Welcome everybody to Omnisend’s marketing tip series, where in roughly 3 minutes or less each day, I’ll give you actionable tips on ways to improve your email & SMS marketing program and help you increase sales.

This week we continue our attention on abandoned cart messaging. Last week we talked about the basics, like message content and timing. This week I’ll discuss ways to further personalize these messages to not only improve the customer experience but increase the recovered revenue rate.  

Today, let’s discuss splitting your messages based on the cart total. Let’s say you're a brand that offers free shipping over $35. The messaging, and even incentive, you want to communicate to those under this threshold is likely different from those who abandoned a $200 cart. 

After all, the reason they abandoned is much likely different. 

Now, if you either don’t offer free shipping or always offer free shipping, consider using AOV as your threshold.   

For those under the threshold, I would prominently call out value-adds that likely matter to this shopper, like the fact they get free shipping if they reach the threshold. After all, most consumers today don’t want to pay for shipping, so our goal is to help them qualify for it. 

You can also add product recommendations — or even top-rated products — in your messages can help guide them toward increasing their cart total. Again, we are helping them reach a threshold. 

Now, for those over the threshold, you don’t need to prominently focus on free shipping — after all, that’s not why they abandoned their cart. 

Instead, you can focus your messages on overcoming potential obstacles to conversion for higher-priced carts, such as your return policies and satisfaction guarantees. Depending on your products, you may also want to add a layer of social proof to build confidence, such as those around product fit or quality.

And yes, you can split by more than one amount, creating an even better experience. For instance, you can create one path for those under the $35 threshold, 

another for those $35 to $74, 

and another for those $75 and above — again, adapting your messages to help guide the shopper toward a purchase.

One simple automation split based on a single data point and you can effectively create more personalized messaging and a better over customer experience. 

Join me tomorrow where I’ll build upon this and discuss how these splits may impact other elements of your abandoned cart series. 

Thanks for tuning in to this episode of our marketing tips series. Feel free to let me know if you have any questions and be sure to check out Omnisend and let us prove how we can help you double your conversions. 

Until next time, happy marketing!