Master cart recovery with this guide on email strategies, tools, and tactics to boost e-commerce sales.
准备好一睹Bird 的风采了吗？
Picture this: a customer wanders into your virtual store, picks up items they love, adds them to their cart, and then... Poof! Vanishes without a trace. This scenario, known as “cart abandonment,” is all too common in the e-commerce world: More than 70% of carts never complete checkout.
尽管如此，每一个被遗弃的购物车都是一次潜在的销售机会，您可以重新抓住。在失去的机会和成功的转化之间架起一座桥梁？精心设计的电子邮件策略。
With 每天发送超过 333 亿封电子邮件, you’ll need to do more than reach customers’ inboxes. You need to strike the right chord with recipients by delivering the right message 在 right time. And having the right tools in your arsenal—like MessageBird—can make all the difference in doing so.
有了Bird ，您就可以：
整合 your e-commerce platform with your email system, so that you’re able to contact customers who’ve abandoned their carts
工艺 compelling, personalized emails that resonate with your audience and nudge them toward completing their purchase
Automate email campaigns at scale, keeping communication with customers timely, targeted, and relevant
每一个被遗弃的购物车都是一次可以重新启动的对话和可以加深的关系。有了正确的策略、工具和方法，您就能将这些错失的机会转化为成功的转化。
了解购物车放弃
为什么要关注废弃购物车？
购物车放弃的影响不仅仅是销售损失。它代表着电子商务企业潜在收入的大量流失和有形的财务涟漪效应。
考虑一下：每个被放弃的购物车都是潜在收入的损失。合计起来，特别是考虑到平均有多少购物车被放弃，这些损失的销售额可能占企业收入的很大一部分。
当客户放弃购物车时，您已经浪费了宝贵的时间和金钱来吸引客户访问您的网站。这种涟漪效应会延伸到客户的潜在终身价值，特别是如果放弃购物车是由于负面的购物体验造成的。
It’s not just lost sales, but lost opportunities.
为什么会出现购物车放弃现象？
Understanding why shoppers tend to get cold feet can help you plan your cart recovery tactics. So, let’s take a walk in the average shopper’s shoes.
您已装满购物车，准备结账。然后您遇到了以下情况之一：
意外费用: You’re deterred by additional charges like shipping, taxes, and fees that all add up.
复杂的结账流程: Why are there so many steps? You’re frustrated by how lengthy and complicated the checkout process is.
浏览行为: You’re just browsing, and bookmarking items with no immediate intent to buy. Simply put, you’re just curious.
支付安全问题: This payment processor looks sketchy. You’re concerned about online fraud because you don’t trust the payment gateway with your credit card information.
送货太慢: You need to buy a present for your daughter’s birthday next week, but it won’t arrive for two weeks. What’s the point?
网站问题: ǞǞǞ website keeps glitching, loading too slowly, or isn’t mobile-friendly. Your shopping experience isn’t smooth.
So now that you’ve walked a mile in their shoes, how do you fix this for your customers?
下一步是解决导致购物车放弃的具体痛点和犹豫点，以便尽快赢回购物车。
常见的购物车恢复陷阱及修复方法
战略性地把握电子邮件的发送时间，避免过早发送
Timing matters when sending cart recovery emails. If you send it too early, you might interrupt a customer who is still considering their purchase or simply navigating away from their cart for a second. Too late, and they might have already lost interest or found what they were looking for elsewhere.
Allow some breathing room after the customer abandons their cart before sending the first email. The window of opportunity varies for each business, but a few hours is often effective in giving customers space while still keeping your brand and products fresh in their minds.
If the first email doesn’t convert, plan a follow-up sequence. Time these subsequent emails based on customer behavior and typical buying cycles, with a tool like Flows. For example, you could send the second email a day later, and a final reminder three days later.
利用电子商务平台和email analytics 中的数据，了解受众的最佳时机。根据客户行为调整发送电子邮件的时机，在及时性和耐心之间找到最佳平衡点，从而提高转化率。
针对移动设备进行优化，充分利用移动受众
Mobile devices comprise the largest share of email views, at 占所有电子邮件打开次数的 41, ahead of desktop at 39%. That said, neglecting to optimize for mobile devices is an easy mistake to make when designing cart recovery emails.
When emails aren’t mobile-friendly, they suffer from formatting issues, difficult-to-read text, and unclickable links, leading to a poor customer experience. This can frustrate your mobile customers, leading them to churn from their carts again—or even unsubscribe from receiving your emails altogether.
