New Email Marketing Statistics You Need to Know (2020)
Email is one of the best channels pound-for-pound for lead nurturing.
Forty-seven percent of marketers even believe it’s the number one lead nurturing tactic.
Even if an e-commerce shopper isn’t ready to buy right off the bat, email provides you with an effective way to warm them up until they are ready. And one of my favorite techniques for doing this is abandoned cart emailsabandoned cart emails.
There’s recent data that shows just how receptive many shoppers are to this strategy and how big of an impact it can have. First of all, 45 percent of abandoned cart emails are opened, which I think is pretty amazing.
So, in theory, nearly one out of every two subscribers will check out your content.
Out of the emails that are opened, 21 percent receive clicks where shoppers will go back and check out what they left in their shopping cart. And of the subscribers who click-through, 50 percent of them will ultimately make a purchase.
Abandoned cart emails simply remind shoppers of what they had an initial interest in but weren’t compelled to buy at the time. So as you can see with these statistics, it’s often the subtle nudge many people need to go ahead and complete a purchase.
Here’s an example of an abandoned cart email from women’s clothing company Kat Von D Beauty.
It’s very straightforward.
They point out two products that a shopper added to their cart and include images to remind them what the products look like. Kat Von D Beauty also uses some well-written, playful copy saying, “You forgot something important. Don’t worry; we saved these for you.”
I also like this email from Rent the Runway, a brand that offers designer dress and accessory rentals.
It’s also quite simple and features a dress a shopper left behind, along with a nice CTA to rent it now.
This goes to show that you don’t necessarily need to do anything fancy to make this strategy work. You just need to succinctly display the products a shopper added to their cart using professional images and throw in a well-placed CTA.
Do that, and fewer of your leads should get off the hook.
