Use what you already have
According to Tink Taylor, founder and president of UK-headquartered email marketing automation firm Dotmailer, the easiest means of growing your sales is to convert incomplete transactions. And it needn’t be as difficult as you may think.
“Around 29 per cent of sales can be recaptured from abandoned shopping carts,” he explained at the Online Retailer Conference & Expo in Sydney.
He went on to outline his three-step process to successfully re-engage with would-be customers.
“Send your first email within an hour – ask them if they experienced a technical problem which prevented them from completing the transaction,” said Mr Taylor.
Step two is to send a reminder email, preferably the next day.
The third contact, according to My Taylor, should be a week later, with a gentle warning that the transaction in their shopping cart will soon expire if not completed.
Don’t be a one-trick pony
However, Mr Taylor cautioned against thinking that email should be your only point of contact with your customers, even if you operate an e-commerce business.
“Don’t forget the multi-channel world. If people aren’t engaging with you via email, reach out to them [via] another method,” he said.
Be proactive in engaging with customers
Another point Mr Taylor outlined is the all-too-common problem of business owners becoming bogged down in numbers and forgetting that they are selling to other human beings.
“People are people,” he said, adding that personal connections have never been more important than in the digital age.
For this reason, he suggested businesses use automation to reach out to customers on their databases in a personalised way.
“Birthdays are a great way of connecting with customers, and vouchers are a great way of doing this,” Mr Taylor said.
“So be sure to get your customers’ date of birth details on your subscription list [or other customer database].”