Introduction
One of the best methods to entice potential customers back and promote conversion is sending abandoned cart emails.
This is a marketing method that has existed for years, but many eCommerce companies have only recently started to take it seriously. In fact, demand for copywriters to compose these automated emails has only increased in recent years as the global rate of shopping cart abandonment has risen from 68% to 70%.
Every business loses potential sales every now and then, whether it’s from customers not completing purchases or just plain forgetting about them. The majority of online businesses have encountered this issue at least once. One of the most popular and effective strategies used to re-engage that consumer is to give a gentle “nudge” in the form of emails to remind them to return to their abandoned carts.
This blog will introduce you to some of the basic elements that make up an effective abandoned cart email, and we will also take a look at several great email campaigns you can use as guides to create your own abandoned cart email.
What is an abandoned cart email?
An abandoned cart email is a type of email that is sent to a customer who has added items to their cart but has not completed the purchase. This email is designed to encourage the customer to complete the purchase by sending them a reminder of the items in their cart and sometimes accompanied by a special offer or discount.
Abandoned cart emails are a key part of an overall email marketing strategy and can be extremely effective in driving sales and revenue. However, designing an effective abandoned cart email can be quite a challenge when you don’t know what to do.
There is no one way of designing an abandoned cart email as it depends on the company and what they want it to achieve. However, there are some common principles that should be followed:
- The design should be eye-catching and attention-grabbing
- The email should include a call-to-action button or link which will allow the customer to complete their order
- There should also be a clear message that explains what is included in the purchase
Why is an abandoned cart email important?
Abandoned cart emails are important because they provide a way to get customers who have left their cart without purchasing anything to return and complete their purchases.
Compared to a promotional newsletter’s conversion rate of just 0.17%, abandoned cart emails typically generate a 4.64% conversion rate, a recent study shows.
These emails may be sent out manually by the store owner or automatically in response to an abandoned shopping cart.
How to write a good abandoned cart email
In order to write an effective abandoned cart email, you will need to:
- Understand the customer’s preferences and what they are looking for in a product
- Be able to identify which products they viewed or added to their cart before abandoning it
The goal of this email is not just about getting them back, but also about making them feel special.
It is important to remember that the goal of these emails is not only to get people to come back and buy your products, but also to inspire them into making future purchases.
There are many things that copywriters can do in order to write an effective abandoned cart email. There are some basic guidelines that should be followed in order for the email to be successful.
- It is important for the subject line of the email to have a sense of urgency so that the customer knows that they need to come back and purchase as soon as possible
- Make use of pictures; Including pictures of the exact item the customer left in their cart assists in reminding the customer
- Personalising the email as much as you can is another important consideration. Include the name of the customer and any pertinent information about the item they expressed interest in. By doing this, the email will sound less generic and more customised
- A call-to-action button should also be included in the email so that customers know what they need to do next if they want
11 abandoned cart email examples
- BluDot.
BluDot’s abandoned carts email catches the customer’s attention in three concise and surprisingly catchy lines that remind them of their unchecked order. Talk about straight to the point!
With a simple, clear and inviting layout, the email provides brief information regarding not just the unchecked products but also other services offered as well. This way, even if the customer is absolutely certain that they don’t want any of the items in their cart anymore, they are still persuaded to look a little longer for other products they might like.
This is a fantastic example of a cart abandonment email because it continues with intriguing information that compels a customer to rethink using their services. It is basically a hook, thoroughly grabbing the customer’s interest.
Image source: Reallygoodemails
- Lendingtree
This company takes a different approach. Deciding that one of the reasons customers leave is because they can’t find the prices that suit them. To combat this, they have brought up the rather juicy offer of comparison shopping for the interested candidate, something that is bound to catch the eye.
The thing with comparison shopping is that it plays on human curiosity. It is more likely for a customer to peruse more options related to their desired query on and on for hours when presented with an alternative.
The principle is quite simple, if you can’t afford that particularly pricey home then don’t worry about it because there are a bunch of similar, more affordable houses for you to look at!
The email’s structure and design are friendly and generally alluring.
Image source: Reallygoodemails
- Headspace
Headspace’s abandoned carts email takes the tone of an old friend checking up on the customer. One way of connecting to the vast majority of customers that buy from a particular brand has always been relatability. It is where you, as a commercial entity, show that you’re human and understand them as well.
If done properly, developing a sense of relatability with your consumers will help you get to know them better and see things from their perspectives. Headspace executes a casual and humorous tone which is intended to do the work of connecting with the active, and oftentimes distracted, younger generation that constitutes a large part of its users.
Image source: Reallygoodemails
- Nomad
Nomad is a tech company and their abandoned carts email proves that even more. They also employ relatability in their wording and give the gentlest of proddings to the customer to go take another look at their unchecked cart. The layout and structure are easy to manoeuvre.
