The default email message in Spotler's Abandoned shopping cart campaign is quite neutral. For an optimal result, we recommend making a few changes. You can do this in the Messages module.
The default message
All messages that are included in an automatic campaign can be found in the tab Campaign messages. The Abandoned shopping cart email too. Move your cursor across the Abandoned shopping cart campaign message and an icon with an arrow will appear. Click on the arrow and then click on Edit in the drop-down menu.
The inbox fields of the message will become visible. Enter any changes you wish to make and click on Next to go to the HTML version of the message. Here, you can make changes using the drag & drop editor.
Would you like to know more about editing messages? Please read the description of the Messages module.
The abandoned product(s) will be listed in the message. It is useful for the reader to see the products in their inbox, and it encourages them to complete the order after all. To list the products, you can make use of a dedicated content field: the Product list.
The default message of the Abandoned shopping cart campaign has a service-oriented approach: you are helping the reader by keeping their shopping cart saved. Of course, there is an underlying commercial purpose, but that is not what you want to convey with this message.
We generally advise against trying to tempt your customers with extra discounts and/or offers. This is common practice in the US. However we believe that your potential customers are smart enough. Additionally, it pays off to abandon a shopping cart if this means that you will automatically receive a promotion or discount coupon. This fact will soon become public knowledge and may therefore result in more abandoned shopping carts. However, it is an interesting factor to test in the future ─ for a limited amount of time.
The message is based on best practices and Spotler's own experiences. It is a neutral message, and therefore multi-applicable. For maximum conversion, we recommend making a few changes. At the very least, design the message in your own corporate style and adjust the contact information to your own. Often, your Spotler supplier will have already taken care of this for you. Below are a few more tips:
- Contact information
Show that you are service-oriented and open to starting a dialogue by including your contact information, so that you can always be easily reached.
- Personal elements
This is a one-on-one message. If you include elements such as a personalized opening and closing greeting, you immediately set the tone and underline the service-oriented approach.
- Button 'Shop now'
Make sure that the order can be completed as easily as possible by adding a prominent button, which is visible even when the reader doesn't load the images. This CTA is included in the default message twice: at the top and at the bottom. If someone has abandoned a lot of products, they won't have to scroll all the way to the top again to be able to order.
An advantage of automatic campaigns is that they basically take care of themselves. We do recommend reviewing the results of your campaign every now and then. Can anything be improved? You can determine starting points for further improvement by testing different subject lines, images, or playing around with the button. Additionally, experimenting with a discount/promotion can also yield interesting results. However, if you do this, make sure the test lasts for a limited amount of time. You can also use dynamic content for this test, thereby only giving discounts to your 'big spenders'.
Is the message completely to your liking? Then test it yourself or have it tested by colleagues.