• General 0844 586 0001
  • Support 0844 5877 360
  • Login
Latest Blogs:

40 Stats every eCommerce Marketer should know in 2021

7 Beauty Brands that are bossing customer engagement during lockdown

Top use cases for Marketing Automation in FMCG

Top use cases for Marketing Automation in B2B eCommerce

Top 5 reasons why you need defined objectives in 2021

Email Marketing Reputation. Explained. Part 6. The Summary.

40 Email Stats that will help guide your Strategy in 2021

Top use cases for Marketing Automation in the Travel Industry

Top use cases for Marketing Automation in the Insurance Industry

Email Marketing Reputation. Explained. Part 5

MENU
Pure 360
  • Product
        • Platform

        • Integrate
        • Analyse
        • Personalise
        • Deliver
        • Features

        • Email Marketing
        • Email Personalisation
        • Website Personalisation
        • Marketing Automation
        • Consultancy

        • Maturity Model
        • Strategic Planning
        • Customer Success
        • Why Pure360
        • Our latest case study

          The Rivervale team improved their email marketing results by 40% with Pure360

          Read more
  • Industry Solutions
        • Ecommerce
        • Travel & Hospitality
        • Retail & Fashion
        • Health & Beauty
        • Insurance
        • Publishing
        • Our latest case study

          The Rivervale team improved their email marketing results by 40% with Pure360

          Read more
  • Services
    • Customer Success Team
    • Managed Services
    • Creative Services
    • Abandonment Recovery
    • Single Customer View
  • Resources
    • Blog
    • Guides
    • Webinars
    • Events
    • Case Studies
    • COVID-19 Strategies
  • Pricing
  • About
    • About Pure360
    • Meet the Team
    • Careers
    • Pure360 and GDPR
    • Contact Us
    • Customer Success
    • Support
  • Book a Demo
Pure360 Abandoned Basket Email Marketing Journeys

3 personalised basket abandoned triggered email marketing journeys. Deconstructed.

Published July 8, 2020 9 mins read

A one size fits all basket abandonment campaign won’t deliver the impact that multiple personalised campaigns will. To a time poor marketer this might seem like a lot of effort, however the extra love you put in today will drive a much higher rate of return for the future. With a little forethought they aren’t too difficult to curate and to set up in your marketing automation tool. And with the right planning, a good personalised email shouldn’t feel like an intrusion on privacy, but be the right useful messages at the right time to the consumer.

Why?

A basket abandonment campaign is one of many triggered emails you could be sending. Triggered emails are personalised messages that get triggered by specific actions the customer takes online. Hyper relevant and timely they are designed to nudge the customer to take the next best action. The reason why they perform better than usual BAU newsletters is because the consumer is actively engaged with your brand. Engagement is coupled with intent, they are browsing your site and adding to a basket, with an intent to purchase – you just need to give them an extra push to make that purchase now.

Often triggers are designed on mass and based on the behaviour, however they are even more powerful when the content is designed to be different according to the product and persona.

Done well they can increase site revenue buy over 10% – the ROI can be huge with many brands seeing over 1000%!

4 steps to planning your email triggers:-

  1. Before you start curating it is important to scope the use case. What do you want to achieve, document what you want the consumer to do next.
  2. The next step is to define your KPIs. What does success look like for these particular triggers? This enables you to measure effectively and optimise the campaigns to deliver better results.
  3. Once you have defined these you need to define the different journeys with the appropriate content
  4. Remember that in some systems (like the Pure360 Marketing Platform) the integration is front end, relying on your website – this makes life much easier!

The 3 basket abandonment email journeys

In this scenario we are using the example of a bike specialist business.

Journey 1 – The anonymous

What do we know? We don’t know the user, however we know they abandoned a bike from the website

What this product says about them: Their product is pretty generic and doesn’t fall into any key category – so we know very little

What content should we consider? Generic – we need to tick as many products as possible

The journey:-

Email 1 – 30 mins post abandon

You’ve left this in your basket – Remind the customer what they have left behind. Deliver the main brand proposition message.

