导读：上篇文章讲述了弃单恢复邮件的概念与基本策略，本篇文章是进阶版，介绍了两种策略：折扣阶梯与 A/B 测试。原文来自 Shopify 视频教程，阅读本文约需 8 分钟。
原文与译文
The first thing I’d like you to test out is the discount ladder technique. Abandoned carts are perfect for this technique.
我想让你测试的第一件事是折扣阶梯技术。被遗弃的购物车是这种技术的最佳选择。
The first couple emails should be just gentle reminders, not aggressive discounts. So there’s no offer in these emails. And that’s key. Early on you don’t want to give away any offers. So just a lot of people abandon carts because they forgot something or just want to be reminded.
最初的几封邮件应该是温和的提醒，而不是积极的折扣。因此，这些电子邮件中没有报价。这一点很关键。在早期，你不希望送出任何优惠。因此，很多人放弃购物车是因为他们忘记了什么，或者只是想被提醒一下。
If those emails don’t work, only after a day or so do you want to get promotional, say 24 hours after abandonment. Then you should lead with your first offer – maybe a 10% off discount to complete a purchase that day. Another 48 hours later you might ratchet that discount up to 20%. It may be four or five days later you should take your final shot and offer up your maximum discount of 30% off offer. As we’ve stated before, if at any point the customer completes the purchase, they fall out of the sequence. That’s the discount ladder.
如果这些邮件不起作用，只有在一天左右之后，你才想进行促销，比如说放弃后的 24 小时。然后，你应该用你的第一个优惠来引导他们 — 也许是一个 10% 的折扣来完成当天的购买。另一个 48 小时后，你可能会把折扣提高到 20%。可能四五天后，你应该打出你的最后一击，并提供你的最大折扣，即 30% 的优惠。正如我们之前所说的，如果在任何时候客户完成了购买，他们就会从这个序列中掉出来。这就是折扣阶梯。
To get really advanced, let’s combine it with our second advanced technique – the A/B test. You’re experimenting here because you want to understand what your customers value more – discounts or free shipping.
要想获得真正的高级，让我们把它与我们的第二个高级技术 — A/B 测试相结合。你在这里做实验是因为你想了解你的客户更看重什么 — 折扣还是免费送货。
Your free shipping series starts the same way as your discount series – a simple email reminder after the cart has been abandoned. Next you’ll send a second email 24 hours later offering free shipping with purchase. And three days after the abandoned cart you’ll send another email again offering free shipping. The same offer goes out but try changing up the messaging.
你的免费送货系列的开始方式与你的折扣系列相同 — 在购物车被放弃后发送一封简单的电子邮件提醒。接下来，你将在 24 小时后发送第二封邮件，提供购买后免运费的服务。而在放弃购物车的三天后，你会再次发送一封邮件提供免费送货服务。同样的提议发出去，但尝试改变信息传递方式。
Sometimes I call free shipping a gift. Other times I’ll push that urgency again and say that the free shipping offer expires in 24 hours. You can get creative with your own messaging.
有时我把免运费称为礼物。其他时候，我会再次推动这种紧迫感，并说免运费的优惠在 24 小时内到期。你可以创造性地使用你自己的信息传递。
… I think if we preview this email you’ll see that it says something like stock is running low. It’s not actually running low but we wanted to create some urgency here. And this urgency is not a discount. It’s just urgency that stock’s running low and you can return to your cart. If somebody has placed in order, they drop out of the sequence. Otherwise we wait a day and here’s where we start our discount ladder. Check out now and save 15%.
… 我想，如果我们预览这封电子邮件，你会看到它说的是库存正在减少。它实际上并不低，但我们想在这里创造一些紧迫性。而这种紧迫性不是折扣。这只是一种紧迫感，即库存正在减少，你可以返回你的购物车。如果有人已经下了订单，他们就会退出这个序列。否则，我们等待一天，在这里我们开始我们的折扣阶梯。现在结账，节省 15%。
We’re testing a couple of variations here. You see that for the first email – a 3.4% conversion rate and $57,000. The second email drops to about $6,000 and then $5,000. The bulk of our revenue is coming in off that first email which is just a gentle reminder.
我们在这里测试了几种变化。你看，第一封电子邮件 – 3.4% 的转换率和 57,000 美元。第二封电子邮件下降到大约 6,000 美元，然后是 5,000 美元。我们的大部分收入都来自于第一封电子邮件，这只是一个温和的提醒。
Now we’ve created an entire series. We’ve started some A/B testing and we’ve held off on the incentives – on the monetary incentives to later in the sequence.
现在我们已经创建了一个完整的系列。我们已经开始了一些 A / B 测试，我们已经推迟了激励措施 — 在序列的后期进行货币激励。
- monetary incentives – 金钱激励