Every day, consumers are bombarded with thousands of marketing messages – text messages, emails, and social media notifications. It’s a constant battle for brands to cut through the noise and capture attention. And, only a select few ideas manage to truly resonate with viewers. Amidst this chaos lies a hidden opportunity: abandoned carts. They mean lost sales yet there is a chance to turn visitors into customers through abandoned cart email. Here, you’ll find out what abandoned cart emails are and why they’re worth doing. Plus, I’ll show you the best way to do it and share some super cool examples to get you inspired.
What is an abandoned cart email?
It’s an email automatically sent to customers who added items to their online shopping cart but didn’t complete the purchase. It’s a friendly reminder to encourage them to complete their checkout.
In 2023, the Baymard Institute did a study showing that about 69.80% of online shopping carts get abandoned on average. This high abandonment rate really shows how crucial it is to use abandoned cart emails to get those sales back. In fact, these reminders have open rates almost three times higher than regular emails, so that means they really catch customers’ eyes. And the best part? Businesses can win back 3% to 14% of those lost sales with cart recovery emails, making an average revenue per recipient of $5.81. So, abandoned cart emails are like the bridge between lost sales and actual purchases, turning potential losses into real cash flow.
Why do people abandon carts?
High abandonment rates can be super annoying, but knowing why they happen can help businesses figure out how to get those lost sales back. Check out some of the top reasons why people bail on their carts:
Unexpected Costs
This is a major culprit, with hidden fees like shipping, taxes, and additional charges causing sticker shock at checkout. Customers who see a significant price increase beyond the initial product cost might abandon the purchase altogether.
Lack of Trust
Concerns about the website’s security, unclear return policies, or a lack of customer reviews can make shoppers hesitant to provide personal information and complete the transaction.
Complicated Checkout Process
A long or confusing checkout process with many steps, mandatory account creation, or complicated forms can cause frustration and lead to abandoned carts.
Price Comparison
Online shoppers frequently compare prices on various websites before making their final decision. If they find a better deal elsewhere, they might abandon the cart in favour of the competitor offering a lower price.
Distractions and Second Thoughts
Sometimes, people add items to their cart without a firm intention to buy. They might simply be browsing, comparing products, or saving items for later consideration, leading to eventual abandonment.
Technical Issues
Glitches, crashes, or error messages on a website during checkout can frustrate customers and lead them to abandon their shopping carts.
Strict return policy
A return policy that is overly restrictive or lacks clarity can deter customers from completing their purchases. Shoppers want peace of mind knowing they can easily return an item if needed, which encourages them to commit to the purchase.
Lack of payment options
Not offering a variety of popular payment methods can be a significant barrier. Customers might abandon their cart if their preferred payment option (e.g., digital wallets, specific credit cards) isn’t available.
Card declined
When cards get declined, it can cause customers to abandon their carts. This might happen because of not enough funds, wrong billing info, or security worries.
By tackling these issues, businesses can make shopping smoother, earn customer trust, and cut down on cart abandonment, which means more sales and revenue in the end.
Where can you check your shopping cart abandonment rate?
Curious about your shopping cart abandonment rate? Find out why customers leave your checkout process by using tools and methods such as:
- Google Analytics: Analyze the customer journey on your website to identify where they drop out.
- Research: Understand your audience and their expectations regarding similar products and purchasing paths.
- Surveys: Gather feedback through email surveys to uncover checkout flow issues and purchasing intent.
- Heat maps and click maps: Gain insights into user behavior, including where they click, how far they scroll, and the results of eye-tracking tests.
Once you’ve identified the reasons for cart abandonment, you can reclaim most sales by answering one important question: What initially attracted customers to add your product to their virtual cart?
Understanding why a product was added to a cart is crucial for recovering lost sales. Having knowledge of this aspect, you can create effective abandoned shopping cart emails.
