If your direct email marketing program is intended to drive traffic to a landing page or website, chances are you have abandonment issues. Not because you’re doing anything inherently wrong, mind you. It’s just the nature of the online world. Some people will show up at your website and simply not buy. Even the best email marketing will have people abandon their shopping after following through on a call to action. In fact, 88% of online shoppers abandon, according to a 2009 Forrester Research estimate.
It might be the prospect lands at a page then clicks away without buying (called up funnel abandonment) or it might be the prospect goes as far as starting to buy from you--or register with you--then clicks away (called down funnel abandonment).
Either way, they’re clicking away. And every click on the Back button is a lost revenue opportunity for you.
Is that it? Are you done? Must you stand idly by and let them go? Not if you use a strategic email abandonment campaign to re-engage those who clicked away.
At ClickMail Marketing, we’ve been partnering with Smarter Remarketer, helping clients use re-engagement campaigns that kick in when a prospect abandons a landing page or website. During that time, we’ve realized there are two vital reasons for implementing an abandonment campaign: relevance and ROI.
- Relevance: Emails that follow up on a specific prospect action, such as clicking through to a landing page or adding an item to a shopping cart, are by default highly relevant to that prospect. We can’t know the reason for not following through and purchasing. For all we know, the cart was abandoned because company showed up unexpectedly or the boss called the prospect into her office. It might not be a decision not to buy. It might be real life got in the way. So imagine the relevancy of an email sent to a prospect who was that close to purchasing? The email could remind them of the selected items or even offer a discount if purchase is made within a certain time.
- Return on Investment: The same logic we apply to factoring the real cost of email deliverability issues applies when computing the real cost of losing a customer because they’ve abandoned your website. Simply look at your abandonment rate and multiply that by your average sales amount to get an idea of the money you’ve left on the table. Chances are, you’ll see a potential ROI that makes the time and cost of implementing an abandonment campaign make both dollars and sense.
In addition to the immediate benefits of higher ROI, consider the longer term benefits of brand and customer relations, plus having a bona fide reason to send that prospect an email. And not just any email, but a very targeted and relevant email, one very likely to get opened, which in turn will help your email deliverability by showing the ISP a high level of engagement.
Due to the importance of adding a re-engagement element to your email marketing program, you want to be sure you’re using the best email service provider you can, one that maximizes deliverability and helps automate or simplify abandonment and other triggered emails. Make sure your current vendor (or any ESP you are considering) has a proven record of actual, real life successes too. Ask about measuring and tracking results, and how the vendor will be held accountable for helping you to implement such a campaign. You can learn more about abandonment emails and get advice on choosing a vendor here.
There’s more to reaching out to abandoners than a simple, “Hey, what happened?” email. Adding an abandonment and reengagement email program into your mix makes sense, not only because abandonment emails are perfectly relevant, but because they make an essential tool for ROI, thanks to their ability to reclaim what would have been a lost sale.
Marco Marini, CEO