[MUSIC PLAYING] We've talked a lot about abandoned cart email campaigns. First we turned on Shopify's default abandoned cart email alert. There's still more you can do with this series. In this lesson, I want to explore some of these options as well as show you how I am currently approaching it at autoanything.com. The first thing I'd like you to test out is the discount ladder technique. Abandoned carts are perfect for this technique.
The last thing you want to do is give away too many discount dollars to incentivize something that the cart abandoner would have done anyway. So in line with this technique, we want a complete abandoned cart email series, not just one email. The first couple emails should be just gentle reminders, not aggressive discounts. You want to give the customer the opportunity to come back and complete his or her purchase if all they need is that gentle reminder.
If those emails don't work, only after a day or so do you want to get promotional, say 24 hours after abandonment. Then you should lead with your first offer-- maybe a 10% off discount to complete a purchase that day. Another 48 hours later you might ratchet that discount up to 20%. It may be four or five days later you should take your final shot and offer up your maximum discount of 30% off offer.
As we've stated before, if at any point the customer completes the purchase, they fall out of the sequence. Now, that's the discount ladder. To get really advanced, let's combine it with our second advanced technique-- the A/B test. I want you to create a separate email series that mirrors your initial series but it doesn't offer discounts. It offers something like free shipping instead. You're experimenting here because you want to understand what your customers value more-- discounts or free shipping.
Your free shipping series starts the same way as your discount series-- a simple email reminder after the cart has been abandoned. Next you'll send a second email 24 hours later offering free shipping with purchase. And three days after the abandoned cart you'll send another email again offering free shipping. The same offer goes out but try changing up the messaging. I like to frame these emails in different ways.
Sometimes I call free shipping a gift. Other times I'll push that urgency again and say that the free shipping offer expires in 24 hours. You can get creative with your own messaging. But I find these series and cadences generally perform well. Now I'd like to show you how you can start experimenting with these campaigns in Klayviyo. At AutoAnything we recently moved from an abandoned cart email to an abandoned cart series. And this is where we are today.
So here we are in Klayviyo admin. On the left-hand side we go to Flows and then Abandoned Cart Reminder. Now, this is not quite the series that it will end up being. But I've just begun experimenting with it. You see there's a trigger here when someone starts checkout. We wait four hours. And then we deliver just a very simple reminder-- you left something behind.
So there's no offer in this email. And that's key. Early on you don't want to give away any offers. So just a lot of people abandon carts because they forgot something or just want to be reminded. So just a simple reminder. I wait 20 hours and then I add in a little bit of scarcity here. I think if we preview this email you'll see that it says something like stock is running low.
It's not actually running low but we wanted to create some urgency here. And this urgency is not a discount. It's just urgency that stock's running low and you can return to your cart. And then we've got a test here. If somebody has placed in order, they drop out of the sequence. Otherwise we wait a day and here's where we start our discount ladder. Check out now and save 15%.
We're testing a couple of variations here. They're both 15% but I think we vary the messaging a little bit. And obviously, we want to continue this series on for a couple more days. One thing I want to highlight if we show analytics here is just how many transactions have come through on each of these emails. You see that for the first email-- a 3.4% conversion rate and $57,000.
The second email drops to about $6,000 and then $5,000. The bulk of our revenue is coming in off that first email which is just a gentle reminder. So this kind of speaks to the discount ladder concept. You don't want to give away too much margin too early and you want to preserve those discount dollars-- those margin dollars at your retailer. So this is a little bit of what we're doing at AutoAnything.
Again, about a month ago it was just one email. And now we've created an entire series. We've started some A/B testing and we've held off on the incentives-- on the monetary incentives to later in the sequence. So there you have it-- some abandoned cart email strategies that you can test out today along with a peek at how we're using them at AutoAnything. In the next and final lesson, I'll explain how all this thinking about email and segmentation can inform your total marketing strategy.
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