Savvy wine marketers know the majority of U.S. online wine orders are placed by repeat customers like wine club members and mailing list subscribers.
Yet, for every 10 successful orders placed by repeat buyers, another 7 orders are lost due to cart abandonment – when customers fill their cart but don’t complete the checkout process.
Industry-wide, it’s reported that cart abandonment is responsible for $4.6 trillion in lost eCommerce sales each year (Optinmonster, 2020).
Of course, consumers have many reasons to abandon the purchase process before completing their orders. Extra costs like shipping, a frustrating checkout process, or even a slow website can send thirsty shoppers away before their wine order is placed.
Abandoned shopping carts cost U.S. wine marketers over $1 billion/year
Abandoned cart campaigns are one of the most profitable uses of automated wine marketing
But did you know that 20-40% of these customers can be lured back with a few thoughtful marketing messages?
For wineries, abandoned cart campaigns outperform other automated sales messages based on revenue generated per name.
Listrak reports that abandoned cart campaigns generate an average of $1.64 of incremental revenue for every email sent, 27-times more than a typical marketing blast.
To put these results in perspective, a typical winery experiencing 70% cart abandonment and a 30% cart recovery rate will generate 20% more online revenue compared to wineries that don’t use cart recovery techniques.
And this estimate might be low. According to some reports, nearly 30% of all ecommerce revenue comes from successful abandoned cart emails.
The bottom line is that any winery NOT using cart recovery is putting itself at risk. If you sell wine 5 days a week, while your competition manages to sell wine 7 days a week, how are you supposed to succeed?
That’s the difference abandon cart reminders can make in the wine industry.
To profit from abandoned cart recovery, you’ll need a modern POS system that registers abandoned carts and can trigger automated emails or texts.
For example, check out the Commerce7 or WineDirect versions of PreferencePro Automated Wine Marketing.
ROADMAP TO SUCCESS
To maximize your success, we recommend following this roadmap:
Send your first email or text message 4-6 hours after cart abandonment.
Plan to send a series of at least three messages over several days, checking each time before launch to exclude any customers who’ve already purchased.
For world-class results, we recommend orchestrating your email and text messages so customers receive your reminders in the form they like most.
As a DTC wine marketer, you work hard for every sale you generate. So doesn’t it make sense to send three simple messages that can automatically boost your results by 30% every year?
Now that you understand the power of cart recovery campaigns, next time, we’ll focus on the art of designing abandoned cart sequences.
Until then, happy selling!