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Last updated: 05.May.2021
Georgie Vineeth - Abandoned cart email, BayEngage
Are you facing the dilemma of combatting abandoned carts?
If I tell you that you can vanquish your worst eCommerce nightmare, would you believe it?
As of 2020, the average cart abandonment rate worldwide was 75.52%, which implies, 3 out of 4 shoppers who add items to their cart failed to complete their purchase.
But, don’t worry, it’s not all bad news.
Referring to my previous argument, you have a massive opportunity to transform these abandoned carts into recovered revenue.
Extensive studies on the performance of abandoned cart emails found that the average conversion rate for shopping cart abandonment emails in 2021 is 18.64%.
This comprehensive blog intends to cover all the ins and outs of remarketing via email, but before going further into the topic, let’s see what an abandoned cart email actually means.
An abandoned cart email is a follow-up email sent to a customer who has added items to his/her cart but exits without completing the purchase.
This is an extremely powerful sales recovery strategy. As claimed by Shopify, nearly half of the abandoned cart emails sent are opened while over a third of the clicks lead to purchases back on the website.
Here’s a quick example,
However, retailers must understand that not all shoppers desert their cart intentionally. Sometimes the reason could be something different- like flawed website navigation or complicated checkout process.
Let’s discuss the latest cart abandonment trends and get into the details of why eCommerce shoppers abandon their carts.
Every ecommerce store is different, but the following are some common issues faced by a majority of online retailers that lead to cart abandonment:
Lack of trust in Payment Mechanism – Modern customers are informed and aren’t always comfortable giving away their credit card info online. The countermeasure is to take actions that build more trust. Add trust badges on the checkout page, create social proof throughout the site. Having a generous return policy can also help allay customer concerns.
Unreasonable shipping costs – Customers love surprises, but only when it comes to discounts. Do not upset your shoppers with unexpected shipping and delivery charges. They often abandon shopping carts when they get sticker shock after seeing how much their order costs with shipping. Display all costs upfront, also, offer free shipping promos to counter this scenario.
Checkout Complexity – Modern-day shoppers have a short attention span and will abandon the checkout flow if it is too complex or time-consuming. Avoid this by making the checkout process as easy and seamless as possible.
Having to create a new account – Not everyone has the patience to create a new account just to buy something. Customers want to do things quickly and have instant results. Forcing visitors to invest more time and effort than expected is a significant source of friction. 37% of cart abandoners do not complete their purchase when they are required to create a new user account. Providing an alternative option like a guest checkout will effectively solve this issue.
Lack of payment options – Customers often have strong preferences of how they would like to pay, and only complete a transaction if their preferred method is available. Tackle this problem by offering the most popular payment methods for your target audience.
Technical problems – Yes, all advancements are susceptible to technical issues and glitches. Make sure you monitor your analytics consistently and do regular reviews of the checkout process to ensure there are no show-stopping bugs. Also, ensure that the code on your checkout page is optimized so there are no long load times.
The return policy wasn’t satisfactory- Up to 11% of shoppers say that they would spend more with a generous return policy. The solution is simple: offer one.
The shopping cart abandonment rate is the percentage of shoppers who add items to their virtual cart but depart without completing the purchase. Put simply, it’s the rate of potential shoppers who leave without buying anything compared to the total number of shopping carts created.
The cart abandonment rate is measured by dividing the completed purchases by the total number of carts abandoned. Subtract the result from 1 and then multiply it with 100.
Let me put it to you this way:
Imagine if you have 50 successful purchases out of 150 carts created. In this case, your shopping cart abandonment rate would be 70%.
1 – (50 / 150) x 100 = 70%
This is how you might view the cart abandonment rate on your eCommerce store dashboard:
The shopping cart abandonment rate helps retailers understand how shoppers behave on their website, and what turns them off. This metric displays your checkout flow’s degree of intuitiveness and how convenient it is while a customer approaches the purchase completion.
While it is useful in this particular context, the cart abandonment rate can sometimes be misleading too. For instance, if you have a very few website visitors or online sales, the Shopping Cart Abandonment Rate can’t be of much help- because the data set is too small to reach a confident assumption.
