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Abandonment Emails Increase Conversions

Friendly email to those who don't checkout

   
11:09 pm on Nov 2, 2006 (gmt 0)

5+ Year Member



HackerSafe advertised this --> "In August, 13.5% of cart abandon email clickthroughs converted into purchases during that visit. This rose to 16.54% in September. Ecommerce Marketing"

Do you send abandonment emails?

4:14 am on Nov 3, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Wonder how many of the other 85% perceived the abandonment email as an invasion of privacy?

Our cart abandonment software has the ability to capture email addresses. We've never enabled that feature.

9:46 pm on Nov 3, 2006 (gmt 0)

5+ Year Member



Used to do it on my previous host, and we converted about 20%. Never had one complaint or "leave me alone" type response.

Unfortunately, our new host does not capture emails for abandoned carts so we cant do it now.

7:59 am on Nov 4, 2006 (gmt 0)



Why push if they are not interested?
5:25 pm on Nov 4, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Many people who abandon carts ARE interested and would return anyway to complete the purchase. Maybe the shopper doesn't have his card handy or wants to wait till he needs more things from the store.

The seller won't know the buyer's email unless the buyer is a registered repeat customer or has virtually completed the shopping process. Either way he is a good prospect whom you don't want to alienate with high pressure.

How would you feel if a B/M clerk were waiting at your car outside a mall to talk you back inside?

LOL

What online store uses this technique? I'd like to test it to see what kind of email they send. It would have to be worded very carefully.

5:43 pm on Nov 4, 2006 (gmt 0)

5+ Year Member



Ispy - with all due respect i hope you were being somewhat facetious (sp?). They were interested which is exactly why they were at your site to begin with. There are lots of reasons why they dont purcahse but are actually interested.

Jsinger - yes, the wording int he email has to be very cautious. We framed it as more of a customer service response and tried to leave out anything that would indicate a sales pitch. It was very successful for us and we never got one complaint.

6:27 pm on Nov 4, 2006 (gmt 0)



I do a lot of browsing in brick and mortars where I don't buy anything. If someone there called me to ask why I did not buy with a phone number I did not give full permission to use I would most likely hang up.

Yes, there are always reasons why someone would abandon, but finding the reason is of primary importance for the merchant not the customer. Finding out why is very valuable (lower competitor price, malfunctioning cart, etc.), but this should be done through other channels which do not involve calling cold calling. If they were interested they would have asked you during check out in the first place.

Some people respond to spam also and buy from it. Does this mean thats it's OK to ask everyone, even those to whom it is not welcome?

10:05 pm on Nov 4, 2006 (gmt 0)

5+ Year Member



ipsy - we are obviously of differnt philosophies with regard to email as a communication tool. So, i will just agree to disagree with you.
10:53 pm on Nov 4, 2006 (gmt 0)

10+ Year Member



It is true you have to be very careful how to word it. I use...

Dear #*$!x,

Thank you for you interest in #*$!x.com. For your information, your order has been saved in your account and can be completed at any time by clicking the following link:

http://www.#*$!x.com/completeorder?id=12345

If you need any help or further information, please contact us at help@#*$!x.com or call 0800 123456.

Many thanks,

#*$!x.com Customer Services

I haven't worked out the exact conversion of this, but could be up to about 50%! I've never had anyone complain about this email being sent to them, and have sometimes had useful feedback as to why they didn't complete.

Jonathan

[edited by: lorax at 12:55 pm (utc) on Nov. 5, 2006]
[edit reason] delinked [/edit]

12:48 am on Nov 5, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Jonathan, that email is nicely crafted.

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BTW, with the election coming up and my phone ringing almost hourly with recorded political messages, I have a pretty short fuse for intrusive advertising.

6:33 am on Nov 5, 2006 (gmt 0)

5+ Year Member



Thanks Jonathan. I agree. Nice email and it doesn't require to much technically on the back end.
8:27 am on Nov 5, 2006 (gmt 0)

5+ Year Member



Jonathan, how long after the cart abandonment do you send this? The same day or is it hours? I guess the answer is to get them whilst they are still in the buying mode.
9:29 am on Nov 5, 2006 (gmt 0)

10+ Year Member



I have it as a manual process to send them, so it varies. But yes, I normally send it fairly soon after - maybe 30 minutes to an hour - so it's still fresh in their mind.
9:48 am on Nov 5, 2006 (gmt 0)

5+ Year Member



Yeah 30 minutes seems to be a good time. The reason I asked is that one of our clients is sending them out days after the event and to me that seems to late.

Is there a reason you don't automate the process?

10:45 am on Nov 5, 2006 (gmt 0)

10+ Year Member



Is there a reason you don't automate the process?

Yes it could be automated.

I should clarify, by manual I don't mean I type it each time! I have just a simple link to click in my order admin to send it, so it's really no effort to send it - I would click through to the order details look and see who they were and what they were ordering anyway.

Also there's some cases where I wouldn't want to send it, for example:
- if the order looked fraudulent
- they are outside the UK (I only deliver inside the UK and say everywhere I only deliver in the UK, but people still checkout but realise at the last minute!)
- they might have pressed back and altered their basket and then checked out again and completed a second order, I wouldn't then send it for the first order

I guess I could automate it and add some of this logic to the code, but for the time it would take to add it, I'm happy to just click my link!

I've worked hard to make my checkout as simple as possible, so the number of people that don't complete is fairly small. I can only send these emails to the people that bail out at the last credit card step, which is perhaps only about one a day.

Jonathan

4:43 pm on Nov 5, 2006 (gmt 0)

5+ Year Member



Cool, sounds like the manual link does the trick and certainly gives a good level of control.
7:04 pm on Nov 5, 2006 (gmt 0)

5+ Year Member



jsinger, sounds like you need to be on the do not call list:

[donotcall.gov...]

7:19 pm on Nov 5, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



30. Are calls from political organizations or calls soliciting for charities covered?

Political solicitations are not covered by the TSR at all, since they are not included in its definition of “telemarketing.” Charities are not covered by the requirements of the national registry. However, if a third-party telemarketer is calling on behalf of a charity, a consumer may ask not to receive any more calls from, or on behalf of, that specific charity. If a third-party telemarketer calls again on behalf of that charity, the telemarketer may be subject to a fine of up to $11,000.

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also "surveys" aren't prohibited