An abandoned cart email strategy isn’t just a ‘nice-to-have’, but a way to boost revenue and maintain long-term relationships with your customers.
In this article, we’ll discuss abandoned cart emails best practices to take your eCommerce marketing to the next level and turn lost opportunities into loyal buyers.
Understand why shoppers abandon carts
Here are some tips for uncovering the “why” behind abandoned shopping carts:
- Use exit-intent popups or short surveys
As a customer is about to leave your site, ask one question: “Why didn’t you complete your purchase?” You could include options like:
- “Shipping costs too high”
- “Just browsing”
- “Too long checkout process”
- Analyze your site analytics
Tools like Google Analytics can show where customers drop off in the checkout process. Digital analytics provides valuable insights into customer behavior, allowing businesses to identify patterns that lead to cart abandonment.
To create more effective abandoned cart emails, analyze the following data:
- Products that are frequently left behind
- The average time a customer spends on the checkout page
- Where the customers drop off in the funnel
That information can help segment customers based on their behavior, such as frequent visitors or those who abandon high-ticket items. In turn, you can personalize abandoned cart emails with the messaging relevant to specific customer cohorts.
- A/B test checkout pages
Use A/B testing to experiment with different designs, shorter forms, or payment options to see what might encourage more people to complete their purchases.
After you gather insights on why your target customers are abandoning their carts, you can use that knowledge to address these concerns directly in your email copy and messaging. For example, if high shipping costs are a common reason, you might ease customers’ minds by offering free or discounted shipping.
Or, if people seem overwhelmed by a long checkout process, your email could include a line like, “Quick and easy checkout in two steps.” But also make sure that the checkout process actually lives up to the promise.
Now, let’s take a look at the MeowMeow Tweet’s abandoned cart email.
To ease the shopping friction, it highlights that customers are “just a few purrs away” form the purchase. All they have to do is click on the CTA, “Complete Checkout,” and they’ll end up right where they left off.
Craft a compelling subject line
The abandoned cart email subject line is your hook, so avoid anything too generic, like “Complete Your Purchase.” Instead, try something a little more personal: “Hey [Name], Still Thinking About This?” or “Forgot Something? Your Cart Is Waiting!”
Just adding a person’s name or the item they left behind adds that personal touch that can boost your clickthrough rate and conversion rate.
If you want to take things up a notch, composable customer data platforms (CDPs) can help . Unlike traditional CDPs, which bundle multiple tools together, composable CDPs let you connect only the data systems you need. This makes them more flexible and allows you to act on data faster.
You can track exactly what customers leave in their carts and automatically send personalized emails to bring them back.
These emails can include dynamic content—like recommendations based on what the customer browsed or discounts for items they were close to buying, and since composable CDPs process data in real-time, the emails feel timely and relevant.
This increases the chance of turning abandoned carts into completed purchases, helping you quickly recover lost sales.
Time it right
Timing is everything in effective abandoned cart emails.
Right after a customer leaves the cart, they’re still in shopping mode. So, this is your first shot.
To keep up with the momentum, create a series of emails to help boost customer retention.
Send your first abandoned cart email about an hour or two after the customer leaves your site. Then, space out your follow-up emails with one at 24 hours and another at 72 hours.
Here’s what that structure might look like:
- First email: The subject line in the first email in your abandoned cart email campaign might read something like, “Oops, did you forget something?” 😊
- Second email: In your second email follow-up, your subject line might say, “Last chance! Your items are almost gone…”
- Third email: A good subject line to use for your last reminder email might go like this, “Here’s 10% off to complete your order”.
You can streamline the email and follow-up process using marketing automation. This involves programming your email marketing software to send automated emails at specific intervals after customers abandon their carts.
Showcase abandoned products
In your abandoned cart emails, make sure shoppers can actually see the product they left behind. Include clear, high-quality images and a quick recap of why it’s so great.
Show them the style, color, or standout feature that caught their eye in the first place. This visual reminder taps back into their initial excitement and makes them much more likely to reconsider finishing that purchase.
You should also include links back to each abandoned item. This makes it easy for them to pick up right where they left off. Avoid generic links to your main site. Focus on getting them straight back to their cart.
Create a sense of urgency and FOMO
Ever see that “Only 2 left in stock” notification and feel that pang of I need this now?
That’s fear of missing out (FOMO) you can use tactfully in your abandoned cart emails.
Phrases like “Only a few left!” or “Limited time offer!” create a gentle push. And if you’re offering a coupon or discount code, say it’s only valid for 24 hours or until their cart expires.
Use a countdown timer in your email to show how much time they have left to complete their purchase before a special offer expires.
Also, consider limiting the offers to specific segments so that you’re not giving out discounts to everyone. For instance, you can target customers with high-value items in their cart or first-time visitors.
Here’s an example of an abandoned cart email offering a 15% discount that expires in 24 hours for an eCommerce store:
People trust what other people have to say. So, social proof should be part of any email marketing strategy, whether for abandoned carts or retargeting emails.
Including a quick customer review, rating, or even a customer testimonial can boost their confidence in the purchase.
It’s a subtle reminder that others love the product too, which can help turn a “maybe” into an easy “yes.”
Another way to establish trust in your cart recovery emails is to use a professional domain email. Customers are more likely to recognize and engage with a message from a branded email address, as it reflects professionalism and legitimacy.
This can boost open rates and enhance the overall customer experience by reinforcing your brand’s identity.
In a competitive market, maintaining a professional appearance in all communications can make the difference between recovering a lost sale and missing an opportunity.
Cross-sell and upsell
Adding cross-sell and upsell opportunities in cart reminders can be a powerful move. It can help you retarget customers and boost average order value (AOV).
Here’s how to do it effectively:
- Feature relevant add-ons: Instead of showing unrelated products, focus on items that complement what’s already in the customer’s cart. If a customer abandons a cart with a camera, you can send an email suggesting memory cards, tripods, or cases.
- Highlight popular upgrades: If a customer has added a basic version of your software to their cart, mention any advanced packages or premium versions. Include the benefits so they can decide whether it’s worth the extra cost.
- Offer bundle discounts: Let’s say a customer left behind a hiking backpack, your email could highlight a bundle that includes the backpack, a water bottle, and a portable first-aid kit at a discounted price. Bundles encourage customers to think about their needs in a broader view. And the savings act as an extra incentive.
Write a clear call-to-action
The call-to-action (CTA) should be a big, inviting button that says precisely what you want your customer to do next. “Return to Cart” or “Complete My Order” are simple yet effective choices.
And don’t bury your CTA button. Place it “above the fold” of the marketing email so they don’t have to scroll too far down.
Here’s what a clear CTA in abandoned cart emails might look like:
Use an email template
Abandoned cart email templates can help you save time, improve consistency, and create a more cohesive brand experience.
Make sure your email template is easy to skim. Each element (e.g., product image, message, CTA) in your email design should have its own space with a clear flow that naturally guides online shoppers from one element to the next.
Tweak your template to include the customer’s name and their unique journey with your brand. Start with a friendly opener like “Hey [Name], looks like you were just about to take home [Product]” to make the email feel more conversational and tailored.
Summing up
The best abandoned cart emails alleviate customer doubts and offer a gentle nudge without being too pushy.
Consider adding them to your email campaigns to help boost conversions and drive customer loyalty for your online store.
Follow these abandoned shopping cart email best practices and see which one works best for your unique needs and eCommerce store.
And remember, every target audience is different. What works for one segment may not work for another. So, don’t be afraid to experiment.