Today’s cart abandonment analysis comes from the team at Crocs. They’ve built a ubiquitous brand over the last ten years that rests atop a line of unique foam shoes. Since then, they’ve expanded into all kinds of other footwear products.
According to Internet Retailer, Crocs did almost $96 million in online sales last year (2011), up 28% from the year before. No doubt this cart abandonment email campaign represents a significant chunk of that revenue!
Once again, here are the criteria we’re looking at for our analysis:
Timing – When were the emails delivered? How many of them were there? What was the interval at which they were delivered?
Design – A general critique of design language. Was the email branded? Plain-text? What visuals did the merchant use to entice me to re-engage?
Offer – At what point did the merchant use a promotion? How was it positioned?
Copywriting – What was the style/tone of the email? Was the copywriting clear? What was the subject line?
Social Proof – Did the merchant provide social proof? Testimonials? How were they presented?
Personalized – Was the email personalized to me? How did they capture that data? Did it specifically mention items I had engaged with on the site?
Call To Action – Was the call to action clear? What was the merchant trying to persuade me to do?
Around 8:58 AM, I carted a pair of $29.99 foam clogs and began the checkout process as a guest. I completed the first step of checkout and abandoned the transaction on the shipping method screen.
After 1 hour, I received this reminder email from Crocs:
Subject Line: Welcome to Crocs. Enjoy 20% Off On Us
What I liked:
Copy: It was interesting that Crocs positioned the email as a “Welcome”, despite the fact that the subject line was very clear about enticing me to return to the cart for the discount. Crocs knows that the only way I would have gotten that far in the checkout process was to have carted an item. For new customers who haven’t made their first purchase, this is a great way to send a quick positive signal to new email subscribers.
Design: The email is well designed and uses good photography of Crocs products.
Call to Action: “Enjoy 20% off your next order” is a pretty compelling statement. I also liked how Crocs uses a time sensitive, expiring offer adjacent to the primary CTA.
Offer: 20% off of anything in the store is a very compelling offer. They also emphasize their free shipping offer for orders over $75.
What I would test:
Social Proof: Crocs is a very well known brand and I would guess that most people shopping on their ecomm store are repeat customers. Though they don’t have any social proof in this campaign, it might be interesting to test.
Timing: The email arrived 60 minutes after I abandoned my cart. We recommend that merchants send their first recovery email within 30 minutes of the cart being abandoned.
Personalization: This email wasn’t personalized at all. It was not addressed to me and didn’t show any of the items I had left behind in my cart.
Testimonials: Again, testimonials aren’t really necessary due to Crocs’ popularity, but not a bad idea for a test.
This is a very simple 1 email campaign that is an interesting diversion from typical cart abandonment emails. Its unique in the sense that Crocs chooses to position the email as a “welcome” email despite the fact that they are very clearly offering a discount for the recipient’s next purchase. This is definitely an interesting strategy and is one that we will test in the Rejoiner lab.