An abandoned cart email is a communication (usually automated) that is sent out to visitors to your website who have added items to their cart but then left before checking out and completing the transaction, thereby leaving items abandoned in the cart.
In order to recover lost sales and boost revenues it makes sense to follow up these abandoned carts - they've come this far through the funnel and may just need a little encouragement to complete the purchase.
Why do shoppers abandon their carts?
It is important to understand the reason why shoppers might be leaving items in their checkout.
- Just browsing, using the cart as a wishlist
- Not ready to purchase yet
- They don't want to create an account
- Shipping fees are too high
- Technical issues
- Delivery time scale is too slow
- Returns policy/process puts them off
- Payment options don't suit
- Non trusting of payment security
Many of the items listed above are elements that you as the store owner have control over so ensure that you are doing everything within your control to make the purchasing process as easy and as attractive as possible for your customers. This is what is referred to as 'removing pain points'.
Personalise abandon cart emails
If you use an email marketing platform such as Klayvio, Shopify Email or Campaign Monitor, they will have the ability to segment and split your audience before creating automated flows. The data is there so make the most of it.
Think in terms of cart value, purchase history and behavioural triggers such as re-visiting the website for your email flows.
Consider your email's subject line
Your email needs to grab attention. On average a person receives over 100 emails per day so you want to make sure yours stands out and doesn't get lost.
Make your subject line enticing:
Did you forget something?
Your cart misses you
Going, going, almost gone...
Only 2 left in stock
Last chance for 20% off
Keep it short, snappy, to the point and on brand. People will be scanning the email, they don't want to read reams of copy and you want them to take action - to complete their transaction.
Top tips for abandoned cart email content
- Use the shopppers name
- Entice and create a sense of urgency
- Include quality images of the products they left in the cart
- Use social proof such as reviews and testimonials
- Provide tips and tricks
- Suggest additional product recommendations as upsells
- Make picking up where the customer left off easy with clearly signposted calls to actions.
- Make sure your emails are mobile friendly.
Monitor and test to see what works best for your audience and your products.
Abandoned cart email flow
- Gently remind customers about the products left in their cart (best practice is to send this within 2-4 hours of cart abandonment).
- Send a follow-up reminder with an attractive incentive such as free shipping or a discount (best practice would be sending this 1-2 days from the first email)
- Send another email creating a sense of urgency - perhaps offer a limited time discount. Perhaps use some social proof to encourage purchase.
- Around 10-14 days after, send a final email reminding them about the items left in their cart. Again, offer incentives and perhaps share a product recommendation and/or ask for feedback.
Blue Horizons are a Klaviyo partner and a Campaign Monitor partner so if you need any help with your email marketing get in touch.
