Increase your conversion ratio with the Mailchimp abandoned cart automation
Possibly one of the most rewarding marketing automations within Mailchimp: ‘Abandoned carts’. As the name states, the automation is focussed on the group of fans who left their personal information in your shop but didn’t finish their order. They left their ‘cart’ with products without completing the payment. It’s very likely that this specific target group is still interested in your event, making it a valuable pool for marketing related communication. With the automation, the fans from this target group will receive an automated email reminding them that there is an unfinished order waiting to be finalized. Research shows that the average conversion ratio of abandoned cart emails is about a whopping 18%.
Note: Before you can set up the abandoned cart automation, you need to connect your Mailchimp account to the Paylogic Backoffice. See this article if you haven’t done this already.
1. Create an Automation Email
Once you're logged into Mailchimp with the account that is connected to Paylogic, make sure you have activated the audience that you want to use for the automation in the Audience tab. Then you select Automate > Email > Turn on abandoned cart email in the menu bar at the top.
In the next screen you select Email series at the top, give your Campaign a name and then select a store. The event name that you’ve set in the backoffice of Paylogic, is the name of the store. Then click ‘Begin’.
2. Design your Abandoned Cart email
Now it’s time to set up the conditions of the content you will send to your fans when they have abandoned their cart and what the triggers are to send the email.
2.1 How many emails are you sending?
By default, the Abandoned Cart series creates a workflow of 3 emails. It’s up to you how many you will use. If you only want to send 1 email as a reminder to your fans, you can delete the second and third email by clicking on the downfacing arrow on the right and select Delete Email.
2.2 What triggers sending the email(s)?
With the Trigger option you can set how long the delay is before the abandoned cart email is sent to the fan after the order is expired. The default delay is one hour, but you can change this if you click Edit.
2.3 Who will receive the abandoned cart emails?
By basic settings, Mailchimp sends abandoned cart emails to every fan who abandoned his cart. We advise to only send the abandoned cart emails to fans who subscribed to your newsletter (opt-in marketing checkbox). Click Add from the option Filter by segment or tag. A new screen opens and you check the box saying Choose segment or tag. Click the radio button Contacts match the following conditions. Click the dropdown box and select Email Marketing Status as a parameter. Now you can select the third dropdown box and make sure that only ‘Subscribed’ is checked as an option.
2.4 Desiging your email(s)
To design the look and feel of the abandoned cart email(s) click Design Email on the right. In the next screen, you fill out all the details for sending the email (subject, from the name, email address etc.). Click ‘Next’ and then you can select specific abandoned cart templates or choose your own. Below an example of the first template named ‘Abandoned cart’, in which you can show the products that the consumer had in his basket. You can add up to 3 products in the email template. After finishing the design of your email(s), you go to next and confirm that you want to start sending the automation.
3. Measure the success of your Abandoned Cart email
The link to the shop that is sent in the abandoned cart email is automatically fetched from our Backoffice. Mailchimp adds the campaign ID of the abandoned cart automation to the shop link in order to measure opens, clicks and purchases in Mailchimp. You can view the report of the automation if you go to the Campaings menu, look up the abandoned cart automation and click on View report. It gives you an insight into how many people buy tickets after the reminder that they’ve received from you (conversion ratio).