Abandoned cart emails

What are abandoned cart emails?

Abandoned cart emails are automated messages sent to online shoppers who have added items to their shopping cart but did not complete the checkout process. These emails are designed to remind customers of their abandoned items and encourage them to complete the purchase. 

These emails typically include a reminder of the items left in the customer’s cart, as well as a clear call-to-action to complete the purchase (like a link to the shopping cart or a special discount). The purpose of this is to recover lost sales and improve the conversion rates of an online store.

How do abandoned cart emails work?

Here’s how these emails typically work:

1. Customers add items to their online shopping cart: An online shopper adds one or more items to their cart but leaves the website without completing the purchase.

2. Email automation system triggers an abandoned cart email: The system detects that the customer has left items in their cart which triggers an abandoned cart email to be sent to the customer’s email address (if they’ve provided one).

3. Email is sent to the customer: The email includes an attention-grabbing subject line, a reminder of the items left in the cart, and a call-to-action to encourage the customer to go back to their cart and complete the purchase. Because the main reason online shoppers abandon their shopping cart is shipping costs, a successful abandoned cart strategy would be to include a discount code or other incentive to sweeten the deal.

4. A follow-up email is sent: If the customer does not return to complete the purchase after the first email, a follow-up email may be sent.

The effectiveness of abandoned cart emails in ecommerce businesses can vary depending on the audience and the type of products or services being offered. The timing, frequency, and content of the cart abandonment emails also matters. Although results can vary, studies have shown that setting up an abandoned cart email sequence can be an effective way to recover lost sales and increase revenue.

When and how often to send abandoned cart emails

There is no one-size-fits-all answer. As discussed above, it depends on various factors like the type of products or services being offered on your ecommerce site, the average time it takes for customers to complete a purchase, and the behavior patterns of your specific audience.

However, here are some general guidelines to consider when determining the timing and frequency of cart recovery emails:

1. Send the first email within 24 hours of cart abandonment: Send the first abandoned cart email as soon as possible so that interested customers are nudged to revisit their abandoned cart.

2. Send a follow-up email within 48–72 hours: If the customer has not returned to complete the purchase after the first email, send a follow-up email to remind them of the items left in their cart and again encourage them to complete their purchase.

3. Send a final email after 5–7 days: If the customer still hasn’t returned to complete the purchase after the first two emails, send a final email with a strong call-to-action and potentially offer an incentive to encourage them to complete the purchase (like a discount).

It’s also important to consider the frequency of your abandoned cart emails. Sending too many emails about abandoned carts can be seen as spammy and annoying to customers, while not sending enough can result in missed opportunities to convert customers. Finding the right balance can be achieved through testing and analyzing customer behavior patterns with different email marketing tools.

What to include in a cart abandonment email

Here are some things to include:

1. A reminder of what items were left in the cart: This can jog their memory and encourage them to return to their cart.

2. A clear call-to-action: Use action-oriented language, like “Complete your purchase now” or “Return to your cart.”

3. Personalization: Emails based on browsing and purchasing history can help build a connection and increase the likelihood of a purchase.

4. Incentives: Consider offering an incentive like a discount code to lower the shipping cost.

5. Sense of urgency: Create a sense of urgency by highlighting limited quantities or a sale that’s ending soon. This can motivate the customer to act quickly and rethink the purchase.

6. Social proof: Include customer reviews or testimonials to showcase the popularity and quality of the products. This can help to re-establish trust and credibility.

7. Branding: Ensure that the email reflects your brand’s personality and values. Use your brand’s colors, fonts, and voice to create a consistent and memorable experience.