E-commerce sites usually have customers browsing the products they are interested in. When customers add a product to their cart, they go one step further: they show a desire to buy it. A customer who has added things to their cart but has not checked out receives an abandoned cart email. 

Online shopping carts get abandoned in 68% of cases, according to a study by Shopify. This means that out of every 100 potential customers, 68 leave without buying anything. This amounts to $4 trillion in lost sales each year. It’s important to do everything you can to reduce the number of abandoned carts and increase your sales. It’s an effective sales recovery strategy.

In this blog, we will consider how abandoned cart emails work, the benefits of using them, and some expert tips and examples.

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An abandoned cart email is a message that is sent to a customer who has left items in their online shopping cart without buying any products. The email reminds customers of the items they left behind. In addition, it encourages them to return to the site and buy the products.

Emails sent to abandoned carts are one of the most effective marketing strategies for e-commerce businesses. Studies have shown that abandoned cart emails have an average click-through-rate of 20-30% and an average open rate of 50-60%. These emails help drive customers back to your website. In addition, these customers convert into paying customers.

This email automation is triggered when a consumer adds things to their cart but does not check out within a particular amount of time. It then sends the customer an email with the subject “Hey! You have items in your shopping cart; don’t forget to check out!”

The client will read the email and respond, “Oh yes, you’re completely correct!” and “Allow me to do that right now.” They click a button in the email that takes them to their basket (how simple!) and completes their order by paying.

The result? The store can recoup lost sales and, as a result, revenue!

An abandoned cart email also enables you to develop relationships with your clients. In addition, it improves their online shopping experience with personalised offers.

Benefits and Importance

Abandoned cart emails are not only effective, but they also offer a lot of benefits to e-commerce businesses. For starters, they can help to reduce cart abandonment rates, as customers who receive these emails are more likely to complete their purchase. This means that businesses can increase their sales without having to invest in extra marketing efforts.

Abandoned cart emails can also help to increase customer loyalty. By sending personalized emails to customers who have left your website, you’re showing them that you value their business and that you’re invested in their experience. This can help foster a deeper connection between customers and your brand, which can lead to repeat purchases and loyalty over time.

Finally, abandoned cart emails are easy to set up and automate. Most email marketing platforms such as MailsenPai offer the ability to set up automated emails, so you don’t have to spend time sending them out to customers. This makes such emails an effective and affordable way to increase sales and reduce churn.

How to Create an Abandoned Cart Email

Now that we know the benefits of abandoned cart emails and the reasons customers abandon their carts, let’s discuss how to create the perfect abandoned cart email.

The first step is to design an email template that is appealing and easy to read. The design should be consistent with your brand’s look and feel. You can also include images of the products in the customer’s cart to remind them of what they were looking to buy.

When designing the email template, it’s also important to make sure that the call to action (CTAA CTA is a phrase or word designed to get an immediate response from the reader. As the name suggests, it's usually something that involves a precise action performed by...) is clear and prominent. The CTA should be easy to find and should stand out from the rest of the content. To entice customers to finish their purchases, you can also include a coupon code or some other perk.

An eCommerce company needs to have an abandoned cart email. An abandoned cart email should have four key components: a subject line, a message, a call to action, and a tracking pixel.

The subject line of the email should be intriguing and persuade the recipient to open it. The message should offer a discount code or some other incentive, as well as a reminder of the items they left in their shopping cart, to entice the recipient to finish the transaction. The CTA must be unambiguous and point the recipient to the payment page. The tracking pixel will enable the eCommerce company to determine whether the recipient opened the email and clicked the CTA.

Pros and Cons

One common misconception about these emails is that they are prohibited by law and go against current data privacy laws. These emails use Customer-First DataTM, a report gathered from prospects and customers (information they give you, or information you observe on your own channels and website), as opposed to using third-party data (information obtained from various sources, such as marketplaces and ad networks).

There are several approaches to using these emails to recover lost revenues. You have the option of sending a single cart abandonment email or setting up a series of automated emails (if you choose the latter, keep the volume in mind). Too many emails can appear spammy and push clients away.

Regarding these emails, timing is everything. If you send the email too soon, customers may not be ready to purchase yet. If you send the email too late, customers may have already purchased the product from another website.

