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2015 Shopping Cart Abandonment Email Trends

Date post: 14-Jul-2015
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Shopping Cart Abandonment Email Trends Adoption, Timing, Content, Series, and Tactics during the 2014 and 2013 Holiday Seasons @chadswhite
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Page 1: 2015 Shopping Cart Abandonment Email Trends

Shopping Cart Abandonment Email TrendsAdoption, Timing, Content, Series, and Tactics during the 2014 and 2013 Holiday Seasons

@chadswhite

Page 2: 2015 Shopping Cart Abandonment Email Trends

During Cyber Week, one of the most important shopping weeks of the year, the Salesforce Marketing Cloud clicked through the promotional emails of more than 90 major online retailers and we filled our shopping baskets with more than $100 of merchandise.

Page 3: 2015 Shopping Cart Abandonment Email Trends

Then we walked away, closing our browser after each shopping session.

Here’s what happened next and how it compares to our results when we did this same experiment during the 2013 holiday season…

Page 4: 2015 Shopping Cart Abandonment Email Trends

23%

77%

2014

1 or more None

The Response to Abandoned Carts

20%

80%

2013

1 or more None

Percentage of retailers sending a triggered email in response

Page 5: 2015 Shopping Cart Abandonment Email Trends

What’s Different: Adoption increased slightly, but there’s much more opportunity for retailers to react to this strong buying signal with a triggered email that serves subscribers and generates revenue.

Seventy-two percent of marketers say cart abandonment emails are very effective or effective, according to Salesforce’s 2015 State of Marketing Report.

Page 6: 2015 Shopping Cart Abandonment Email Trends

50%32%

18%

2014

Within 24 hrs Within 24-72 hrs

After 72 hrs

The Delay in Response

48%

48%

5%2013

Within 24 hrs Within 24-72 hrs

After 72 hrs

How many hours until the sender’s first response arrives

Page 7: 2015 Shopping Cart Abandonment Email Trends

What’s Different: Surprisingly, retailers’ response time got worse. Cart abandonment emails perform best when delivered within the first 24 hours of abandonment, according to Salesforce’s Predictive Intelligence Benchmark Report.

Waiting days during the fast-moving holiday season surely meant emails arrived way too late to impact the purchase decision.

Page 8: 2015 Shopping Cart Abandonment Email Trends

68%

32%

2014

Showed item(s) Did not

Email Content: Product Details

38%

62%

2013

Showed item(s) Did not

Percentage of senders listing the item(s) abandoned in their emails

Page 9: 2015 Shopping Cart Abandonment Email Trends

What’s Different: Rather than forcing subscribers to click through to see what they left behind, nearly twice as many retailers included a picture and description of the item(s) in the cart.

Pulling this valuable information forward from the landing page into the email surely aided conversions by reducing unnecessary friction in the process.

Page 10: 2015 Shopping Cart Abandonment Email Trends

41%

59%

2014

Recommended other products Did not

Email Content: Recommendations

19%

81%

2013

Recommended other products Did not

Percentage of senders suggesting alternative products in their emails

Page 11: 2015 Shopping Cart Abandonment Email Trends

What’s Different: More than twice as many retailers seized the opportunity to present alternative products during the 2014 holiday season vs. 2013.

Abandoned cart emails using predictive intelligence for product recommendations generate $36.02 per click on average, according to Salesforce’s Predictive Intelligence Benchmark Report.

Page 12: 2015 Shopping Cart Abandonment Email Trends

18%

82%

2014

Included seasonal messaging Did not

Email Content: Seasonal Context

5%

95%

2013

Included seasonal messaging Did not

Percentage of senders including seasonal messaging in their emails

Page 13: 2015 Shopping Cart Abandonment Email Trends

What’s Different: Adding seasonal imagery, holiday sales promos, shipping deadlines, or a gift services footer make cart abandonment emails more urgent, relevant, and effective.

This past holiday season more than triple the number of retailers included seasonal elements in these emails, wisely placing the potential purchase within the context of the holiday season.

Page 14: 2015 Shopping Cart Abandonment Email Trends

50%50%

2014

Sent a series Did not

Cart Abandonment Email Series

19%

81%

2013

Sent a series Did not

Percentage of senders sending 2+ emails in response to abandoned carts

Page 15: 2015 Shopping Cart Abandonment Email Trends

What’s Different: Sending a series of cart abandonment emails significantly boosts effectiveness, so it was great to see such a huge jump in the adoption of shopping cart abandonment email series.

Series ranged from two to four emails, with each one focused on one potential customer need, such as help with questions or suggestions of alternative products.

Page 16: 2015 Shopping Cart Abandonment Email Trends

The Engagement Tactics

• A straightforward “You left this in your cart” notification

• Reassurances that the customer’s cart will be saved

• Creating urgency around the products selling out

• Highlighting existing sales and free shipping offers

• Offering a discount or incentive to complete the purchase

• Recommending alternative and related products

• Reminding shopper about shipping and return details

Messaging tactics used by senders to get cart abandoners to convert

Page 17: 2015 Shopping Cart Abandonment Email Trends

The Engagement Tactics (Cont.)

• Presenting payment and financing options, and private label credit card offers

• Pointing out price-matching and price-assurance policies

• Stressing that customer service reps are available to answer questions

• Sending information about the product category of the product abandoned

• Sharing reviews for the product

Messaging tactics used by senders to get cart abandoners to convert

Page 18: 2015 Shopping Cart Abandonment Email Trends

What’s Different: The increase in cart abandonment series meant that senders were able to use more engagement tactics than in the previous year, increasing their chances of addressing the reason for the abandonment.

Testing tactics and their order in a series is advised.

Page 19: 2015 Shopping Cart Abandonment Email Trends

Adoption of shopping cart abandonment emails is still low, which gives brands that have them a distinct competitive advantage over those that don’t.

For those brands that don’t have one or have a simple one, we recommend that you…

Page 20: 2015 Shopping Cart Abandonment Email Trends

Grow the sophistication of your cart abandonment emails over time by:

• adding product information from the cart

• adding product recommendations

• adding season context

• expanding to a triggered email series

• testing various messaging tactics

Page 21: 2015 Shopping Cart Abandonment Email Trends

Did you enjoy our Shopping Cart Abandonment Email Trends?

If so, please tell a friend or colleague about it.

Start now so you’re ready for the holiday season. Good luck!

CLICK TO TWEET: Great stats and advice in @Salesforce’s

Shopping Cart Abandonment Email Trends #infographic

http://sforce.co/1B6ft5v

Page 22: 2015 Shopping Cart Abandonment Email Trends

SOURCESUnless otherwise stated, all data based on observational research performed by Salesforce Marketing Cloud during early December 2014 involving 94 major U.S. online retailers and during December 2013 involving 103 major U.S. online retailers using anonymous email accounts.

Page 23: 2015 Shopping Cart Abandonment Email Trends

Thank you


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