Situation
A fashion e-retailer was experiencing high cart abandonment rates. Despite having a large email subscriber base, their existing abandoned cart email campaigns had low open and conversion rates.
Task
The goal was to reduce cart abandonment and increase revenue by optimizing the retailer’s abandoned cart email campaigns through personalization and improved email design. We began by auditing the existing abandoned cart email campaigns and analyzing open rates, click-through rates, and conversion data. We identified that the emails lacked personalized content, urgency, and visually appealing designs that encouraged customers to return to their carts.
Action
To achieve the goal, we implemented a multi-step strategy, here’s a detailed breakdown of the actions taken:
Personalization
We segmented the audience based on customer behavior, such as the type of products abandoned (e.g., dresses, accessories), and purchase history. This allowed us to tailor the email content and recommendations to specific customer segments, making the emails more relevant and personalized.
Email Design
We redesigned the email templates to make them more visually appealing and mobile-responsive. The new designs featured larger product images, personalized product recommendations based on customer browsing history, and clear call-to-action buttons.
Drip Email Campaigns
We set up a three-part automated email sequence for abandoned carts:
- The first email was sent within 30 minutes of abandonment, reminding customers of the items in their cart.
- The second email, sent after 24 hours, offered a small discount to encourage purchase.
- The third email, sent after 48 hours, used scarcity tactics such as “Items in your cart may sell out soon” to push urgency
A/B Testing for Optimization
We ran A/B tests on different subject lines, call-to-action placements, and discount offers to determine which combinations drove the highest conversions. This iterative process allowed us to continually improve the performance of the campaigns.
Results
+50%
+30%
+25%
The abandoned cart email campaigns saw a 50% increase in open rates and a 30% boost in click-through rates. Cart recovery conversions improved, leading to a 25% increase in e-commerce sales.
Related Services:
