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

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.

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.

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 👇

• • •

Missing some Tweet in this thread? You can try to force a refresh

Keep Current with Santiago Cruz | Email Marketing King 👑

Santiago Cruz | Email Marketing King 👑 Profile picture

Stay in touch and get notified when new unrolls are available from this author!

Read all threads

This Thread may be Removed Anytime!


Twitter may remove this content at anytime! Save it as PDF for later use!

Try unrolling a thread yourself!

how to unroll video
  1. Follow @ThreadReaderApp to mention us!

  2. From a Twitter thread mention us with a keyword "unroll"
@threadreaderapp unroll

Practice here first or read more on our help page!

More from @SantiagoCruz02

14 Sep
How I went from 0-10k email subscribers in 8 weeks with no ad spend needed (and how you can do it too)

Supp guys

So I had this client in the art niche who had an old email list from a previous brand they were running like 3 years ago

They had a couple of inventory problems and had to close the store down

And now they wanted to launch a new brand within the same niche
As they had this list of over 67k email subscribers from the previous brand

They wanted to use it

To make them re-subscribe into their new brand email list

And start making money right away without needing any ad spend...
Read 24 tweets
12 Sep
How Often Should You Email Your List?

(The answer will unlock your email marketing potential)

Every brand owner wants to figure out the “perfect” number of email campaigns they should send:

Enough to get the best response, but not so much that subscribers stop paying attention.
Like most things in life, if you’re expecting a definitive answer…
Read 17 tweets
10 Sep
7 Email Marketing Mistakes That Are Costing You Thousands Of Dollars.

(The 4th one is SHOCKING)

Over 316 billion emails will be sent each day by 2021.

This includes emails that are sent personally, professionally, and promotionally.

In fact, between 2014 and 2018, the average office worker received 80 emails per day and sent more than 40.
Email is part of our daily lives and many people can’t go more than a few hours without checking it.

But this behavior doesn’t necessarily translate into high engagement.
Read 16 tweets
9 Sep
CASE STUDY: How I Took Boomba From $50,670 Per Month To $197,914 Per Month In 25 Days

[Still much more room for improvement]

Supp guys

For context:

Boomba is an eCommerce brand that sells Invisible Bras.

"They’re the world’s thinnest sticky bra"
Before I started managing their email marketing, they had a couple of problems.

Holding them back from scaling

In 3 areas of their strategy:

- Contact capture
- Flow Structure and messaging
- Segmentation
Read 25 tweets
8 Sep
How I Made $186,511 In Less Than A Year With This SIMPLE Win-back Strategy

Thread //
When approx 90% of your customers will be one-time buyers, having a win-back strategy to lower that stat is a must.

Just imagine what would happen if 20% of your customers buy from you not only once but twice?
Let’s run the numbers:

If you have 10,000 current customers

And 2000 buy from you a second time at a $50 AOV.

You would be making an extra $100,000

Without spending a single penny on ads...
Read 14 tweets
7 Sep
🚨 Make An Extra 10k/Month With This SMS Marketing Mini-course 🚨

Email is great but integrating SMS alongside email is powerful.

Here I’ll give you some reasons why:

- 85% of customers say they prefer to communicate with their brand via text

- 95% of text messages are read within 90 seconds of being received
- 80% of consumers said they wished businesses would text them more compared to other channels.

- 61% of marketers increased their SMS marketing budgets in 2020 this means your competitors will be reaching out to your customers via text.
Read 28 tweets

Did Thread Reader help you today?

Support us! We are indie developers!

This site is made by just two indie developers on a laptop doing marketing, support and development! Read more about the story.

Become a Premium Member ($3/month or $30/year) and get exclusive features!

Become Premium

Too expensive? Make a small donation by buying us coffee ($5) or help with server cost ($10)

Donate via Paypal Become our Patreon

Thank you for your support!

Follow Us on Twitter!