rejoiner and cv3 webinar slides
TRANSCRIPT
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B R O U G H T T O Y O U B Y
How To Set Up The Perfect Cart Abandonment Campaign (And Make It Your Highest Revenue Generating
Email)
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B R O U G H T T O Y O U B Y
• 6 ways to ensure your cart abandonment campaign recovers the most amount of revenue possible.
• How we lifted conversions from email by 33.96% with an little known email marketing feature.
• How to identify more site visitors and capture more emails to generate more revenue.
• A real life cart abandonment campaign case study from Great Fermentations which has been converting at 20% over the last 12 months.
Tom Krawiec Growth Director, Rejoiner
[email protected] @tkrawiec
P R E S E N T E D B Y
John Frazer Director of Business Development, Commercev3
If there were only one email campaign we could send for 350+ of our eCommerce customers for the rest of their lives it would
be the cart abandonment campaign
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32% conversion rate & $75K generated
Lessons Learned from Seeing 1,000+ CartAbandonment Campaigns in Action
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How to Take an 80/20 Approach for Great Results
Take a customer service approach in the first email
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When you’re in an actual store…
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• Builds trust • Doesn’t give away profit margin via discount right away • You’ll get email replies about issues and feedback
Why is this approach important?
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The first email can generate a lot of sales without offering any discounts..
What does the data tell us here?
THMotorsports
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Legion Athletics
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Peak Design
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• Just be helpful and make sure there are no issues by asking questions • Was there a problem? • How can we help?
• Use a toll free number so people can easily reach you • Send from a live, monitored inbox • Send using a real person’s name
• You can even include a photograph of the person
How do you implement a customer service approach?
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Optimize for All Email Clients & Devices
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Code and send responsibly
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As of Q4 2015, 37% of all eCommerce transactions involved multiple devices
Sources:• http://www.criteo.com/media/1894/criteo-state-of-mobile-commerce-q1-2015-ppt.pdf • http://www.criteo.com/resources/mobile-commerce-report/
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• If emails don’t work on certain apps/devices, you’ll see lower engagement and conversions.
• Make sure your emails are designed and coded to be responsive so
they will render well on all devices/apps.
• Test your emails in a tool like Litmus to make sure they work and look great.
So if you’re sending lots of emails, please optimize for all apps & devices!
Regenerate Cart Sessions Across Devices
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Create seamless shopping experiences for your users so that they buy more from you
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Why is session regeneration so important?
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50% of the millions of cart abandonment emails sent by Rejoiner are opened on a device that is different than the one the customer originally abandoned on.
Let’s look at some data….
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A Session Regeneration Case Study
A 33.96% Lift in Conversions With Session Regeneration
Action Item: Ensure your ESP has session regeneration as a feature
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Hint: Rejoiner
Segment Cart Abandons Into High,Medium and Low Value
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Know your customers
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Gives you the ability to test different offers:
• Free Shipping • $ off • % off • Buy 1 get 1 Free • The list goes on…
To find the best converting offer for each cart value.
Why is this important?
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How do you use this information?Segment your cart into different values.
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Low Value
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Medium Value
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High Value
Personalization of Emails toIncrease Conversions
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Benefits include increased: • Open Rate • Click-through Rate • Conversion Rate • Revenue Per Email
When compared with non personalized emails*
A few things you can do….
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Put a cart abandoners first name in your cart abandonment email*
* Don’t do it all the time. You want it to appear normal & conversational.
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Extend your subject line with some preheater text
More Info: http://rejoiner.com/resources/the-quickest-win-for-increasing-email-open-rates-stop-neglecting-email-preheader-text/
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Watch out for increases in open rate that actually decrease your conversion rate / revenue per email
There are no “best practices”Just test, test and test some more!
The Timing & Length of YourAbandoned Cart Emails
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In regards to length… 3 emails will recover a good portion of all recoverable sales.
And timing? The first email works best when sent within an hour of the person abandoning their cart.
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• Email One – 30 minutes post abandon • Email Two – 1 day post abandon * • Email Three - 3 days post abandon *
How to time the send of 3 emails?
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Great offers in email 2 and/or 3 will boost your conversion rate and help you make more sales.
Here are some examples…
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Capture More Emails Earlier in the Checkout Flow to Generate More Revenue
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More emails, more people to follow up, more revenue
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The best way to capture more emails?
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1. Having a multi-step checkout that asks for a customer’s email address up-front
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2. Place the email field at the top of the checkout process so it’s the
first field a customer fills out. (Your ESP needs to have “pre-submit tracking” to capture email addresses before someone clicks
‘submit’)
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3. Exit intent popups on the checkout page with special offers
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Action Item: Reshuffle your checkout process and ensure the email field is the first thing a
customer has to fill out.
A Cart Abandonment CaseStudy To Learn From…
GreatFermentations.com
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Their Cart Abandonment Campaign Results…
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When they trigger the campaign..
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From name, from email & subject line…
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The Creative..
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The Copy..
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Personalized Cart..
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Make An Offer..
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Conversions Went Up With 5% Off Offer
Read the Great Fermentation case study here: http://rejoiner.com/resources/case-study/
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“I’m getting a 10x return with Rejoiner. For every dollar I put in I get $10 in lost revenue back. It’s the
best money we spend on marketing”
Bryan Johnson, CEO at Great Fermentations
How Much Revenue Could You Be Recovering?
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www.rejoiner.com/roi-calculator
Thank You!@rejoinerapp
Q&A coming up, but just one more thing…
Get access to an expert team of designers, developers and email marketers to setup, create
and launch your campaigns for you
Special offer of 50% off our ‘Recover’ package for the first 3 months*
*Only valid for webinar attendees who request a demo this week.
Q&ATom Krawiec Growth Director, Rejoiner
[email protected] @tkrawiec
John Frazer Director of Business Development, Commercev3