#12 - The 'Cha-Ching' Flow

Morning ☕

I always like to start my day with a fresh Oat Milk Latte (from my cafe haha). We get our beans from local farmers and roasteries in the Philippines.

Josh shared w/ us his plan on making this a 7 part-er, so I’ll be covering the cart recovery flow AKA the money flow.

Cart Recovery (CR) Flow

‘Hey, you’ve left an item in your cart - come back!’

That, at the very core is the CR flow.

Whether you’re offering a discount, a freebie, or even objection handling, this should normally be your 2nd highest revenue-generating flow for your email revenue.

Key Considerations When Building This Flow

• Your goals for email marketing (whilst a large majority might be to increase top line revenue, there are also brands that want to focus on increasing engagement, or customer retention)

• Understanding where your brand shines (USP), and brand stories to reel them in

• Common objections consumers have before purchasing

• Best/worst reviews

Best Practices/Examples

• We typically send our 1st email 15 - 30 minutes after a customer has started checkout (however, if items are higher value - eg: mattress, we give them a little more time before bombarding them with reminders)

• Make sure your copy/design is short and clear, with a clear CTA button. The goal is to get them off the email and back into their cart ASAP.

• You’ll need to test this, but we typically do not recommend other products (unless testing proves otherwise) to prevent decision paralysis

Email Pillar 1: A compelling offer

The ‘simplest’ of all. You can either:

• Offer a discount - quickest way to get customers to place that order

• Offer free shipping - sometimes customers abandon their cart because of additional shipping costs. This makes it easy for them to justify their purchase.

• Offer a free product - especially helpful if you have old stock you’re looking to clear. The customer sees it as additional value and it often tips them over the edge

• Offer a discount for min amount - ooo this is a sneaky one, but one we find helps increase AOV

As always, try testing different angles to see which one generates the most clicks and orders.

Email Pillar 2: A compelling offer

• User generated content (UGC) - customer video testimonials, photo reviews, IG/FB content

• On-site reviews - what customers say about the product, brand, shipping.etc

• Video reviews - getting more and more popular, esp w/ TikTok

One thing we like to do as well is to look for bad reviews. You can use these “bad reviews” to fuel your objection handling for Email Pillar 3.

Email Pillar 3: Objection handling

Customers buy and don’t buy for a myriad of reasons.

Any reason that doesn’t lead to a sale is a ‘bad’ one, and our goal is to use this pillar to handle these objections. Some examples:

• Payment terms - some customers leave their cart because they’re afraid of paying via CC (make sure they know it’s secure)

• Quality doubt - if you have a 30 day money back guarantee, you can leverage this to reassure customers who are afraid they might be unsatisfied with the quality of the product

• Shipping - some customers might be worried about shipping times, as well as if it’ll even arrive. Showcase your products in your customers’ hands, as well as how quickly it delivers

• Effectiveness - especially prevalent in the beauty space, we show before/after images to show that the products really do work. Reviews are great here as well

In essence, our CR flows would look like

E1: Reminder & benefits
E2: Objection handling/customer reviews
E3: Discount

You can play around with the order to get the most out of your flow’s revenue while maintaining good AOV. We’ve seen switching E2 with E3 work better for some brands.

Also, make sure that your CTA is above the fold, and that you have mostly dynamic content (i.e. show them the item they left).

And that’s a wrap!

Hope this has been helpful, and Mira will be seeing ya on the next one.

Cheers.