Abandoned Cart Emails

Abandoned Cart Emails

Online businesses are peaking right now—about 25% of all business conducted in the United States is online. That said, a large number of people shopping online will fill a cart full of products and then abandon it. Approximately 69% of online shopping carts are abandoned and never revisited. These carts will sit untouched because shoppers will lose interest in the products or company. The amount of revenue lost due to cart abandonment can be astronomical. Even if half of abandoned carts were re-evaluated and purchased, monthly revenue would sky rocket. A way to entice shoppers to revisit their carts is by emailing and reminding them of products they almost bought.

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Why do shoppers abandon their carts?

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Why should you send abandoned cart emails?

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How often should you send abandoned cart emails?

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What should these emails contain?

Why do shoppers abandon their carts?

There are many reasons for abandoning online carts. Most are abandoned because the purchase did not seem cost or time effective to the customer. A customer might have felt that shipping and handling costs were too high or that shipment would take too long. Another reason that a customer might leave the business without purchasing anything is a general distrust of the website. If a customer feels that their bank information is in jeopardy, they are less likely to purchase an item. Customers might have also been deterred from a purchase if the checkout portal seemed too lengthy or complicated. 

A more technical reason behind losing an online purchase might be website difficulty or the device used by the customer. Data shows that the rate of abandoned carts by customers using their mobile devices is 85%. On the other hand, people at their desktops only leave a site without purchasing items 69.75% of the time. Shoppers are likely to make purchases when they are comfortably sitting at their computers rather than on their phones. All of the issues above can be addressed in abandoned cart emails.

Why should you send abandoned cart emails?

Email has grown to be one of the largest forms of online messaging. A whopping 92% of digitally active individuals use email as their primary source for online communication.The easiest way to communicate with shoppers online is by emailing and notifying them of the products they missed out on. Data has shown that about 45% of abandoned cart emails have been opened. Of those opened, about 11% of them have resulted in a purchase. Within these abandoned cart emails, you can address some of the customer’s initial concerns that deterred them from a purchase.

Additionally, you can reinforce your shipping and handling fees or the approximate time of delivery. Furthermore, you could offer discounts or advertise sales that could also push the customer back onto your site. By being clear and restating these details, you could secure a purchase.

How often should you send abandoned cart emails?

The first email should be sent about 30 minutes to an hour after the final item was added to the customers cart. When sending this email, you don’t want to seem too eager to point a finger at the customer. However, you don’t want to wait long because the customer might not remain in the mood to make a purchase. There is a sweet spot after a customer has left your site when your business is still on their mind. As a company, you should aim to send the first email while they are still in the deliberation phase.

The second email reminding the customer of their cart should be sent about a day after the first email. You want to put about a day between the two emails because you don’t want to seem abrasive. Customers might be bothered if you email them multiple times in one day about products they don’t want to buy. There is a fine line between reminding the customer and bothering them about their unmade purchases. As a company, you want to tiptoe that line by emailing them often but not too much. 

Any additional emails should be spaced about two days apart. As mentioned above, if you email the customer too much, you are likely to irritate them. Sending around five abandoned cart emails is recommended, but after that, you are less likely to get a sale.

    What should these emails contain?

    The first email sent to the customer should consist of troubleshooting for technical difficulties. In this email, you should operate under the assumption that something went wrong during the transaction. Offer suggestions, and simply ask if there was something wrong with their experience.

    The second email is an opportunity to offer promotional deals or information on shipping and handling. This email is where you could provide photos or a list of the items left in the cart. These pictures might entice the customer to revisit your site, and it could convince them to make a purchase. Offering clear details on your return policy might also make the customer more comfortable with spending their money. 

    Any messages that are sent after the second email should consist of general promotions and sales as well as some information on the items left behind. At this point, a sale is unlikely, so it is best to start promoting new items. Now that this customer has filled a cart once, they are more likely to make a purchase in the future. So, it is good practice to remind the customer of your online presence. 

    Overall, emails about abandoned carts will likely result in more revenue and a larger customer base. Within these emails, remember to prioritize customer service and company policy. You cannot go wrong in connecting with customers and promoting your business. If you don’t know where to start in creating an abandoned cart email flow, reach out to Root & Roam Integrated Marketing Agency. We’d be happy to help!

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      The Marketing Funnel—A Recipe for Success

      The Marketing Funnel—A Recipe for Success

      A marketing funnel is a tool that demonstrates the journey of a potential customer from first hearing about your brand to eventually making a purchase.

