Content Marketing otherwise known as non-interruption marketing is essentially creating valuable, relevant and consistent content for your consumers that will engage and create awareness about your brand.
Make it to the checkout!
It’s never been easier to purchase that essential item or must have gift from the comfort of your own home or on the go. The internet and our multi-platform technology ensures that we have access to what we want 24/7. However, shopping online causes many of us to purchase our items put them into our shopping basket and very often abandon them!
Customers abandon carts for a variety of reasons, and there is no guarantee that they’ll remember to come back once they’ve left. And with recent research highlighting that nearly 70% of online customers leave items in their carts without making a purchase it’s never been more important to develop a cart abandonment campaign.
To help you on your way we’ve come up with 5 reasons why it’s worth creating a cart abandonment campaign today:
With lockdown of the high street’s physical retail space during the COVID-19 pandemic we have seen a considerable spike in ecommerce. Online orders have increased 56 percent since its start. This means more people are shopping online now than ever before. Therefore, with a bigger slice of potential ecommerce transactions, there’s greater opportunity to bring in – and lose out on – revenue. An effective cart abandonment solution will allow you to convert more people in the ever-growing population of people shopping online.
A successful cart abandonment campaign can increase conversions by about 20 percent. It allows you to address the many reasons why a customer might leave their cart and ensure you’re not missing out on easy opportunities.
For example, a customer may have simply forgot about your product or got distracted before checking out, even though they’re still interested. Sending a reminder could result in an easy conversion.
Another reason could be that customers do not want to pay additional fees such as shipping. With a cart abandonment campaign, you can test messages offering free or discounted shipping, which may win back some customers.
IT’S ALL IN THE EMAIL
They’ve been around since 1971 but emails still are an effective working tool. According to MailChimp, customers open one out of every five marketing emails sent.
Cart abandonment emails can be particularly effective because they target a group of customers who have already shown an interest in your products. An email that re-offers a product with an added incentive and a personal touch that focuses on a customers specific interests and shopping habits could give customers that small nudge they need to make a purchase.
CREATE AN EMAIL EVENT
Emails that are sent based on a “triggering” event (like an item being left in a cart) perform three times better than nurture or batch emails.
Cart abandonment emails are by nature linked to a specific thing your customers just did, which means they’re highly personalised and relevant to your customers’ lives.
Because these emails are so likely to get customers’ attention, they’re also a great opportunity to cross-sell or upsell. You can do this by leveraging the power of AI in your cart abandonment strategy to send emails that feature “people also bought” or “people also looked at” content. This will help recapture customers’ attention through relevant, value-driven messages.
REAP THE REWARDS
As with any marketing strategy, you can run trials with your cart abandonment campaigns. Experiment with various discounts and promotions based on specific products and customer groups to develop unique approaches for each.
There is no downside to sending an email. As long as your emails are compliant with global best practices, can be navigated easily, and provide value to your customers, the worst that could happen is that your email gets ignored! However, on the up-side converting even 10 percent more people with a campaign can see a terrific boost for your business.
To sum up an effective cart abandonment campaign can help you recover lost opportunities and maintain important customer relationships. It’s an essential strategy for any eCommerce business looking to grow revenue and develop a network of loyal customers.
If you would like to know more about the digital services we offer get in touch with 10Digital.
Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second date.David Beebe, TV Producer