Thursday, November 13, 2014

Abandonment = Opportunity: 5 Tips to Boost Remarketing Revenue

shoppingcartGiven the impact abandoned cart messages can have on revenue, implementing this strategy could be the single most important tactic you tackle to get ready for the holiday season. If you're already sending these triggered messages today, that's a great start. Here are five recommendations for making your abandoned shopping cart messages even more effective:

1. Customize Messages With Abandoned Cart Items.

This is the gift-giving season and most consumers are buying gifts for more than one person across different websites. In the frenzy of trying to check off friends and family members from their holiday gift lists, it's easy for consumers to forget what items they placed in a particular shopping cart. Showcasing those items in the message will not only remind the consumer what they were thinking about purchasing, but will be more effective at driving a desired action than a generic email with a stock image of an empty shopping cart.

2. Send More Than One Message.

According to a recent Experian study, brands sending a second abandoned cart email saw a 50 percent increase in abandoned cart revenue compared to their first abandoned cart mailing. Brands sending three messages saw a 56 percent increase in revenue compared to just sending the initial abandoned cart email. Sending a series of messages also creates a great opportunity for testing, such as only offering a discount with the second or third message, or offering a greater discount with the final message.

3. Link Back to the Cart.

This may seem obvious, but two of the five brands that sent me an abandoned cart email either took me to a landing page that required me to log in or to a generic landing page telling me my cart was empty. Which brings me to another point - make sure the call-to-action brings the consumer back to a working landing page that accurately showcases the correct cart items. Consumers aren't likely to take the time to refill their carts all over again.

4. Create Urgency.

None of the messages I received drove urgency with a limited-time offer. This is an especially important tactic if a discount is being offered. Abandoned cart emails are perfect for featuring real-time dynamic content, such as countdown clocks or timers.

5. Test All of These.

There are numerous opportunities for testing with abandoned cart messages, and learning what resonates with your would-be purchasers has a direct impact on revenue. Consider testing the following: a series of messages (as compared to a single message); the use of an incentive or discount; the type of discount, such as a percentage or monetary value; a variety of subject lines, such as listing the cart items, featuring the discount, or creating urgency with a deadline; the time frame and cadence of the messages; and the call-to-action text.

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