The e-mail reminder, in e-commerce, is undoubtedly one of the best ways to increase the engagement of the targets.
Especially for e-traders who face many drop-outs. Because it is possible to finish converting these abandoned baskets into purchases … thanks to the e-mail recovery. Yes, e-mail can also be a good way to transform. And recover up to 50% of abandoned baskets, according to some studies.
However, it is essential to avoid abusing the e-mail recovery. Its use in e-commerce must indeed be done in an intelligent way. Otherwise, you risk producing the opposite effect.
The reminder e-mail for birthdays
Send an e-mail to your customers for their birthday. Ask for the birth date of customers soon after they open an account on your shop. This is very precious: you have their age, and an excuse to wish them a happy birthday when the time comes. No, a reminder e-mail is not limited to a basket raise.
The e-mail recovery is also a working relationship. And customers particularly appreciate. Of course, we make sure to personalize the e-mails of wishes that we send to the customers. Address it nominative, and plan a template of circumstance, on the theme of the birthday.
Besides the e-mail, you could also send a real printed birthday postcard! By mail. If only for customers who have already made at least one online purchase at home. Since you have a delivery address. And in this beautifully printed birthday card, the recipient will find a tempting promotional offer. To cover both the relational and transactional dimension of the contact
Cart abandonment decreases after e-mail reminder
Internet users tend to add products to their shopping cart online. Especially when the contents of the product sheets are inspiring. And this, to be able to find them more easily later. It’s like composing their wish list. But various reasons can then push them to give up their basket:
- They are not yet ready to buy.
- The price of the basket is excessive
- External circumstances interrupt them
- Ancillary costs are abusive
However, that does not mean he will not buy. On the contrary. Abandonment is part of the decision-making process. See the numbers instead.
A quidam is about 70 times more likely to buy when it has gone through the shopping cart than one who just visits the catalog.
If he returns to the site within 28 days and once again gives up his cart, they are then 192 times more likely to buy.
In sum, cart abandonment is an integral part of the buying process. And netizens “basket abandon specialists” are not enemies. These are your best potential customers. So treat them as such!
Recovery on basket: the purchase by three
Your stimulus program must be based on a scenario. Send the abandoned baskets a series of e-mails, usually three. The first to be sent at the time of the abandonment of the basket. He will simply reproduce the contents of the basket. The second will recall the purchase intention. The last, if any, will offer an offer to trigger the purchase.
The e-mail reminder must avoid two major pitfalls.
- First, make sure your campaign is always in sync with the customers. It means following visitors in real time on the site. The goal is to make sure you do not send e-mails to people who have already bought.
- Second, pay attention to the promotions. Too many promos or attractive offers too stiffly can encourage customers to give up their basket more, to receive an interesting offer in return. What is not the goal!
Personalize the post-purchase experience with a thank-you e-mail
One of the criteria that bring customers back more often is the quality of customer service. To retain customers, provide them with tailor-made, personalized follow-up. This is especially true for small e-commerce players. Establishing a long-term relationship with clients is crucial. The reminder e-mail is part of this long-term relationship.
Specifically, e-mails and thank you cards, small gifts, or a phone call are all ways to pamper people. So to retain your customers. We are all sensitive to any mark of gratification, right?
To increase the impact of these thank you e-mails, here are some tips:
- Call the customer by his first name. You personalize the message and break the barriers between you and the customer.
- Make sure the customer comes back as soon as possible. Consider integrating into the e-mail relevant links to your e-commerce store (tip sheets, product sheets, promos, etc.).
- Take leave so neither too familiar nor too impersonal. Avoid perhaps the “hello! But also “cordially”. A happy medium may be in a formula like “Looking forward to seeing you again” or “See you soon! “.
- Finish with a real signature. Mention in the signature your exact function in the company, your contact details (e-mail, direct telephone number). Feel free to add social networks.
Plan dedicated messages for new customers and repeat customers
Remember to send new customers and repeat customer’s thank you cards or special offers.
Do you opt for a printed card? In this case, sign by hand. This will give you more value, and the customer will feel important to you. As long as you do, also remember that you are ready to provide him with all the assistance he will need. And do not forget to thank him concretely, by a small gift: a special offer, a promo code. Finally, make sure to include an email address and a personal phone number. Sign that he will enjoy special attention if he returns!
Stimulus emails generate a high return
About 70% of the consumers who fill a basket will abandon it and will not make a purchase. Not right now, anyway. We have already said it above. But this confirms this: sending e-mail reminders can be remarkably effective.
Indeed, you can recover between 10 and 30% of basket abandonment. Or, one of the largest returns on investment in e-commerce.
For a good e-commerce revival, rely on the numbers
Consider setting up a tracking system on the emails you send. This is a good way to collect useful data such as open rate, conversion rate, click through rate, and more. So much valuable data that you will then use to evaluate and progressively improve the e-mailing campaigns your program. Do you know how to find customer without inbound marketing?
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