Last Thursday, Budai Media’s CEO posted an email marketing guide on Facebook that outlines strategies for e-commerce websites.
Daniel Budai, the CEO of Budai Media, posted a brief email marketing guide to the Facebook Ad Buyers group last Thursday in response to several questions he received overtime on his technique. In particular, one of the most important things he highlighted was the need for automated email flows which help retain customers and prevent loss of revenue from abandoned carts.
“Hopefully most of you already use [an abandoned cart email flow] because usually 60-70% of the carts are abandoned leaving a big pile of money on the table. You can use Klaviyo, or other specialized software tools for this such as Recart and Abandonment Protector. I already saw an example where these emails counted for 12% of the store’s revenue,” Budai wrote.
In the sample he posted, a store managed to recover $13,087 from abandoned carts just by sending automated emails, averaging $0.14 per recipient.
The technique he outlines involves sending one message about half an hour after a cart has been flagged as “abandoned,” trying to find out the reason for the customer leaving things behind. In many cases, a prospective customer may have just been distracted by other matters and a small push is all that’s needed for them to complete the purchase.
Budai added that marketers shouldn’t be too eager about offering discounts at this stage.
“The second email is after 4-6 hours of abandonment. [And] the third email is an urgency email after 24 hours. It’s time to scare your people [that] if they don’t buy now, they’ll lose your awesome product forever!” he added.
The 24-hour mark could be the email that offers the discount, valid for a limited time, as a last resort to convince the customer to come back and finish the purchase.
However, if the visitor still isn’t convinced by this, Budai recommends two or three cross-sell emails afterward that might pique some interest.
He also spoke about browser abandonment emails, recommending this particular flow “because it can bring more money than your abandoned cart flow.”
“The structure is very much the same, but I like putting some other related products into the email while I don’t do that for abandoned cart emails. The reason for that is because it’s a distraction for the latter, while [people just browsing] are less engaged towards a product and they can quickly change their opinion,” Budai continued.
The key to accomplishing good results with email marketing flows, of course, is to re-engage customers that might not have been convinced by the site by itself. Some customers are more compelled to buy a product from a store if they feel that the store cares enough to try to pull them in.
Budai’s guide is centered around selling but also recommends building trust as a finishing touch in the “thank you” emails. Whatever the process involves, it should always finish with something that associates the brand with a positive “vibe,” so that the customer does not feel like they’ve just been milked.