Using Cart Abandonment to Your Advantage

Using Cart Abandonment to Your Advantage

A strong event management strategy requires a clear understanding of how to address abandoned carts or abandoned registrations. We’re devoting this blog post to exploring the nuances of cart abandonment by way of introducing best practices and effective recovery solutions.

Ideally, with this knowledge included in your event management arsenal, you will succeed in recovering registrations and maximizing ROI, while amplifying attendee engagement in the process.

What are cart abandonment emails?

Cart abandonment emails are a powerful marketing tool used to re-engage with customers who have shown interest in products or services by adding them to their online shopping carts but have failed to complete the purchase. These emails are automated and are sent to remind customers of their abandoned items, encouraging them to return to the website and complete the transaction.

Why do customers abandon their carts?

Cart abandonment is super common; in fact, more than 69% of online shopping carts are abandoned before purchase. Understanding the reasons behind cart abandonment is crucial for devising effective strategies to combat it.

Customers may abandon their carts due to various factors, including unexpected costs such as shipping fees or taxes — this is actually one of the primary reasons driving cart abandonment — complicated checkout processes, comparison shopping across multiple platforms, or simply getting distracted before completing the purchase.

Why send abandoned cart emails?

Sending abandoned cart emails offers several benefits for businesses, including the opportunity to recover potentially lost sales, re-engage with customers who have shown interest in their products or services, and serve as a gentle reminder of the items left behind in the cart.

How do abandoned cart emails help recover lost sales?

Abandoned cart emails function as a powerful tool for recovering lost sales by reminding customers of their abandoned items, offering incentives such as discounts or free shipping to incentivize completion of the purchase, and facilitating a smooth checkout process through clear calls-to-action and personalized recommendations.

What to include in a cart abandonment email?

When crafting a cart abandonment email, it’s essential to include key elements such as product images, descriptions, prices, a clear call-to-action prompting the customer to return to the website, and possibly incentives or discounts to sweeten the deal and encourage conversion.

When to send an abandoned cart email?

Timing is crucial when sending abandoned cart emails. Best practices suggest sending these emails shortly after abandonment to increase the chances of recovery while the product is still fresh in the customer’s mind.

Key components of a successful abandoned cart email for events

For events specifically, successful abandoned cart emails often include elements such as limited-time offers tailored to the event’s timeline, event-specific messaging highlighting the unique experience, and personalized recommendations based on the customer’s previous interactions with similar events.

4 abandoned cart email examples

Let’s take a look at some real-life examples of abandoned cart emails, showcasing effective strategies and designs that drive conversion and customer engagement.

Reminder Email with Event Details:
Subject: “Complete Your Registration for [Event Name] Today!”

  • Hi [Attendee’s Name],
  • We noticed that you started the registration process for [Event Name] but didn’t finish. Don’t miss out on this exciting event! Here’s a reminder of what’s in store:
  • Event Date: [Date]
  • Event Time: [Time]
  • Location: [Venue]
  • Click below to return to your registration and secure your spot at [Event Name].
  • [CTA Button: Return to Registration]

Limited Time Offer Email:
Subject: “Last Chance! Register for [Event Name] and Save [Discount]%”

  • Hi there,
  • Time is running out to secure your spot at [Event Name]! Register now and enjoy an exclusive [Discount]% off your registration fee. But hurry, this offer expires soon!
  • Click below to complete your registration and take advantage of this special discount.
  • [CTA Button: Complete Registration]

Event Highlights and Testimonials Email:
Subject: “Discover What Awaits You at [Event Name]”

  • Hi [Attendee’s Name],
  • Excited about attending [Event Name]? Here’s a sneak peek at what you can expect:
  • Keynote Speakers: [Speaker Name 1], [Speaker Name 2], [Speaker Name 3]
  • Workshop Topics: [Topic 1], [Topic 2], [Topic 3]
  • Don’t just take our word for it—see what past attendees have to say about their experience:
  • [Attendee Testimonial 1]
  • [Attendee Testimonial 2]
  • Ready to join us? Click below to complete your registration and secure your spot!
  • [CTA Button: Complete Registration]

Assistance and Support Email:
Subject: “Need Help Registering for [Event Name]? We’re Here to Assist”

  • Hi [Attendee’s Name],
  • We noticed that you encountered some difficulties while registering for [Event Name]. Don’t worry, we’re here to help! If you have any questions or need assistance with the registration process, please contact us.
  • We’re looking forward to seeing you at [Event Name]!
  • [CTA Button: Contact Support]

These examples demonstrate how abandoned cart or registration abandonment email strategies can be adapted for the event management industry, focusing on event details, limited time offers, event highlights, testimonials, and support to encourage attendees to complete their registration and secure their spot at the event.

Best practices for abandoned cart emails

Crafting effective abandoned cart emails requires adherence to best practices such as personalization to make the email relevant to the recipient, clear and concise messaging to communicate the value proposition effectively, strong visuals to capture attention, and continuous testing and optimization to improve performance over time.