      There are many versions of marketing funnels; some have many stages, while others have only a few, with different names and business activities performed for each.

      Before we get into the specifics of how the marketing funnel works, let’s discuss the basics.

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      What is a marketing funnel?

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      Awareness

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      Interest

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      Consideration

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      Intent

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      Evaluation

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      Purchase

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      Marketing funnels lead to success.

      What is a marketing funnel?

      The marketing funnel depicts the customer journey as they transition from leads to customers, as seen from a marketing strategy and sales viewpoint.

      The funnel-like structure demonstrates how qualified leads are captured and nurtured through each stage until they reach the point of purchase and become customers.

      Below, we have provided a diagram with the most common and relevant marketing funnel stages, terms, and actions to make this valuable for the widest variety of businesses and brands.

      Awareness

      In the awareness stage, consumers first become aware of a problem or need that they want to resolve. They may not be actively searching for a solution yet, but they are examining their options.

      In this stage, marketers need to create informative and engaging content so that consumers will want to learn more about the product or service.

      Awareness can be generated through various marketing channels, including paid advertising, brand advocates, social media campaigns, blogs and other forms of content marketing, public relations, and events.

      It’s important to note that consumers may not yet be searching for your product or service, so easy-to-find and digest content helps to inform and lead to interest.

      Interest

      The second stage of the marketing funnel is interest. Here, members of your target audience are interested in what you have to offer and may be considering doing business with you.

      It’s essential to keep consumers in this stage updated on your products and services, as well as any special offers or deals you may be running. You can do this through emails, newsletters, social media, and other marketing campaigns.

      By staying in touch with potential customers and keeping your business on their radar, you continue to build their interest and place yourself in the position of providing the product or service they seek as they journey through the buying process.

      Consideration

      The third stage of the marketing funnel is consideration. Qualified leads who have expressed interest in your products or services are now prospective customers.

      Providing more information about your products or services and their benefits helps move potential customers further down the funnel. Automated follow-up email campaigns, testimonials, and free trials or demos can be helpful.

      It’s also essential to address any objections the prospective customer may have. Doing so builds rapport and trust, making it more likely that you will make a sale.

      Intent

      The fourth stage of the marketing funnel is intent. Prospects have demonstrated interest in purchasing your product or service and are now considering becoming customers.

      Consumers at this stage may have placed a product in their cart, made calls to inquire about pricing or other information, commented on your social media, or completed an online form requesting more information.

      Now more than ever, providing a clear and compelling call to action is crucial. This could be an offer for a free consultation, a discount on the buyer’s first purchase, or something else that entices them to take the next step.

      Make it easy for prospects to contact you and learn more about your product or service. Ensure that your website is up-to-date, easy to navigate, and that your contact information is always prominently displayed.

      Helping prospects take the next step increases their likelihood of becoming customers.

      Evaluation

      The fifth stage of the marketing funnel is evaluation—where potential customers make a final decision on whether or not to purchase.

      The main factors influencing this decision depend on how well you have proven that your product or service meets their wants or needs and other incentives you’ve provided.

      Customers will compare your offerings with other companies’ before making their final decision. At this point, marketing and sales should join forces to solidify your product, service, or brand as the best option.

      Purchase

      The final stage in the marketing funnel is the purchase stage. This is where the potential customer has decided to purchase your product or service. They have gone through all the marketing funnel steps and decided they want what you offer.

      Once they have made the purchase, they are now your customer. Continue nurturing and building a relationship to ensure customer satisfaction. Existing customers can lead to referrals and help refill the top of your funnel.

      Marketing funnels lead to success.

      Marketing funnels represent the journey from consumer awareness to lead development to the purchasing process. By providing information, outlining benefits, and addressing possible roadblocks at each stage, you increase the likelihood that potential customers become actual customers.

      At Root & Roam, we can help you fill your funnel and nurture each stage so that you experience success. So whether you’re just getting started or are ready to take it to the next level, we’re here for you.

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      Instagram Reels For Businesses

      Instagram Reels For Businesses

      Instagram reels are just another tool to invite a user to your product or service. Short videos make content palatable for the fast-paced user interface of social media. Algorithms on Facebook, Instagram, and Pinterest are beginning to favor these short videos. Whether the goal is to increase engagement, showcase your product/service in a new fashion, or simply go viral, reels can only help.

