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BizReport : Email Marketing : May 22, 2015

How triggered emails can reduce shopping cart abandons

With shopping cart abandons holding steady at over 50% retailers continue to look for a solution. One expert suggests triggered email might be the answer.

by Kristina Knight

Kristina: Shopping cart abandon rates have been over the 60% mark for years...why is it so hard for brands to engage shoppers through the conversion process?

Fayez Mohamood, Co-Founder and CEO, Bluecore: The actual cart on ecommerce sites has become more than a tool to process sales. In some cases, consumers are using carts as a way to segment out products they want to keep an eye on. Others pile up products as they browse and then get stage fright when they see the all up cost, including additional shipping fees and taxes. The power of cart abandonment emails is the clear buyer intent and interest in products. When you couple this with new capabilities to entice buyers to convert that purchase through a free shipping offer or a warning that a product is low on inventory, you add that small incentive that brings them back into the purchase funnel.

Kristina: How can triggered emails impact shopping cart abandons?

Fayez: Personalized triggered emails remind shoppers to return to their carts and make purchases they may have wanted but forgotten about, due to outside distractions. Timing and content are critical to these conversions. Many retailers struggle (purely from a technological perspective) to generate cart abandonment emails that can be sent within 24 hours of a customer leaving. The reality is this lag causes customers to either lose interest or purchase elsewhere. The second critical element is content. It's is one thing to send an email about the exact product a customer considered. But what about related products or similar best sellers? What about offers like free shipping to make that purchase decision much easier? This is the type of content that separates the best from the rest.

Kristina: How does Bluecore address this problem?

Fayez: Several things:
• By providing triggered emails without the time and effort it takes with traditional ESPs to get these programs going.
• Personalized subject lines and the ability to A/B test these.
• Dynamic offers - offering free shipping or a discount to nudge the customer over the line.
• Including best sellers or related products based on the individual constomer's browsing behaviors.

Tags: BlueCore, ecommerce, email marketing, email marketing tips, mcommerce

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