We recently classified over 4,000 cart abandon email journeys, allowing you to see exactly how different companies nurture recent abandoners in the hope of landing that conversion.

Here’s an example of how this looks inside our platform (the cart abandonment emails are highlighted in purple):

Mailcharts cart abandon journey example

 

In today’s post we’ll explain what it actually takes to trigger cart abandonment emails across as many companies as possible. Our hope is that this behind-the-scenes gives you a better understanding of how we work while providing you some tips of what to QA in your own cart abandonment triggers.

Quick background: Every company and journey you see in MailCharts is added manually by the Data Team. This approach — as opposed to using an email panel comprised of scraped inboxes, as other companies do — allows us to provide you high-fidelity data. You know exactly what behaviors triggered which emails, helping you make informed decisions.

 

How it all started

Earlier this year we noticed we were not receiving cart abandonment emails from a few large online retailers. This came in as a surprise: over 70% of carts are abandoned and this type of email helps brands recover 5-10% of otherwise lost purchasers. We decided to investigate.

 

Initial findings: Some companies only send cart abandon emails to newsletter subscribers

We quickly realized that for some brands you need to be subscribed to their newsletter in order to be eligible to receive cart abandonment emails.

Here’s a peek of the analysis we did:

Cart abandon process at mailcharts

 

This means that if someone creates an account, starts the checkout process, and then abandons before paying they won’t get the cart abandonment drip unless they were also subscribed to the newsletter prior to performing the cart abandonment.

Companies using this approach are leaving conversions on the table: They are unnecessarily restricting who can receive their cart abandonment emails.

Pro tip: If you can, decouple your cart abandonment emails from your newsletter subscription.

Also, if you look at the above screenshot you might notice the “payment page” sections. For that part of the analysis we measured the difference between abandoning a cart by going all to way until payment is requested (via the credit card form) v.s. simply adding an item to the cart and then leaving. We saw no significant difference between the two approaches.

 

Taking it a step further

Though we’d made some really nice progress, we wanted to see if there was anything else we could do to enter even more cart abandon journeys.

We made more progress when we compared three different cart abandonment approaches:

  • Spend 4 minutes on the site, then abandon
  • Visit 10 pages on the site, then abandon
  • Abandon the cart as quickly as possible

Here’s how the numbers compared:

Cart abandon process at mailcharts part 2

 

Since our team can view 10 pages in less than 4 minutes, we opted for that strategy.

 

Establishing a new process

Once this analysis was done we updated our cart abandonment process to be as follows:

  1. Open an incognito tab
  2. Join the newsletter
  3. Create an account
  4. Visit 10 product pages
  5. Add an item to the cart
  6. Go all the way to the payment page
  7. Abandon the cart by closing the browser tab

And that’s pretty much it 🙂

If you’re interested in quickly visualizing any company’s triggered series you should sign up for a MailCharts Pro account.