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Email Marketing
Is Your Abandon Cart Email Providing Value?

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I have recently been shopping for new wheels for my truck.  Mainly so I can have an extra set and stop paying to swap my tires over every fall and spring.  So, I know enough about vehicles to swap my tires and change my own oil, but when it comes to rim specs, I’m clueless.  

I have 18” rims, that’s the easy part and visible by the tire size, but then there is width, bolt pattern, offset, materials, bead-grip and more.  While shopping, I have noticed that most wheel shops assume everyone is a gearhead and can make sense of all the options to make an easy decision. (parallel to selling skiing online?)

So, when they sent me an abandoned cart email, in my opinion, they missed the mark.

They assumed I just forgot to complete the purchase.  What if, instead, they presented an abandon cart email like this?

Abandon Cart Email Example

Recognize that the customer likely walked away from the purchase for more reasons than just forgetting to complete the purchase. Then offer help to get them over the hump and complete the sale.

Enough about rims; let’s talk skiing. Picture this: The guest is excited to book their annual ski trip, they have the date set, options selected and cart loaded.  Then they just forget to click submit…probably not.  There was a reason they walked away from the purchase; perhaps price, confusion, glitch, distracted by children, but most likely it is not just because they forgot to click submit. Instead of just pushing the sale, offer a link to the resort FAQ or direct the guest to the call center to assist with their purchase. Because we know booking a ski trip is much more complicated than most other online shopping experiences. Instead of just trying to sell, offer value to the email recipient.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

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