Can we send follow-up emails about abandoned carts as if nothing had happened?

E-commerce is currently the only channel available to consumers for purchasing non-essential goods.

Consumers are more connected than ever. Your online stores and social media channels have their full attention—especially when it comes to shopping for non-food items. They’re liking your upcoming collection on Instagram, browsing your e-commerce site endlessly, clicking on your ads, creating wish lists, and adding products to their carts… And even if they haven’t quite committed to checking out and making a purchase yet, one thing is certain: consumers are optimistic and can’t wait for tomorrow!

Today, there are two types of customers: those who live day to day and won’t wait for the lockdown to end to buy the items they want at any cost, and those who look to the future and will patiently wait for better days to finalize their purchases.

It is therefore essential to shift your mindset, adapt to the situation, and put yourself in your customers’ shoesin order to address their current concerns. This involves tailoring your messaging, striking the right tone, and highlighting your brand’s values. It also involves taking strong e-commerce initiatives, such as offering free shipping.

What if you made your abandoned cart follow-up strategy a key part of your customer marketing strategy during the lockdown?Abandoned cart follow-up emails are now a customer marketing strategy in their own right. It’s essential to review the content and setup of your transactional emails and other automations, as they say a lot about how a brand has adapted its customer relationships to this unprecedented situation.

• Opt for reassuring shopping cart reminders by emphasizing that delivery is completely secure and that return windows have been extended.
• Opt for engaging and considerate abandoned cart reminders —for example, by offering free shipping or the option to reschedule delivery
• Go for cheerful, positive, or even funny reminders ! The world of Instagram is full of humor on this topic to help make the time pass more quickly and feel less burdensome.
• Add a touch of creativity and freshness to your emails by including GIFs, memes, orother digital formatsin your emails— as long as they align with the values you want to convey to your customers today.
• Finally, be transparent: let your customers know about any potential delivery delays or other unusual issues. They’ll be more understanding than ever.

Some of our customers do this, and we’re proud to share these best practices in our Instagram Stories .. Let’s prepare for the future by embracing automation!