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      Instagram Reel History

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      Three Dimensions of Quality Reels

      – Content

      – Sounds

      – Consistency

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      Creating a Reel

      Instagram Reel History

      Whether you are a small or large business, Instagram reels are a great way to increase your reach and create content in a way that viewers are loving right now. This idea of short videos started with an app called Vine. Each video was six seconds long. The concept of quick, to-the-point videos went viral. Many apps have tried to capitalize on this idea; for example, the app called Musically gained popularity utilizing this idea, but added the idea of sounds as it was mostly used for lip-singing. A while later, “Tik Tok” emerged and combined the concept of Vine’s short videos and Musically’s ability to add music/sounds over videos. Tik Tok has gone viral and has over 1 billion monthly active users. To keep with this trend, Instagram created Reels, which follow this idea of a short video with music/sound.

      Three Dimensions of Quality Reels

      – CONTENT

      Your audience craves honesty and openness. It makes them feel like they are part of the team and that there are people behind the product or service. Introduce your team, your process, or a funny moment shared. Along with the idea of sharing, viewers love to follow a storyline. Creating a short series for the viewers to keep up with is a great starter.
      Here’s a quick side note about scheduling reels: as much as having a schedule is helpful, you need to be flexible. Sometimes a random post will go viral, so for a short time, you might want to follow that choice of content and slowly make your way back to your own scheduled content.

      – SOUNDS

      Understanding sounds is extremely important. Functionally, sounds are hashtags. The same way a “hashtag” can trend, a “sound” can trend. Trending sounds are a huge part of reach, and, if used appropriately, are a great way to boost your views. However, be mindful that choosing a sound that is suitable for the video and your product/service is always better than randomly selecting a trending sound that does not match.

      – Consistency

      Like any other form of media outreach, consistency is a crucial part of growing an audience. Some find that picking a day to produce their reels for the whole month is a way to consistently have content ready. This is a great first step. However this could put you at a disadvantage. With trends being popular one week and not the next, it can be better to make reels throughout the month. Choose whichever schedule works best, but be consistent.

      CREATING A REEL

      Creating an Istagram reel is super simple, once you get the hang of the interface. Breaking it down into five simple steps might help the process:

      1) Know the content you want to capture or have already captured.
      2) Pick a sound that works for your content.
      3) Edit the photos or videos to match the sound.
      4) Pick the “Edit Cover” and add a caption.
      5) Hit “share”.

      Watching a video might make it easier to understand, so follow along as I create a simple and funny post about the team at Root & Roam.

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      Email Marketing KPIs

      Email Marketing KPIs

      Are you sending emails for your business simply because you know you should? Are they converting? Do you know how to tell if they’re working for your company?

      Emails are an important part of your digital marketing strategy! Your email marketing Key Performance Indicators, or KPIs, are an easy way to measure how many recipients read your emails, make purchases, enjoy your email content, and more. Your KPIs serve as a roadmap and help you to determine if you’re meeting your goals.

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      WHY EMAIL MARKETING IS IMPORTANT

      WHAT IS A KPI AND WHY DO I NEED IT?

      EMAIL KPIs TO TRACK

      DELIVERY RATE

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      BOUNCE

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      OPEN

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      CTR

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      CONVERSION RATE

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      REVENUE / REVENUE PER SUBSCRIBER

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      UNSUBSCRIBE

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      ROI

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      SUBSCRIBER ENGAGEMENT

      WHY EMAIL MARKETING IS IMPORTANT

      Email marketing helps your company to grow and is often an important factor in gaining new leads for your company. Emails are used for lead generation (85%), sales (84%), lead nurturing (78%), and customer retention (74%).

      With those kinds of numbers, it’s impossible to say that email marketing doesn’t work or won’t help your company. Maybe you’re not seeing the sales that you’re hoping for yet, but tracking your KPIs will help! 

      WHAT IS A KPI AND WHY DO I NEED IT?

      Your KPIs are important tools for benchmarking your success and understanding exactly what happens when you click “send” on an email campaign. In 2022, 33.3 billion emails are expected to be sent and received each day. That’s a whole lot of emails. You may be thinking, “if that many emails are sent, how do I know if people are reading mine, and why would they?”

      Your KPIs are your answer. Email Key Performance Indicators allow you to measure how many people are reading your emails, what links are being clicked, what kind of content your audience prefers, and what types of emails they like to receive, and you can A/B test content, subject lines, and more.

      EMAIL KPIS TO TRACK

      Let’s get into the nitty-gritty details of it. If you work with a marketing email provider like Mailchimp, Klaviyo, or Constant Contact, many of these KPI insights will be provided to you through the software, but it’s important to know what the data means and how it may affect your goals. 

