How Southeast Asia’s ecommerce startups close customers with email

One of the most effective ways of rescuing your lost sales is to recover your abandoned carts. The average online shopping cart abandonment rate is 68.53% and about 63% is recoverable by savvy online retailers. Very few e-stores in South East Asia are following the practice of sending out these mailers on a regular basis (Yet, missing out on important elements of an abandoned cart email). Many others continue to leave money on the table every single day. Here’s a comparison of the abandoned cart emails of 18 selected stores in South East Asia.

The eighteen stores are below along with my six different parameters which were used for the comparison and the details of the same are as follows:

(10 out of 18 companies did not even send any abandoned cart email in 48 hours of abandoning the cart. So, we were essentially reduced to 8 candidates)

Now, let us look at these parameters in brief:

1. Product Abandoned in the Cart

The abandoned cart email should include the details of the product abandoned, image of the product and buy-link. It helps to increase recall, reminds the customer of what he was looking at and leads the customer to give this product a second thought. This may sound like an obvious thing to do but there still are some stores who do not show the image of the product in the abandoned cart email.

For example, Livaza lists down the abandoned product, instead of showing the image.

Livaza Abandoned Cart Email

Problems: No Abandoned Cart Product, No recommendations

Now, take a look at FashionValet’s abandoned cart email: