10 Easy Ways to Ace Your Abandoned Cart Email Strategy

10 Easy Ways to Ace Your Abandoned Cart Email Strategy


Ready to upgrade your abandoned cart email strategy?

You should be.

Cart abandonment is a growing issue for many companies. As the internet grows more crowded, with streaming services, social media and more to contend with, it’s challenging to keep your consumers focused for long enough to make a purchase.

SalesCycle found that in 2018, approximately 75.6% of carts were abandoned.

The good news?

You can improve your chances of pulling customers back to your website (and their cart), with the right email strategy. Around 75% of the people who abandon their carts do plan to come back, perhaps when they have more time, or they’ve done more research.

So, how do you re-capture your distracted audience?

The Importance of an Abandoned Cart Email Template

It’s easy to assume that the best way to save time in your email marketing is to ignore the people who abandon their carts.

After all, if it were meant to be, they’d find their way back, right?

Maybe not. According to Salesforce data, around 60% of shoppers did come back to a site to make a purchase after abandoning their cart. However, they were driven back by personalized, targeted emails.

It’s not necessarily that your audience doesn’t want to purchase the items in their cart.

Rather, people aren’t always ready to buy first time around. They might be busy, have no access to their credit card, or need to get extra information. However, with a cart abandonment email, you can remind your audience why they should come back and complete their purchase.

Here’s how you boost your chances of success.

1.     Get the Timing Right

Before you can nail the content in your abandoned cart email strategy, you’ll need to make sure that you’re getting the timing right. Timing is crucial when you’re trying to re-engage your customers.

Wait too long, and you risk losing their interest altogether. Don’t wait long enough and your audience will still be distracted by the thing that prevented them from buying first-time round.

Ideally, you’ll need to send your emails about an hour after the customer abandoned their cart. This gives them enough time to deal with whatever pulled them away from the purchase in the first place. It also keeps you at the top of your customer’s mind while they’re still in buying mode.

Focus on the benefits that your consumer will get from finishing their purchase. For instance, Barkbox reminds you to give your dog some “ruv,” with a cute headline, and a .Gif of a thrilled pup.

Barkbox abandoned cart email

2.     Remind them that They Can Trust You

Many issues may cause a customer not to complete a sale on your website. However, if it’s a new client, the most common reason to “abandon ship” is that your customer isn’t sure whether they can trust you.

There are countless scams to avoid on the internet, and consumers are becoming increasingly wary about where they share their details.

A good way to give your community the extra peace of mind they need is to include product reviews and trust signals in your emails. 88% of consumers say that ratings influence their buying decisions.

This email from “Chuck,” a razor company, reminds customers that they don’t have to trust them, they can check out testimonials from satisfied customers instead.

Chuck testimonials on email

3.     Make the Most of your Subject Lines

An attractive subject line captures the attention of your target audience and improves your chances of a click-through.

When you’re designing your abandoned cart email template, you’ll need to think carefully about how you can successfully craft your subject lines.

Remember to be friendly and engaging. Don’t try and pressure your audience or rush them into buying; just remind them what they could be getting. For instance, subject line options might include:

  • [Name], you’ve forgotten something
  • Are you still looking at [Product name]?
  • Hey! Don’t miss out on [Product name]

This example from Virgin Atlantic with the subject line “You’re nearly there” is perfect for getting the audience to visualize the outcome of their purchase.

Virgin Atlantic "You're Nearly There" email

4.     Highlight the Abandoned Product

Reminding your audience of what they’ve left behind is crucial for abandoned cart emails.

People don’t like to feel as though they’re missing out on anything. A picture or video of the product they were considering buying is an excellent way to drive their attention back to your brand.

Studies into video emails found that their click-through rates are about 96% higher than emails without video.

Engaging your prospect visually increases their desire for the product in question. Additionally, studies show that images are more likely to trigger memories and feelings than text alone.

J J Crew shopping bag email Crew includes an image, product description, and validation (Nice picks, btw) in their abandoned cart emails:


5.     Showcase your Brand Personality

These days, when customers are deciding whether to make a purchase, they need more than just an excellent deal or a great product. They need to feel an affinity with your company.

