Anybody with even a little experience in the field of sales would agree that follow-ups are the single most important aspect of any actual sale that happens. This formula applies to physical products, custom services and even to online e-commerce stores. Most people don’t buy from the very first website or the very first visit to the website. They browse enough to compare, analyze, and then decide. If your competitor is following up with the visitor and you are not, then it is likely that he will make a successful sale.
If you have an e-commerce store and you have done enough marketing to get targeted traffic to your site but still your sales targets are not meeting, then read on to find out the mistake you are making. Does it happen that most customers have never finished their orders even after adding products to their cart? Well, you are not the only one facing this issue. It is every e-commerce store owner’s headache.
What can you do to retarget and follow-up with these customers?
You can do a lot of retargeting to the customers who have shown interest in your product or services by visiting your website/ product pages etc. Depending on your initial marketing strategy, you can use one or a combination of more than one of the following :
- Google ads – retargeting using paid ads
- Facebook or Instagram ads – retargeting using paid ads
- Organic traffic – (using google and facebook paid ads retargeting methods)
- Email marketing – the same as for organic traffic
- Push notifications – same as for organic traffic and email marketing.
- Affiliates, blog posts, etc: same as organic traffic and email and push.
Before we turn to any of the above methods, we must try to directly retarget the abandoned cart visitors. No matter where your customers are coming in, if you have a way to allow the customers to login/ subscribe emails or register, you can easily send a series of follow-up emails to them simply by using any one of the varieties of third-party email providers like MailChimp, Aweber, SendinBlue, etc.
Why did we shift from Aweber to SendinBlue?
We have used Aweber and now using SendinBlue for one of our project, UnlockNinja.com and all of its microsites like SamsungUnlocks.com, LGUlocks.com, HTCUnlocks.com. We shifted from Aweber because eventually, the email list was getting bigger while we only send 4-5 emails to every new user for followups. We use PostmarkApp for transactional emails (order confirmation, forget the password, delivery status emails, etc). Aweber charges as per the number of subscribers in the list instead of how much you send. This is great for companies sending very frequent emails to their subscribers. However, for Unlockninja.com, we wanted to pay by the number of emails we send and not by how big the email list is.
Unlockninja gets around 300 new abandoned cart emails and as per the current email flow, every user is reminded 4 times (after 1 hour of dropping the cart items, 24 hours, 48 hours, and 72 hours). That makes it around 9000 new contact emails each month multiplied by 4 emails each. Around 36,000 emails per month that we pay for currently with SendinBlue. While when we shifted from Aweber to SendinBlue, we were paying Aweber for around 8 months of contact list data (approx 72,000 contacts). Although there’s an option in Aweber that we can make a segment and ask support to delete these users – it was a complexed process to follow each month. We were very happy with inbox ratio, great support, and ease of use with Aweber but had to move on because of hefty monthly costs.
Coming back to automation, we built a function using SendinBlue’s stable API to push any new customer data on UnlockNinja’s website (who have bought something or who have abandoned their cart items) to SendingBlue’s contact list automatically. We created two separate lists – one for paid customers and another for abandoned cart users. Using the work-flow GUI available inside SendinBlue’s portal – we create a workflow to automatically send the email to users who have left something in the cart. There were 4 different emails (different subject and content) to be sent to every new abandoned cart user automatically. However, if the customer buys something during these emails, we made a function to delete the customer data from the abandoned cart, and another function to add the customer to the paid-customers list instead – so we won’t send unnecessary follow-up emails to the paid customers.
For example, if you go to ZTE Unlocks page and select model as Z990, you will be redirected to ZTE Z990 unlocks page where you can see that we ask for country, network and an email id. Now, we have made an extra effort to explain to customers that we won’t spam them and that we need their emails in order to send the network unlocking code. Next page shows the price and terms of buying the service and if the user doesn’t pay for the transaction – he automatically receives the email from UnlockNinja (using SendinBlue).
Using WordPress or another popular CMS? Even better!
There are multiple tools available from almost all the email service providers to easily sync your customer data to their databases. Most of them take less than a minute for CMS likes WordPress, Shopify, Magento, etc. We needed to build the process from scratch using the APIs because UnlockNinja was built from scratch without using any popular CMS.