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2019 Shopify Store Optimization
08.Jan.2020 Archana Gunasekaran - Abandoned Cart Emails
7 out of every 10 customers abandon their shopping carts.
Ecommerce brands lose upto $18 billion in sales and a great abandoned cart email can help recover a sizeable chunk of this lost revenue.
We’ve already established the importance of abandoned cart email – The definition, statistics, tips, and tricks to make the most of your abandoned cart recovery strategy.
But the most important part of your abandoned cart recovery strategy is the email itself.
So, what makes a great abandoned cart email?
A great email should not only grab the customer’s attention but also convince them to take the required action, in this case – completing their purchase.
Here are 10 abandoned cart email templates that will definitely amp up your abandoned cart recovery strategy and help boost sales.
Good content is the cornerstone of any marketing campaign. And abandoned cart emails are no exception.
Crisp, clear content with persuasive, action-inducing words while maintaining the brand style is the sweet spot that most brands aim to achieve. Simply because that’s what works.
Customers love content that catches the eye, is short and to the point and help take the required action easily.
This email template is a great example of how good content can hold its own.
It takes advantage of the day and weather, making the product more relatable and necessary to the prospective customer. Handing out a coupon code definitely pushes the sale further.
Though the content is great and piques interest, one major observation is the distinct lack of color, images, and design. Adding photos of the abandoned products is also a good idea.
Creating a sense of urgency with content also helps in pushing a sale to take place faster.
Words like “nearly out of stock” or “ the clock is ticking” may motivate the customer to complete the purchase in a timely manner.
While content is great, images definitely have a greater recall and memory retention value.
A cute photo grabs attention, whereas a photo of the products in the cart reminds the customer of the previous need for them.
For example, the template below is targeted towards pet owners :
The photo of a kitten immediately reminds a cat owner of their own pet and its needs.
The combination of text and image helps pet owners realize the importance of the product for his/her pet’s health and happiness. This emotional trigger definitely helps in increasing the chances of a sale.
Also having a points system and mentioning the points that a user has collected in the email, gives the same sense of discount, as a coupon code does.
Whereas, the email template below simply contains the images of the products left in the cart:
This image triggers the memory of wanting that particular product and reminds the user of the intended use and need for them.
Such images when paired with supportive text such as “ You’ll look great in these” or text that creates a sense of urgency; “Almost sold out” drives the customer to make the buying decision faster.
The usage of great content and images is primarily to persuade the customer to take action, in this case – completing the purchase.
A nice big CTA helps the user take action immediately.
An easy to navigate email with fewer frills and clearer CTAs work better as it requires less patience and reading from the customer’s side.
A customer shouldn’t have to struggle with figuring out the next CTA once he/she has decided to make the purchase. Hence a clear CTA makes the transition to sales, seamless and faster.
Everybody loves discounts.
One major reason for cart abandonment is the final cost of the shipment.
Taxes and shipping costs can add up and hike the final price of the product. This deters most potential customers.
Calculated distribution of coupon code is a great way to win potential customers back.
Though this needs to be carried out with care: A repeated issue of discount codes can lead to lesser profits and may impact the name of the brand, whereas no discount codes can lead to loss of a few valuable customers.
Abandoned cart emails with discount codes like the one below are great because they have a set time for purchase before the code expires. This helps speed up the decision making from the customer’s end.
While the above abandoned cart email template is good on its own, an image of the product and customer support number would’ve been an added bonus to push the sale a little more.
Apart from cost reasons, one more reason as to why shoppers abandon their carts is the lack of easy accessibility to customer support.
They may have queries about the product, shipping or other concerns which may be a deterrent to the sale.
Provision of a customer support number or email on the abandoned cart email bridges this gap and helps process the sale more smoothly.
It’s a great idea to include related and recommended items in an abandoned cart email.
Some buyers may not be sure of the item that they have abandoned in the cart. Displaying similar items may help them find something that exactly matches their needs.
On the other hand, related items help push further sales, For e.g. a person buying a table, may need to buy chairs as well.
If a good option of chairs that match the table in the abandoned cart is displayed, it may push the user to buy the chairs as well.
Customer reviews are very important pieces of literature that can make or break a sale.
About 72% of customers do not make a purchase without reading product reviews.
A customer on average reads up to 10 reviews before they make a purchase and form an opinion about the brand.(Source)
A customer review vouches for the product quality and instills a sense of credibility for the product.
Adding customer reviews in an abandoned cart email helps the customer realize that they are making the right decision by purchasing the product and that people who have bought the product have had a positive experience.
Having trouble collecting positive customer reviews for your products? Try BayReviews
We’ve now gone through email templates that contain important aspects that an abandoned cart email needs to have in order to land sales.
Following a healthy mix of few of the aforementioned pointers will definitely help in winning back the interest of customers and help your business achieve sales faster.
It’s also important to ensure that the emails that your brand chooses to send out are optimized for mobile as most customers use their mobile devices for checking email.
It’s essential that your abandoned cart emails do justice to your branding as well. Formed an airtight abandoned cart recovery strategy? Here are some free templates to get you started.
Free Email Templates
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Table of Contents How to calculate shopping cart abandonment rate?
Senior Ecommerce Strategist9 Years of Experience Working with Multiple Brands
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