Given how online companies can lose millions because of abandoned carts, Abandoned Cart Emails are a great way to recover these losses and gain customers. However, how do customers exactly react to these emails?
It is easy sending a number of emails to your customers, but too many emails can actually harm you more, leading to irritated and lost customers.
Another common error is sending the mails too frequently. Timing and numbering are the two aspects you must be careful with in order to boost your online business.
Cart abandonment is an issue for about 75%-81% of eCommerce sites, both big and small ones. So abandoned cart emails have become a popular tactic.
But you must have often had the question pop up in your mind: How many of these emails should be sent? At what intervals should they be sent? How do the customers react to these emails? Do these emails really work enough?
How do customers react?
On a survey in which the subjects were Americans, about half of them found abandoned cart emails helpful, while about a third of them found them annoying. To be more precise,
- 51% of the subjects felt they were helped by the emails
- 38% felt annoyed
- 16% of them found these emails so irritating they wished the sites would stop sending them
- 12% of them admitted that they never received cart abandonment emails at all.
These emails are certainly helpful, as the survey proved, as
- 6% of the subjects who had abandoned carts were glad of the emails and went back to complete their purchase
- 7% of them found the emails both helpful and delighting if they had special coupons or discounts
- However, 69% of the subjects admitted they have not been impacted upon by these emails, regardless of how they felt about them.
So, how to deal with customers getting annoyed by Abandoned Cart Emails?
Using statistical data
With the help of statistical data, you can figure out where the customers had exactly abandoned the cart. This information will give valuable insight into usage later. You can customize emails, and add special incentives for customers that are personalized so that they come back to your online store. Smoothen the check out process, and try to create a frictionless experience, especially if you notice clients are abandoning carts at a specific point during checkout.
Being of help
Do not just remind your customers about their abandoned carts; assist them in the process by directly leading them to customer support. This is particularly helpful when most customers seem to abandon carts in the same webpage or area, solving the problem by directly communicating with them. You can also ask the customers for feedback, especially in cases where you cannot figure out a specific reason for cart abandonment. Simply add a “How can we help?” button in your mail. This can help generate valuable input for your improvement. Preferably, you can also add the name and photo of the sender in the footer of your email.
One click opt-out
Make the experience easy for your customers. Give them a simple way to opt out of emails; it is a common practice, so provide it here as well. Not giving them this option will annoy them even more, and they tend to mark your emails as spam. Include a link that will easily unsubscribe them, or remove them from the algorithm that sends them the emails from your site.
- Setting up a frequency cap
Timing your emails is one of the most important tactics that impact your business in this regard. Too frequent emails will become annoying for your customers. It is best to send the first email within a few hours, but space the second and third emails with a gap of at least twenty-four hours between each. It can even be extended to forty-eight hours. Recommendations depend on your business and customers.
- Being humoral
Humour is a great way to lighten bad situations and serious problems. Cart abandonment is a bad situation. Being fun, light-hearted and appearing easy with the situation would alleviate the customer’s mood and would not make them feel bad about spending their money. Appearing friendly and humorous can rid them of annoyance. It is a kind of personalization of your email, helping build better relations with your customers.
- Suppression windows
Suppression windows can prevent emails from going out immediately after carts are abandoned in a set period of time. Say, a customer abandoned their cart after reaching the shipping fees paid. So you send an email in the next one or two hours adding an incentive for free shipping. So they complete the transaction but also abandon the cart before initial checkout, Make sure another abandoned cart email does not go out immediately after this. This can prevent unnecessary annoyance, or even customers taking advantage of the system.
- Make communication with you easy
To make sure your customers stay happy and can contact you easily, include your contact details in the abandoned cart emails. A lot of customers abandon carts because they are not sure about product details or return policy, and cannot find the answers on your website. Provide them the link for a support channel via the abandoned cart emails. Keep in mind not to link a contact form page, but provide a support phone number, a live chat, or a social media channel being monitored.
A big problem with abandoned cart emails is, they are often marked spam. To prevent this, keep in mind some easy steps.
- Keep a concise subject line
Do not make it a click bait, be direct and not manipulative, It should state in precise and exact what the mail contains.
- A familiar send from name
The name from which the mail is sent should be familiar. Try using the name of your site rather than an individual in the subject line and at the beginning of your mail.
As stated before, one cannot stress enough on this aspect of your abandoned cart emails.
- Spam triggers
Specific words and special characters or even capital letters can act as spam triggers. Keep the emails personalized, avoid words like “free” “offer” etc.
- Text to image ratio
Most preferable email templates have 60% text and 40% images. Use a 600-pixel wide image for header banner, and 114 pixels wide for the email header logo.
- Simplicity in format
BE direct and simple. DO not make the information you want to convey too complicated, do not add too many extensions or unnecessary texts.
- The clarity in the call to action
Since you want your customers to return to their abandoned cart, provide one simple link. The most you can add beyond this is a discount or coupon. Too many links will detract your customer.
- Proof read emails
Avoiding grammatical and language error prevents your emails from being marked spam. Check these thoroughly before sending.
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