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Follow-up emails for cart abandons and free trials

Overview

Convert more leads into buyers by sending customized follow-up email messages for unfinished payments, shopping cart abandons and free trial downloads. The Avangate lead management system is extremely simple to use and effective, enabling you to boost conversion rates and increase revenue.

The Avangate lead management capabilities are designed to:

  • Track leads and collect lead information.
  • Send smart follow-ups (follow-up settings are fully customizable, including the when/ what/ and where; you also have the option of localizing follow-ups in different languages, as supported by your account).
  • Monitor, measure the evolution and optimize lead management campaigns.
  • Take advantage of data mobility to export leads and introduce the information in your own database.

Availability

Lead management is available for unfinished payments, shopping cart abandons and free trial downloads by default for all Avangate accounts. To start using this feature, go to Marketing tools -> Lead management.

Lead sources

The Avangate system is designed to harvest leads from multiple sources, supporting scenarios such as:

Unfinished payments

Placed orders for which the payment process was not finished - reasons can vary: expired cards, insufficient funds, authorization declined, etc.

Shopping cart abandons

Shopping cart abandonment is a common issue and happens for various reasons: comparison shopping, lack of money, undecided shoppers, pricing research before trial & buy. A surprising number of shoppers return within a few days to continue shopping, and it's up to you to ease their conversion into paying customers.

Free trial downloads

Use leads from free trial downloads and turn them into buyers. This source generates leads only if your download links point to the Avangate "downloads trials" system, with the system requesting shopper email addresses .

What to do with your leads

Follow-up emails are a very effective method for converting shopping cart abandons and unfinished payments into sales. The same goes for free trial downloads, without payment details.

The Avangate system supports:

  • collecting lead information;
  • setting up notification emails;
  • configuring notification type (basic/promotion with discount);
  • accessing the leads database;
  • creating and exporting reports.

Setting up a follow-up campaign

Go to Marketing tools -> Lead management area -> Manage your leads to set up and manage data collection and follow-up campaigns.

The Order Recovery section offers settings designed to configure and manage order recovery follow-up emails for:

  • unfinished payments - by default, the Avangate system sends a simple follow-up email, two hours after the order was placed. You can edit and set your own follow-up rules, such as the number of messages, follow-up type, time intervals, etc.
  • shopping cart abandons - you need to set your own follow-up rules to communicate with shoppers that abandon the cart, including the number of emails and type (Basic, Promotional), time intervals, etc.
  • free trials - enable lead collection via the Free trial downloads area. Configure the data to be harvested and manage follow-ups for this lead source.

Accelerating shopper interactions through follow-up messages

The latest update to the Avangate lead management system is focused on accelerating shopper interactions through follow-up messages. In scenarios in which transaction failures block placed orders from being finalized, shoppers will be contacted very fast, and guided through the steps necessary to complete their purchase successfully.

The first follow-up email for an unfinished payment can reach the customer in as little as one hour since the order was placed. Reducing the wait time for the Avangate lead management system to come into effect ensures increased efficiency of the follow-up messages and contributes to boosting conversion rates.

Shoppers using credit and debit cards and PayPal will receive a follow-up email after 60 minutes from the moment when the order was placed. In the case of abandoned shopping carts, the Avangate system can send the first follow-up email as soon as 20 minutes (you can configure the interval up to 90 days) after the purchase process was interrupted, provided that the shopper's first name, last name and email address were introduced.

Unfinished payments

Guidance for unfinished payment follow-up emails is available here.

Shopping cart abandons

Follow-up messages are sent when shoppers go through the stages of the purchase process, but abandon the cart ahead of actually placing the order.

  • Shopper data is collected by default by Avangate during the ordering process.
  • Up to 5 notification emails can be sent.
  • Flexible notification type (basic/ promotion)

No follow-up campaigns are created by default by the Avangate system for abandoned carts.

  1. Click Edit follow-up settings.
  2. Enable order recovery follow-up.
  3. Set the time interval starting with 20 minutes. You can set the interval as high as 90 days.
  4. Select the type of follow-up from the options available:
    • Basic follow-up: message includes a link to the abandoned shopping cart; several follow-ups can be sent.
    • Promotional follow-up: message includes a link to the abandoned shopping cart with an additional promotion applied automatically; several follow-ups can be sent. You'll need to select one of the active promotions that you defined in the Promotions area of the Control Panel.
    • A total of 5 follow-up emails can be configured. Once added, existing follow-up emails can be removed at any time, but they cannot be edited. You'll be able to view and customize the follow-up emails from the Email template manager section.

