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[MUSIC PLAYING] Now that you have a successful abandoned cart program in place, it's time to improve it. If you're ready to take your abandoned cart messaging to the next level, simple automation splits can make a world of difference. Imagine two shoppers-- one whose cart is $25 and another whose cart is $200. Do the same things matter to each shopper? Likely not. This is where splitting your messaging based on something simple like cart total can help you create more personalized messages.
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Let's say you have a $35 free shipping threshold, but the abandoned cart is only $25. You can send a different message to these customers, visibly promoting free shipping over $35 and maybe even incentivize them if they spend over $50. For those already over the threshold, you may want to more heavily promote your return policies and satisfaction guarantees. After all, free shipping is not the reason they failed to complete their purchase.
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Another way to use splits is to send different messages based on their previous purchase history. If they've never purchased before, how might you treat them differently than a loyal repeat customer? What if there are a one-time purchaser returning to make their second purchase? Would that change your approach? For example, maybe your loyal customers, you would only send one or two messages instead of three or give them a discount without a minimum spend.
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For a first-time returning customer, maybe you offer a discount in the first message but put a minimum spend on it. And for those who never purchased before, you can leave your discount on third message, but focus on building trust and why they should do business with you. As you can see, the options are really limitless. Find out what makes most sense for your brand, and make it happen.
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Like with any automated email, once you have the foundation in place, you can continue to optimize each message as time allows-- allowing your automated emails to generate more sales and increase your revenue, just like the company Baking Steel. Baking Steel generates 27% of their email marketing revenue through their three message abandoned cart series. Even though it makes up 27% of your email revenue, it accounts for 0.5% of your email settings.
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And the revenue per email for these messages is nearly 8,000% times greater than those of their scheduled email campaigns. If you don't think you can create a sales-generating abandoned cart series, think again. Your homework for this week is to create a single cart abandoned message, just one. If you already have one, look at your messages, and find ways to make it more compelling by matching your messaging with your customers' intent.
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Be sure to check out the resources section for this helpful abandoned cart worksheet, complete with email examples that will guide you in creating your abandoned cart messages.
