Plan and Write Better Abandoned Cart Emails With These Three TemplatesThis kit includes three easy-to-use templates to help you implement the advice in this post:
- Email Marketing Calendar Template: Plan and visualize every email newsletter send.
- Email Copy Template: Write your abandoned cart copy and hand it to a developer for design.
- Email Funnel Strategy Template: Plan the messaging for your email content throughout the funnel.
What are abandoned cart emails?Abandoned cart emails are follow-up emails sent to users who added some product to their shopping cart but didn’t complete the purchase. They are reminder emails sent to people to jog their memory about the items they left behind in their shopping cart. To be honest, online shopping cart abandonment is inevitable. With abandoned cart emails, you stand a chance of recovering some revenue and boost sales. Even the most general abandoned cart email has the potential of pursuing a user to complete the sale. Here’s a very basic example of an abandoned cart email. Depending on the nature and size of your business, you may change the content and layout of your email. We will discuss this in detail in a later section.
How to Harness the Power of Abandoned Cart Emails: Strategies and ExamplesClick To Tweet
Why You Need an Abandoned Cart Email StrategyAccording to SaleCycle’s latest data, the average cart abandonment rate is 79.17%. Source 80% of shoppers abandoning the checkout process is a mind-boggling number. Approximately $260 billion of lost sales every year. That’s a lot of unclaimed revenue and sales number that could have been brought to justice. Here’s the catch. According to a 2014 report from Business Insider, approximately $4 trillion worth of merchandise was abandoned in online shopping carts that year and about 63% of that could have been potentially recoverable by savvy online marketers. Here are some encouraging stats about abandoned cart recovery emails:
- About 45% of emails sent to follow up on an abandoned cart are opened by consumers
- 21% of the opened follow-up emails are clicked on
- 10.7% of individuals that receive emails return to make a purchase
Why Do People Abandon Shopping Carts?No matter how hard you try and no matter how perfect your sales funnel and website is, there will always be people who will not complete purchases. There can be multiple different reasons for cart abandonment such as website crashes, complex checkout processes, high product costs, etc. Source: https://baymard.com/lists/cart-abandonment-rate On top of this, some people would just be comparison shopping on your store. You really can’t do much about that. With abandoned cart emails, you also stand a chance to gain invaluable user feedback. This feedback will help you analyze your website workflow better and understand why users are abandoning shopping carts on your store. Next, we will go through some effective abandoned cart email strategies to improve your cart recovery rate.
5 Abandoned Cart Email Strategies To Put to Use TodayOnline cart abandonment is not a new phenomenon and for the same reason, online store owners use a variety of email tactics and actions to convince people to get back to their carts. Because these tactics are pretty much the same and there is a lack of creativity which sometimes acts as a barrier preventing people to convert after cart abandonment, online businesses need to come up with new creative ideas and a sound strategy to send compelling abandoned cart emails. Here are some best practices linked to sending abandoned cart emails:
Pay Attention to Your Email Subject LineI cannot stress this enough but if your email subject line is not up to the mark, you will never stand out amongst a sea of emails in someone’s inbox. Imagine this. You have crafted the most ideal and complete abandoned cart email with all the essential elements but due to some average and boring subject line, the user never opens it. The result? A big loss both in terms of engagement and possible revenue. Did you know that 64% of people decide if they will open an email based on the subject line? Here are some subject line guidelines to consider:
- Be direct and concise. Use simple language and be clear about your message.
- Personalization is key. You may include the product name, customer name or company name in your subject to sound better.
- Sometimes creating urgency and product scarcity in your subject lines can boost your email open rates.
- Many brands reported that using emojis in their subject lines improved their open rates. Thus, emojis are definitely worth a try.
- According to Marketo, 41 characters–or 7 words–seems to be the ideal email subject line length in 2019. Make sure that your subject line character count is around that number. Neither too long nor too short.
- Himanshu, did you forget something in your cart?
