Cart abandonment is one of the worst nightmares for any eCommerce brand. Cart abandonment rate, on average, is about 70%, and the number is only going to increase in the coming years. Here are a few cart abandonment email tips and strategies to enable you to tackle this problem and make it work in your favor.
3 effective abandoned cart emails strategies
Trust and credibility
Due to numerous online scams, consumers are getting warier about online shopping. Therefore, some first-time customers might need more assurance before they can trust you with their hard-earned money. In such cases, the cart abandonment emails should assure them of their purchase by building trust. You can send them customer reviews to establish your credibility. Alternatively, you can attach a money-back guarantee to gain the trust of your potential customers.
The dollar shave club uses a 100% money-back guarantee in their cart abandonment email campaigns. This initiative shows that the brand values customer satisfaction over money. The guarantee also shows the trust of the company in the quality of its product. It is a simple way of cultivating mutual trust with your potential customers but is effective.
Attaching personalized discount coupons in your cart abandonment emails is an effective way to incentivize your customer to come back and complete their purchase. When it comes to your existing loyal customers, the strategy can be counter-intuitive. They have been conditioned to expect discount codes after abandoning their carts. Therefore, if you are offering discount coupons regularly, it can lead to a higher cart abandonment rate.
In such cases, you can leverage your rewards and loyalty programs in your cart abandonment email strategies. The customers are nudged to use their accrued loyalty points to get a discount. In addition, you save more money by not issuing new discount offers. If you don’t already have a rewards program, you should consider setting up one as soon as possible.
Highlight a single product
Digital shoppers might add multiple similar items to their cart before abandoning their cart. Such behavior indicates that they were comparing the prices of the products instead of intending to buy them all. In such cases, the cart abandonment email should not try to highlight all the products as it only adds to the confusion. Instead, you can use the recovery email to focus on a single product. You can highlight the features of the product to make it stand out from the rest. This eliminates some of the confusion and can help the customers make a decision.
Asics takes a similar approach with the abandoned cart email. In the email template, they have highlighted a single product and have subtly mentioned that this product is one of their best-sellers. They have also included images of all the products in the customer’s abandoned cart. To top it off, Asics offers free shipping to incentivize the customer to complete their purchase.
4 tips to help you create better cart abandonment emails
Show the items in the cart
Showing the images of the items in the abandoned cart is always recommended as it acts as a reminder of why the customer had added them to the cart in the first place. You should also include product information like the quantity, price, and size.
Cart abandonment emails by Gilt solely focus on the product left in the cart along with their prices. And, it seems to be working for them.
Regardless of the cart abandonment strategy, there is no substitute for a compelling email copy. You can get creative with the copy. Also, you can personalize it by adding the customer’s name and other dynamic elements.
The cart abandonment email by Adidas uses elements from all the strategies mentioned above, along with a truly compelling email copy. Adidas has used a witty subject line to draw the attention of the customer. Then, they have used their email copy to inform the customer about customization, which they might have missed during their shopping experience. Moreover, they have inserted reviews from their previous customers to build their credibility. The email template also sports the image of the shoes that were abandoned in the cart.
“Buy now” CTA buttons are slowly becoming obsolete. The goal of recovery emails is to bring back your customers into the sales funnel. Therefore, old-fashioned CTAs like “buy now” seem like an order rather than a request. Instead, email marketers now use low-commitment CTAs like “resume shopping,” “return to your cart,” etc.
The cart abandonment email template of Pinterest uses “take a closer look” as their CTA button. This is a much better alternative than your generic CTAs. They have also included a price drop in the email to encourage the customer to return to their cart to complete the purchase.
Personalization of cart abandonment emails is not limited to entering the customer’s name. You can also enter custom discount coupons for them. Recommending products based on a customer’s past interaction is another great way of personalizing your recovery emails.
The cart abandonment email of Ugmonk is probably one of the more stand-out email templates. Instead of using the usual elements of a recovery email, they have put their entire focus on a different kind of personalization. The email copy almost seems like a very personal letter from your long-lost friend. Ugmonk uses Klaviyo as their ESP. You, too, can use Klaviyo email templates to create your cart abandonment emails.
Before going all-out with your abandoned cart email campaigns, you need to create a couple of templates and test them. The feedback will help you design the template and the strategy that is going to be most beneficial for your eCommerce brand.