Cultures for Health, a real food merchant, brought its customers back to purchase after the company implemented a shopping cart abandonment solution.
The company worked with Listrak as its email service provider to help them reach back to nearly 40% of its 55+% of shoppers who abandon an online cart without purchasing.
The revenue recouped comprises nearly 10% of the merchant’s total email revenue.
Cultures for Health used Listrak’s Browse and Abandon Nurture campaign, which is set up like a traditional browse and abandon campaign, with three emails, each featuring personalized product recommendations.
Within the Browse and Abandon Nurture campaign, the first email was sent 12 hours after abandonment, the second email was sent four days later and email three was eight days post abandonment.
None of the emails offered a promotion or discount to get the browser to convert, but all the emails featured recommended products based on each individual recipient’s browse and purchase history.
The three messages produce more than 54% of the revenue Culture for Health’s three-message shopping cart abandonment series produces.
During the course of three-message browse and abandon campaign, the merchant sent two Nurture emails – in lieu of any broadcast campaign the subscriber would otherwise be receiving – that feature personalized product recommendations, including the products recently browsed and abandoned.
The first email in the browse and abandon campaign was sent two days after the browse and abandon message one and the second email was sent two days after browse and abandonment message two.
Cultures for Health produced an additional 60.39% in conversions by adding two nurturing emails that keep recently browsed products in front of the abandoner rather than sending broadcast emails with irrelevant products. The two nurture messages accounts for 37.65% of the total browse and abandon nurture campaign revenue.
“When our account manager suggested a Browse and Abandon Nurture campaign, it made great sense and we were expecting it to increase Browse and Abandon campaign revenue by 25% or 30%,” said Julie Feickert, owner and founder of Cultures for Health. “The fact that it is actually increasing revenue by more than 60% is phenomenal.”
Daniela Forte is content producer for Multichannel Merchant