14 March 2008

An estimated two in every three UK companies are failing to send emails to customers who have abandoned their shopping baskets with items in it.

This seems like a missed opportunity, and is one of the findings of the Adestra Email Marketing Industry Census 2008, a survey of agency and company email marketers in the UK.

Shockingly, companies are failing to take advantage of some obvious triggers to email customers. 66% don't send emails based on date notifications like birthdays, or when customers click through from emails but don't make a purchase.

More obviously, 69% are not emailing customers when they have abandoned shopping baskets.

Logically, if a customer has added products to the basket and gone to the trouble of entering personal details then there is clear intent to purchase. So it seems like a real no-brainer to send them a post-dropout email to attempt to recapture the sale, or even just gain understanding of why customers are dropping out of purchases?

When should the customer get an abandoned basket email?
This is something email marketers need to determine according to response rates. Some may find that sending an email within an hour of the abandonment might work, when the customer still has the purchase on their mind. Others may wait a few days or as long as a week, but this is still better than not sending one at all.

What is the correct message to send?
In sending emails like this, companies are treading a fine line between annoying the customer and providing them with a helpful reminder.

A gentle reminder may work best, and it is certainly not a good idea to pressure the customer in any way. Something like: 'We noticed that you did not finish your shopping on our website, was there a problem that
prevented you from making the purchase?

An even better idea would be to offer the customer a discount, free shipping, or other incentive if they complete the sale.

One thing is certain though, companies are missing out on extra conversions for lack of implementing this strategy.


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