Consumer Email Purchase Influence,[object Object]
Sample Cart Abandonment Types ,[object Object]
Some Factors to Consider,[object Object]
1. Timing Factors,[object Object],Immediate,[object Object],1-3 days,[object Object],Factors/Issues:,[object Object],Product type (e.g., travel),[object Object],Feed timing,[object Object],Did they purchase after abandoning?,[object Object]
2. Product Inclusion - Without,[object Object]
2. Product Inclusion - With,[object Object]
3. Discounts/Offers/Copy,[object Object]
3. Discounts/Offers/Copy,[object Object]
3. Discounts/Offers/Copy,[object Object]
4. Design,[object Object]
4. Design,[object Object]
4. Design,[object Object]
5. Duration,[object Object]
5. Duration,[object Object]
Sample Results,[object Object]
Open Rate Lift,[object Object],57%,[object Object],100%,[object Object],150%,[object Object]
Click-Through Rate Lift,[object Object],24%,[object Object],54%,[object Object],350%,[object Object]
Conversion Rate Lift,[object Object],50%,[object Object],110%,[object Object],116%,[object Object]
Low Volume/High ROI,[object Object],Cart abandonment emails (sample client)=,[object Object],10.4% of total revenue from email marketing,[object Object],…but only,[object Object],2.7% of the total email volume,[object Object]
Abandonment Email Takeaways,[object Object],[object Object]
 Start w/ highest ROI items
 Don’t train repeat abandoners
 Test timing and discounts
 Determine which types of customers     respond best,[object Object]

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Cart Abandonment Email Best Practices

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  • 27. Start w/ highest ROI items
  • 28. Don’t train repeat abandoners
  • 29. Test timing and discounts
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Editor's Notes

  1. 0.7% of product views convert to orders8% of cart additions convert to orders
  2. Why aren’t you (email marketers) incorporating Web analytics data: (JupiterResearch)41 percent said it was because they lacked the resourcesAnother 36 percent said they lacked the necessary integration between applications
  3. 87% of consumers abandon online shopping baskets. 75% claim they would return at a later date to complete the purchase — effectively using the basket as a wish list.
  4. These are open rate lifts for 3 clients from cart abandonment emailsover their average broadcast emails
  5. These are click-through rate lifts for 3 clients from cart abandonment emailsover their average broadcast emails
  6. These are conversation rate lifts for 3 clients from cart abandonment emailsover their average broadcast emails