Thread by @SantiagoCruz02

Let's break down Beekeeper's Naturals abandoned cart flow... What would I do differently?

//THREAD//

Supp guys

So today will be the first issue of a series of threads breaking down e-com stores email flows/campaigns

I'll start with Beekeepers Naturals; however, if you'd like to see your brand or a brand you love being broken down by me

Just comment their website link, and I'll do it!

Let's start...

2 weeks ago, I went to this brand's website, added a product to the cart, checked out, and then I left the website

After 2 weeks, I've only received 2 emails:

The first one is just a basic email reminding me about the items left in the cart.

A couple of mistakes:

In the headline, you see a coma but before, there is nothing...

Seems weird right?

That's because there is no fallback text that replaces {{first_name}}

- There is no dynamic product block that showcases the item left in the cart

- Hyperlinks redirecting to a blog and a podcast

This is a huge mistake cause they are creating distractions that may be preventing people from taking the desired action...

- They want me to email them about my questions when they could simply address the most common questions in the email and just ask me to come back to the checkout page and buy...

After 24 hours they sent me their second email

In this email, their incentivizing me with a 10% OFF discount and also adding urgency by saying the discount would expire in 48 hours

A good thing is their highlighting the discount code and giving me clear instructions on how to act

However, we still have the same mistakes from the previous email.

- No fallback text
- No dynamic product
- Many distractions
- Multiple CTAs

Also, they're missing the 3 basic elements an abandoned cart flow should have:

- Objection handling
- Social proof
- Guarantee

Their only reminding and incentivizing the purchase but not giving actual reasons why someone should buy from them.

Here's what I would do differently:

First of all, I wouldn't have just 2 emails; I would have 4 with the following structure

Email 1: Remind
Email 2: Remind + Value
Email 3: Incentive
Email 4: Incentive + Urgency

I would remove any kind of link or distraction preventing my readers from taking the action I want them to take

I'd just have 1 CTA redirecting people to the checkout page

Also, I would put a dynamic product block on every email to display the items left in the cart.

As well, to be within email best practices, I would have a fallback text.

Now...

To make people convert on an abandoned cart, email flow

You must address the reasons why they left your website without buying in the first place

Was it because of price, not enough social proof, lack of info about the product, not feeling safe about the payment?

You want to know the most common objections to why people don't buy and address them in your emails.

So if I were managing their email marketing, I would run a survey, pick the 3 most relevant objections and rebait them on the 2nd email.

I would also fill these emails with tons of social proof and UGC and a clear guarantee that makes people feel safe about their decision.

Anywho:

If you’re an eCom brand owner and want to learn more about email & SMS marketing...

Subscribe to my list and you’ll receive my email marketing guide and 4 gifts more (the third one is a game changer)

Join now: fourthplanetmedia.com/free-guide

If you liked this thread, go to the first tweet and hit the RT button 👇

https://twitter.com/SantiagoCruz02/status/1438166387587964934?s=20