Email 2 – 1 day after abandon

We are still saving your basket – Remind the customer. Include social proof like generic reviews of your website

Email 3 – 2 days after abandon

Last chance – Create a bit of urgency to push the customer over the edge. As we don’t know the right levers to pull, you could add an incentive.


Journey 2 – The fanatic

What do we know? A male customer, he abandons a high value trail bicycle from the website

What the product says about them? They are most probably a high spender. They will also spend more on accessories if they are buying a higher spec for more serious riders.

What content should we consider? Related to gender, Bike spec. Specific to product category. Other high end products.

The journey:-

Email 1 – 1 day after abandon

Newsletter style: – Because this purchase is more considered we will want to tackle this differently by delivering more newsletter style content. Talk about which professionals ride the bike, the extra power you can get from these bikes and so on. The CTA is to remind them to purchase the perfect bike for Trail fanatics.

Email 2 – 2 days after abandon

Gear he needs – As the product is higher spec, often this means the price tag is high too. Talk about the best accessories that should be bought with the bike, the helmet, the kit and the extra wheels! Ensure your key proposition reminder is about the why – sell the dream!

Email 3 – 3 days after abandon

Who he can be – This is the aspiration email. Show them how happy the bike makes other riders by using social proof and imagery. Create scarcity and urgency to close the purchase. And don’t forget to remind them why they should buy from you – what other value do you deliver?


Journey 3 – The Eco Traveller

What do we know? A female customer has just abandoned a mid tier electronic bike that is positioned to replace unnecessary car journeys.

What this product says about them? They are most probably eco aware and a potential commuter, they have other common lifestyle factors that go hand in hand with eco choices.

What content should we consider? Related to gender, bike type, eco related.

The journey:-

Email 1 – 1 day after abandon

Newsletter style – Again this is a lifestyle purchase so a newsletter style feels best. Content around why ebikes are the future and use strong female commuter imagery.

Email 2 – 2 days after abandon

Gear she needs – The customer could be purchasing a new to market product, so education around the right accessories is important. Should they be purchasing just a helmet or other products to keep them safe on their commute.

Email 3 – 3 days after abandon

Who she can be – As it’s an aspiration product, it is important to articulate how happy other ebike riders are after purchasing their product by using social proof, create scarcity and urgency to close the product sale.


Testing

It’s important that you test different scenarios to ensure your campaign is designed to deliver the best results for your business. Here are the some of the elements you could be testing:

  • Timing
  • Subject lines
  • Content
  • Imagery
  • Offer

Meet the author

Jack Clay

Principal Solutions Consultant & Account Director

Ecommerce Email & Social Email Automation Email Campaign Ideas Email Strategy Engagement Marketing in a crisis Personalisation & Targeting Retail Testing

Need help navigating the current crisis?

We have a range of ways we are helping businesses save costs and get better results at a time when it matters!

Contact us

More articles

Komal Helyer 17/01/18

14 Ways to Increase Your Customer Lifetime Value

Customer lifetime value tells you what your customers are worth to you. And we’re not just talking about how much…

Read more
Cart abandonment

Komal Helyer 21/04/15

Don’t fear cart abandonment

We’ve all done it. We spend half an hour browsing an ecommerce site, adding various items to our cart, only…

Read more
Engagement and interaction

Komal Helyer 17/04/15

You’ve got their attention, now get interaction: How to build engagement through email marketing

There’s only one reason to perform email marketing, isn’t there? Yep – sales. Oh, and to generate website visits, obviously….

Read more
More blog posts

Become a better marketer

With our free learning resource! Sign up now for access to the UK's best strategy advice, industry innovations, best practice and tons of actionable insights. #betterstartshere

Product

  • Integrations
  • Analyse
  • Personalise
  • Deliver

Industries

  • Ecommerce
  • Retail and Fashion
  • Travel and Hospitality
  • Health and Beauty

Services

  • Customer Success Team
  • Managed Services
  • Creative Services

Resources

  • All
  • Blog
  • Case Studies
  • Guides
  • Webinars

About

  • Why Pure360
  • About Pure360
  • Careers
  • Customer Success
  • Support
  • Twitter
  • Facebook
  • LinkedIn
Copyright 2021 · Cookie Policy · Privacy Policy · Licence Agreement