Jilt helps you boost revenue by recovering abandoned shopping carts. Your recovery rate is only as good as your recovery email campaign, which is why Jilt has best practices built in. Our default campaign is based on data collected from the millions of recovery emails we’ve sent on behalf of our customers, along with industry-wide research.
Many of our most successful recovery campaigns consist of three emails:
- An email sent 60 minutes after cart abandonment
- An email sent 1 day later, ideally with a coupon code
- A final email 2 days after the first, optionally with a coupon code
That’s the basic structure, but you can -- and should! -- customize each email to suit your business and speak authentically to your customers. Customize campaign emails to use your company’s voice and include your brand’s colors and design elements. Use the sort of language that your customers are used to hearing from you.
You should also experiment with campaign structure (number of emails) and send times. Every industry and customer base is different, so your users may react better to a different set up. The three email base above, which also comprises Jilt’s default campaign, is a tried and true industry standard that’s a great starting point for your recovery campaigns.
The first email typically includes a friendly reminder that an item was left in the cart, and an invitation for the customer to reply with any questions or concerns. Many carts are abandoned simply because the customer is confused about some part of the checkout/ordering process (or because they got distracted and forgot to finish). Asking for feedback in the first recovery email serves a dual purpose of reminding customers to finish checking out and gathering valuable insights you can use to optimize your checkout process.
Jilt’s default first email uses a merge tag in the subject line to add the customer's first name (if available). Merge tags allow you to make your emails feel more personal to users, which helps increase open and response rates quite a bit. You can get creative and try out different personalizations to see what works. For example, you could also add the name of an item in the customer’s cart to the subject line.
In the second email, you can add a bit of urgency to help sway the customer to complete their order. Never be untruthful, of course, but you should use this opportunity to mention anything your customer should know that could affect their ability to order. Perhaps you have a limited stock of the item in their cart, or maybe a special promotion is about to expire. If you’re running a holiday campaign, maybe there’s a rapidly approaching shipping deadline.
The second email is also a great place to add a small discount code to provide a little additional motivation to the customer to return and finish checking out. Unexpected shipping costs are the number one reason people abandoned their shopping carts, so offering a coupon code for free or discounted shipping is a great way to convert those lost sales. Already offer free shipping? Other types of discounts -- a percentage or dollar amount off the final price -- can be an effective incentive to get users to return to their carts to complete checkout.
The third email is similar to the second. For most merchants, the recovery rate drops with each email, so this email probably won’t convert as well as the first two. Yet, more than half of shoppers who abandon carts cited not being ready to order among their reasons. A third email can keep a customer’s order top of mind and convert some of those stragglers who are on the fence about ordering. This is also a good opportunity to remind them of the great coupon code you introduced in the second email.
We don’t recommend sending additional emails. The recovery rate after the third email drops off precipitously, and you run a higher risk of annoying would-be customers than helping them.
With Jilt, you can set it and forget it. Because our default email campaign is built with industry-standard best practices, you could set it up and let it run without lifting another finger and it’s a safe bet you’ll start recovering carts at a good rate. But there are ways you can get even more out of Jilt by putting in some extra effort.
Timing: Our default campaign sends out the first recovery email 60 minutes after a cart is abandoned. Some studies have shown that emails sent within 20-40 minutes have a higher rate of recovery. Your mileage may vary depending on your industry and your customers. Test different send times and see what works best for you.
Social proof: For smaller merchants especially, earning the trust of your customers is crucial to getting them to complete their purchase. Add some social proof -- ratings, testimonials, press logos -- to your recovery emails to remind your customers why they should do business with you.
Return policy: Another oft-cited reason for cart abandonment is hesitation about whether this item is really something a customer wants to buy. Clearly stating your return or exchange policy can help encourage potential customers to complete their purchase.
Recommendations: Just because a customer decided not to buy the items in their shopping cart doesn’t mean they don’t want anything from your online store. Adding additional recommended products to your recovery email can boost both conversion and click-thru rates. (Dynamic, personalized recommendations are coming soon to Jilt!)
Branding: Like social proof, adding your shop’s logo to your emails can increase customer trust. More trust = more sales.
Specialized campaigns: With Jilt, you can create multiple campaigns and run them for different purposes. For example, if you’re running a holiday sale, you can create a separate campaign that specifically mentions elements of the sale: end date, shipping cut-off times, etc.