Cart and checkout abandonment emails are one of the most effective ways to retarget customers after they’ve left your site without making a purchase. While most retailers have already implemented this highly impactful revenue-generating email, there are many other things marketers can consider to really turn up results. One of these things is email send timing.
You’ve probably heard quite a lot about the importance of “real-time” email triggered sends, but is it really that effective? We put it to the ultimate test - the A/B test - with nearly all of our customers to find out when the best time is to send cart abandonment emails.
Drip 1 Cart Abandonment Email: 1 hour vs. 24 hours
We’ve found time and again that the sooner you send a cart abandonment email, the better the results. We base our results on direct, last-click attribution and not influencer metrics. Our results showed that sending an email one hour after a customer left a site brought back customers, resulting in 4 times the amount of shoppers to complete the purchase than those sent 24 hours later. And bonus - you’ll also see a 25% lift in email engagement! A/B Email Test Winner: 1 hour
Drip 2 Cart Abandonment Email: 24 hours vs 48 hours
Many retailers send only one cart abandonment email to retarget customers. But the reality is that for shoppers that don’t convert from the first time, they likely need another reminder to push them over the edge to make a buying decision. We call this drip 2 of a cart abandonment email series. For drip 2, we asked - is it better to send it 24 hours after receipt of drip 1 or 48 hours? Once again, we’ve found that sending sooner is better. With this A/B test, conversions, opens, clicks, and revenue per email were all higher when emails were sent 24 hours after the first email, resulting in at least a 2 times the increase in conversions. A/B Email Test Winner: 24 hours
Why is sending cart abandonment emails in real-time so much more impactful?
We get this question often. It’s because consumers are more distracted than ever thanks to the availability of information at our fingertips. For the e-commerce industry, this shows that shoppers are doing more window shopping, price-comparing, wish-listing, and exploring gift options — all decreasing the likelihood customers will complete the purchase within the same session. In fact, 58.6 percent of online shoppers in the US have abandoned a cart within the last three months because they were “just browsing” or “not ready to buy.”
How to set up your cart abandonment emails to send in real-time
Sending triggered emails directly from your ESP can be challenging. Often there is a delay in data collection from your ESP. Or they don’t recognize that someone is on your website unless they are logged into their account. That’s why having a behavioral marketing platform integrated with your ESP and analytics will allow you to send cart abandonment messages in real-time. Beyond cart abandonment, with a behavioral marketing platform, you’ll be able to set up triggered messaging based on any real-time behaviors.
Want to learn more ways to turn up your cart abandonment results? Read our Smarter Spotlight featuring Cart Abandonment and all the tips and tricks to making this impactful email … even more so.