      DELIVERY RATE

      Your email delivery rate tells you how many of the email addresses that you intended to get your email campaign actually received it. Although you sent the email to your full email list, every recipient may not see it in their inbox. A number of factors can play into this that we’ll get into in your bounce rate. Your goal is to get your delivery rate as close to 100% as possible.

      BOUNCE

      When an email doesn’t make it to its intended inbox, that’s called a “bounce.”  Imagine you have a bouncy ball that you’re trying to throw through an open window to your friend inside. If you throw it through the window, that email is delivered. 

      If you miss, that’s a bounce. You may miss the window for many reasons: the wind blew the ball off course; there was a screen in the window that you didn’t see; your friend wasn’t there to catch it; or maybe you’ve just got bad aim (No judgmentit happens!). The same is true for your emails. They may bounce for multiple reasons: a typo in the email address or getting sent to the “spam” folder are the most common culprits. But there could also be a network error, or the inbox could be full. 

      Monitor this rate closely to learn why your emails aren’t getting through to their intended recipients. If there are a lot of blocks, you may need to change up your subject lines or authenticate your URL.

      OPEN

      This is the first KPI on your list that tells you something about your audience. Your email open rate tells how many people opened the email after seeing it in their inbox. Some of the questions that can be answered by your email open rate are: 

      • Was your subject line compelling?
      • Was the recipient familiar with the sender’s email address? (For example, a client may see an email come through from our company as “Root & Roam” or as “Stacy, Founder of Root & Roam,” depending on the digital strategy behind our campaign. If you’re testing this out, an A/B test can show you if your audience recognizes a person from your brand or the brand alone.) 

      CTR

      Your click-through rate is the percentage of recipients who opened your email and proceeded to click a link in your email. You can use this as a good way to tell if the email contains copy, graphics, or discounts that your audience resonates with! Generally speaking, the higher your click-through rate, the more your audience likes the content in your email. If they’re not clicking your links, try changing up what’s inside your email!

      CONVERSION RATE

      So now you know how many people are receiving your email, opening your email, and clicking through to your website. These are great insights, but you might find yourself thinking, “but are they actually buying from me?” That’s what your conversion rate will tell you! There are many integrations (Klaviyo and Shopify play together very well!) that will pull this data for you right into your email platform. Conversion as a sale is typical for an eCommerce website, but if you’re in a service industry, a conversion may look like an appointment booking, the length of a page view, redeeming a code, or something else. If there isn’t a native integration to keep track of your conversion, Google Analytics and Google URL builder can track this as well. The higher your conversion rate, the more conversions you’re getting. 

      REVENUE/REVENUE PER SUBSCRIBER

      If you want to know exactly how much money you earned from an email campaign, this one’s for you. This will tell you the dollar amount (or associated dollar amount) your email brought to your business. Divide this by how many subscribers are on your email list to get an estimated value per person. 

      If you’re tracking conversions differently, like the number of appointments made, you can associate a dollar amount with this. For example, if each appointment made brings in approximately $X of revenue for your company, multiply the number of conversions with your approximate value to get your revenue estimate. 

      UNSUBSCRIBE

      You’ll want to keep track of how many people are unsubscribing from your emails. If you find that one type of email is causing more recipients to unsubscribe, you can stop sending that type of content. A high unsubscribe rate signals to email providers, like Google, that the content is not something that should be sent. This can land your emails in spam folders or worseget your domain blacklisted from sending emails at all. 

      ROI

      Email marketing return on investment is highand it’s an exciting metric to see! This metric shows how much revenue was generated for your company compared to how much it cost you to develop the email. 

      If your ROI is lower than you’d like, consider heading back to your digital strategy for some updates, or, if it’s within budget, hire a graphic designer!

      SUBSCRIBER ENGAGEMENT

      Knowing how often a subscriber engages with your company is important. With this info, you can “bucket” customers and send more targeted emails.

       If they’re a high engagement customer, they open, read, click, and potentially purchase through a high number of your emails. Consider an “insider sale” or “loyalty program” for these customers. 

      If they’re a low-engagement customer, consider sending “win back” emails and/or removing them from your newsletter list.

      SUMMARY

      With all these metrics and KPIs, you can make sure that your company is meeting its goals and making adjustments as needed. As you begin to track your email marketing KPIs, you’ll see a shift in the content, conversions, revenue, and ROI. You’ll see customer loyalty soar as they become more familiar with the brand and get the content that resonates with them.

