We’ve all done it. In fact even as I write this, I’m fully aware there’s a shopping basket full of blu-rays on an ecommerce site, from the end of 2013, sitting and waiting for me to click ‘confirm purchase'. They’re definitely still there, I just checked.
As I discussed in my recent article what is retargeting and why do we need it? this very same curtailed ecommerce visit has led to a whole host of retargeted adverts on various related and not so related sites I’ve visited since.
But what of the abandoned basket itself? I’ve heard nothing from the company directly related to it. Right now, I’m the easiest mark there is when it comes to a targeted email.
I obviously wanted these products at more than one stage, I was even so far down the sales funnel that I registered my details, including my email address with them.
Chances are a well-timed email, reminding me this basket is ready and waiting, would have compelled me to make the final purchase, but so far I haven’t heard a thing.
Do basket abandonment emails work? Is there a best practice that ecommerce sites should follow? What is the likelihood that an ‘abandoner’ will come back to purchase after receiving the email? I'll try to answer these questions right here.
Email marketing is the communication glue within your digital marketing and all of this communication is trackable.
Tracking gives you the ability to understand the journey between the message and the call to action, which means that you can give this journey a value.
With this in mind, reviewing success or failure is critical so that you can affect the change in your campaigns and the actual value those campaigns are bringing.
RS Components distributes sometimes cool and sometimes boring electronic and industrial components.
Last week I attended Responsys Interact 2013 and listened to Harriet Mitchell, Ecommerce Behavioural Marketing Manager at RS Components.
Later that day, RS Components won the Email category at The Digitals, and so I thought I’d share the how, what and why.
Checkout abandonment is inevitable on ecommerce sites as the plain truth is that some people simply aren’t ready to make a purchase.
However there are certain steps that sites can implement to limit the number of customers that dropout during the checkout phase.
The basic aim is to make it as simple as possible for your customers to hand over their cash, which means limiting the amount of form filling and offering shortcuts wherever possible.
Camping retailer Millets, which was rescued from administration last year, recently unveiled a revamped site aimed at boosting its digital revenues.
Designed by Lost Ferret, the overhaul came about as new owner JD wanted to bring its ecommerce platform up-to-date.
It includes new product pages and a redesigned checkout, but is it up to scratch? In order to find out, I tried to buy a new jacket...
Basket abandonment is unavoidable for e-commerce sites, as no business will ever achieve a 100% conversion rate.
As these stats show, the most common causes are high shipping costs and forced registration, but often customers are simply just browsing for ideas.
However by understanding what causes customers to dropout before completing a purchase and making a few adjustment to the site design, businesses can reduce the impact of basket abandonment.
So here’s a run through of several different studies into what causes people to bail on purchases, as well as tips on how to improve conversion rates...
What is the key to relevance in email? Simple… it is knowing what the customer is interested in.
Whilst not wishing to be too prosaic, email marketing is the pursuit of relevance. Relevant emails get read and make money; irrelevant emails go into junk or worse still get unsubscribed (leading to a subsequent loss of lifetime value).
The art of good email is knowing what someone is interested in, and that applying this to all future email communications.
How marketers measure email is changing and will continue to change.
Where we used to look at open and click rates, today we are putting in place plans to measure email lifetime value. So what is going on?
I was reviewing results from a split creative test on a basket abandonment email recently (names removed to protect the successful) and it struck me how the methodology for measuring email results can, quite erroneously, determine how we use email marketing and develop marketing strategies.
So I thought I would combine the results here with my recommendations on how to measure email marketing.
It is frankly maddening when I hear marketers talk about how ‘valuable’ email is because it is ‘cheap’.
It says to me this marketer is likely to be banging out high frequency emails to produce orders without due consideration to the real value of email marketing in CRM terms.
RedEye’s latest Behavioural Email Benchmark Report shows that the number of online retailers employing a basket abandonment strategy has doubled from 7% to 14%.
So, I’ve asked the key guys at RedEye for their ideas about how to improve a basket abandonment email campaign. I got the fun of ranking them.
And in the style of Tony Blackburn, I’m counting down starting at number 10!