An abandoned cart refers to when someone visits your website and adds an item to their shopping cart but doesn’t follow through with the purchase. There are plenty of potential reasons for cart abandonment. They range from technical issues to prices to shipping policies. Abandoned cart emails let you recover some of the lost sales. The process becomes even easier if you use tools and extensions like a Magento abandoned cart. Before learning how to use Magento to make your abandoned cart emails, get a refresher on Magento itself and why you want to use this email marketing strategy.
Before Learning about Magento Abandoned Cart – What Is Magento?Magento is one of the major platforms for eCommerce, with the goal of making it easy for retailers to innovate. Magento is just one part of the Adobe Experience Cloud, a system that is well regarded across industries. One of the unique things about Magento is that it works for both eCommerce and in-store shopping. It includes some features that integrate the two with each other. This is particularly useful for retailers who have both physical and digital shops.
How Magento and Abandoned Cart Emails Can Impact Your SalesWhen it comes to abandoned cart emails, whether or not you send them with Magento, you should think of them as a way to recover your abandoned carts. Consider that if you have Magento cart abandonment, this means that someone is already familiar with your brand. They had to visit your website, browse your products, and add something to their cart. This shows that they are already far along on the sales funnel. It also indicates your past marketing efforts likely have already influenced them. With that in mind, think of abandoned cart emails as the push they (hopefully) need to take the last step and buy your product or service. Converting these customers will be much more affordable than converting a brand-new customer. After all, they are already further along in the sales funnel and conversion process. To give you an idea of how effective cart abandonment emails can be, consider that some experts estimate they have a 10% conversion rate. Others report an open rate of 41.18% and a click rate of 9.50%. Klaviyo, for example, reports that you can expect about $5.81 in revenue per recipient, on average.
Where Magento Comes InMagento abandoned cart emails deliver the same benefits as any abandoned cart email. They are simply one convenient and popular way of automating those emails. This can save you a great deal of time. Of course, there are also other automated solutions available.
How to Set Up Abandoned Cart Emails in MagentoWith a better understanding of why you want to use Magento abandoned cart recovery tools like email, how do you set them up?
Create Magento Abandoned Cart Emails via Triggered CampaignsWhen you create Magento abandoned cart emails, you create a series of triggered campaigns. As with any other triggered campaign, you can create this one by going to “Automation,” then “Triggered Campaign Content” and “Add New.” This will take you to the creation wizard. As you go through the wizard, you will need to enter the following information:
- Choose a template
- Your campaign name
- Your campaign details.
Set Up Your Abandoned Cart ProgramOnce you have the campaign set up, you can work on the abandoned cart program. Creating the program lets you choose when you add contacts to the Magento abandoned cart campaign. Start by setting up a decision node. You will want to use the node to eliminate customers who:
- Buy the items in their cart
- Remove the items from their cart.
- Create a start node that is “No scheduled enrollment”
- Create your decision node to ensure that only Magento abandoned carts receive the email
- Complete your program. It may be as simple as a Start leading to a Decision. The Decision could lead to either an End or a Campaign followed by the End.
Test Your Magento Abandoned Cart ProcessBefore you finalize your abandoned cart program, take a minute to test it. There are two ways to do this. First, you can add exclusion rules under the “Marketing” tab. Set it up to exclude all of the visitors as you test. The alternative is to add another Decision node, creating the node so it only proceeds with the program if the email address is your test address.
Enable the ProgramOnce you are done testing, you can enable the program. To do this, go to the following settings in order:
- Engagement Cloud
- Abandoned Carts
- Abandoned Cart Program.