Mar 10, 2016

Increasing Revenue Through Abandoned Cart Messaging and Incentives


Last week, we explored a few of the ways that email personalization and MailChimp’s social media integrations could help your business make more money. This week, we’ll focus on the revenue-boosting benefits of incentivizing your campaigns and sending cart abandonment messages to your customers.

Send cart abandonment messages

Online shopping carts are abandoned for a number of reasons. Maybe a customer has second thoughts, maybe a website times out, or—and let’s be real here—maybe the customer just got distracted by a cute animal video. Whatever the case might be, once you’ve connected your store to MailChimp, there are plenty of integrations that make it easy to follow up and encourage your customers to complete their purchase.

  • Send a follow-up email: After a would-be patron has navigated away from your store, a follow-up email helps keep your products fresh in their minds. Make it easy to jump back into the buying process so they can pick up where they left off. But, also make sure you’re sensitive to the timing. If you send immediately, there’s a chance you might annoy them or come across as desperate. If you wait too long, there’s a chance they’ll lose interest, forget why they wanted the item, or buy it from someone else. Many industry experts recommend sending this email within the first 24 hours after abandonment, but testing will help you identify what resonates with your customers.
  • Remind shoppers what they’ve abandoned: This may seem like a no-brainer, but when you send cart abandonment emails, don’t forget to clearly state the intention of the message and mention the actual items your customer left in their cart. Include a picture of each item, its price, and maybe even a brief description or a satisfaction guarantee. Your customer added the item to their cart for a reason, so give them a little nudge—without being pushy!—and remind them why they’ve gotta have it.
  • Give customers another reason to come back: Sometimes, a reminder might not be enough. If a standard follow-up email (or 2) doesn’t do the trick, consider suggesting other similar items from the same category that might also interest the customers. Or, send them a coupon or other special offer that can be used for the purchase or redeemed after the purchase.

Offer incentives

It might seem counter-intuitive to offer discounts or freebies to make money, but consider the big picture. When your customers use coupons or discounts, they’re still spending money on your products. In some cases, they might even be inclined to spend more if they know they’re getting something else at a lower price. Plus, you’re building brand loyalty. Here are a few ways you can incentivize your email campaigns:

  • Welcome new subscribers: When someone gives you their email address, they’re also giving you trust. The inbox is valuable marketing real estate, even if people don’t always read your campaigns. As such, it’s important to show your customers that you appreciate the gesture. Try enabling and customizing your final welcome email to send new subscribers a coupon or free download immediately upon joining your list. Or, create an automation workflow that sends a tailored message, coupon, or offer to new subscribers based on information they provided at signup.
  • Re-engage inactive customers: Do you have customers that made purchases in the past but have since been become inactive? Maybe they just need a little extra nudge to come back. Create a segment of everyone who hasn’t made a purchase within a specific period of time and send them an email to promote new products in your store, upcoming events, or special subscriber-only sales that you have planned in the future. You could even offer them a limited-time coupon or discount to encourage them to act quickly.
  • Show appreciation: After a customer makes a purchase from your store, thank them for their patronage. Send (or automate) an email to let them know you appreciate their business, provide any applicable care instructions for their new product, and maybe even offer a discount they can use for their next purchase. They’ll be getting a good deal, and you just might increase your chances of another sale.