One of our recent updates to CommereCM
is our Message Centre. This is probably one of the most powerful enhancements we have launched in a long time. Message Centre lets merchants manage messages that are sent to shoppers based on specific user actions
. Message Centre consolidates our order status updates, gift registry messages, gift certificates, order confirmations, and other marketing messages so that they are easier to update, and it adds a bunch of new email marketing automation capabilities.
One new capability of the Message Centre is the ability to send cart recapture or abandoned cart emails. If a new shopper gets through the first step of the checkout so we capture their email address, or if a previously registered shopper leaves the site without purchasing items they have put in their basket, CommerceCM can send them an email after a specific delay. Merchants can set the delay and their messages. A merchant might want to have a single message, or a series of messages over a few days ending with a coupon or other incentive to return to the site and convert.
While this feature is still fairly new and only in use by a few merchants, initial results are quite good. Using RefID's we are able to track click-throughs and conversions. Our current statistics show about a 60% open rate, 95% of those click through, and 7% convert for a 4.5% conversion rate for every shopper that receives an email.
This is only one example of what can be done with Message Centre. What other ideas do you have?