- Your selected product is selling out fast, complete your purchase!
- Himanshu, still interested in your electric charger?
- Max Fashion: Himanshu, finish your order at Max
- ?You forgot something in your cart
Include Social Proof to Increase ConversionsGaining the confidence of your customers and audience is a top business priority. It lays the foundation of a strong business-customer relationship and builds a good rapport. Once you gain their trust, users are more likely to be convinced and ultimately convert. Including product reviews and ratings in your abandoned cart emails is highly recommended. This social proof assures the users that they are in good company and are going to buy a verified product trusted by many others. Some statistics signifying the impact of displaying reviews and ratings on consumer buying decisions are as follows:
- 68% of Americans report positive reviews making them more likely to use a business - BrightLocal
- Reviews produce an 18% uplift in sales - Econsultancy
- 88% of buyers are influenced in their buying decision by reviews - Zendesk
Leverage Your Rewards Program and Offer DiscountsOffering discounts on products that a particular user has abandoned has been a very effective technique to enhance abandoned cart recovery rates. To be honest, this technique is a very successful one too. The user is more tempted to purchase some product after seeing the discounted price. But what you need to keep in check is the uniqueness of your offer. Almost every eCommerce business offers some kind of discount perk on abandoned products and our consumers know this. Amidst the objective to convert your abandoned carts, ensure that you don’t sacrifice profitability by offering too many discounts and reducing the product value. Offering lucrative discounts to first-time abandoners is the best practice. Shipping the products for free is another method to boost your conversion rate. As far as your loyal customers are concerned, don’t be pushy in terms of discounts because they have a greater chance of conversion even without the price reduction. One underrated technique is to take advantage of your loyalty and rewards program. All it takes is some segmentation work to separate customers who are on the threshold of achieving a new rank/tier/level in your rewards system. With the new rank come new and better discounts. Based on their level, you can segment the users and send them abandoned cart emails. Let them know that they have reward points which they can spend to buy the abandoned product and achieve the new rank. An interesting survey from MediaPost found out the major reasons why users open abandoned cart emails:
- Discounts — 63%
- Loyalty program rewards — 51%
- Free samples/gifts — 48%
- Free delivery — 46%
- Competitions — 33%
- Advance notice of new products — 31%
- Product reviews — 22%
- VIP access — 14%
- Access to other brand/shop/site benefits — 11%
- User guides — 10%
- None of these — 10%
Optimize Your Emails for MobileWith the rise and rise of smartphones, the email open rates on mobile have exceeded the email open rates on desktop. This makes it compulsory for brands to optimize their emails for mobile. When it comes to abandoned cart emails, it becomes even more important to provide a good user experience on mobile. Source: https://www.emailmonday.com/mobile-email-usage-statistics/ Another mind-boggling statistic tells us that a mobile email which is not mobile-friendly may be deleted within three seconds. There are very high chances that when you send someone an email, they first use their mobiles to check it. And if it is not mobile-friendly, you will lose a potential customer then and there. Here is a list of things you can do to make your emails appear better on mobile:
- Put your main content and call-to-action(CTA) in front and make it easy to navigate.
- Use mobile-optimized images and graphics that don’t take too long to load.
- Aim for a responsive design with a single column.
- Use email-safe fonts with a good fallback font to cover up unsupported fonts and maintain design uniformity.
- For people who block images, include a descriptive alt text for the images. Especially when you are using images to convey your message.
- To ensure a good recovery rate, include a CTA button which follows the scroll.
Structure a Compelling Email CopyA compelling abandoned email copy is something which almost forces the users to return to your store and complete their purchase. Though it is relatively hard to assume customer behaviour and email usability, you can surely study it and derive solid user insights. Some prerequisites of a great abandoned cart email include:
- A catchy headline
- Nice graphics and images
- Compelling copy
- The recipients did like and have an interest in the products they left behind
- The purchase was incomplete
- Oblige them to return and complete their purchase