Best Practices You Can Follow For Abandoned Cart Email
Reminding the customer about their cart
Here is how you can do it: Hey Carla, we noticed you left a cozy duvet in your cart. It’s the perfect addition for a relaxing night in.
Encourage them to finish their purchase. Say something like, “You liked this product. Let’s get it in your home!” Then add a bit of urgency, like limited stock or a time limit.
Offer an incentive. Let them know the items are almost gone, and give them a reason to buy. It could be free shipping or free returns.
Timing
Shoot off the first email pretty quickly, ideally within a few hours. Try to hit that sweet spot between 30 minutes to an hour after they abandon their cart. This way, the purchase is still fresh in their mind. Then, if the first email doesn’t do the trick, send another one within 24-48 hours. And hey, don’t hesitate to think about sending a third email. You can send it 24-48 hours after the second one, but make sure it’s super persuasive, with an even better offer to seal the deal.
Personalization
Use the customer’s name and mention the abandoned items. Include high-quality images and descriptions of the products left behind.
Consider a discount code, free shipping, or other promotions to encourage purchase. Mention limited stock or a time-bound offer to create a sense of urgency.
Adding customer testimonials or reviews can help establish trust and credibility.
Lastly, use a prominent button with a clear message like “Hit that “Complete your purchase” button now, and remember, we’re here for any questions or concerns you might have.
Make sure your emails are responsive and display well on all devices. Craft emails that speak directly to your customers! Analyze demographics, purchase history, and other clues to understand their needs. Then, put those insights to work by testing headlines, calls to action, and special offers to discover what makes them tick. Measure success every step of the way. Open rates, click-through rates, and conversion rates show you how your campaigns are performing.
Use high-converting subject lines
Better subject lines lead to more people opening your emails. We reviewed a collection of emails related to uncompleted online purchases. What we found is that short and straightforward subject lines work best.
For example, one company called Maholi used a simple subject line. Based on our research, the most effective subject lines include phrases like “15% off purchase,” “Cart left,” “$20 off cart,” “Items left,” and “Still shopping?”
Show the product they left behind
If someone has been browsing online but didn’t buy, they might forget what they were eyeing. So, put a clear picture of the product in your email.
Add an easy-to-find CTA button
- Make your call to action (CTA) button bold and eye-catching to guide shoppers toward completing their purchase.
- Place the CTA button near the product image for easy access.
- For product pages, use clear call-to-action buttons like ‘Add to Cart’ or ‘Buy Now’.
Provide customer support
- Offer multiple support options: email, phone, and live chat.
- Customers may need help using the website or want to know more about the products, shipping, or returns.
- Consider adding proactive customer support in your follow-up emails to address any concerns and improve the buying experience.
Add multiple channels
- Don’t rely solely on email for abandoned cart recovery.
- Experiment with additional channels like SMS marketing and web push notifications.
- Opt-in channels ensure you’re reaching shoppers through their preferred method.
- Start with one channel and gradually incorporate others based on feasibility and performance.
Best abandoned cart email examples
1. ASOS – Urgency and Humor
Subject Line: Did you forget something lovely?
Uses a friendly, playful tone while reminding the customer they left something behind.
2. Warby Parker – Social Proof and Scarcity
Subject Line: Your glasses are waiting… and others have their eye on them
Creates a sense of urgency by mentioning others might buy the items.
3. Nike – Personalized Product Recommendations
Subject Line: We saved a spot for your favorites
Highlights the specific items left behind and suggests similar products
4. Harry’s – Discount Incentive
Subject Line: Don’t miss out! 15% off your favourite shave essentials
Offers a discount as a nudge to complete the purchase.
5. Lush – Simple and Visual
Subject Line: We miss you! Your Lush goodies are waiting…
Uses a clear image of the abandoned items and a simple call to action
Summing Up
Whether you’re marketing online or running an ecommerce store, abandoned cart emails are a must for boosting sales. Take inspiration from successful examples and start reclaiming lost sales now!