“Abandoned Lead” Doesn’t Mean “Dead Lead”

By | August 28, 2012

This morning, I was reading an interesting case study from the Motorcycle Superstore. The company is using personalized email to great effect, and as I read through, I wondered what lessons could be taken away by MSPs and the world of print.

To me, probably the most interesting portion of the case study is that which addresses the company’s handling of abandoned shopping carts. The superstore doesn’t take “abandoned” to mean “dead order.” Instead, it follows up on them and converts them to sales.

The Motorcycle Superstore follows up with cart abandoners with personalized emails that encourage them to return to their carts and finish the sale. The emails show images and titles of the products they left behind, have clickable buttons that bring people back to their selections, and sport headlines such as “Hey [first name], did you forget something?” or, “The gear you left behind needs a good home.”

The results?

  • 52% open rate, more than three times higher than the team’s standard emails
  • 49% clickthrough rate, 48% higher than standard emails
  • 7% conversion rate, more than three times higher than standard emails
  • 20% higher average order value than standard emails
  • 73% lower unsubscribe rate than standard emails

There are important lessons for print providers here.

First, email isn’t the enemy. Helping your clients by setting up trigger-based follow-ups like these can help your clients and increase your value as a service provider. They just make sense, and if you aren’t providing them, you have to ask yourself why.

Second that we can use similar tactics in the world of print. For example, the ability to use the information from personalized URLs to gather warm leads. These are people who, like the online shopping cart abandoners, are interested enough to respond to the call to action and come to the microsite but don’t finish filling out the survey or the form. These leads can be nurtured through phone calls, email or print follow-ups, or other contacts to gradually move them toward conversion. That means better returns for your clients and more print, more email, more revenue for you.

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