In December we lay on benchmark in abandanded flows. It is “greit”, but not good enough – because the abandandred is among the most buying runs you have and should be able to deliver significantly better when the relevance is set. So our hypothesis was simple: We can get far above benchmark if we become more relevant and dare to challenge the design
One month later we had over 100% growth, without getting paid off. Here are the four greps that made the difference.
- Product in subject matter
- Product first in the mail
- Variable design (to keep your attention up)
- Relevant content at any time via universal blocks
1) Talk about the product in the subject area
This is the most underestimated place to be concrete. If the subject is generic, the recipient must do the job himself: What was it that I was looking at? When the subject area, however, contains the product, you hit both memory and intention immediately.
We therefore add a rule that retrieves product information directly into the subject area – adapted to the flow type:
- Browse abanded: {{event. }
- Abandoned cart: {{ event.
- Abandoned checkout: {{ event.Items•default:'}} Trade union meetings Email marketing
Why this works in practice:
- You increase the relevance before the email is opened at all
- You reduce friction (the receiver refuses to “remember” what it is)
- You don't have to train customers to expect discounts to click
2) Show the product first in the mail
When the customer opens the e-mail, the product shall be the first one they see. Not a headline. Not a long intro. Not “hey” and explanation.
Product first. Always.
We use Grid & Pixel to make this a good and stable – even when we want to use GIFs and more visual content without the layout breaking on the mobile.
And yes: this is not just “nice to garden”. In our case, this was accompanied by a clear improvement in the order rate (from 3.2% to 9.5% in the example presented).
3) Variable design – same logic, different wrapping
Many abandaned flows look the same. It makes them easy to ignore, especially when the customer gets more emails in the same run.
And we're going to do the opposite: all abanded flows look differentSo let's say that this is the same thing as that. Not randomly, but deliberately – so that each step in the flow feels like a new touchpoint, not a repetition.
Here we're going to use again Grid & Pixel to vary the expression without losing control of structure and mobile viewing. The point is not to be creative for creativity, but to:
- keep your attention through multiple emails
- make content more “human” and less automated
- make the product appear more relevant each time Trade union meetings E-mail marketing
4) Share relevant content – at any time
Abandoned flows should not be static. The online store is constantly changing: campaigns, news, focus products, season. If the abanded emails do not reflect this, you will lose a simple opportunity to be up to date.
Our solution is to use Klaviyo Universal Blocks to show the relevant content “right now” — in all flows. There may be campaigns, news and other things that vary in the store.
And the most important thing: you're building this into one and the same template, so that on new campaign you only change the content one place, and then everything is automatically updated across the flows.
Summary
We went from “binchmark” to over 100% growth without discount by making the abanded flows more relevant in each term:
- Product in subject matter
- Product first in the mail
- Variable design (to keep your attention up)
- Relevant content at any time via universal blocks
If your abandanded flows only deliver “as expected”, it is often not a discount problem. It's a matter of relevance.
How can I help you? (INEVO)
We help Norwegian online shops increase the turnover from e-mail marketing, where we work both strategically and operationally.
INEVO is a Klaviyo Partner and has additional experience with e-mail tools such as Voyado, Mailchimp, Emarsys, Apsis, Campaign Monitor, Get Response and Sleepnote.
Read more about how to help you get more turnover from the mail marketing Here.