Did you know that the average cart abandonment rate for e-commerce stores is around 68%? Cart abandonment is a frustrating issue facing all Magento users. E-merchants serious about increasing their conversion rate need to bring back lost shoppers with a first-class abandoned cart campaign.
Launching a first-class retargeting campaign does not mean using the basic Magento cart abandonment email feature. To see real results, e-merchants need to reach customers with personalized messaging on the channel they respond with best.
Invest in a marketing automation tool and retarget lost customers across multiple channels, using smart customer segmentation and dynamic campaigns. Only with a Magento marketing automation plugin can e-merchants win-back up to 20% of their abandoned carts and see real e-commerce growth.
How useful are the inbuilt Magento retargeting features?
The most useful Magento feature for reducing cart abandonment is their optimized 2 step checkout. A key reason for shopping cart abandonment is the complexity of the checkout process and forced registration. An optimized 2-step checkout transforms the problem into a solution.
When we turn to retargeting, the Magento in-built features are less effective. Magento’s customer attribute management system allows users to sort customers based on factors such as location, past purchases, and demographics to send personalized email retargeting campaigns. The Enterprise Edition also includes automated email marketing reminders, which users can configure based on customers’ wishlists and browsing history.
When compared with the sophisticated marketing automation software on the market today, the Magento retargeting feature is basic. However, it’s free and already inbuilt into every Magento store, meaning no time spent integrating a third-party solution.
The primary issue with in-built Magento retargeting is that if only offers one messaging channel - email. Retargeting a lost customer is a time-sensitive matter, and e-merchants need to use channels that customers check quickly and regularly.
While a great channel for visual campaigns like a new product release or a holiday sale campaign, email is one of the least checked mediums and converts less than 8% of retargeted customers.
Win back lost carts with a Magento marketing automation plugin
A multi-channel marketing automation tool is the only way Magento users can effectively retarget lost carts. Build multi-channel abandoned cart campaigns using SMS, Facebook Messenger, and email to reach each visitor on the channel they check regularly and respond with best.
Every e-commerce audience contains individuals who spend their time on different channels. Magento users who send retargeting messages via multiple channels maximize their audience reach. They also reach customers quickly to ensure haven’t had time to find a similar product on a competitor’s site.
SMS is a particularly useful channel for Magento cart abandonment campaigns as messages sent over SMS have a 98% open rate, with 95% of these opened within the first 3 minutes.
SMS is also the best channel for e-merchants who want to bring back lost customers with a discount code. Customers open and use discount codes sent via SMS 10x more than codes sent using any other marketing channel. Incentivising lost customers to complete the sale with discount codes or free shipping is a surefire way to boost e-commerce conversions.
E-merchants who use a Magento marketing automation plugin bolster their chances of regaining lost customers, with beautifully designed, personally relevant marketing messages sent across multiple channels.
Build a Magento cart abandonment campaign with Carts Guru
Carts Guru makes creating and launching a first-class cart abandonment campaign easy. Users have two options to build a campaign, create your own from scratch, or use the campaign builder.
The campaign builder comes fully equipped with pre-designed messaging templates and a complex campaign workflow proven to maximize audience engagement. Marketers can then fully customize the campaign so that the design and messaging fit perfectly within existing visual branding.
Users will notice that Carts Guru’s campaigns fall into three categories; time trigger, action trigger, and list trigger. An abandoned cart campaign is in the ‘action trigger’ category, as the campaign begins the moment a customer performs a certain action on the website - abandoning a cart. This ‘trigger’ allows e-merchants to reach out to lost customers immediately when they exit the page. For more on the three campaign types, check out this article.
Once the user has configured the campaign and customized the template, they move to the campaign workflow. It’s this feature that truly sets Carts Guru leagues ahead of the Magento retargeting feature.
Carts Guru campaigns use ‘fall-back logic’, which means that if one messaging channel fails to send to a contact, another channel triggers automatically. Let’s say a customer abandons a cart and a retargeting campaign is triggered, sending a Facebook Message. If for some reason that Facebook Message fails to send, the campaign will automatically try to reach the customer via either SMS or email.
Users can also include ‘conditions’ within the campaign to split the workflow between customers who have opened or clicked a message, and those who have left it untouched in their inbox. E-merchants can give customers a set amount of time to open the message, then automatically reach out again over another channel.
Even once the initial retargeting sequence is over, the customer is not forgotten. E-merchants can automatically enroll cart abandoners in specific contact lists and send them brand updates, new product releases, and special deals overtime to keep them engaged.
E-merchants can also measure the success of each channel and each campaign on one harmonious dashboard. Find all the relevant e-commerce metrics needed to make data-driven decisions and grow an e-commerce store long term.