Instead, embrace mobile optimization for better communication with your customers. Design emails with a responsive layout, which means they’ll look good and be easy to navigate on screens of all sizes. Keep text concise and legible, with CTA buttons and links large enough to easily tappable on mobile devices. Compress images and size them properly for quick loading on mobile devices, and use alt text to convey the message even if the images don’t load.
最后，在发送购物车恢复电子邮件之前，确保在移动设备和电子邮件客户端上进行测试。这将有助于您在邮件上线前发现并解决任何可读性或布局问题。
将您的影响力扩展到电子邮件之外
虽然电子邮件是购物车恢复的有力工具，但只使用电子邮件的方法可能无法接触到对其他沟通形式反应更积极的客户，如短信或 WhatsApp 等消息应用程序。
Incorporate text messages into your cart recovery strategy. SMS can be an immediate and direct way to reach customers. For instance, send a short text message reminding a customer of their abandoned cart, perhaps with a special offer, to prompt quick action. SMS is especially effective for time-sensitive offers or urgent communications, given that most people tend to read text messages more frequently and quickly than email.
或者说，WhatsApp 拥有庞大的用户群和广泛的覆盖面，是发送个性化互动信息的绝佳平台。在欧洲和亚洲等 WhatsApp 使用率较高的地区，这种方式尤其有效。您可以发送有关放弃购物车的提醒，实时回答客户的询问，甚至使用表情符号、GIF 和视频等富媒体来增强您的信息。
废弃购物车电子邮件的基本最佳实践campaigns
决定发送多少封电子邮件
Deciding whether to send a single email or a series should be based on unique performance metrics and customer behaviors. A single email may suffice for occasional abandoners or for products with a short decision-making process. In contrast, a series might be more effective for higher-value items or customers who frequently abandon carts.
分析过去的营销活动数据，了解哪种方式能产生更好的打开率、点击率，并最终实现转化。我们的目标是通过及时的信息有效地吸引客户，而不是让他们不知所措。
设计能引起共鸣的电子邮件序列
Cart recovery emails should be more convincing and strategic than just a blast of emails all at once. In Flows, you can automate a more effective email sequence where each email serves a clear purpose, moving the customer closer to completing their purchase.
Start with a gentle reminder about the items left in the cart, then progress to offering incentives like discounts or free shipping. Incorporate product recommendations or reviews to further engage the customer. Tailoring these sequences to audience behavior – based on past purchase history or browsing patterns – can significantly increase their effectiveness.
最棒的是，Flows 可让您的电子邮件序列在后台自动运行，为您培养客户关系，无需动手。
用引人注目的主题行吸引他们的注意力
The subject line is your first—and sometimes only—opportunity to grab the customer’s attention. It’s the crucial first impression that can make or break your cart recovery efforts. Here are some tips on how to catch your customers’ eyes at first glance:
个性化: Personalized subject lines, such as those that include the customer’s name or the specific items they left behind, can significantly increase open rates. It creates a connection and reminds the customer of their initial interest in the product.
Example: “John, your dream jacket is still waiting for you!”
制造紧迫感和好奇心： Prompt immediate action or spark your recipient’s curiosity. By doing so, you pique the customer’s interest and entice them to revisit their cart now rather than later.
Example: “Last chance!” “Hurry, your cart is about to expire!” or “Did you forget something?”简明扼要: Short and sweet is the name of the email subject line game. Lengthy subject lines both lose the reader’s interest quickly and risk being cut off in inboxes, especially on mobile devices. Aim for 50 to 60 characters to keep your subject line easily digestible and visible.
Example: “Your cart misses you - Grab it before it’s gone!” (47 characters)
测试和迭代
在通过电子邮件回收废弃购物车时，采用 "测试、学习和适应 "的方法是成功的关键。您的电子邮件campaigns 的有效性不仅仅在于一次就能制作出完美的信息，而在于根据实际绩效数据不断完善和优化您的策略。通过测试和迭代您的电子邮件，您可以准确了解哪些内容能引起客户的共鸣，从而提高打开率、点击率和转化率。
Use A/B testing to refine your approach, changing one variable at a time—the subject line, the email copy, the timing of the send, and the call to action. Experiment with varying degrees of personalization, email lengths, call-to-action formats, and more. Don’t hesitate to adjust your strategy based on what the data tells you.
忠实于您的品牌声音
在包括购物车恢复邮件在内的所有邮件中，品牌形象的一致性至关重要。无论您的品牌声音是友好的、专业的还是古怪的，都要在废弃购物车邮件的各个方面，从文案到设计，清楚地传达出您的品牌声音。
Use a tone and language that should be instantly recognizable to customers as unique yours, reflecting your brand’s personality. Remember, your brand voice is a tool for connecting with customers on an emotional level. Even in a cart recovery email, the way you communicate can evoke feelings of trust, excitement, or urgency in your customers.
