Online shopping has become the norm, with more people than ever buying goods and services online.
In 2021, over 2.14 billion people purchased items through ecommerce stores globally. However, not every shopping journey ends with a completed purchase. Shopping cart abandonment is a major issue that costs ecommerce businesses billions in lost revenue each year.
Luckily, there’s an effective way to recover those potential sales – abandoned cart email campaigns. This guide will provide 12 proven strategies to help you create compelling abandoned cart emails that win back customers and boost profits by up to 25%.
The Importance of Abandoned Cart Recovery Emails
Why put effort into recovering abandoned carts? There are two key reasons:
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Cart abandonment rates are too high to ignore. The average rate in 2019 was a staggering 77.13% – meaning nearly 4 out of 5 customers abandoned their carts before purchase.
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Around 75% of customers who abandon their carts actually intend to come back and complete the purchase later. An abandoned cart email gives them the nudge they need.
The Numbers Don’t Lie – Abandoned Cart Emails Work
Statistics show just how lucrative a well-executed cart abandonment campaign can be:
- 48% of abandoned cart emails get opened
- 21% of recipients click through from the email
- 10.7% of clicked emails lead to a recovered purchase
With results like these, ecommerce businesses have an incredible opportunity to re-engage interested shoppers and recover potentially lost sales.
Timing is Crucial for Maximum Impact
Timing is critical when it comes to abandoned cart emails. You need to strike while the shopping experience is still fresh in the customer’s mind.
The ideal abandoned cart email sequence looks like this:
- First email: 30 minutes after cart abandonment
- Second email: 24 hours later
- Third email: 3-4 days after abandonment
- Optional fourth email: 2 weeks after the third
The first email should go out quickly to re-capture the customer’s interest before it wanes. Subsequent emails increase the urgency and can include incentives like discounts to motivate purchase.
12 Strategies for Irresistible Abandoned Cart Emails
- Craft an Engaging Subject Line
The subject line is your first opportunity to grab the recipient’s attention and inspire them to open your email. Aim for:
- Brevity (7 words or less)
- Clarity and simplicity
- A sense of urgency or scarcity
- Personalization with the customer’s name
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Write Brilliant Copy
Ditch the dry corporate-speak. Abandoned cart emails are most effective when the copy has a friendly, conversational tone that connects with the reader. Explain clearly that they left items behind and should come back to purchase. -
Optimize for Mobile
With over 50% of web traffic now coming from mobile devices, it’s crucial that your emails are optimized for small screens. Use brief copy, compact images, tappable buttons, and a mobile-responsive design. -
Design Eye-Catching Visuals
Stand out from the crowd with dynamic visuals like animated GIFs, consistent branding colors and design, and custom images (not stock photos). Great design increases engagement. -
Create a Sense of Urgency
People are motivated by the fear of missing out (FOMO). Use countdown timers, low stock warnings, and social proof like “x others have this in their cart” to encourage quicker purchases. -
Showcase the Abandoned Product
The goal is to vividly remind customers of the item(s) they left behind. Use large, high-quality product images and highlight key details like color and size. -
Use a Single, Clear Call-to-Action
Don’t overload your email with too many choices and distractions. Have one clear call-to-action (CTA) like “View Cart” that drives the desired action. -
Offer Discounts Strategically
While incentives like discounts can recover sales, use them wisely. Offer too soon and you’re leaving money on the table. Reserve discounts for final emails or loyal customers. -
Address Common Objections
Use customer feedback to identify and overcome common barriers to purchase like complex checkouts, lack of payment options, or extra fees. Address these objections clearly. -
Leverage Social Proof
Overcome hesitation by including reviews, ratings, and testimonials that build trust and confidence in your products. -
Personalize Customer Experiences
Personalized emails using the customer’s name, location, and specific abandoned items have significantly higher engagement. Tailor the experience. -
Support Worthy Causes
People prefer purpose-driven brands. Note how a purchase supports your company’s philanthropic efforts to motivate conscious consumers.
Abandoned Cart Email Campaigns: An Ecommerce Must-Have
With over 75% of digital shopping carts being abandoned, an effective email campaign to recover those lost sales is essential for ecommerce success.
By applying smart strategies around subject lines, copy, design, and incentives – you can craft abandoned cart emails that inspire action and boost revenue. Start optimizing your campaigns today!