Having worked with thousands of eCommerce stores, we’ve found some interesting ideas that can help the new-day merchants improve their recovery rate.
Here are some excellent strategies to nail your next abandoned cart email campaign.
Abandoned cart emails are exceptionally effective yet a shockingly underused strategy by even some of the largest online retailers.
Macy’s, Apple, Nordstrom, and the Gap have no existing abandoned cart strategy as of now.
Forget their costly oversight, you have plenty of successful examples to be inspired from.
Tinte Cosmetics skyrocketed their email marketing revenue to about $60k in just 3 months by taking advantage of a targeted abandoned cart email campaign.
They send an immediate reminder email 6 hours after the cart abandonment.
The second email was sent 2 days after the shopper abandoned the cart.
Read the complete case study here.
Now, let’s see how you can create and send an abandoned cart email series that brings back over 40% of your shoppers to your website.
Did you know, 47% of email recipients open an email based on the subject line?
Speaking more specifically, 45% of emails sent to follow up on an abandoned cart are opened by consumers.
No matter how striking your abandoned cart email is, if the subject line fails to entice the shoppers to open it, you are still circling the drain.
Email open rate is a crucial metric for evaluating the success of abandoned-cart email subject lines.
This is why a high email open-rate is considered a sign of a healthy abandoned cart email campaign.
Now, let’s examine different subject line archetypes that retailers use to boost their conversions.
Terms such as deal, promotion, “% off” are all strong trigger words that grab the attention of price-conscious shoppers.
You have to make clear that such customers are getting hooked up with a great deal if they return back and complete the purchase.
Here is an example:
However, one best practice when using a promotional strategy is email suppression. This helps you to track whenever a customer redeems an offer and hence preventing them from exploiting the opportunity again.
Promotional Subject Line Template Examples
“Curiosity is the lust of the mind.”
Yes, you heard me right. Rather than pitching a direct and upfront offer, you can pique the shoppers’ interest by tweaking your subject line strategy a little bit.
Take a look at this example from Project:
Curiosity-inducing Subject Line Template Examples
Sometimes the best you can do is to get straight to the point.
Product shout-out headlines are direct and clear, at the same time, it addresses the want or needs the customer originally had when they placed the product in their cart.
Product Shout-out Subject Line Template Examples
I don’t think anyone needs an introduction to this type of email subject lines. A reminder subject line is a most common yet very effective approach to remind your fellow shoppers that they have items waiting in their carts.
Reminder email subject lines work based on ‘Assumption Principal’ – where the retailer assumes that the shopper abandons his/her cart because they forgot about it.
Cart Reminder Subject Line Template Examples
Urgency and scarcity are the two most powerful psychological ploys that drive customer actions.
You can try the FOMO approach in three different ways:
This is how a FOMO subject line looks like:
FOMO Subject Line [Image]Template Examples
Customer service subject lines aim to address the reasons why the shoppers abandoned their cart.
Customer Service Subject Line Template Examples
Although forced account creation can cause 34% of shoppers to abandon their checkout, a careful list-building approach can be greatly rewarding to online retailers.
So how do you get your visitors to offer their email address even if they don’t complete the checkout procedure?
Exit-intent pop-ups are one of the most convenient and effective ways to optimize your eCommerce store for garnering visitors’ email addresses.
Here’s an example:
Most importantly, a web form shouldn’t be an obstacle between you and important customer actions.
An example of a simple and convenient checkout form could be like this:
Some of the web form design best practices include:
Your emails are alive. They communicate with your customers. So make sure that they aren’t boring.
A great email copy interacts with the shopper, convinces them to bounce back to his/her cart and complete the purchase.
Below given is an example of a catchy abandoned cart email copy:
Here are some things to remember when you create an email copy for your abandoned cart shoppers.
Your call to action, or CTA, is arguably the most important part of your copy. Your CTA leads the shoppers through the sales funnel, gives them clear instructions about what to perform next.
In brief, CTAs are the key to transforming shoppers into valuable customers.
However, when it comes to cart recovery emails, using low-commitment CTAs is considered to be a best practice- because asking your shoppers to purchase something is the highest commitment you can ask for.
Therefore, rather than using the term ‘buy’ in your email CTAs, you can rephrase it and thus reduce the scope of commitment.
