Increase your conversion rate with the Mailchimp Abandoned Cart automation

Ever heard of the “Abandoned Cart”, the most effective marketing automation within Mailchimp? This automation targets the group of fans who left their personal details in your shop but did not complete their order. They left their shopping cart with products without finalizing the payment.  It is very likely that this specific target group is still interested in your event, which makes it a valuable pool for marketing-related communication. With this tool, fans in this target group receive an automated email reminding them that there is an incomplete order waiting to be completed. Research shows that the average conversion rate of Abandoned Cart emails is as high as 18%!

Before you can get started with the Automated Cart set-up, the Paylogic Backoffice must be connected to your Mailchimp account. You can find out how to do this here.

Create an Automation email

1. Check whether the audience you want to use for the automation is activated under the Audience tab.
   
2. Go to Automate > Email > Turn on abandoned cart email in the top menu. 
   
3. At the top, choose Email series, give your campaign a name and choose a store. The name of the event in the Backoffice is the name of your store.
   
4. Then click Begin.
   

Design your Abandoned Cart email

It is now time to set up the conditions for the content you are going to send to your fans and which triggers will activate the sending.

How many emails do you send per fan?

Mailchimp’s default settings create a flow of 3 emails. However, the choice is yours. If you only want to send 1 reminder email, you can delete the other emails by clicking on the downward arrow on the right side of the screen and then selecting Delete email.

Which triggers send an email?

With the Trigger option you can set the delay of your emails from the moment an order is not completed. The default is 1 hour, but you can adjust this by clicking Edit.

Who receives the Abandoned Cart emails?

By default, Mailchimp sends abandoned cart emails to every fan who did not complete their order. We recommend only emailing fans who have checked the marketing opt-in.

1. Click Add within the Filter by segment option. A new screen will open in which you tick the checkbox for Choose segment or tag.
   
2. Then click Contacts match the following conditions.
   
3. In the dropdown, select Email marketing status as the parameter.
   
4. You can now click the third drop-down box. Make sure that only Subscribed is selected here. 
   

Design the look and feel of your emails

1. Click Design email.
   
2. Fill in all information related to your email details (subject, first name, address, etc.).
   
3. Click Next and choose from a number of templates that are specially created for abandoned cart emails.
   
4. You can show the products in the email to the fan who receives it. The maximum is 3 products per email.
   
5. Once you are done, click Next again and activate the automation.

Measure the success of your Abandoned Cart email

There is a link between the shop you send with the automated cart email and the Backoffice. Mailchimp adds a Campaign ID to the shop link, allowing you to measure the number of opens, clicks and orders in the Mailchimp dashboard. Go to Campaigns menu > Automation > View report. This gives you an overview of how many people bought tickets based on the reminder (your conversion rate).

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