       If your email marketing campaigns and strategy need a boost, reach out to Root & Roam! We’re excited to help you develop something that helps build your company!

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      Connecting with customers through social media engagement

      Connecting with customers through social media engagement

      Social Media Engagement – While social media has proven to be a remarkable tool for projecting voices, it’s important not to forget one of its most powerful features: connecting with and engaging your audience. So how can you go about this?

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      Reasons to use social media to connect.

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      Benefits of social media engagement.

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      Ways to engage through social media.

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      Connect with Root & Roam.

      You’ve got the content down: Facebook fans thoughtfully respond to your well–written captions, while Instagram followers excitedly comment under your high-res, eye-catching photos. The audience is there, the engagement steadily rising—what’s next? Rounding out your social media engagement strategy through connection!

      Reasons to use social media to connect.

      • Build brand loyalty. When a customer encounters your product and a competitor’s product down the aisle, your product will be the one they consistently put in their basket.
      • Encourage further user engagement. This means more direct messages, comments, reviews, current audiences directing other users to your page, etc. And discover more ways to engage through social media!
      • Discover new audiences. As your current audience thrives and grows, you’ll encounter new viewers and have the chance to direct them to your page.

      Benefits of social media engagement.

      By adopting new ways to increase social media engagement with customers, you’re humanizing a brand, both building its trustworthiness and influencing the feeling it evokes. This is one of the greatest benefits of social media engagement, since this feeling ultimately carries some brands (rather than others) to the forefront of a customer’s mind. 

      As the relationships between audiences and businesses grow, social media engagement ensues, strengthening your brand image even further and creating more opportunities for connecting with potential customers.

      These conversations are vital to bolstering connections and broadening your audience; they work to personify your brand, allowing it to stand out better and become more relevant in users’ lives. As discussed earlier, with each positive one-on-one interaction, the memorability of your page grows! Plus, it allows others to feel seen and included, rather than talked at. Taking this conversational approach with your social media engagement strategy is about engaging with audiences, answering questions while asking them some of your own, and allowing them to feel heard by your business in an entirely new way.

      Ways to engage through social media.

      The first thing is to get acquainted with your audience. Learn about them! Who are they? What are their interests? What do they respond to? 

      Then, develop content based on this information, and balance it with what resonates with you. Let social media be a way to build trust and relationships with your community. (Check out this article on Hootsuite, which covers this in-depth.)

      When looking to increase social media engagement, be sure to

      • enthusiastically respond to direct messages;
      • thoughtfully answer comments;
      • post user-generated content (UGC); and
      • engage with other users’ content.

      The key to these practices is to be genuine. A social media user can tell when efforts to engage are merely made with the intent of promoting pages rather than contributing to the community. Inauthentic attempts at connecting with customers can backfire! 

      Instead, try to meaningfully comment on things interesting and relevant to your brand or social media page. This can help build positive associations with your page and encourage users to start conversations with you, presenting more opportunities to reap the benefits of social media engagement!

      For this reason, the daunting influx of comments and direct messages occupying your notifications shouldn’t be seen as a chore, but as multiple ways to positively engage your audience through social media. 

      Take time to answer questions, address concerns, or have a leisurely and enjoyable conversation! While you may hold several of these conversations throughout the day, this is likely an infrequent occurrence for your follower/customer, making it more exciting and memorable. It’s what social media is for—connecting and engaging!

      Reposting UGC serves a similar purpose as holding conversations with social media users. It helps users feel included and convey a sense of community—which ultimately encourages more engagements, connections, brand loyalty, and in turn, far more chances to make a sale!

      Connect with Root & Roam.

      All in all, prioritizing customer/audience connections can play a significant role in propelling your social pages forward, allowing you to define your brand through one-on-one engagements positively. And, in case you need a refresher on building your brand, check out our last blog post! If you’re looking for more in-depth help finding ways to engage through social media, the experts at Root & Roam are always here to help. Call us at 325-455-3130 to learn more!

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      Ep #04: Digital Strategy with Eva Marie Guido

      Ep #04: Digital Strategy with Eva Marie Guido

      Ep #04: Digital Strategy with Eva Marie Guido

      The show is about digital marketing, creative services, office culture, and everything in between. In this episode, I talk with Eva Marie Guido, Digital Marketing Manager and Root & Roam’s super digital nomad. We talk digital strategy, trends, and her recent adventure to the Lone Star State.

      We’ll be back monthly to tell you more about what’s going on behind the scenes at Root & Roam.