Automation is innovation. Being able to create triggers that execute processes and incite results, all without needing a guiding hand, is the key to optimizing your ecommerce site. Nowhere is this more evident than when setting up an abandoned cart marketing process. Not only is this a situation rife with automation opportunities, it’s also a great place for ecommerce owners and managers to get their feet wet with triggers and processes.
Step 1: Cart identification and email recapture
The first and easiest way to automate the abandoned cart marketing process is to have triggers set up for abandoned carts and emails set to go out to those customers who trip the trigger. Here’s an example:
Customer adds items to a cart, then leaves the site. A trigger is set to batch emails to customers who don’t come back to their carts within 1 hour. After the second day of abandonment, customers are emailed with a second templated email encouraging them to revisit their cart – this time with new content and possibly a coupon code.
All it takes for this process to work is a date stamp and a simple “if this, then that” trigger. If the date exceeds 1 hour, then send an email. Simple!
Step 2: Personalized recapture emails
Expanding on the first and simplest automation, having emails that are customized to each shopper or customer is imperative in recapturing shoppers. Unfortunately, this process demands a lot of time unless automated. Luckily, it’s easy for eCommerce managers to set up variable data email templates that automatically draw information from the cart. Here’s what it looks like:
When an abandoned cart email is being batched, the template draws information from the cart itself, filling in the placeholders in an email. This includes the customer name, images of the items they left behind and a unique link back to their cart.
When combined with Step 1, this deeper foray into automation creates a profoundly powerful tool that can get customers excited about reclaiming their previously abandoned cart.
Step 3: Coupon code generation
Want to add even more “chutzpah” to your abandoned cart emails? Throw out a discount to customers in an effort to get them to convert! But, be smart about it. This means generating a customer-specific coupon code that can only be used once and absolutely be tracked, so you can control and monitor your rate of conversion. This process, too, can be automated:
Using a variable data placeholder in your email template, have another trigger that generates a user-specific code when emails go out. The code itself is sent via email, while also registered as valid in your ecommerce dashboard. As the code is redeemed, it’s simultaneously invalidated for future use and logged as part of your conversion campaign.
Again, using automated triggers and variable data saves you time and further optimizes your efforts as you seek to bring shoppers back to their carts.
Step 4: Keep automating!
There are numerous segments of the abandoned cart redemption process that can be automated. And, with every automation comes the potential for optimization of your process. From follow-up emails, to abandoned cart data export, to conversion rate logging and more, automation is critical to success in marketing in this channel. Make sure you’re constantly evolving, to keep the carts left unclaimed to a minimum.
Datacrushers is a revenue discovery platform and global leader in site-wide revenue recovery and acceleration
Our USP, is “USP.” User, Site Product. We carefully examine all three verticals from every which way using deep analytics, machine learning & AI along with NLP to mine data and to understand what customers are looking for and to present the best ways for merchants to discover the abandoned revenues… site wide.