Email is a useful way to develop your brand and show people your unique personality. When you’re sending abandonment emails, remember not to lose track of the image that you’re trying to build. If you can remind people why they liked your company or clicked through to your website, to begin with, they’ll be much more likely to take the risk and make the purchase.

For instance, Orlebar Brown highlights its commitment to excellent customer service with its abandoned cart email strategy. Rather than just asking people to come back and buy what’s in their basket, the company asks what they can do to help.

Orlebar Brown, "Can we help?" email

6.     Make it Easy to Purchase with Big CTA Buttons

If your audience got pulled away from their buyer journey by another commitment, there’s a good chance that they’ll still be dealing with that issue when you send your abandoned cart message. That doesn’t necessarily mean they won’t be compelled to complete the sale, however.

If you can make finishing the checkout process as quick and straightforward as possible for your audience, they’re more likely to buy even when they’re on-the-go.

For instance, underneath the picture or video of the product your customer showed interest in, give them a “buy now” button that takes them straight to the checkout page where their products are waiting.

Make sure that the button is easy enough to access on a mobile device too – your customers may be shopping from their smartphones.

Abandoned cart email with clear CTA buttons

7.     Unlock the Power of FOMO (Fear of Missing Out)

Some customers are less driven by things like impulse when making a purchase.

Budget-conscious buyers need time to mull their choices over before they hit the buy button, which is why they often abandon their cart. However, even the most cautious shoppers are more likely to jump into action if they think they’re going to miss their chance.

FOMO or the “fear of missing out,” is a critical factor in encouraging sales – as long as you use it correctly. For instance, letting your audience know that you’re running out of stock for a particular product can encourage them to buy it faster. However, if you try to convince them that every time, they buy something you just happen to be running out, you may begin to lose their trust.

Use tools like scarcity and “limited time offer” carefully. For instance, Beauty Bay doesn’t say that they’re running out directly. Instead, they ask customers to buy something “before someone else does.”

Beauty Bay email - "Shop it now before someone else does"

8.     Remember to be Personal

Remember, segmented email campaigns have a 14.32% higher open rate.

When you’re designing your abandoned cart email template, don’t forget to keep your messaging as targeted and personal as possible.

Often, encouraging purchases is a combination of building temptation and trust in your target audience. A personal touch in your emails makes customers feel safer about doing business with you. For instance, in this example by BeardBrand, the company uses an email that looks just like a message from a friend.

The email feels more intimate and trustworthy, which is excellent for any customer dithering over a purchase because they haven’t dealt with your company before.

Beardbrand abandoned cart email

9.     Try a Discount

When in doubt, try a freebie.

People love a great deal – no matter whether it’s free shipping, a gift, or just a discount code.

Offering an incentive to your audience to bring them back to their abandoned cart is an excellent opportunity to re-engage even the most cautious of shoppers.

However, you’ll need to use this tactic carefully. If you send a discount code an hour after your audience abandons their cart every time, they’ll start to believe that they can always get a better deal by waiting around.

Using a discount for a first-time shopper is usually a good idea, as it eliminates some of the risk associated with buying from a new company.

However, don’t discount too much. Try the other options mentioned above also.

Birchbox abandoned cart email

10. Suggest a Different Product

Finally, one reason that your audience might have abandoned their carts is that they’re not sure that the product they were looking at was right for them. They may be interested in the item, but not completely sold just yet.

Offering alternatives to the items in the cart might help them to find the solution that they need – but couldn’t find on their own.

Underneath the “come back and buy” section of your abandoned cart email strategy, offer a few related item suggestions too. Birchbox uses this strategy perfectly. The top of their email focuses on the abandoned item, while the bottom draws attention to alternative purchases.

Don’t forget to include consumer reviews too, so that your customers can see how much people love your other products.

Birchbox email suggesting alternative products

Upgrade your Abandoned Cart Email Strategy

There are so many distractions in the world today.

It’s no wonder that keeping your customer’s attention long enough for them to make a purchase is growing increasingly difficult.

The good news is that you don’t necessarily need to convert your audience first-time around to get a successful buy. All you need to do is know how to get your customers back when they stray from your website.

Cart abandonment emails re-engage your customers, remind them what you have to offer, and support you in building stronger client relationships.

Win your audience back with the examples above and let us know your strategies in the comments below.





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