On June 22nd, we aired Episode 40 of Friday Live: Abandoned Cart Email Series. Read our recap blog below for all the top highlights from the show, including an industry news update from Matt Given and subscription video tips and tricks with Ashley Podoll.
Matt’s FL Update
Matt kicked off this week’s episode with two industry news updates. The first was about Verizon and their most recent activity in the OTT space. Verizon has previously tried to create its own OTT service on multiple occasions, without much success. This time around, they’ve decided instead to partner with an existing OTT provider, rather than starting from scratch. This decision will likely play out well for Verizon, allowing them to focus on what they do well, and handing off the OTT portion to an expert. This decision is also smart because the OTT space is tough to make a splash in nowadays, with so many enterprise level players already in the game. Matt explains that the niche SVOD providers are achieving much more in today’s market versus companies competing in the larger space.
The second news update Matt covered during Episode 40 was actually from an article he wrote for Inc.com. The article, “Stuck in a Sales Slump? Here’s Your 3-Step Plan to Closing Deals Again”, offers up advice for getting back in the sales game when it seems as if your goals might be slipping away. Here are the three pieces of advice Matt provides:
- Treat Every at Bat Like It’s Opening Day: Although you may be in a bit of a slump, try to leave your mental baggage at the door and keep yourself fresh when approaching a new opportunity.
- Little Things Are Big Things: Focus on the building blocks, rather than just fixating on a blank scoreboard. Work hard and be sure to do the little things right every day. It will ultimately all pay off.
- Systems Beat Talent Every Time: When things are going well, you may think you need to try something radical to make a difference. Instead, stick to a repeatable process or system you know produces wins.
Tips and Tricks with Ashley Podoll
Up next, Ashley covered tips and tricks for running a successful abandoned cart email campaign. Statistics show that often times, online purchasers who’ve abandoned their carts, actually intended to buy whatever it is they left behind. Abandoned cart email campaigns make a huge difference in helping capture the attention of those purchasers, once again, and encouraging them to complete their transactions.
Ashley advises SVOD businesses to contact cart abandoners through a series of emails. There are three standard emails she recommends one always include in an abandoned cart campaign.
- Email #1: This email is sent 24 hours after a user has abandoned their cart. It typically reminds them of what they left behind and is sent while the purchase is still fresh in the user’s mind.
- Email #2: The second email is sent 24 hours after the first email and asks the user to explain why they didn’t complete their purchase. This is a great place to collect feedback! You can also include customer testimonials here to build your credibility.
- Email #3: The final email is sent 72 hours after the second email. Often times, businesses will include a discount in this final email, incentivizing the user to “opt in” and/or complete their purchase.
Ashley also mentions that you should always include graphics, hyperlinked text and images, clear language and direct call-to-actions in your abandoned cart emails. Although the three emails mentioned above are a great place to start, you can certainly always send more. Often times three emails might not be enough, and you may achieve a better result with four or five. Just make sure you are offering your prospect something helpful through your emails and prompting them to take action.
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