Recover 50% More Abandoned Carts

Hey, Michael here from AdSumo Digital.

We’re back with another edition of The DTC Letters.

In today's newsletter, we’re going to cover the exact system we use at our agency to recover 50% more abandoned carts for our clients 7-8 figure Ecommerce brands.

Lets get right into it! 🚀 

Understanding The Problem

Think about it this way, you own a convenient store and 100 people walk in to go shopping.

Everyone grabs a shopping carts and starts to fill them up.

But 70 out of the 100 people leave their shopping carts full of items and walk of your convenient store, the other 30 people buy.

Sounds ridicules right?

Well this is the average situation for 99% of Ecommerce brands that I speak to every week. In fact I’ve seen brands have up to a 90% abandonment rate on their stores.

Lets say you reduce that abandonment rate by 50% (I’ll show you are exact system for doing this).

Now 35 more people buy from your store per day. At an average AOV of $150, that’s $5,250 PER DAY in sales you are missing out on.

$157,500 PER MONTH just from fixing this one issue.

And I’m about to give you the 80/20 of the exact system we use to reduce our clients abandonment rate by 50% so you can do it too.

In a very simple and fast actionable way (full flow course/guide coming soon)

What Customer Needs At This Stage In The Flows

At this stage, people want to buy from you, but something is holding them back. This could be:

• Shipping costs 🚚

• Return policies 🔄

• Product quality concerns ⭐️

• Price hesitation 💰

• General indecision 🤔

These are common objections that need to be addressed head-on.

The Technical Aspect

This is very much a technical flow. Yes copy and design matter but what matters most is the technical

The most crucial part is splitting your flow to ensure the right people receive the right message. Here's how we do it:

1. Free Shipping Split

We divide customers based on whether their cart qualifies for free shipping.

• Customers Above Free Shipping Threshold: Remind them that they qualify for free shipping, encouraging them to complete the purchase.

• Customers Below Free Shipping Threshold: Encourage them to add more items to qualify for free shipping, increasing your average order value.

When we split the flow based on cart value, we see dramatically different results.

The revenue per recipient in the free shipping group is often 2x-5x higher than the other group!

Thats a major difference at scale.

2. Order Count Split

We also split the flow based on the customer's purchase history.

• First-Time Buyers: May need more convincing—perhaps through incentives or detailed product information.

• Returning Customers: Already trust your brand and might not need incentives, preserving your margins.

Benefits:

• Allows you to personalize messages based on their relationship with your brand.

• Reduces unnecessary discounting to customers who are likely to purchase without it.

• Enables you to address previous buyers more personally by referencing their past purchases.

By implementing these technical splits, you're tailoring your messaging to address specific customer behaviors and objections, significantly increasing your chances of recovering abandoned carts.

Our Proven Flow Structure

Here's the step-by-step system we implement:

1. The Gentle Reminder (Sent 40 minutes to 2 hours after cart abandonment)

• What to Include:

  • A friendly nudge without any incentives.

  • Highlight if they qualify for free shipping.

  • Use dynamic content to show the exact items left in their cart.

  • Sprinkle in some social proof like star ratings or customer testimonials.

  • If they've opted in, send a complementary SMS reminder.

2. Overcoming Objections (Sent 1 day later)

• What to Include:

  • Address common concerns directly.

  • Offer a small incentive, like a discount code.

  • Use a plain text format for a personal touch.

  • Focus on one objection per email (e.g., "Worried about fit? Our hassle-free returns have you covered!").

3. Building Trust with Reviews (Sent 2 days later)

• What to Include:

  • Showcase glowing reviews and testimonials.

  • Highlight any notable media mentions or awards.

  • Reinforce the quality and value of your products.

4. Sweetening the Deal for New Customers (Sent 3 days later)

• What to Include:

  • Offer a slightly better incentive to those who haven't purchased yet.

  • Personalize the message for first-time buyers.

  • Emphasize the benefits they'll receive.

5. Creating Urgency (Sent 4 days later)

• What to Include:

  • Inform them that their exclusive offer or discount is about to expire.

  • Encourage immediate action to avoid missing out.

Actionable Tips For Today

• Leverage Dynamic Content: Show customers exactly what they left behind to rekindle their interest.

• Personal Touches Matter: Use their first name and reference specific items to make the communication feel tailored.

• Segment Wisely: Adjust your messaging based on cart value and purchase history for more relevance.

• Continuous Improvement: Regularly test different subject lines, email content, and sending times to see what resonates best.

• Think Outside the Box: Don't be afraid to try unconventional ideas. Sometimes a fresh approach can yield impressive results.

Today’s Helpful Links

• Checkout my LinkedIn where I post more content about Ecommerce Email Marketing

• Watch my most valuable training video responsible for adding millions to our clients brands over the past few months

• 3 Strategies to Boost Campaign Revenue

Reply to this email with any questions or content that you want covered in future newsletters.

Best,

Michael

PS - If you run an Ecom brand and want to have a 15 minute strategy session with me, book a call here »