Jan 22 | 6 minutes read

How To Use Abandoned Shopping Cart Email To Win Back Shoppers

Snag Customers Back With Crafty Abandoned Cart Email

It’s tough to make it in the world of e-commerce and it’s only getting tougher. As 2020 turns into 2021, shoppers are doing more of their business online but people also want to find bargains and good services.

Brands and marketers should be using insights gained from data analysis to inform their strategy. Businesses can use this information to make smart decisions concerning customer interaction, pricing, re-targeting and more.

There are more stringent requirements on data protection, but that doesn’t mean you should heave a big sigh of frustration and stop fighting the good fight. With clever, optimised and strategic uses of data, you can win-back your shoppers, drive increased repeat sales and enhance your business.  

Creating a rewarding experience and making the customer feel welcome and valued is part of the battle, too. 

Abandoned Carts? No Thanks

Customers are going to leave lots of abandoned carts scattered across the internet. That’s an unavoidable fact of online retail. The trick comes in tempting them back to complete a purchase.

That’s where abandoned cart email plays its part. Potential customers abandon carts for all sorts of reasons, including:

  • Shipping issues
  • Distractions
  • Comparison shopping
  • Just browsing

With so many reasons for abandonment, your follow up email needs to be good. It needs to have a clever subject line and include a clear call-to-action. Laser your focus on one strategy and ensure each email in your series is unique.


Repeat-Purchases Are Vital

Getting someone to purchase from your store can be a difficult first step, but success in this field doesn’t mean you can rest on your laurels. Customers might then sneak off like a thief in the night and shop from your biggest rival because they offered a slightly better experience, and we need to stop that.

Fighting to get customers' attention back is part of the game, so you’ve come to the right place to find your successful data-driven strategies to win-back your shoppers.

Using data and analytics is an important first step. Being able to predict actions based on previous behaviour might seem like something out of Minority Report, but it’s a really important data-driven strategy in order to maximise profit and minimise loss.

Past trends, purchase history, behaviour and data points, possibly via the brand-new and sparkling Google Analytics 4, will give you access to a treasure trove of information that you can put to use.


Use Data To Predict Customer Behaviour

Thanks to these insights, you can predict behaviour and adjust marketing budgets and strategies. Here’s a little case study to make this point.

Store A sells sportswear and has used previous customer data to unearth a potentially lucrative trend. They have discovered that when a customer buys a cricket bat, they will generally return to the shop and purchase several specific accessories. 

Using these data-insights, Store A will then be able to serve these customers with a personalised promotion offer for these specific accessories. The customer is delighted with this offer, feels special, feels like they’ve picked up a bargain and makes a repeat purchase.

Boom. You’ve just used data insights to drive an increase in repeat sales and increased brand loyalty and customer satisfaction.

Get To Know Your Customer

Customer data can point you in the right direction, and there are two important bits of information that you need to be aware of:

  • Purchase history
  • Buyer preference.

Purchase history, and understanding it, is really important because it can help you predict future trends. As we’ve seen already, being able to predict future trends gives you a leg-up in your quest to win back shoppers.

Buyer preferences tell us how shoppers like to shop. Do they buy in bulk? Do they prefer online shopping? Gathering the answers to these questions will help you to make evidence-based decisions on how you market to customers.

Make It Easy 

This will help you accomplish two tasks at once: personalise that once impersonal customer communications and help to cultivate brand loyalty.

Creating an omnichannel experience by bridging the gap between an offline and online store while consolidating customer data has been proven to win back shoppers.

As lives are becoming increasingly driven by technology and the online space, customers expect and demand brands to offer a seamless transition between the two. This is a pretty standard practice because it works.

This brings together all the channels a customer would use to make a purchase in order to create the best experience possible. An example would be ordering online and picking up in-store.


Give Yourself The Tools You Need To Succeed

Having an omnichannel experience is brilliant and it’s something every successful business will have, but it also makes life easier for those people who are tasked with manning bricks and mortar stores.

Retailers with an online and offline offering need to make sure they’re getting the data they’re collecting to the hands of their store managers, and that the store managers are placed to take advantage of all the learnings gathered from the data.

And if you don’t have the right technology to let this happen, you need to invest. It could be the difference between a repeat customer and losing that purchase to a rival.

Streamline Your Data Platform

This makes where you store data really important. Invest in a platform that lets you store customer and product data in one location, which will allow you to build a proper omnichannel strategy and facilitate better data analysis to lead some empirical evidence to your decision making. 

You might find that you’ve got a whole load of data silos scattered around your organisation. If there’s one way to derail your attempts to use data to understand your customers and win back your shoppers, this is it. 

So stop it! There’s power in the collective, so join them together and harness the wonderful new insights you’ll be able to gain from this.

Make Clever Pricing Decisions

Making clever pricing decisions that are informed by smart data can help to win back your shoppers. You can’t make pricing decisions based on intrinsic values like product quality and revenue goals. 

You need to use data to set intelligent price points, promotions and discounts that steer customers away from rivals and towards your store.

Data Can Help You Win Back Shoppers

As we’ve seen, data is the most effective way to win back your shoppers while building brand loyalty and boosting customer satisfaction.

There are a number of strategies you can use to help you reach your goals, and they all revolve around data. Get smart and use empirical evidence to predict customer trends, provide a highly personalised experience and drive repeat custom through targeted campaigns.

Make it easy for the customer by providing an omnichannel experience, make it easy for your employees by cleaning up any data silos and consolidating them into one, and make clever pricing decisions by using data to scoop the opposition to the sale.

And don’t’ forget about that abandoned shopping cart email.



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