恢复电子邮件中使用的语音应与您在所有通信channels 中使用的品牌语音相一致，包括您的网站、社交媒体和客户服务。不一致的声音会让客户感到困惑，并削弱您的品牌形象。
You can use 自定义模板 Bird to infuse your brand voice in every email, applying a consistent style and tone to all your marketing materials.
4 种先进的购物车恢复技术
1.利用社会证明的力量
Social proof is a powerful influencer in consumer decision-making. In fact, 66% of consumers said that positive user reviews are the most significant factor in moving them to make a purchase. Integrating social proof elements in your recovery emails can significantly boost trust and encourage customers to complete their purchases.
在电子邮件中加入产品评级和评论，让客户放心选择。在您的产品列表中找到真实的五星级评价，并与购物者分享，以说服他们做出选择。正面评价可以通过展示他人的满意度来影响犹豫不决的购物者。
You can also include user-generated content (UGC) such as photos, videos and GIFs of other customers using the product, or posts shared on social media. This can create a sense of community and reliability, as UGC typically comes off as more genuine than statements directly from the brand itself.
2.提供奖励，吸引客户再次光顾
Incentives like discounts or free shipping can play a pivotal role in convincing customers to complete their purchases. These kinds of incentives increase the perceived value of your offerings, causing shoppers to give your business a second chance.
虽然这两种激励措施都能减少结账时的经济障碍，但您必须在直接降价和免费送货等增值服务之间取得平衡。考虑每种优惠对利润率的影响，还要考虑顾客的偏好。有些客户可能认为免运费比折扣更有价值。而另一些顾客则可能倾向于通过降价来证明购买的合理性。使用 A/B 测试并分析您的电子邮件指标，以确定哪些优惠更有可能转化被放弃的购物车。
无论您提供什么激励措施，都要通过限时优惠来营造一种紧迫感，以吸引客户更快地点击 "结账 "按钮。
3.完善行动号召
电子邮件中的 "行动呼吁"（CTA）不仅仅是一个按钮或一行文字，它还是引导潜在客户完成放弃购买的关键链接。以下是如何完善您的 CTA 以达到最大效果的方法：
清晰度: Make it crystal clear what your customer should do, exactly, e.g. “Return to Cart” or “Complete Your Purchase”
紧迫性： Give your customers a compelling reason to act soon with phrases like, “Don’t Lose Your 20% Discount” or “Your Cart Expires Soon!” that prompt immediate action.
视觉对比： Your CTA should visually pop out from the rest of the email, whether by using contrasting colors or being a larger size. Your customers shouldn’t need to hunt to find the CTA.
战略布局： Put your CTA in an eye-catching position, ideally, above the fold and again 在 end of the email for repeated exposure.
贯彻始终: Whatever your CTA promises 到 customer, the landing page it links to should deliver—whether that’s applying a discount, or simply bringing up the items that were in their cart.
4.细分受众，更有针对性地取得成功
电子邮件细分有助于成功回收购物车。根据受众的行为和特征将他们划分为不同的群体，您就可以量身定制信息，以达到最大的相关性和影响力。
By connecting your e-commerce storefront to your email list with Connectors, you can segment your audience based on behavior like purchase history, cart size, and product preferences. Tailoring your approach to each segment increases the relevance and effectiveness of your recovery efforts. For example, a high-value cart might warrant a more aggressive or strategic recovery strategy.
您还可以过滤掉经常放弃购物车的客户，避免垃圾邮件，提高购物车恢复电子邮件的整体参与率。如果每次放弃购物车时都发送电子邮件，过度发送信息会增加退订或被标记为垃圾邮件的可能性。
密切关注分段购物车恢复邮件的打开率、点击率和转化率。这些指标将告诉您哪些有效，哪些无效，以便进行持续优化。不要害怕在细分市场中进行测试和迭代，例如，改变电子邮件的发送时间、提供的奖励类型或使用的信息。
将失去的销售转化为持久的联系
在我们结束这本关于解决购物车放弃问题的手册时，请记住，每一次未完成的购买都是您需要发掘的隐藏宝藏。购物车放弃并不可怕，反而是加深你对客户了解的邀请。通过采取积极主动的战略方法，您可以将这些犹豫不决的时刻转化为有意义的客户体验和重新获得的销售额。
Harness the innovative capabilities of Bird to craft a nuanced abandoned cart recovery strategy. Our platform is your ally in creating a seamless, engaging, and responsive experience that resonates with your customers at every step.