Sending an email to follow up an abandoned shopping cart is perhaps the most cost-effective of all marketing campaigns. Emarsys offers a number of different options for this, described below. Some effort is also required on your part to identify the cart from the Back to cart link; various options for this are also described.
How it works
Emarsys tracks abandoned shopping carts by following the actions of contacts who click through from an email to a web session. If a product is added to the cart during this session, but no purchase is completed, then an abandoned cart email can be triggered. This email is typically launched 24 hours after opening the session, but this is variable (see below). If a purchase is recorded during this time, the email is not launched.
When you create an abandoned cart email, you are first asked to select an email category (or All categories). Only web sessions opened by a click-through from an email in these categories are considered. In this way you can create different abandoned cart campaigns tailored to different marketing campaigns (e.g. seasonal promotions).
The web session is tracked using the Emarsys data collection scripts. If you are not using these, Emarsys Support can help you set up a bespoke solution for your web shop.
A cart recovery email should contain a call to action linking back to the cart, and little else. This call to action should be a static link which takes the contact back to your web shop, where you can identify them and direct them to their cart (see below for details on how to set up this URL).
If you are using Predict, you can also include recommendations for products that are closely related to the items left in the cart.
The standard Emarsys abandoned cart campaigns do not include a list of the items left in the cart. If you want to include the products, you will need the Predict Cart Recovery feature. Not only does this collect all the items in the cart and add them to the email, but it also allows you to specify more accurately when the email is sent.
Important note: Please also remember that abandoned cart emails are not transactional emails since no purchase has been made. Therefore, you must secure an opt-in before sending them and you must always include an unsubscribe link.
Creating an abandoned cart email
There are two methods for creating an abandoned cart email in Emarsys, using an on-event email or an Automation Center program.
1. On-event emails
Here you simply create an on-event email and select the source categories. The abandoned cart will always be sent 24 hours after the session was opened, unless you are using Predict Cart Recovery.
2. Automation Center program
Here you create a program that opens with the Abandoned cart entry point. After selecting the category, you have the added option to set the delay for a number of hours after the session was opened, or a number of days with a specific time of day.
This kind of program also allows you to follow the abandoned cart with a reminder in case there has been no activity, for example by waiting another day and using the predict last purchase date field to check for purchases.