Review the SKIMS abandoned cart emails with me
The success of Kim Kardashian’s shapewear and clothing brand, SKIMS, has been well documented.
As it’s such a prominent D2C brand that’s enjoying huge growth, I thought it would be useful to review their abandoned cart emails and share some do’s and don’ts with you.
Email 1
This arrived an hour after I abandoned the cart, and I noticed something immediately.
There’s no logo at the top!! It’s hidden all the way down in the footer. I’ve never seen this before and I don’t recommend it.
I have no idea who this email has come from - the first sign is if I look at the subcopy (almost missed the name here as it’s white on a grey background) or the product title which is pretty small and a ways down.
Takeaway no 1: Always include the logo at the top of your emails so that they are immediately and easily identifiable.
So, what is good in this email?
✔ The copy is short and sweet. They’ve also found an on brand way of saying ‘You’ve left this behind’ with ‘Seal the Deal’ which I love.
✔ They include a juicy lead image at the top which is far more inspiring that just having the product packshot images from the checkout section
✔ There is bold CTA button above the fold and another 2 repeated further down the email
✔ The wording of the CTAs creates a sense of urgency
✔ They give me a reason/reassurance to buy with the Afterpay banner
What would I change?
I have the free shipping message much further up in the email so it’s more prominent. Shipping costs are a key consideration for shoppers.
I wouldn’t have the You May Also Like products, or at the very least I’d a/b split test including these to see what the impact on conversion rate is. Remember we want these customers to click and complete their checkout, so inviting them to browse other products could lead to distraction from this path.
Email 2
What’s good?
✔ The sense of urgency is increased with the copy and CTA wording
I think the repeat of the Afterpay banner here is a bit lazy and they could include different content that helps reassure and inspire me to complete the order.
This could be:
✔ Customer Reviews
✔ Reasons to shop eg. materials, sustainability, easy returns policy
✔ As seen in/on
SKIMS have ticked lots of best practice here, but there is still room for improvement.
If you’d like to get an audit of your existing flows, I can help. A Klaviyo Audit with me includes:
Going through your Klaviyo flows, forms, campaigns and segmentation with a fine tooth comb
Benchmarking against industry best practice
Uncovering new opportunities for additional revenue
Once it’s complete, we’ll reconvene on Zoom so I can take you through my findings and answer any questions you might have.
You’re then free to implement the recommendations in house, or hand them back to me to manage for you as a further service.