Tips

Regarding these emails, there are a few things you can do to optimize them for maximum effectiveness.

• First, make sure you have a strong subject line. This is your opportunity to reel in potential customers, so make sure it stands out and catches their attention.

• Second, make sure your email is personalized. Add the customer’s name and a few details about their purchase to make it feel more personal.

• Finally, make sure your email is timely. Send it within 24 hours of the customer abandoning their cart to make sure they don’t forget about it.

There are a few things you can do to improve the outcomes if your email campaign for abandoned carts isn’t working.

First, make sure your campaign is aimed at the appropriate demographic. It is a waste of time and energy to email customers who have already made their purchases. In addition, make sure that your email is well-written and pertinent to the items that were abandoned in the shopping cart. Last but not least, you can use software to help you recover lost sales from abandoned carts.

Abandoned Cart Email Best Practices

To achieve exceptional results, follow these practices.

1. Make a series. Sending one email after a cart abandonment is preferable to sending none. You’re on the correct track after two messages.  Remind the customer of their shopping basket. “Did you forget something?” is a gentle prod. Display the merchandise to them (more on this later). It’s a little nudge with the potential to convert.

2. Explain the timing. Strike while the iron is hot. The person will lose the purchasing motivation that initially prompted them to add the item to their cart if they wait too long. Following that, it’s all about making the timeframe as short as possible without being too pushy.

3. Use subject lines with simple translations. A compelling subject line can grab the attention of your audience and increase open rates. Nearly 100,000 emails with abandoned carts had their subject lines examined. Best practices for these emails all have one thing in common: they are succinct and direct.

4. Showcase abandoned items: If a potential customer has recently gone “window shopping” on other websites, it may be difficult for them to recall which of your items they abandoned. Because of this, it’s crucial to have a top-notch product image. Make it as large as possible.

5. There should be a clear CTA button. Bold and attractive calls to action (CTAs) are meant to grab the customer’s attention and point them in the direction of the action you want them to take. Add a call-to-action that is obvious and close to the product image. The text for the button should read “Continue shopping” or “Buy it now.”

6. Provide customer service: Make sure that all available contact options, including an email address, phone number, live chat feature, and any other means of contact, are listed.

Top Abandoned Cart Email Examples

After talking about how to create and time abandoned cart emails, it’s time to look at some excellent abandoned cart email examples.

• To’ak Chocolate 

Their series covers a variety of subjects. They talk about gourmet chocolate pairing, shipping, insurance, and client feedback. The approach results in a revenue-per-email (RPE) that is 2,195% higher than the brand’s standard promotional campaigns and generates a conversion rate of 44%.

• Dote

The path to your customer’s heart is through funny, intriguing text. Dote is a master at hilarious copywriting. “Save these products hours of treatment and give them a loving home,” they write in their email, adding that “Your shopping bag has abandonment issues.” The appeal of this text to readers draws them to the brand. This example demonstrates how you can use abandoned cart emails to humanize your business and cultivate brand evangelists. Furthermore, this is brief, sweet, and to the point, making it simple to continue browsing.

• Whiskey Loot’s 

Abandoned cart email entices visitors to complete their purchase with creative and engaging language. They present a list of reasons to buy their whiskey, address asked questions, and use a clean design to direct your attention to the CTA. This abandoned cart email provides the customer with all the information they may need to make a purchase.

• Ugmonk

It takes a unique approach to these emails. They focus on personalization, giving the impression that the owner and designer are reaching out to address any questions. This also adds two in-line CTAs, allowing the consumer to finish checking out immediately if desired. This is a straightforward technique that your target audience would enjoy.

In Conclusion

Abandoned cart emails are an essential tool for any e-commerce business looking to increase sales and reduce churn. Sending them tailored emails allows you to remind visitors who have abandoned your website about their shopping cart and persuade them to finish the transaction. In this article, we go over what abandoned cart emails are, why they’re useful, and some pro advice on how to write the best abandoned cart emails.

If you’re looking to increase sales and reduce churn, these emails are a great way to do so. Make sure to design an email template that is appealing and easy to read, write engaging content, and track the performance of your emails. It’s crucial to understand that you might not do it right the first time, and that’s fine. Continue to test your copy and creativity until you find what works best for your audience.