One Step Away

February 24, 2009
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Your customer is one click away from completing the transaction – a sale, reservation, deposit the completion point you’re hoping for – but for some reason, they close the browser. What should you do to follow up with the one that got away?

Last week we blogged about Five Transactional Must-Dos, using that post as a base we’ve expanded to talk about creating a conducive environment to help the recipient complete the transaction.

Step one would be to remind them of their interest – this could be done with a subtle reminder… the image or brief reference. Your second step would be to summarize the benefits of the product/ service. Your final step would be a reminder/ invitation to the place they left off in the process (i.e. abandoned shopping cart.)

Your timing needs to be impeccable, be prompt in your response and if the recipient clicks through, make sure you personalize the landing page.

This post is built on the success of one of our colleagues, a cataloguer earning a 70+ percent open rate from their abandoned cart reminders. Their success is due in part to their focus on being relevant to the recipient and their focus on making sure the recipient is never more than one click away f


Your customer is one click away from completing the transaction – a sale, reservation, deposit the completion point you’re hoping for – but for some reason, they close the browser. What should you do to follow up with the one that got away?

Last week we blogged about Five Transactional Must-Dos, using that post as a base we’ve expanded to talk about creating a conducive environment to help the recipient complete the transaction.

Step one would be to remind them of their interest – this could be done with a subtle reminder… the image or brief reference. Your second step would be to summarize the benefits of the product/ service. Your final step would be a reminder/ invitation to the place they left off in the process (i.e. abandoned shopping cart.)

Your timing needs to be impeccable, be prompt in your response and if the recipient clicks through, make sure you personalize the landing page.

This post is built on the success of one of our colleagues, a cataloguer earning a 70+ percent open rate from their abandoned cart reminders. Their success is due in part to their focus on being relevant to the recipient and their focus on making sure the recipient is never more than one click away from conversion.
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