“Using Springbot’s automated emails is like having an additional salesperson working for our team 24/7, 365 days a year.”
– Aliya Colvard, Digital Marketing Manager, Tadashi Shoji
In the fashion world, Tadashi Shoji infuses glamour into comfortable, easy-to-wear timeless pieces. In addition to being marked by femininity and elegance, the world renowned luxury brand is simple and intentional in their branding and marketing strategy. Though their brand is well-known and their designs are highly sought-after, the fashion icon isn’t immune to the major concern that nearly every online retailer faces: abandoned carts. In 2015 alone, Tadashi experienced over a 90 percent abandoned cart rate — a potentially massive missed revenue opportunity if left unaddressed.
Tadashi recognized the potential for revenue increase from recovering abandoned carts, but they didn’t want to overwhelm or annoy customers with multiple generic emails that lacked the branding they are known for. They needed the ability to control every aspect of their emails from look and feel, to timing, content, and more.
With Springbot’s Abandoned Cart Emails, Tadashi created one powerful email to rule them all.
The general rule of thumb for running abandoned cart email campaigns is to send one email immediately after the cart is abandoned and then send one or two additional follow-up emails if no purchase is made. In one or more of these emails, most marketers include a discount code or special promotion to entice shoppers to complete their purchase.
Naturally, we were intrigued to find that Tadashi’s automated email marketing campaign strategically goes against conventional wisdom. Tadashi only sends one triggered email for abandoned carts instead of the typical two or three, and they don’t offer discounts in their email either. With a subject line that reads, “Ready to complete your purchase?” the email simply reminds the shopper that they have items waiting in their cart and that product availability may change at any time. The email auto-populates the abandoned items from the cart and includes a call-to-action to return to their cart. Their strategy suggests that strong branding and customer loyalty gives way to a “less is more” approach.
Tadashi’s simple yet robust abandoned cart email resulted in a 9% conversion rate and a click-through rate of 35% in 2015. In the last two quarters of 2015, Tadashi increased their revenue from abandoned cart emails by 50% each quarter, accounting for 3% of their overall revenue for the year.
“Honestly, it’s an untapped resource if you’re just letting people leave your site without making a purchase,” said Aliya Colvard, Digital Marketing Manager for Tadashi Shoji. “I think it’s great to be able to engage our customers with a customized message that encourages them to come back and check out what we saved for them in their cart. It’s a great way to remind them that they liked something enough to add it to their cart, and nudge them to complete that purchase. And since it’s automated, it saves me a ton of time.”
For Tadashi, the new year is filled with plans to increase brand exposure and engagement through user generated content and lifestyle blog content. They also plan to improve after-purchase processes like implementing a branded landing page for shipment tracking and the option to receive text updates. With Springbot’s automated After Purchase Emails, they are looking to increase the number of product reviews they receive by optimizing their campaigns for seasonal items that may not receive as many reviews as year-round designs.
“Using Springbot’s automated emails is like having an additional salesperson working for our team 24/7, 365 days a year,” said Colvard. “It’s seamless and the possibilities are endless.”