3-Minute Tips: Cart Abandonment Purchase History 2 of 2

Welcome everybody to Omnisend’s marketing tip series, where in roughly 3 minutes or less each day, I’ll give you actionable tips on ways to improve your email & SMS marketing program and help you increase sales.

Yesterday I talked about splitting your messages based on purchase history. Today, I want to discuss how this type of split can impact your send and discount strategy

Let’s look again at those brand-new customers. Because they’re new, and acquisition is so important, you may even want to alter your discount strategy. Remember, you’ve likely already spent money to acquire this customer. 

For this reason, you might choose to move the discount to the very first message to try to seal the deal right away. Make them work hard to say “no.”

Personally, I would still keep it later in the series and really look to optimize your messages for conversion, but this may entirely depend on the type of products you sell and how difficult it is to acquire new customers.

How many messages do they need? Well, I’d throw the kitchen sink at ‘em and send them all three, including an SMS if they opted into receiving texts.

For loyal customers, do they need three or four messages and deep discounts? Probably not. Loyal customers may only need one email and an SMS reminder. However, if you do offer discounts to everyone else, don’t take these customers for granted. 

Maybe offer them either a slightly deeper discount or one without a minimum spend — chances are they’ll probably spend well above it anyway. And if you do, you can recognize them in your message as a valued customer and let them know the no-minimum or slightly larger discount is your little way of saying thanks.

You can fill in the remaining customer tiers to match your business. First-time returning customers — maybe they get a discount in the first message but with a minimum spend, and receive two emails and one SMS.  

The trick is to send as many messages and smart incentives to people as is needed to recapture lost carts while keeping profits as high as possible. 

As you can see, the options are really limitless — especially if you choose to combine these splits with the cart total splits. Think about what makes the most sense for your business, and make it happen one split at a time.  

Again, if you want to start easy, create your splits and send the same message to each group. This will give you insight into how each performs and you can adjust your strategy from there. 

Thanks for tuning in to this episode of our marketing tips series. Feel free to let me know if you have any questions and be sure to check out Omnisend and let us prove how we can help you double your conversions. 

Until next time, happy marketing!