No matter how thoughtful is the navigation of your online store and how simple the checkout process is, your customers will still leave their baskets. For various reasons: someone wants to compare prices on another site, someone is going to complete the purchase a little later, while others simply get distracted by another thing and forget about their plans.
According to statistics, the average number of visitors who have not completed an order is 67.89%. This is reflected in large losses and forces companies to look for possible solutions to this problem.
One of these solutions is an automatic e-mail sent to the mail of a failed buyer reminding him that he had not completed the order. Further we will analyze the most successful examples of such letters, and also we will tell about what was done in them correctly and what it would be worth adding.
Note. For your convenience, all letters have been translated into Russian. Original fonts have been changed to similar ones. To view the sources, click on the links located at the end of the article.
1. This is the beautiful word "freebie."
An email from the online flower shop ProFlowers is a real classic. Complete the order and you will receive a 10% discount, a gift in the form of an elegant glass vase, as well as cheaper delivery. I can argue that at this stage 99% of users cannot resist such a lucrative offer. But for those who still continue to doubt, marketers ProFlowers offer a choice of several other bouquets. Do not like what you chose? Change your mind? Found something more appropriate? Here are some more cool options for the same favorable conditions, and then think for yourself ... Competently and certainly very effectively.
2. Buyer, hurry!
A very interesting approach to the return of customers demonstrates the online clothing store Banana Republic. In their letter, everything is simple and intelligible. Huge bold letters are added to the alarming phrase - "Do not forget." And then there is an explanation - do not forget that the items left in your basket will not be reserved in your name, and will soon be sold out. "Someone can buy my stuff? Damn, we must hurry," the user thinks and instantly goes to the site, without even remembering what specifically remained in his basket. Simple psychology, nothing more. The only disadvantage of this email, in my opinion, is that there are no images of forgotten products. Adding these elements would make the letter more personalized, and the user would not have to strain the memory, remembering what products he planned to purchase.
3. Without further ado
Coastal online store marketers know one important thing about the return of failed customers - sometimes it’s enough to offer free shipping, and all doubts go away. Their email is very simple in content. In it we see an image of an abandoned trolley and a short text informing that the user has left the basket and that now he can use the code for free shipping. Not a lot of words, nothing can be said, but, I think, this is only a plus. Long texts tire, but here everything is short and clear. Forgot your product? Get free shipping. Here is the code, here is the link to the cart.
4. Gnomes? What other gnomes?
The letter that the ModCloth online clothing store sends to users who dropped the basket has quite ordinary content - there are goods in your basket, take your time until they are sold out. It strikes another in it, namely, the theme: "Left unattended goods can be eaten by the gnomes." Imagine your reaction if you received such an email. "GNOMS? What the gnomes are nafig ?!" - you would have thought ... and in a second, eaten by curiosity, opened an email. The only disadvantage of this letter is that within it there is not a word about the gnomes. You could add their pictures and make the content even more funny and attractive. But in general, the idea is cool!
5. Pop-up pop-up
The next screenshot is not an email, but just a pop-up pop-up on the website of the online clothing store Moosejaw. How did he get on this list? Yes, because he is just a genius! More precisely, not he, but the idea itself. We all got used to pop-ups. Whatever site you go in, a window pops up that asks us to download something, register, subscribe, leave feedback, etc. Moosejaw uses the pop-up for a completely different purpose - with the help of it, he reminds users that their shopping cart is not empty. Great idea and, most importantly, nowhere replicated! Pleases and feed itself. This is not a trivial “buy before it's too late”, “this is the last couple”, “take your time”. Moosejaw says directly: if you place an order, we will be pleased, you will do a good deed. Humorous tone causes pleasant sensations and increases loyalty. Also contributes to this button "online chat" and a phone number to communicate with managers. Very often, these elements are not enough to make a purchasing decision.
6. Gingerbread or whip?
The main advantage of the reminder letter of the online clothing store Anthropologie is that it does not call for anything and does not impose anything. It gives all the necessary information on the product: photo, color, size, price. The tone of presentation is soft and tactful. Users are asked whether he is ready to make a purchase, and do not require "Buy!", "Complete!", "Make it too late!". The creators of this letter understand that a potential client can change his intention to buy goods, and therefore do not insist, but simply offer to explore new acquisitions. Suddenly, like something else?
7. One email is good and two is better.
M.Video company sends its users two "returning" emails. The first one (it is sent an hour after adding the product to the basket) includes all the most important and necessary: a huge “Go to basket” button, an image of the abandoned product, customer benefits, as well as a telephone and email in the basement of the letter, if the user wishes to contact them.
If the user does not respond to this email, a second email will be sent after 24 hours. More pleasant for users, because It offers a good discount:
Tips based on reviewed emails
Above, we looked at 7 decent examples of how to return users to abandoned baskets, and now, based on this, let's draw conclusions. So, what advice can be given to the marketer, who is the "returning" email:
- Tell us about the benefits that the user will receive after placing the order.
- If you have the opportunity to offer free shipping - do it! In most cases, this incentive will be enough for the user to decide to buy.
- Personalize the letter. Show the user what products he planned to buy, but did not buy. Use large and high-quality images.
- Give a link to the basket. If it is a button, make it large and visible.
- Create a sense of urgency. Tell the user how quickly your products are being bought and what he will lose if he does not have time to buy them.
- Offer a few other products that might please him.
- Add your contact information (phone, email) to the email.
- Experiment with the subject of the letter. Try using humor.
- Test the time of sending a message (after an hour, after 24 hours, after 48) and their number. Try to follow the example of M.Video.
- Be friendly and unobtrusive. Do not force the user to buy your product at any cost. Remember: he does not owe you anything. Respect his choice.