How to Send Emails to ALL Cart Abandoners on WooCommerce
Written by Soma Toth on March 2, 2016

I’ll start this article with a warning:

This article is a step-by-step guide on how to send emails to ALL cart abandoners on WooCommerce.

I really mean it. By the end of this article you’ll be able to send emails to every single one of your abandoners.

Also, as I side note, if you’re not familiar with cart abandonment or cart recovery emails, I strongly recommend to start with this article, then come back.

You drive your traffic to your site. I assume you pay for that. You likely pay Facebook or Google or you pay with your time by creating content for your blog. This paid traffic visitors arrive on your site and some of them are in mood of buying but most of them are leaving without buying anything from you. If you’re close to the average, only 2% of your traffic buys something, and the other 98% leaves your site without giving you a penny. But that’s not news for you.

Screenshot 2016-02-15 20.58.10

The problem is not your site abandonment. The real problem is your cart abandonment. The average cart abandonment rate is 71%. Imagine this: 100 people put something in their cart, but only 29 finalize their purchase. 71 of them leave without making a purchase, just like that. You don’t know them, you don’t know why they abandoned their cart. You don’t know their name, or their email address. You have no chance to re-engage them. That’s your real problem.

Screenshot 2016-02-15 21.06.53

It’s considered ‘normal’. It shouldn’t be considered normal that the vast majority of your visitors leave without making a purchase, the good news is, this can change.

I just recently posted about how I dramatically reduced our cart abandonment rate and made more than $103,000 in 2015. Now it’s 2016, and I’ve been thinking how can we can reduce the cart abandonment rate further and recover more sales.

Screenshot 2016-02-15 21.31.32

Cart abandonment stats of our store in Dec 2015 – Crazy, huh?

Meet your cart abandoners

The problem is that you can’t identify cart abandoners. You don’t know their email address or their phone number. You don’t know anything about them. They’re essentially ghosts to you. Thankfully, all is not lost, you can use tools like GhostMonitor to identify cart abandoners and, more importantly bring them back by carefully crafted automated emails which compel them to complete the checkout process and make a purchase.

There are a bunch of recovery tools out there, but the most important thing for recovering cart abandoners is to identify them. If you don’t have an email address, you can’t send the email, right?

Cart abandonment tools basically identify your cart abandoners with these 2 methods:

  1. They fetch the login data
    So if a user is logged in, cart abandonment software can extract the user’s email address.
  2. They capture email addresses as they’re typed in on your checkout page
    While someone starts the checkout process on you’re checkout page, and fills out the forms, it’s captured real time by a cart abandonment solution.
Screenshot 2016-02-15 18.46.36

This is one of our checkout page – I filled up the fields with my data

Screenshot 2016-02-15 18.50.12

Here’s what I can see in our admin while I typed in – real time

These solutions are great, they allow you to know your cart abandoners’ email, but only a few of them:

Screenshot 2016-02-17 18.56.22

We also worked with a 15-25% identifiable rate so we started work on how can we recover a much higher percentage. Email addresses are the key to recovering more abandoned carts and thus making more sales.

It’s quite simple.

If you want to recover more abandoned carts, you need to send more emails.

If you want to send more emails, you need more email addresses, right?

So you need to boost the identifiable rate.

Identify all your cart abandoners

An 18% identifiable rate means that of 100 abandoners you can send emails to 18 of them. A 100% identifiable rate means that you know everybody who abandoned their cart, and you can send an email to all of them. Now, let’s see how we can grab the email addresses of all cart abandoners.

Our CTO, Gergo had a crazy idea last summer:

“What if we create a popup which is activated when a user clicks on the Add To Cart button asking for email address?”

The idea wasn’t considered as serious until last November. But then, I realized this is a great opportunity to cut cart abandonment. Forcing your prospective buyers to give you their email addresses might seem a bold idea, and believe me it is bold. That’s why I fell in love with it.

This is what the method looks like.

blogra_2

You ask for email address, then put the item to the cart

We started our first test in last December. We applied our very first ‘AddToCart Popup’ on our Hungarian Christmas theme e-commerce store, the boldogkaracsonyt.hu. It’s a very popular store, we receive hundreds of orders a day at season.

This is what you see after you click on ‘Add To Cart’:

Please enter your email_boldogkaracsonyt

This is the popup activates when you click on ‘Add To Cart’ on boldogkaracsonyt.hu

It’s simple: if you want to put something in your cart, please provide us with your email address.

Does it hurt conversion rates?

I was afraid it would hurt our conversion rate as we require an email address if a visitor would like to put anything into their cart. It would reasonable for the visitor to say ‘Go to hell!‘ when they are met with this pop-up after adding an item to their cart. Here at GhostMonitor we’ve also been afraid of the consequences using a solution like this. But let’s see our conversion rate before and after the AddToCart Popup:

Screenshot 2016-02-18 00.13.44

We activated AddToCart Popup on 12 Dec

 

Nothing bad happened. Our conversion rate didn’t dropped. If you’re afraid that your buyers won’t like this method you can relax and in the worst case the decision is always reversible.

Your hot leads should give their email addresses. Those who don’t weren’t likely hot enough to being with.

It turned out that forcing your visitors to provide their email address before they can add anything to their card doesn’t hurt the bottom line. Quite the opposite actually, as it can actually increase your sales if you know what to do with those emails.

In fact, our test proved that we made more sales as a result of implementing the above mentioned technique of obtaining email addresses. More email addresses = more money.

Screenshot 2016-02-19 16.25.26

The popup boosted our recovered revenue from abandoned carts

How to send emails to ALL cart abandoners

Basically, there are two ways to do this. If you’re using WooCommerce you’re already winning as you can implement our solution in a mere few seconds.

Send emails to all cart abandoners on WooCommerce

Our AddToCart Popup is available in GhostMonitor, so you can start using it right now. GhostMonitor is an automated cart recovery plugin for WooCommerce, which collects and sends emails to cart abandoners. There are plenty of great features inside to enable you to recover sales from abandoned carts. Here’s how to get started:

  1. Create a free account on ghostmonitor.com
  2. Install GhostMonitor on your WooCommerce site.
  3. Setup your AddToCart Popup. (On Email acquisition menu)
  4. Send email series to cart abandoners – it’s turned on by default.

Enjoy your extra revenue from recovered carts!

Send emails to all cart abandoners on other platforms

We’re working our asses off to make GhostMonitor available on other platforms as well. Until then, you can create your own. I recommend you to contact your developer to implement a solution like this. But remember, it’s not enough to just acquire the email address, you need to bring them back to your site to complete the purchase via a persuasive, targeted email.

What do you think about this method? Would you use a solution like this to maximize your profit from abandoned carts? Or you think it’s too pushy? Tell me what you think about it!