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24.Jan.2020 Georgie Vineeth - Abandoned cart email, Shopify Abandoned Cart
Tired of your abandoned cart recovery efforts falling flat?
Forget the prologue, try these expert-recommended ideas for creating email campaigns that inspire conversion actions.
Let’s begin by reviewing the abandoned cart checkouts of your Shopify store.
After analyzing Compass’ growing dataset of over $13B in eCommerce transactions, Shopify came to the conclusion that the average checkout abandonment rate in e-commerce is at 25%.
And if you have a rate of 13% or lower, you’re amongst the industry’s top performers.
A high shopping cart abandonment rate is the indicator that you should optimize your checkout procedures.
Reviewing the abandoned cart checkouts is the first step. It might help you discover reasons as to why your customers aren’t completing their orders.
You can review the ‘abandoned checkouts’ of your Shopify store from the ‘orders’ section.
Furthermore, you can access the payment events to diagnose the failed transactions.
In case If a customer reaches out to your support team as their payment did not succeed at checkout, then you can view the details of that particular payment event, and use that information to resolve the problem.
Shopify abandoned cart email is one of the most effective ways to resurrect your lost shoppers.
Barilliance’s email marketing ROI statistics have shown that the average conversion rate for shopping cart abandonment emails is18.64%. In fact, nearly half of all abandoned cart emails are opened.
Firstly, let’s see how to send an abandoned cart email from your Shopify admin panel.
Shopify allows store owners to send customers links to their abandoned cart so that they can complete the purchase whenever they choose to.
You can send an abandoned cart email to a specific shopper by simply clicking Send a Cart Recovery Email from the Orders section.
When sending abandoned cart emails is one thing, getting the most out of it takes a little more than just setting up email triggers.
Chubbies Shorts has done a great job at this: They ensured that their abandoned cart email consists of compelling visuals, great copy, and multiple links.
Now, take a closer look at how Chubbies shorts crafted their cart recovery email:
They’ve surpassed all the norms of a typical email copy by including phrases like- “Allow me to teleport you,” “Let’s turn this party up to 11,” and “Word up.” Also, the image resonates well with the tone and theme of their email.
There are three active links in this email; in the title, on the main picture, and also on the CTA button at the bottom of the email. Clicking any of the three links in the email takes you back to the cart.
When you could use Shopify’s in-built tools to send an abandoned cart email to a specific shopper, the question is- do you really have the time to do this manually every time?
Even though you can set up abandoned checkout email triggers automatically from your Shopify dashboard, sending multiple cart recovery emails at regular intervals is again a pain point every Shopify store owner should address.
After all, Shopify is an eCommerce platform, not a total marketing solution.
Today, retailers use smart third-party Shopify apps to combat shopping cart abandonment. There’s a reason for this.
Using a smart email automation tool gives you great flexibility and liberty- allows you to personalize the emails the way you want it.
Store owners can include reviews, discounts, product recommendations and several other elements to their abandoned cart email.
If you are a Shopify store owner, you might already know this. Building your own email templates is a time-consuming process.
I have learned that pre-built emails not only save time but work better.
Fortunately, there are many free Shopify abandoned cart email templates available online to help retailers optimize their cart recovery approach.
Here is a simple cart recovery email template:
This is a plain reminder email to make sure the shopper is still aware of the items that he/she left in the cart.
However, you can incorporate several other components like user-generated content or relevant product recommendation in your abandoned cart email.
This is how a finished abandoned cart email looks like:
Offering a price slash or free shipping is also a preferable choice.
Roses are red, violets are blue, here are some free valentine’s day email templates we’ve picked out for you. With Valentine’s Day just around the corner, it’s time to kickstart your valentine’s day email campaign.
Imagine a potential shopper has been browsing your store for a while, and he/she found a product they’ve been looking for. The shopper added the product to the cart and was close to completing the purchase procedures. Things were looking good, and suddenly, for some reason, the shopper headed for the exit.
With exit-intent pop-ups, you can create an opportunity to recover such shoppers before you lose them.
An exit-intent popup is like a seller that works for you 24 hours a day, 7 days a week. This virtual seller monitors whether the shopper is going to leave the store without purchasing anything.
And if that happens, the virtual seller offers them a special discount.
On average a targeted pop-up strategy can recover 1 of 5 cart abandonments.
The best thing about exit-intent pop-ups are, you can create those in just a few minutes, and start recovering the lost sales opportunities.
Here is an example from Minimum Fashion’s pop-up campaign that focuses on lead generation:
This pop-up campaign from Minimum had a conversion rate of 37.4% when it was active.
Another way to implement an exit-overlay strategy is to trigger your exit-intent pop-up based on the shoppers’ cart value.
Let’s say you offer free shipping for orders above $100. Then you can trigger an exit-intent popup when shoppers with an order value above $100 heads to exit the checkout.
An example of this could look like this:
You can also trigger an exit-intent pop-up for shoppers whose cart value is less than $100- asking them to add more items to their cart to qualify for the free shipping offer.
Studies show that 24% of shoppers are ready to spend more to get a free shipping offer.
At its core, retargeting works because of the psychological principle called the mere-exposure effect. This theory states that the more times a person is exposed to something, the more likely they are to prefer it.
Studies show that 30% of abandoned shoppers return to the website through ad retargeting.
Though there are many other retargeting options, we are going to focus on one major platform: AdRoll.
Further, you can track that cookie, using which you can retarget the shopper whenever he/she searches again for products similar to yours. Your PPC or banner ad will appear in such instances.
AdRoll allows retailers to manage their advertising efforts easily. Moreover, they work with advertising partners like Google, Facebook Exchange, and others; allowing users to reach an estimated 98% of the internet.
You can reach shoppers based on location, on-site actions, and other preset segmentations.
Tinte cosmetics has done a great job with their retargeting ad campaign.
Leveraging the possibilities of retargeting ads and email automation, Tinte Cosmetics reduced their cart abandonment rate to 51.63%.
Read the full case study here.
PRO TIP: Dynamic Ads are 4x times more effective than static ads
While abandoned cart automation might take a little bit of time to set up, it runs on autopilot- helping you capture sales in the long run without investing a lot of effort. You can move your cart abandoners down the conversion path this way. However, just remember, tracking your campaign performance and tweaking the workflows will have a huge impact on how your campaigns perform in real-time.
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Senior Ecommerce Strategist9 Years of Experience Working with Multiple Brands
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