Common mistakes to avoid in abandoned cart strategies

As you know, the flip side of the best practices coin always reflects what you should avoid, relative to abandoned registration. Generally speaking, this can include sending too many emails, which might overwhelm the registrant, lacking personalization which reduces relevance and engagement, and having unclear calls-to-action that hinder conversion.

Frequently Asked Questions about abandoned cart recovery strategies

While understanding registration abandonment and the reasons behind it might seem very straightforward, identifying how to recover those registrations can be a little more complicated. That’s why we offer the following FAQs to help you strategize how best to recover those incomplete registrations.

What is cart abandonment?

In event management, cart abandonment typically refers to a situation where individuals begin the registration or ticket purchasing process for an event but do not complete it. We tend to refer to it as “registration abandonment” or simply “abandoned registration.”

This can happen on event registration websites or platforms where attendees select tickets, fill out forms, or provide information but then abandon the process before finalizing their registration and payment.

Like e-commerce, cart abandonment in events management can result in lost revenue and missed attendance opportunities. Event organizers often track cart abandonment rates and analyze the reasons behind them to optimize the registration process and increase conversions.

Strategies to reduce cart abandonment in events management can focus on simplifying the registration process, offering incentives or early bird discounts — always a good idea! — providing clear information about the event, and optimizing the user experience on registration websites or platforms.

Additionally, retargeting and email marketing campaigns may be used to re-engage potential attendees who abandoned the registration process.

How successful are abandoned cart emails?

Abandoned cart emails can be highly successful in recovering registration and research shows that abandoned cart emails typically have higher open rates at an average of 45% and conversion rates of an average 10.7%, compared to standard marketing emails.

Here are a few reasons why abandoned cart emails can prove very successful:

  • The reminder effect: Who couldn’t use a reminder every now and then? Abandoned cart emails prompt customers who may have been distracted or hesitant during the checkout process, reminding them to return to complete their purchase or registration.
  • Personalization: Effective abandoned cart emails often include personalized elements such as the specific items left in the cart, customized recommendations, or special offers tailored to the individual’s browsing or purchasing history.
  • Timing: Timing is crucial with abandoned cart emails. Sending the email shortly after the abandonment occurs, typically within a few hours or days, can increase the likelihood of recapturing the customer’s interest before they move on to other activities.
  • Incentives: Offering incentives such as early bird discounts, VIP access, or other exclusive deals can motivate customers to return and complete their registration.
  • Customer engagement: Abandoned registration emails provide an opportunity for ongoing communication with customers, allowing event managers to engage with them and address any concerns or questions they may have.

While abandoned registration emails can be successful, it’s essential to continually test and optimize email content, timing, and incentives to maximize effectiveness and improve conversion rates over time.

How do you measure the success of abandoned cart email campaigns?

The success of abandoned cart email campaigns can be measured through various metrics that track the effectiveness of the campaign in recovering lost sales or registrations.

We’ve already mentioned open and conversion rates, but look at these other metrics commonly used to evaluate the performance of abandoned cart email campaigns:

  • Open rate: This metric measures the percentage of recipients who open the abandoned cart email. A higher open rate indicates that the subject line and sender name were compelling enough to capture recipients’ attention. Remember that 45% we mentioned?
  • Click-through Rate (CTR): CTR measures the percentage of recipients who clicked on a link within the abandoned cart email to return to the website or registration page. It indicates the level of engagement and interest generated by the email content. Citing that same research linked above, cart abandonment click through rates average a 21% open rate.
  • Conversion rate: The conversion rate measures the percentage of recipients who complete the desired action, such as making a purchase or completing the registration process, after clicking through the abandoned cart email. It directly reflects the effectiveness of the campaign in recovering lost sales or registrations.
  • Revenue or revenue recovery: This metric calculates the total revenue generated from customers who return to complete their purchase or registration after receiving the abandoned cart email. It provides a clear measure of the campaign’s impact on the bottom line.
  • Abandoned cart recovery rate: This metric measures the percentage of abandoned carts recovered from the email campaign. It is calculated by dividing the number of completed purchases or registrations by the total number of abandoned carts.
  • Average Order Value (AOV): AOV measures the average amount spent by customers who return to complete their purchase after receiving the abandoned cart email. Increasing the AOV indicates that the campaign is effectively encouraging customers to add more items to their cart or upgrade their selection.
  • Return on Investment (ROI): ROI calculates the profitability of the abandoned cart email campaign by comparing the revenue generated to the cost of running the campaign. It helps determine whether the campaign is delivering a positive return on investment for the business.

By tracking these metrics and analyzing the results, event planners can assess the effectiveness of their abandoned cart email campaigns, identify areas for improvement, and optimize their strategies to maximize conversions and revenue recovery.

How often should abandoned cart emails be sent to customers?

