Email is not just all about sending your weekly email campaigns to customers. It can also play a big role in improving conversions on your website too.
One major benefit to retailers, is the ability to send emails to those who abandon their baskets, reminding them to come back to the site and complete their purchase. This is a crucial role of email marketing, with an average of 68% of baskets being abandoned (Baymard, 2014). A well crafted cart recovery campaign can bring up to 20% of recipients back to complete the purchase. Our recent case study for James Villa Holidays highlighted the importance of a cart recovery programme, providing James Villa Holidays with an average 5.7% sales uplift.
This makes it a huge opportunity for email marketers to implement for not a huge amount of effort. So where do you start when implementing cart recovery for the first time, well here is a quick guide and some useful tips:
1) Choose a vendor or work with your ESP
There are a wide range of options which you may consider – your e-commerce platform might have a tool available, although these usually lack sophistication and therefore reduce the number of baskets that are won back. You could choose one of many 3rd party providers, however this often leads to difficulty in managing opt-outs and integration with your existing email programme. Or you could work with your ESP if they have a solution for Cart Recovery.
For more information on choosing the right solution for you, read our Cart Recovery solution guide.