Renee Cosmetics runs a 2-step WhatsApp reminder for abandoned carts. 2nd reminder converts 230% more than the 1st. Here is why.

Renee Cosmetics runs a 2-step WhatsApp reminder for abandoned carts. 2nd reminder converts 230% more than the 1st. Here is why.

💡TL/DR:

Renee aggressively uses WhatsApp messaging to recover abandoned carts.

Specifically, a 2-step drip campaign.

📍 15 mins - The first step is pushed 15 minutes after the abandoned cart.
📍 02 hours - The second step is pushed 2 hours after the event.

This campaign structure is consistent across all product lines - from nail polish removers to lipsticks.

We noted that the second push converts at 2X the first.

The only difference between the 2 steps was inserting a discount coupon in the 2nd step.

The visual identity (creatives et al.) was the same.

That Indian customers love discounts is not exactly a novel discovery, but when looked at from a number’s lens, the difference was found to be extremely stark.

Here are the overall conversion rates from campaigns for two product lines - face serums and nail polishes.

✅ CR from the 1st step of the 2-step campaign for face serums (simple reminder with no discount coupon)

28% conversions for buyers who clicked the cart link from WhatsApp

✅ CR from the 2nd step of the 2-step campaign for face serums (reminder + discount coupon)

64% conversions for buyers who clicked the cart link from WhatsApp

✅ CR from the 1st of the 2-step campaign for nail polishes (simple reminder with no discount coupon)

14% conversions for buyers who clicked the cart link from WhatsApp

✅ CR from the 2nd of the 2-step campaign for nail polishes (reminder + discount coupon)

31% conversions for buyers who clicked the cart link from WhatsApp

Major inferences from this study

- Abandoned cart conversions from WhatsApp are greater than Email + Facebook + IG retargeting combined

- 2nd message with a discount coupon converted at 2X than the 1st across all product lines

These messages were delivered from QuickReply, a DTC-focused WhatsApp marketing software.

At QuickReply, our customers push 1 million WhatsApp messages every day.

Our customer base comprises of DTC brands ranging across cosmetics, apparel, sugar gummies, ayurvedic supplements, and home decor, just to name a few.

Naturally, we have access to many data points spread across multiple WhatsApp campaigns.

Since WhatsApp is a relatively new engagement channel, there is a dearth of playbooks for DTC growth teams who are keen to get started with WhatsApp but don’t know the inner nuances behind what works and what doesn’t.

Hence this initiative. Every week we will look to publish two data-driven essays on how innovative growth teams at DTC firms are using WhatsApp to crush their goals.

Today’s essay breaks down the flabbergasting 🤯 conversion rates for Renee Cosmetics on their abandoned carts when they push reminders over WhatsApp. Renee uses QuickReply’s multi-step workflow for abandoned carts to deliver 2 reminders for each abandoned cart.

The minimum conversion rates were for nail paints at 14% and the maximum conversion rates were at 64% for face bases. As stated above, these campaigns were delivered via WhatsApp.

These conversion rate are more than retargeting campaigns over Facebook, Instagram, and email, combined.

Another big revelation was that the 2nd reminder converts at 2X than the 1st.  The 1st reminder is triggered 15 minutes post abandonment while the 2nd reminder is triggered 2 hours post.

So, why does the 2nd campaign convert at 2X the 1st? Without further ado, let’s dive in.

First, a word about Renee Cosmetics

Renee Cosmetics had a blockbuster launch with its “cruelty-free and 100% vegan cosmetics” positioning for the upscale Indian woman. This well-heeled audience cherishes brands for their values, and not just their SKUs. To this audience, Renee’s positioning was a breath of fresh air in a sea of me-too cosmetic brands.

Renee offers a breadth of SKUs under their umbrella. Lipsticks, eyewear, nail polishes and fragrances are just some of the 100+ products available directly to consumers through their web portal as well as marketplaces like Amazon, Nykaa, and Flipkart.

Renee’s WhatsApp workflow - 2-step abandoned cart reminder

Renee executes a 2-step abandoned cart workflow across all product lines.  Every abandoned cart is added to the same 2-step journey consistently.

💡 Renee exploits QuickReply’s Power Segments to build customer segments around different attributes like [city], [product line], [whether abandoned cart or not], [whether previous customer or not], and so on.

In this campaign story, Renee uses the [product line] attribute to build segments.

1st reminder: post 15 minutes of abandonment

Here are a couple of examples from the 1st reminder campaign for Renee products. This campaign is triggered 15 minutes after the visitor exits the session with an abandoned cart.

Both templates have

• A reference back to the abandoned product
• 2 emojis
• Action-oriented subtext around the product category
• CTA to conclude purchase.

What is the difference between the two templates?

• The Face Base template has added information about ingredients. In this case, they highlight SPF 30 and Vitamin C as prime ingredients.

What is the difference in conversions between the two campaigns?

• The Face Base campaign converted at 28% of all cart visits from the WhatsApp campaign.
• The Nail Polish remover campaign converted at 14% of all cart visits from the WhatsApp campaign.

Can we conclude that just adding ingredients to the WhatsApp campaign is reason enough for the higher number of clicks and conversions? Not really but it does merit further research.

2nd reminder - post 2 hours of abandonment.

Continuing with examples for the same chain of abandoned carts for the 2nd reminder. This reminder is triggered 2 hours post-abandonment.

‍What’s common between the two templates

• A discount coupon (”RENEE 10”)
• A discount timer (”48 hours”)

What is the difference between the two templates?

• Nothing substantial other than the product

What is the difference in conversions between the two campaigns?

• The Nail Polish remover campaign converted at 31%
• The Face Base campaign converted at 64% 🤯 😲

Comparative conversion rates across all campaigns

• Nail Polish remover first campaign: 14%
• Nail Polish remover second campaign: 31%
• Face Base first campaign: 28%
• Face Base second campaign: 64%

💡 Inferring from the numbers above, QuickReply finds a very strong correlation between adding discount coupons (”RENEE 10”) in the 2nd nudge vs no coupons for a 2X conversion rate.

Another hypothesis behind low numbers in the first campaign (without discount code) is that it is triggered after 15 minutes. This may be too small a window for Renee to grab attention again. 2 hours looks like an optimal window - neither too quick nor too distant.

Could Renee drive high conversion rates if they add a discount coupon in the 1st message and not wait for the 2nd message? It could be, but would they want to eat into their margins without recovering as many carts as possible without a discount?

Absolutely. That’s what Renee is going after.