For instance, you could ask readers to “Return to Cart” as shown in the example below.
You can also use different versions of low-commitment CTAs such as “Resume Your Order,” “See Your Favorites Again,” or “Finish Checking Out.”
While creating an abandoned cart email is one thing, sending it is a totally different ball game.
According to the studies published by Experian, it is 2.4 times more likely that eCommerce customers who receive multiple abandoned shopping cart email will complete the purchase compared to those who receive only one follow up email.
Also, the customers who received more than a single abandoned cart email have a multiple transaction rate 44 percent higher than those who didn’t.
Here is how your abandoned cart email sequence should look like:
For purchases with more value, you should consider a slightly different approach:
The reason why sending an abandoned cart series is more preferable is that it gives retailers the opportunity to explore different psychological aspects of the shoppers- through creating an urgency, suggesting related products or showcasing how other customers feel about the product or the brand.
Here are some very effective abandoned cart emails based on their position in the email sequence:
The notion of sending an email to the shopper soon after he/she abandons the cart is widely accepted among the retailers because such emails act as a strong reminder.
Here is an example of a cart reminder email:
If the first email didn’t do any wonders, you must create some urgency by sending out the second abandoned cart email. But your email doesn’t need to alarm bells at this point.
Your 3rd email is going to test the shopper’s interest in the product he/she abandoned. You can achieve this by saying something like ‘ I’m almost gone’ or ‘your cart is expiring soon.’
At this point, you are more interested in bringing back your shopper to the website- assuming that they are still interested in the products you deal in.
An example email will look similar to this:
You might already know this: Offering discount coupons are one of the most prevalent strategies to recover abandoned carts.
Yes, that’s true. Everyone loves a good deal.
But, the problem here is, this is such a popular tactic now and most of the shoppers expect it.
Besides, discounts, in the long run, diminishes your profit margin. In fact, regular discounting devalues your product value.
One way to prevent this is by investing in your most loyal customers.
Here are some ways to implement this effectively:
The email campaign for your loyal customers should look like this:
Let’s assume that a customer added 5 similar products to the cart and exits before completing the checkout. In this case, it is safe to assume that the shopper doesn’t have the same purchase intent for all those 5 products.
Here, rather than trying to create an email copy that showcases all the abandoned items in the cart, you can focus on one product, probably the highest rated one.
Let’s see how you can implement this:
Believe me when I say trust and credibility convert. Millennial shoppers are informed yet confused by the abundance of choices they have on their fingertips.
So, how do you showcase trust and credibility through emails?
Well, user-generated content is the best way to earn your customers’ trust.
Reviews and ratings influence 88% of customers’ purchase decisions.
Customer testimonial has huge potential, it can even convert the most skeptical customers into potential buyers.
When today’s retailers are more fixated at instant conversions, they overlook the power of long-term customer relationships.
As email marketers, we’ve always considered a smaller but engaging list more valuable and effective than a bigger, disengaged list.
Sending out email templates to the customers who have consented to be on your mailing list is the best way to ensure a high conversion rate.
Yes, sometimes your abandoned cart emails can annoy your customers.
Maybe he/she is not ready to purchase now, or they might need some more time to think about it. As a retailer, you should respect that.
However, it doesn’t mean that you should cut ties with them.
Yes, you can email them about that cart, however, after a couple of emails about this, you can’t send emails to that customer again without their consent.
But don’t worry, there is always a way.
You can include a final email to your abandoned cart email sequence- asking them to subscribe to your mail list.
This way you can set up another email campaign for such shoppers and send newsletters or industry insights on regular intervals.
Having trouble building abandoned cart email templates? Here are some amazing free email templates to help you step up your email marketing game.
It’s human nature to explore or probe, before making a commitment. You can’t deny the millennial shoppers from doing that. There exists no technology, Shopify plug-in, or perfectly optimized online shopping cart in the world that can eliminate it. Retailers must accept the fact that cart abandonment is an inevitable part of the eCommerce buying cycle, and start perceiving it as a potential possibility for conversion rate optimization.
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Senior Ecommerce Strategist9 Years of Experience Working with Multiple Brands
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