If you’re an ecommerce marketer or owner, cart abandonment is probably the most dreaded thing. No marketer likes it when customers abandon their shopping journey just when they’re at the finish line.
In fact, research shows that more than 70% of shoppers abandon their carts, and what’s more concerning is that ~32% of brands don’t send out abandoned cart emails. That’s leaving ~$18 billion in revenue on the table.
Fortunately, several abandoned cart recovery strategies are available. Sending abandoned cart emails is a key tactic that is probably the most underrated and underutilized channel for recovering lost sales.
In this blog, we will cover some of the top abandoned cart email examples from some of the best brands out there and some of the best practices you need to follow when sending out abandoned cart emails.
What is an abandoned cart email?
Abandoned cart emails are emails that are sent to customers to re-engage them in completing their purchase if they did not complete the shopping process.
It is a friendly reminder to nudge customers to complete the purchase if they get distracted and drop off from the shopping experience. This prime customer retention strategy boosts customer experience and recovers lost revenue.
Top abandoned cart email examples
1. Asics
What stands out to us
- High-quality images of the products help remind the customer of what they’re missing.
- The email includes specific products the customer has viewed, making the message feel customized and relevant.
- They also provide additional categories based on affinity segments like shopping under a certain pricing category.
2. Away
What stands out to us
- Compares the abandoned cart to unattended luggage, creating a sense of urgency and relatability.
- The image of the product left in the cart visually reminds the customer of what they’re missing.
- Lists the product’s specifics like color and quantity, making it easy for the customer to recall their selections.
- This section showcases benefits such as a “100-DAY TRIAL” and “FREE SHIPPING & RETURNS” to encourage the completion of the purchase.
3. Pulp & Press
What stands out to us
- The email creates urgency with a time-sensitive discount, urging immediate action to avoid missing out.
- The call-to-action button, “LET’S DO THIS!”, is bold and direct, pushing for a straightforward next step.
- Customer testimonials included in the email add social proof, enhancing trust and credibility for the brand.
- The email’s design is clean and thematic, aligning with the brand’s aesthetic, which can enhance the overall customer experience and reinforce brand identity.
4. Dyson
- The high-quality image of the product grabs attention and reminds the customer what they’re missing.
- Mentioning that the offer is for a “limited time” encourages immediate action.
- The option to “Click here to chat with a Dyson expert.” provides immediate assistance, reducing any purchase hesitations.
5. Medley
What stands out to us
- The email effectively uses urgency with the “LAST CHANCE TO USE THE DISCOUNT” headline, compelling users to act quickly.
- The 10% off is prominently featured at the top, catching attention right away and giving a clear incentive.
- The design is visually appealing with high-quality images of the products, which helps in grabbing the user’s attention.
- The Trustpilot rating at the bottom enhances credibility, reassuring users about the brand and service quality.
What are the best practices while sending abandoned cart emails?
1. Consider the timing of sending the abandoned cart email
The timing of triggering the abandoned cart email plays a crucial role in boosting conversions.
Research indicates that sending abandoned cart emails within 60 minutes after users dropping off increases the chances of conversions by 16%. This is considered the optimal time as you don’t want to send emails too soon that may annoy the customer; neither send the email too late so that they forget about the items in the cart.
Here’s a tip. Sending only one abandoned cart email is not going to cut it. Experienced marketers and ecommerce owners set up at least 2-3 emails spaced out appropriately to ensure maximum conversions.
2. Make sure your subject line is catchy
The subject line is the make-or-break component of your abandoned cart email campaign.
The copy of your subject line should entice customers to click and read through the email and complete the transaction. There are various tactics you can consider in your subject line, such as
- Including the discount amount in the subject line
- Adding incentives in the subject line
- Using the word “cart” in the subject line
As a marketer, you’d want to think of keeping your subject line unique to stand out from the rest. While that may be a good tactic, research indicates that keeping the subject line direct to the point and simple performs better.
Using Netcore Cloud’s Subject Line Optimization not only helps generate the optimal subject line for your emails but also provides insights into how the copy will perform based on data from previously used subject lines.
3. Have a good email body copy
If the subject line is the gatekeeper to get customers to open your email, then the email body copy is the sales pitch that nudges customers to complete their purchase.
For example, this abandoned cart email example by Liquid Death has a great email body copy with high-quality images, text copy, clear CTA and additional buttons showcasing other products and recommendations.
Pro Tip: It’s now possible for shoppers to engage, add-to-cart and checkout their items right from the inbox with interactive AMP Emails (Inbox Commerce).
4. Add incentives to boost conversion chances
Adding incentives such as discounts, free shipping, or a free gift can significantly increase the likelihood of converting an abandoned cart into a sale.
Carts are often abandoned due to extra costs like shipping being too high. Offering a time-limited discount or free shipping can persuade customers to complete their purchases.
For example, Little Beast’s abandoned cart email prominently features a 15% discount, making it immediately noticeable within the message. The email further motivates swift action by applying a 24-hour limit on the offer, effectively utilizing the principles of scarcity and urgency to prompt quick decisions.
5. Have social proof
Social proof can be a powerful tool in your email marketing strategy, particularly in abandoned cart emails.
Including customer testimonials, user reviews, or star ratings builds trust and alleviates any concerns potential customers might have about the product quality or customer service.
Highlighting how many people have purchased and enjoyed the product can persuade the customer to return to their cart.
For example, Rebel Rabbit has included social proof which consists of both ratings and customer quotes in their abandoned cart email.
6. Make your email design crisp and concise
The design of your abandoned cart email should be clean and focused, with a clear call to action. The key is to remove any potential distractions and make the pathway to checkout as straightforward as possible. Use high-quality images of the abandoned product and keep the text concise. Marketing experts suggest that a simple, visually appealing email design with easy navigation improves user engagement and increases the likelihood of a completed purchase.
The layout should prominently feature the product left in the cart, a clear call-to-action button like “Complete Purchase,” or “View Cart” and minimal additional content to keep the focus on the buying decision.
Nike does a spectacular job with their email design.
7. Cross-sell and Upsell
Abandoned cart emails are also an excellent opportunity to cross-sell or upsell related products.
By showing items that complement the product in the abandoned cart, you not only increase the order value but also personalise the shopping experience.
For example, if a customer abandons a cart with a camera, showing accessories like a camera case or an extra lens can be tempting. With a robust customer engagement platform, these recommendations can be tailored based on customer behaviour and items added to cart that relevant and genuinely add value to the main purchase.
Grove Collaborative has added a variety of personalized product recommendations based on the product that is added to the cart.
Conclusion
Abandoned cart emails blend art with science. Instead of settling for a single attempt, they require a sequence of emails to be sent, continuously refining elements like the subject line, email design, recommendation tactics, and incentives.
This ongoing optimization uses available data to perfect the strategy. While cart abandonment is a common challenge in online shopping, these emails are crucial tools for eCommerce marketers to mitigate its impact effectively.
