Copy Breakdown: Digital Marketer – Abandoned Cart Email Reactivation
Did you know that ecommerce stores have reported that as much as 75% of online shopping carts are lost to abandonment by potential customers?
Would it be crazy to think that you need to have a strategy in place to try and recapture some of those sales?
The good news that these potential sales can be tracked and retargeted to bring them back into the purchase cycle.
I’ve written about several email sequences to plug the leaks in your sales process so today we’re going to look at one of them sent by Digital Marketer via Ryan Deiss.
Lately, Ryan has been promoting an interactive training called “The Napkin Challenge” where he is taking digital business owners through a 5-day training on developing a simplified marketing plan.
The promotion is directed to cold to warm traffic on Facebook and is in-house list of subscribers.
It’s worth noting at this point that Digital Marketer, a company that he helped found and currently serves as the CEO, has been reported to have as many as 10,000,000 subscribers across several subscription plans and verticals. Needless to say, that is ALOT of subscribers which require a lot of emails to keep engaged to promote to.
For that reason, it pays to pay attention to what a giant like Digital Marketer does and take a closer look under the hood.
When I got the email promoting “The Napkin Challenge” I clicked and went to the sales page that’s promoting the offer.
It has well-written copy with an engaging story about how the challenge came into existence along with the inherent promise of helping you create a plan to achieve success in your business.
What was interesting is that I added the offer to my cart and then proceeded to enter my information then decided to abandon to see if they had this sequence set up. Bingo! A little later I got this gem below:
Notice that the initial email in the Abandoned Cart Email Sequence started with a question. This is designed this way to convey concern on the part of Ryan but also to get you curious enough to open the email again.
The open loop it creates is meant to create an “itch that needs to be scratched” by asking a question, engaging your curiosity, and create the inner motivation to seek the answer by opening the email.
The email goes on to ask what happened and if it was there fault. This takes the pressure off you for failing to follow-through but also reintroduces the order form again to get you back in to their sales process.
As the email begins to sign off, Ryan does something kind of cool by offering the customer support’s email, just in case there is an issue. This also accomplishes a secondary benefit of making the reader feel special by offering a little extra help, even if they don’t need since they can just click back to the order form again.
The one weakness I see is that there are no more follow-up emails in this sequence. Now, granted, it’s a low-priced offer ($38.60) so Digital Marketer may have decided it’s not necessary since the cost/benefit analysis may not require it. However, it might be short-sighted on their part. Why? Because I suspect that there is a backend offer and this is just a low-end offer to get warm leads into their funnel.
It’s a trend right now to host these 5-day intensives and then after giving the customer a ton of value a high-price ticket is introduced.
So, a full Abandoned Cart Email Sequence may help get those extra leads into the funnel with more potential high-ticket sales on the backend as a result.
It’s also worth mentioning that massive marketing giants like Digital Marketer and long-time established marketers like Ryan have sent billions (that’s “B” for a billion) of emails. That, and they have tested countless sequences, subject lines, body copy, and position of the links inside of the email so they are worth examining.
So, do yourself a favor and add this to your swipe file and make notes.