If their simplicity doesn’t immediately endear the customer then perhaps the customer may not be immune to their casual reminder. Nomad employs one last method in their mail, a side note underneath guarantees the customer of their agreeable return policy and warranty offer.
Image source: Reallygoodemails
- Food53
Another approach when writing an abandoned cart email is giving a personality to your product. In this example, your cart has feelings and it misses you. It’s also another great move to include a vague time limit to the availability of the unchecked items in the cart as this grants a level of limitedness or value to the product.
As a customer, you have no means of knowing when their deal will expire and no way of ensuring that you finish your purchases before any of the things are sold out without clicking on the link. Similar to previous emails, Food52 also includes promotional offers and exclusive services that are only available to paying clients to further spice up the sale.
Image source: Reallygoodemails
- Rudy’s
All good write-ups start with smart wordplay, Rudy’s understood the assignment with theirs and you’re in for a bit of a laugh as soon as you pull open their abandoned cart email. They back it all up with a warning of your cart’s expiration and the quite motivating offer of free shipping.
If any other lesson can be learned from Rudy’s abandoned carts email, it is that simplicity almost always is enough. There isn’t much to distract you from the items you need to go check out and just like the large header, it’s really hard to ignore.
Additional offers as well as links to their social media pages help make it a sealed deal.
Image source: Reallygoodemails
- UniQlo
UniQlo does something unique. They suspect that you’ve abandoned your cart because of the prices and include, in enticing captions, a lucky offer to get the same item, plus similar ones, at lower prices!
The design is equally very simple and easy to navigate. One notable thing done in this email is the inclusion of similar products in the same category as those in your abandoned cart. This is done to give their customers other options.
The red layout is welcoming and business myths have it that customers are more likely to make significant purchases and subsequently raise the overall conversion rate when they are met with such a colour design.
Image source: Reallygoodemails
- Italic
The atmosphere in this abandoned cart email example is chic, formal and straight to the point. If you’re looking for a nice, even-toned example to guide you in creating a similar one, then this is the one for you.
Italic does not just use clever wordplay or a popping discount offer to attract their customers, they also do so with captivating designs on the email and equally captivating copy.
Italic wants to make the customer’s abandoned cart appear more enticing rather than divert their attention away from the unchecked item.
This email’s addition of the request for a product option is a standout template. This demonstrates how much they value their customers by helping them at every turn.
Image source: Reallygoodemails
- PulpPress
Cheery and sunny, PulpPress’s abandoned cart email not only serves as a friendly reminder that you have got items lying in your cart and waiting for check out, but it also seeks to capture your attention with more items similar to the ones you were interested in. The impulsive and persuasive nature of this email may lead you to click the link out of curiosity, “just to see.”
One thing to observe in this abandoned cart email is the use of catchy keywords. They are located in strategic areas and in fonts that stand out and serve to communicate with the viewer in the shortest possible time. They also act as a passive way to grab the customer’s attention.
The email reminds you of your unchecked order, catches your eye with products that you might like based on your activities and draws you in with the prospect of earning rewards while rewarding yourself with healthy choices.
Image source: Reallygoodemails
- United by blue
An offer for free shipping is the first thing that draws your attention. You are also reminded to finish what you “carted” for everyone else, which is a cute wordplay and undoubtedly causes some chuckles as well.
The simple layout quickly sends its message and lets you decide what you want to do first and why. Chances are that you’ll be heavily inclined to give them another chance, especially with the attractive suggestions underneath.
A thing to notice is how each section is generously spaced, allowing for an “airy” feel to the email. The media that jumps to your attention captures the one object that they want you to notice, which is their products.
Image source: Reallygoodemails
- HomesAlivePets
This is a good example of an abandoned cart email as it reminds as well as encourages their customers that they are missing out on something amazing.
This email has a personality and humorous wordplay. There is every chance that you went on to read the rest of the email with a soft smile, one that will most definitely serve as a gentle persuasion to go back to your cart or at least go over it one more time.
As with most great abandoned carts emails, HomesAlivePets not only reminds you, multiple times in different subtle ways, to finish your checkout, but they also present you with offers and services that they proffer which would interest you and make your shopping with them easier.
Image source: Reallygoodemails
Conclusion
Abandoned cart emails are a marketing strategy that requires careful consideration. They’re actually some of the best emails you can send your customers, but many people have trouble executing them especially when they have the tendency to be generic.
There are many reasons why shoppers abandon their carts, but with a well-crafted email campaign, you can recover some of those lost sales. This article provided eleven great examples of abandoned cart emails. If you’re interested in learning more about email marketing, SEO, and CRO, you are welcome to read more on our blog.
