🛒 One of our eCommerce customers is using CRM marketing automation to achieve a 74% increase in CONVERSIONS on their "abandoned cart" campaigns. 😳
Here's how they're doing it. 👇
The Significance of Abandoned Cart Messages:
The Baymard Institute found that almost 70% of all online shopping carts are abandoned, costing eCommerce businesses upwards of $18 billion in missed sales revenue each year. 📉
So, following one of today's "best practices for abandoned cart message timing," one of our customers had set up a basic marketing automation to send an abandoned cart message 30 minutes after a customer had abandoned their cart. 💬
...it was something generic like:
"Oh no! You left something in your cart! Pop back in to pick it up!"
(⌚ Why 30 minutes? Well...because some article online told them so.)
Don't get me wrong, it's still one of their highest-performing messages (mostly because it's being sent to a high purchase intent audience — someone who was considering buying something enough to add it to their cart).
Still, they wanted to see if they could improve it further because it's 2023, and every penny counts. 💸
Here's how we used AI to enhance their CRM marketing automation for abandoned cart messaging. 👇
1. Proactive User Profiling: We don't wait until a user has an abandoned cart
Whenever someone interacts (or doesn't interact) with a message sent by Aampe, our model learns things about that person.
Sure, we learn what products and offerings they like, but we also learn their preferred message timing, the tone of voice they prefer in their messaging, what they value (convenience, savings, popularity, etc.), which messaging channel they typically respond to, and several other things. 🧠
This way, we already have all of this information before a user ever abandons a cart.
2. Recording User Actions: We record any product views and/or abandoned cart events*
*Note: We also record every tap, scroll, session, add-to-wishlist, purchase, and whatever else you've instrumented on your app. Each of these is helpful for different things.
3. Realtime Stock Monitoring: We monitor all of the app's stock/inventory levels for each product via a direct connection with the app's Content Management System (CMS)
By integrating directly with the Content Management System (CMS), we gain instant access to inventory levels. This empowers us to make timely, relevant notifications.
4. Understanding user preferences: Orchestrating omni-channel experiences
After a user abandons a cart, should you send an email? An SMS? A push notification? All of the above?
Different channels have their own distinct advantages (e.g. Push notifications and SMS are typically considered more real-time communications compared to email), but much of the channel selection should come down to individual user preferences.
Some users are fine receiving marketing SMS messages from companies, while others think receiving SMS messages from brands is a terrible user experience (and sending them an SMS might cause them to turn off notifications entirely).
Instead of sticking to a particular channel for all of your abandoned cart messages, our model understands which channel (or channels) each of your users prefers and is typically responsive to and uses a combination of those channels for each user.
Why not just send abandoned cart emails?
Email has long been the standard for abandoned carts, but a number of factors can make email a less effective channel for these types of action-oriented messages. With 347.3 billion emails being sent per day in 2023 (and this number only increasing year over year), it's easy for your email to get buried in the inbox (or worse...the SPAM folder). Similarly, most people check their phones upwards of 144 times per day, while they may only check their email once per day.
This is why it's so important to employ a true omni-channel strategy to engage users where they're most likely to see your message and respond.
5. Intelligent Message Triggers: Bringing it all together
Leveraging gathered data, we orchestrate a seamless integration of user preferences, product availability, omni-channel messaging preferences, and optimal messaging timing. This ensures that the right messages are sent at the most opportune moment.
Now, whenever an item a user has viewed** goes into a low stock condition, a message is triggered to that user in their preferred tone, emphasizing the value they appreciate, and at the timing and on the particular channel where the user has the highest propensity to respond. 🤯
(**Note: This also means we can message more users...not just ones who have abandoned a cart!)
Now their message looks more like this:
"Fashion fades, only style remains the same. 👜"
"But for real, we only have five more of that Saint Laurent Cassandre Matelassé handbag in stock! Get yours now!"
(Much better, right?)
The results: 👇
This app improved their clicks by 34%, their app visits by 45%, their add-to-cart rate by 97%, and their actual revenue-generated events by 74%! 🚀
So, do you want to implement this same strategy into your eCommerce flow to improve your abandoned cart messaging?
Reach out and we'll show you how!