Shopping cart abandonment is a common issue and happens for various reasons: comparison shopping, lack of money, undecided shoppers, pricing research before trial & buy. A surprising number of shoppers return within a few days to continue shopping, and it's up to you to ease their conversion into paying customers. Here is an easy to adopt abandoned cart follow-up configuration:

Type

When

Why?

1.Basic follow-up

20 minutes after abandonment

Speed is of the essence. Short attention span plagues online shoppers, so the sooner the lead management system can generate and send a follow-up message the better. As a rule of thumb, the first follow-up should reach potential customers within one hour to be as efficient as it can.

Make it easy for customers to return to the shopping cart without having to go back through the purchase process.

2.Basic follow-up

3 hours after abandonment

3.Promotional follow-up

2 days after abandonment

A little incentivizing goes a long way. Offer discounts to make it very hard for an already interested customer to say no.

Buy links included in email will take users to shopping cart containing the products added to cart. Links to abandoned shopping carts also include any additional fields information contained in the initial shopping cart. Prices are calculated according to the pricing configurations of the products in cart at the time when the link is accessed. Promotions are taken into account only if they're still active and impacting the products in the cart. On the fly pricing is ignored.

Free trial downloads

Unlike order recovery for unfinished payments and shopping cart abandons, you also have the possibility of configuring the lead collecting settings for Free Trial Downloads.

Click Trial Lead Collection settings.

Select the products for which you want leads to be collected from the users who want to download the trial version. Items listed in the Lead collecting settingsarea, need to feature a trial link. Click to edit your product, select the navigation tab, scroll down and enter the trial URL in the Download trial version (http:// or ftp://) field. Only products for which a link was introduced in the Download trial version (http:// or ftp://) field will also be listed under the Lead collecting settings items area.

You can make it mandatory for customers to provide the following data ahead of downloading the trial: email address (required by default), first name, last name, address, city, zip or postal code, country, and company name.

If you use additional fields in the shopping cart, you can also make some of them mandatory for trial downloads.

With the Trial Lead collecting settings out of the way, you can move to the next stage:

  1. Click Edit follow-up settings.
  2. Enable order recovery follow-up.
  3. Set the time interval from 1 to 255 days.
  4. Select the type of follow-up from the options available:
    • Basic follow-up: message includes a link to the abandoned shopping cart; several follow-ups can be sent.
    • Promotional follow-up: message includes a link to the abandoned shopping cart with an additional promotion applied automatically; several follow-ups can be sent. You'll need to select one of the active promotions that you defined in the Promotions area of the Control Panel.

Note: free trials with payment details and paid trials are not impacted by the Avangate lead management system messages, since the platform will send out Trial automatic purchase notifications instead of follow-up emails.

A total of 5 follow-up emails can be configured. Once added, existing follow-up emails can be removed at any time, but they cannot be edited. You'll be able to view and customize the follow-up emails from the Email template manager section.

No follow-up campaigns are created by default by the Avangate system for free trial downloads.

Leads Database

The Leads database section helps you manage lead information: view your leads, export and add data to your own database, email reports to your partners, etc.

Search functionality covers leads from all sources, but you can narrow down the query only to shopping cart abandons or free trial downloads. Reports can focus on just new leads, or those already used, and even the follow-ups that generated successful conversions. Statistics are available starting with the day prior to the moment when the report is generated.

Searches can be performed for specific emails, languages, countries and even certain products.

Via the Export pop-up menu reports can be saved locally as CSV (comma separated values) or Excel files. The Export leads menu also allows you to mark items as used.

Measure results with Follow-up Reports

The follow-up report allows you to:

  • Access details on the volume of follow-up emails that have been sent per each lead source type.
  • Gain insight into the successful rate of follow-up messages.
  • Get an overview of the revenue generated from follow-ups.

The follow-up reports are extremely flexible: you can filter by language, country, product, so you can see exactly which follow-up campaigns work best and improve conversion rates.

Custom follow-up emails

Access the follow-up emails that the Avangate system sends out according to your configured lead management campaigns in the Email template manager area of the Control Panel, under Marketing tools.

The follow-up messages can be customized through the addition of text. Contact Avangate directly if would like to use follow-up email personalization.