4 Best Practices to Create a Perfect Abandoned Cart Email
An abandoned cart email is not simply a promotional email that you send to all your prospective customers. The recipients of this email are those who have shown interest in your product, and are likely to become paying customers. So, your email needs to address their pain points and remind them of the products in their shopping cart.
Here are some best practices you can follow while crafting an abandoned checkout email:
The best chance to grab your customer’s attention is through attention-grabbing subject lines that stand apart in their inbox and make them curious enough to open your email. According to a Barilliance survey, 64% of people decide whether or not to open emails based on the subject line.
Personalization is the key when composing a well-crafted abandoned cart email, which goes well beyond mentioning their first name. In fact, according to an Experian study, personalized emails result in 6x higher transaction rates.
Use personalization tools to assess your subscribers’ demographics and segment the lists based on common attributes. Next, tailor your emails for different segments with the items they abandoned, a trigger to make them click on the CTA and so on.
Bold and attractive Calls-To-Action(CTAs) can help capture the shopper’s attention and encourage them to take action. According to Ellie Mirman, CMO of Mulberry, emails with a clear CTA increase clicks by 371% and sales by 1617%.
You can make your abandoned cart offer more appealing through customer reviews and testimonials and show what they are missing out on. According to a Zendesk post, 88% of shoppers are influenced by ratings and reviews while making a purchase.
6 Best Abandoned Checkout Email Templates to Boost Conversions
The goal of abandoned checkout emails isn’t just to remind customers but to encourage them to complete their purchases. Further, if you keep sending the same type of reminder emails to your customers, there’s a good possibility they’ll mark you as spam.
So, your abandoned cart email campaign should consist of different types of emails that nurture and push the customers towards the purchase. But you don’t have to reinvent the wheel with these emails, there are plenty of incredible templates you can use to create your abandoned checkout email series in a jiffy. Let’s look at them:
Template #1: General reminder mail
This is a simple reminder template that you can use to give potential customers a friendly nudge to complete their orders. According to Shopify, nearly 70% of online shoppers abandon their carts, and sometimes all that’s required is a reminder for customers who have been too busy to make a purchase.
Here’s an example of an abandoned cart email that Ralph Lauren sends to its customer as a reminder about their abandoned products in the cart. They also mention related products, a colour-contrasted CTA and a reminder as the title.
Template #2: Special offer or price drop
Who doesn’t love a good discount, and that too on items you left in your shopping cart?
Offering discounts is one of the best ways to persuade customers to come back and complete their purchase.
Additionally, according to a Shopify study, 55% of cart abandonment occurs because additional charges are too high, so a slight reduction could be all that’s needed to secure the sale. So, you can also use this template if you suspect a price hesitation for an item in the cart.
Here’s an abandoned checkout email from 7 for all mankind, a top luxury brand offering a 15% discount on the cart. They’ve mentioned the offer in bold on the top, included the cart item list and have a catchy CTA that doesn’t just say the generic “Buy now” but “Complete my purchase” to remind the consumer of what they left.
Template #3: Customer support
Sometimes your customers may not complete the transaction because of a problem or glitch from the backend. Contacting them to offer support will help you increase conversions and build retention and show you care. Here’s a template to leverage this tactic for your abandoned cart email:
This email by Ugmonk, a lifestyle brand, is a case in point. An interesting thing to note here is that the email is not sent by the support team but by the company’s owner.
This type of personalization helps boost conversions and makes your brand more human.
Template #4: Time-sensitivity
Have you ever been in a situation where you currently didn’t need a product, but you purchased it anyway because it had a limited time offer with a countdown ticking over it?
Including FOMO and urgency in your marketing campaigns is a smart strategy to increase click-throughs conversions and decrease abandonment rates. It pushes the customer to take action now or give in to the fear of losing a good sale or product.
You don’t have to take our word for it—According to Optinmonster, 60% of millennial consumers purchase out of fear of missing out. Here’s a template you can use.
Here’s an example of Camellia cosmetics creating urgency by placing a timer in their email and stating that the offer lasts for X hours only with a bold-marked CTA below it.
Template #5: Social proof
People are more likely to purchase an item when you show that other people have purchased and valued it too. It also helps build credibility and nudge the customer towards making a sale.
Use this template:
Here’s an excellent abandoned cart email by Adidas displaying its top-rated customer reviews to encourage others to purchase the products they left in their shopping carts.
Template #6: Free shipping
Offering free shipping is another way to incentivize your buyers when you cannot offer discounts. According to a Savemycent report, 73% of people are more likely to buy an item if it includes free shipping.
And if you want to expedite your pick-and-pack process and ship out orders faster, SellerChamp should be your go-to tool.
Here is an example of Brooklinen, a luxury bed sheets store offering free shipping to their abandoned cart customers.