Author: Chris Pearson, Partner & Email Marketing Specialist at 3BM
A couple weeks ago, Nicole (partner at 3BM), forwarded me an abandoned cart email that I had to break down.
It’s simple, clean, and custom to the product the customer abandoned.
Rarely do I see brands going granular with an abandoned cart flow per product. It’s a wonderful way to increase metrics like opens and clicks, as well as sales.
In most cases, the more specific you get, the more sales you make.
The breakdown today is from:
Physician’s choice has a simple, clear philosophy:
“If we wouldn’t take it, we wouldn’t make it.”
The team is on a mission to “ensure everyone has access to safe, high-quality supplements that actually work. We compile scientific research behind all of our ingredients and formulate innovative products that are always third-party-tested for potency and purity. No frills, no fillers, no flash – just simple, smart supplements.”
Learn more about Physician’s’ Choice.
Rules: The Email Muse
Each week, I venture through the marketing wilderness to find highly-effective ecommerce sales emails… and I shine a light on what made them work.
My goal with this weekly tangle with the email muse is to teach you strategies and tactics you can use with your emails.
Where do I find these magical electronic pieces of mail? My inbox, mostly, since I’m signed up to lists that I want to be on. I also take suggestions from readers who have a stellar email they’d like to share.
Did you get an email recently that made you smile, your eyes tear up, or flat out gut punched you? I want to see it.
Forward the email to me at (chris at threebeaconmarketing dot com) with a brief note about what you liked about it. If I choose to break it down, I’ll give you a shoutout and link back to your site.
And no forwarding me your own emails. That’s the only rule.
Capeesh?
Let’s get started.
Subject Line
Here’s a straightforward, direct subject line:
This is a fun way to let people know that they can come back and consider completing their purchase of the product(s) they were looking at earlier.
Also, “caught you looking” may come off as a bit weird, but if it pulls, it pulls.
A softer way to use this angle is to say:
We see you left this behind ;).
Makes it more human and feels less weird overall.
Header Copy + Images
This is where the customization comes into play:
Ask a simple yes/no question. Answer to this question is 99% yes (if the customer remembers they were looking).
The specificity of the product in this ab. cart flow tells me one of two things:
- They created an abandoned cart for each individual product, so they could customize the copy, or…
- They used dynamic content blocks/images/etc, so number 1 could happen without creating a bunch of different flows.
Technically, this is a great move for brands who sell a lot of single serve products AND to make the flows custom/unique to the products they sell.
Specificity tends to equal more sales.
Two Calls-to-Action
We have a simple “shop now” button to take people back to the product on the site + a “get it now” button to complete the purchase.
Simple, clean, direct.
Allows customers to choose their own adventure.
Brand’s Difference: Skepticism and Cynicism Addressed
This is what makes Physician’s Choice stand out in the market:
This is what makes Physician’s Choice different from all the other bands the customer could buy from OR is currently shopping.
This is addressing skepticism and cynicism, which are two emotions that elevate in the buying process.
Skepticism = does this actually work.
Cynicism = will this work for me?
Physician’s Choice addresses both of these with this copy.
Suggested Products Feed
Physician’s choice decide to add in suggested products:
In case the shopper is interested in something different than the probiotic, Physician’s Choice puts a few other related and unrelated items at the bottom of this email.
Now, this is a preference for the brand.
Should you add in more products while the customer is two steps away from completing the purchase to prolong their shopping experience OR should you go for the sale and get them into checkout and on their way with a purchase?
Depending on your strategy, both options can work.
I tend to start without the suggested items so we can complete the purchase and upsell/cross sell later.
But, if AOV is a major factor, getting people to add more to their cart before buying can increase this metric.
What You Learned
Here’s the tl;dr of what you learned today:
- Rewrite winning subject lines in different ways to see if it pulls better
- Specificity tends to make more sales than generalities
- Customer abandoned cart copy has shown to increase conversions
- Address skepticism and cynicism in the shopper with “why we’re different” copy
- Use suggested product feeds in abandoned cart flows IF it fits your overall strategy
Now what?
- Book a call with 3BM to see if it makes sense to work together.
- Check out Physician’s Choice website.