Remarketing emails, when done well, provide good service to customers. These emails are often kept and used as a reminder, or quick path back to items in their shopping cart. In the case of a web form, being able to pick up where you left off on a long form is really appreciated, and can save the customer significant time and effort.
There is a significant opportunity for emarketers here. On average 70% of shopping carts, and 62% of web forms are abandoned before completion. Yet email remarketing should recover on average between 10% and 30% of abandoners. That translates into significant dollars.
In a previous blog, we looked into what marketers have to do in order to comply with CAN-SPAM in the US for email remarketing – this week, I’m looking into The European Privacy Directive in Europe, which is slightly more complicated.
Email remarketing compliance in the European Union is more complicated than in the US because while there is umbrella Europe-wide legislation in the form of the European Union Data Protection and e-Privacy Directives, each of the individual countries in Europe have interpreted the legislation slightly differently.
European Union Privacy Directive Email Remarketing Checklist
As with all processing of personal data, you will need to comply with general data protection obligations (including, but not limited to ensuring security of data, accuracy and quality of data and filing requirements). (…)
Recovering abandoned shopping carts and web forms is a lucrative business. On average 70 percent of shopping carts and 56 percent of web forms are abandoned before completion. In an effort to win these customers back, retailers employ email remarketing campaigns that should recover on average between 10 and 30 percent of abandoners. That translates directly into significant incremental revenues.
Typically, privacy policies contain sections on:
(i) what information will be collected, and
(ii) what it will be used for.
You should check each section as follows:
(i) What information will be collected
When customers make purchases online, on average 3 out of every 10 that start the shopping cart process go all the way to complete the purchase. Seven out of 10 don’t and abandon the shopping cart. Shopping cart processes require visitors to fill in a form, submit personal details and click buttons. It’s a logical and completely rational process—at least to the ecommerce site.
But most buyers do not make purchases based solely on logic. This is where emotion comes in to play. Emotion is probably the single most important, and least understood, factor which makes the difference between a sale and a shopping cart abandonment.
Last week I caught up with Patrick Bultema, CEO of Codebaby, at the Conversion Conference. In the video interview below, I asked him about the ‘moments of truth’ that online visitors have when making purchases, and the critical role that emotion plays in many online purchases and shopping cart abandonment.
I’d love to hear your opinion on what role emotion plays in ecommerce. Please post your thoughts in the comments section of this blog. (…)
So what can you do, during the crazy holiday season, to reduce shopping cart abandonment? We thought we’d put together a holiday season checklist to help you keep your customers in the shopping cart this Christmas.
Price, especially shipping and handling, and shopping around for a deal
Not ready to buy
But what all the research tends to miss are the emotional reasons for abandoning a shopping cart. In particular, confidence in the brand, service and, if your site is not a global brand, the basic worry of doing business online with an unfamiliar brand.
Holiday Season Shopping Cart Abandonment Checklist
Hopefully you’ve been working on most of these items for months, but if not, it’s not too late to implement many of these this year:
Drive down shipping and handling costs
The number one reason why customers abandon shopping carts is the cost of shipping and handling. While you may have seasonal free shipping promotions planned, these are tactical and it is difficult to offer free shipping more broadly. But driving down your shipping costs to rock bottom should be a priority at this time of year. This should have a measurable impact on your conversion rates.
Minimum order free shipping
If you can’t offer free shipping, offer free shipping above a minimum order value. This should increase your average order value. Display prominently the minimums required for free shipping. Tell customers how much more they need to spend to get free shipping.
Give them valid voucher codes
We know customers are looking for deals at this time of year, and it is important to recognize this behavior.
While the federal U.S. CAN-SPAM laws apply across all states in the U.S., in Europe it is more complicated. In the European Union, individual member countries are required to craft their own local country laws based on the Europe-wide legislation. As the different countries implemented their laws, each interpreted the requirements of the European Privacy Directive slightly differently. This makes implementing a pan-European campaign more complicated.
Given this confusing landscape and our mission to simplify remarketing for all, we hired Ruth Boardman of Bird and Bird LLP, one of the world’s top privacy lawyers, to work with us and produce a definitive answer to these questions. Working with her colleagues across the U.S. and Europe, we set out to see whether there is one compliance solution that can be applied to both the U.S. and European markets, or if not, which countries could be grouped together to simplify compliance with both CAN-SPAM and the European Privacy Directive.
Ruth and I collaborated on a joint whitepaper that sets out what you need to do to comply for email remarketing campaigns in the following countries: United States, France, UK, Italy, Germany, Belgium, Spain, Hungary, Sweden, Netherlands, Finland and other European countries.
Ruth has also kindly agreed to present the findings with me on an educational webcast taking place on October 12, 2010, at 11:00 a.m. (…)