empty shopping cart reflecting hotel booking abandonment

Abandoned carts are a goldmine for ecommerce businesses but most of them don’t even realize it.

NB: This is an article from CartStack

Only 19% of the top ecommerce companies bother to recover them. But, brands that introduce abandoned cart emails have used them to generate 27.67% of their total email revenue.

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Who wouldn’t want to increase revenue, save on marketing spend and work less? The trick is to see abandoned carts as a sales opportunity instead of just a fact of running an online store.

Cart abandoners are already interested in your products, even to the point of reaching your checkout process, but they just need a little push. However, it’s important to get that push just right.

Lucky for you, we’ve put together the following cart abandonment email checklist, which will guide you through the key components of our clients’ top performing abandoned cart emails.

Attention Grabbing Subject Line

The subject line is one of the most important aspects of your abandoned cart email campaign. Your subject line is your first impression, and is directly responsible for your email open rate.

Opt for a tone of voice that is both urgent and supportive, which will entice potential customers to open the email. For example, “Oops, did something go wrong?” or “We can’t hold these items for long!” are great options.

poor cart abandonment subject line

Tips for abandoned cart email subject lines with high open rates:

Keep subject lines short: Over 61% of emails are read on mobile devices, and you do not want your subject line to be cut off. Use no more than 7 words or 45 characters.

Spark curiosity and interest: Subject lines like, “Your abandoned cart” or “Forgotten items” are too straightforward and may not entice the recipient to open the email. A better idea would be “Thinking it over? Maybe this will help…”

Use personalization: Personalizing the subject line with the recipient’s name, location, or purchase history can make the email feel more relevant and increase the chances of it being opened.

Create a sense of urgency: Using words and phrases that create a sense of urgency, such as “Limited time offer” or “Last chance to save”

Keep in mind that subject lines should vary depending on the recipient, so don’t be afraid to test different variations. For more inspiration, scroll through our list of examples of email subject lines with high-open rates.

Number of Emails

We’ve sent 100 million+ abandoned cart emails and found that sending multiple emails (known as a drip campaign) improves performance by 25-30%.

Sending multiple emails is crucial, as it provides additional reminders to those who weren’t ready to purchase on day one. Sending a second follow-up email, or even a third, adds additional touchpoints to your customers’ journeys, and increases the likelihood of abandoned cart recovery.

The first email usually has the highest conversion rate, but each subsequent email’s rate is cut in half. Example: first email converts 8%, second 4%, third 2%, for a total of 14%.

Set Ideal Email Frequency (Delivery Timers)

Timing is everything when it comes to cart abandonment emails. It’s important to optimize your abandoned cart email sequence for maximum recovery, and to strike while the iron is hot.

However, an email sent too soon can feel “spammy”. Timing plays a large part in how email marketing campaigns are perceived. The best abandoned cart emails are a balancing act – they must be timely without being too eager.

The optimal timing for a three-email campaign is as follows:

  • First Email: 20-30 minutes after abandonment.
  • Second Email: 1-2 days after abandonment.
  • Third Email: 2-4 days after abandonment.

Include Your Logo & Company Branding

Your logo is a crucial element in establishing brand recognition, so make sure it’s included in your email. Think about it: you want your customers to recognize the email is coming from your store right away, so they’re more likely to open it and take action.

If they don’t recognize your brand, they’ll most likely delete the email before reading it, leaving their abandoned items in permanent purgatory. Shopping cart abandonment emails can either be seen as helpful cart reminders, or irritating spam – you do not want to look like spam!

Instead, include your brand logo, colors, and other essential visual branding to quickly establish trust and credibility with the customer.

Read rest of the article at CartStack