New e-commerce stores usually develop abandoned cart emails as their initial automated email effort, which becomes essential for generating automated email revenue. Managers can deliver their simple messaging about uncompleted cart items (“hey, did you forget something in your cart?”), Though it shows high effectiveness for turning potential buyers into actual customers.
Several companies establish their abandoned cart flows at the beginning but leave them unattended under a “set and forget” mindset. These cart abandonments will continue converting, but you can make a few straightforward changes to the journeys (in addition to sending more emails) that can boost performance. The following section explains three email optimization strategies that we implemented with our client base to boost Klaviyo cart recovery results.
Heads up, none of these tactics involve adding the extra discounts into the flow just because the user has abandoned their cart. That’s a strategy that can be done, but we want to ignore that one since we’re trying to avoid selling more at deeper discounts.
Tip 1: Remind first time customers of their signup offer
A signup offer that provides free shipping as well as price discounts on the first purchase remains a standard yet ambitious approach to attract new subscribers to email lists. Most subscribers who sign up through initial discount promotions will make a conversion in the short term but stay inactive afterwards. Most companies offer welcome promotions through automated Welcome Series sequences; however, unconverted subscribers usually will not receive more distribution unless another capture campaign is launched.
An abandoned cart flow serves as an ideal place to remind new customers about their signup promotion, which helps with their conversion.
This is how it can be done. The flow needs an added conditional split with “has placed order” as the first criterion and “discount code” equal to “your welcome promo code” as the second criterion. The check is reliable enough to distinguish the audience segments. 99 per cent of first-time buyers will utilise your promotion, thus providing confidence that non-utiliser data points to first-time purchasers.
Tip 2: Segment the flow based on cart value
Customers in the e-commerce and DTC space demonstrate increased conversion behaviour when their cart reaches the threshold for complimentary shipping while being fully aware of those requirements. The team at MH Digital creates separate cart abandonment messages according to subscriber cart value to show customers when they hit or approach free delivery thresholds, raising conversion rates and AOV numbers.
Previous customers transformed into segments can be added in Klaviyo through a trigger split function with these conditions:
- “$value is at most: X”
- “$value is at least: X+$0.01 AND $value is at most: Y-$0.01″
- “$value is at least: Y”
A cart value of X could potentially force customers to buy another item that will bridge the amount required for free shipping, but the actual free shipping rate is Y.
Your next step would be building variations of creative materials that contain one of the following points:
- A default abandoned cart message
- A “you’re close to free shipping” message
- A “Your cart qualifies for free shipping!” message
Tip 3: Adjust your email content when sales offer discounts to your customers
Most e-commerce stores maintain their typical cart abandonment emails, as they overlook updating them during promotional events. The promotional period functions as a prime time when potential customers would probably complete their purchases. Your subscribers could fail to get promotional email announcements; standard messages will remain in their cart abandonment emails rather than supporting this promotion.
Your abandoned cart email becomes more effective when you add promotional content chapters to attract customers.
How to do this efficiently:
Promotion periods that span only a few days make updating 3 to 6 additional emails a challenging task. This process allows us to work efficiently as follows:
- Include a variation block to transform each email within the abandoned cart sequence into “B” version emails.
- Change the email heading along with the preview text sections while introducing a new snippet that shows the availability of sale benefits.
- Preparation of saved blocks as simple banner elements will enable you to position them at the top for batch deployment to multiple messages.
- The distribution percentage for variation B of the length-of-sale period should be adjusted to 100%.
- After the sale ends, update the variation. A distribution percentage to 100% in order to return to your standard messaging.
This process enables efficient switching of promotional emails for both start and end points while simultaneously simplifying performance analysis between promotional and standard emails during the sale period.
Takeaways
Not every strategy from this list will work with your email marketing plan, but these methods are worth experimentation because they need neither major creative effort nor separate promotions focused on abandoned carts.
Do you require assistance in deploying the mentioned or alternative techniques to grow your abandoned cart flow revenue?
Let’s collaborate.