You’ll recall we already cautioned against sending too many emails and potentially frustrating your on-the-fence registrant. While there is no one-size-fits-all answer as the optimal frequency can vary based on factors like industry, audience preferences, and the nature of the products or services offered, here are some general guidelines:

  • Initial email: Send the first abandoned cart email shortly after the abandonment occurs, typically within the first few hours or up to 24 hours after the event. This initial email serves as a timely reminder while the items are still fresh in the customer’s mind.
  • Follow-up emails: If the customer hasn’t responded to the initial email, consider sending one or two follow-up emails spaced out over the following days. The timing of follow-up emails can vary depending on the urgency of the purchase or registration deadline, but it’s generally advisable to avoid bombarding recipients with too many emails in a short period. We like to call out the “Golden Rule,” here. Treat others as you want to be treated. In other words, only send as many emails as you would tolerate over a short period of time. No one likes a spammy feeling inbox.
  • Testing and optimization: Test different sending frequencies and timing intervals to determine what works best for your audience. Monitor engagement metrics such as open rates, click-through rates, and conversion rates to gauge the impact of different email cadences on campaign performance.
  • Segmentation: Consider segmenting your audience based on factors such as purchase history, browsing behavior, or cart value, and tailor the frequency of abandoned cart emails accordingly. For example, you might send fewer emails to high-value customers or adjust the timing based on their previous interactions with your brand.
  • Preference center: Provide recipients with the option to customize their email preferences, including the frequency of abandoned cart emails. This allows customers to indicate their preferred communication frequency and helps reduce the risk of unsubscribes or disengagement due to email overload.

Establishing the right balance between staying top-of-mind and respecting the recipient’s inbox is key to maximizing the effectiveness of abandoned cart email campaigns. Regularly monitor feedback and performance metrics to refine your email strategy and ensure a positive experience for your customers.

How should businesses handle customer responses to abandoned cart emails?

Handling registrant responses to abandoned cart emails is an essential aspect of maintaining positive relationships and maximizing the effectiveness of your email campaigns.

Consider the following best practices to help you:

  • Prompt response: Aim to respond to customer inquiries or responses to abandoned cart emails promptly, ideally within 24-48 hours. This demonstrates responsiveness and attentiveness to customer needs, increasing the likelihood of a successful resolution.
  • Personalization: Customize your responses to individual inquiries whenever possible. Address the registrant by name and reference their specific inquiry or situation to show that you value their individual needs and concerns.
  • Offer assistance: If a registrant responds to an abandoned cart email with questions or concerns about the pricing or checkout process, provide helpful assistance and information to address their inquiries. Offer guidance, specific recommendations, or assistance with completing the registration, whenever needed.
  • Offer incentives: In some cases, customers may respond to abandoned cart emails with objections or hesitations about completing the purchase. Consider offering incentives such as discounts, VIP access or exclusive content to encourage them to reconsider and complete their purchase.
  • Resolve issues: If a customer responds with feedback or complaints about their experience, take proactive steps to address their concerns and resolve any issues they may have encountered. Apologize for any inconvenience and offer solutions or compensation as appropriate to ensure a positive outcome.
  • Feedback collection: Use customer responses to abandoned cart emails as valuable feedback to identify areas for improvement in your services or checkout process. Analyze common themes or pain points mentioned by customers and address them to enhance their experience. Taking the time to do so will strengthen your overall events management strategy and facilitate a better event experience from start to finish for those who register.

Thoughtfully addressing responses to abandoned cart emails increases the likelihood of recovering registrations and fosters stronger relationships and loyalty over time.

Are abandoned cart emails transactional?

Abandoned cart emails are typically considered transactional in nature because they are triggered by a specific action or event related to a potential transaction, such as a customer starting the registration process but not completing the purchase on their ticket.

Transactional emails are messages triggered by a user’s interaction with a website or application, and they typically have a direct relationship to a transaction or account activity. They are different from promotional or marketing emails, which are sent to promote products, services, or special offers.

Abandoned cart emails fall under the category of transactional emails because they are triggered by a specific user action (cart abandonment) and are aimed at facilitating or completing a transaction that the user initiated. These emails typically include information about the abandoned items, encourage the user to return to complete their purchase, and may offer assistance or incentives to encourage conversion.

While abandoned cart emails serve a transactional purpose, they also have elements of marketing or promotional content aimed at re-engaging customers and recovering lost sales. As such, they often straddle the line between transactional and promotional emails, but their primary purpose is to facilitate transactions or account-related activities.

For a more comprehensive look into How to Market Your Conference, check out our blog post, which covers additional digital marketing strategies, registration optimization, how to maximize early bird discounts, and nurture attendee engagement.

Elevate your abandoned cart email strategy with Expo Logic

By implementing these best practices and strategies tailored to events, event managers can effectively leverage abandoned cart emails to recover lost or stalled registrations, engage with event participants, and drive conversion, ultimately maximizing their revenue potential and enhancing the overall event experience for attendees.

Request a demo today!

Stay on top of the latest and greatest. Sign up now.

Recommended for you