Reactivating Shopping Basket Cancellations with Marketing Automation

Veröffentlicht am 17 November 2016 | von Sebastian Pieper


Do you know how many sales you are losing daily due to shopping basket cancellations? On average, over 60% of shopping baskets are abandonned without order. In the US alone, this corresponds to a potential of an estimated 20 billion dollars. With a marketing automation series, you can increase the potential from abandoned transaction.

Remind the Customer Through Marketing Automation

The reasons for abandoning a shopping basket are manifold. Shipping costs are too high, the shopping basket is used merely as a personal memo or the preferred payment option is not available. Today there is always something that can interfere, everybody knows that. The customer is on his way to work in the morning, shopping on a mobile terminal device. By the time he returns home at night and would have time to complete the purchase, he has probably forgotten about it. Remind him of his abandoned shopping basket and regain part of his purchases. It is particularly helpful when the marketing automation system offers integrations for shop tracking systems, making it easier to identify abandoned shopping baskets. If the customer is still not interested in a purchase, the series triggers a follow-up to find out why the customer has not bought anything.

Find the Right Measure for Time and Design

Services like this will be appreciated by the customer because you are thinking with him. However, the time for sending the emails is decisive in order to be effective. If the customer was planning to complete the purchase later and immediately receives a reminder email, he might perceive this as negative. The design of the email is also very important so you are not perceived as too pushy.

An Application Case for Reactivation After Shopping Basket Cancellation

For example, a follow-up email is sent 3 hours after the shopping basket cancellation. If it does not have the desired effect, i.e. if no purchase takes place in the meantime, the customer will be reminded again after one day. The second email promotes a special event “Special offer now”. In this special offer, 25% of customers receive an additional incentive, e.g. a 10 Euro voucher. Why only 25%? So that the “cancel shopping basket” behaviour to receive a voucher does not become common place or is even trained. If the customer still does not respond, general reactivation takes place. In each email, the customer has the opportunity to inform you that he is no longer interested in the content of his shopping basket. He can do this, e.g. via a button. Subsequently, it would be recommended to use a little survey to find out why the customer has abandoned the shopping basket.

The complexity for the creation of such a marketing automation series is medium. The minimum data required is the trigger for the customer’s shopping basket cancellation, the link to recover the shopping basket in the shop and also (not essential but useful) the content of the shopping basket and the product groups.

Example in E-Mail

E-Mail Example for Reactivation after shopping basket cancellation

Tips and Tricks

Tip 1: Instead of sending a simple reminder, you can tackle the interest of the customer with “Start Order” or address his curiosity (“We have added a surprise / a gift to your shopping basket”).
Tip 2: Provide a “Not interested any more” button. This will allow you to follow up, e.g. on a landing page, why the customer has not purchased anything.

Please also consider the legal framework. The customer must have agreed to receiving shopping basket reminders.

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