Imagine that one of your online store visitors started the checkout process and left his(her) cart before purchasing. Let’s say, that your average order in store is $50, and this person left the cart with the total value of $250.
What will you do?
One of the options, which is the solution in 99% situations, is to send them follow up email. In this email, you will show them what they left in their cart. In case they did not buy after receiving this email, you might want to follow up with few more emails with the discount offer. The goal is to convert them into buyers. You can read more about Abandoned Cart email strategy and optimization here.
They Do Not Open Emails
The strategy above works only if they open their emails.
If your email goes to spam, promo folder, or they do not open it, you can as well offer them free products, and they will not use your offer.
They simply do not see it.
What other options do you have?
Option #1 – is to send them a text message reminder. However, it might not be possible because not everybody leaves a phone number in the checkout process.
Option #2 – is to send them direct mail.
Direct Mail For Ecommerce
Did you say direct mail?
Yes, I did.
I know many people think that direct mail is dead but it is not true. The direct mail is more effective than ever.
There is less and less competition since everybody went digital and paperless billing.
Just imagine receiving something via physical mail from the brand you like?
There are few ways as to how you can do it. I will provide you with one example, and if you have questions or other ideas, please leave them in comments below, so we can all learn.
A person visits your website. This person adds the products to their cart. The total value is 5x more than your average order. This person abandoned the cart (aka made no purchase). You followed up with 3 emails, and he(she) opened them zero times.
In this case, you can follow up with 1-3 direct mails, and offer them a special coupon inside.
How Will I Get Their Address?
The majority of eCommerce has 2-3 steps checkout process.
The first step collects the customer’s email and address information. Here is an example from a typical Shopify store.
Thus, you will have their physical address.
How Do I Know Who To Send It To?
Since there are a lot of different email marketing tools, it would be difficult to explain every one of them.
I work exclusively on the Klaviyo platform (the best of the best for eCommerce). In Klaviyo, you need to create a segment with the following definition
- Checkout start value is at least 250 over all times
- Placed order zero times over all times
After you are done with the segment, click on the Manage Segment in the top right corner and pick export segment to CSV file.
In the next window, you want to select their name and address.
How To Send Direct Mail?
Ok, I have the physical address, and I want to send them direct mail.
How can I do it?
You can write a letter and send it yourself. I know, I know it is not sustainable and not scalable.
There are many mailing houses, where you can send the list of customers, marketing material, and they send it on your behalf. Here are only a few of them:
How to send unique direct mail?
A quick test.
If you receive in the mail below two postcards, which one would you read first?
I think we all know the answer. We will read postcard #2 first.
It is handwritten.
It is very personal.
It gives you attention.
Somebody spent time writing me a real postcard.
Again, it is not scalable. It may not be possible to send 100’s of handwritten postcards to your customers.
However, there is a solution. There are companies that can do it for you. In the past, there was only one company on the market called BOND. They are closed now.
Currently, there are four companies:
By the way, I met with the founder of IgnitePost (Arian Radmand) at one of Klaviyo’s workshops here in New York City, and he inspired me to write this post. Also, he shared some case studies and examples of their works. Here are the links:
There are a lot of ways to reach your potential customer nowadays. The majority of them are digital since it is much cheaper. However, the old day snail mail works great as well.