🛒 5 abandoned cart email ideas to help inspire your own
According toBaymard Institute, on average, 70% of shop visitors abandon their carts, meaning that only three out of ten people who add items to their shopping carts complete their purchase.
This could be due to various reasons – high shipping costs, cart value exceeding budget, window shopping, intention to buy later, and so on.
Sending abandoned cart emails will help you recover some of this potentially lost profit. And it makes sense to spend some time and effort to optimize it, as you have already put in a lot to attract the shopper to your store.
So here are some ideas you can implement in your abandoned cart email.
# 1: Provide a solution to why the user abandonded cart
As we discussed earlier, there could be various reasons why customers may abandon their carts. So, if you have some idea of their reason, then address it in the abandoned cart email and provide solutions for it.
For example, if the price was a concern, offer a discount. Or, if the shipping fee is high, offer free shipping for orders above a certain amount, as Danner has done below.
#2: Make it a breeze to checkout in email with interactive cart
Brands often redirect customers to their shop in cart abandonment emails to get them to complete the purchase. But, people could drop off because of the redirect.
Instead, you could add an interactive cart inside the email (like the one below) that shows the product's image, name, price, etc., and allow them to complete the purchase directly from the email.
FYI, this is an interactive shopping cart that Mailmodo provides. If you are a shop[ify user, you can get more such fun features on Mailmodo that'll help you optimize your marketing efforts and gain revenue, click here to know more about it.
# 3: Use puns/humor in your copy relevant to your brand/product
Only 11%of people have used humor in the subject line or body of their abandoned cart email as a tactic to drive conversions.
So, while this is not a popular idea, it is good if it fits your brand identity or if your customers appreciate a humorous approach.
# 4: Leverage FOMO - Fear of missing out
The concept of an item being scarce always seems to get people to want it more. And many brands have leveraged this as a tactic to get people to buy from them.
This is something that can be implemented in the abandoned cart email as well. According to the research done by Rejoiner, nearly 44.% of cart abandoned emails used scarcity in the email as a strategy to drive conversions.
So you can create a sense of FOMO in your audience by saying that:
The seasonal or abandoned cart offer is expiring
The item is selling out and will soon no longer be available
There is only a limited amount of stock left.
#5: Create a flow of 2-3 emails in your abandoned cart email series
Most brands usually just send one triggered email for when a customer abandons their cart. But when Klaviyo studied their customers' email marketing data, they found that, on average, customers who send 2-3 emails in a series saw better overall revenue, as shown in the following table.
No. of emails
in the series
Click rate (avg.)
Overall revenue (avg.)
1
14.5%
$3.8 million
2
11.8%
$16.4 million
3
10.7%
$24.9 million
4
10.5%
$6.5 million
5
8.1%
$3.1 million
This could be because some people might need to be reminded once or twice to finish making the purchase. However, more than 3 emails might be annoying for customers, and it doesn't positively affect the revenue either. So, we suggest having 2 to 3 emails in your abandoned cart email series.
If you want some ideas on what kinds of emails to send as a part of this flow, check out our resource - abandoned cart email flows.
Bonus: Send abandoned cart emails even if you don’t have “carts”
Traditionally, ecommerce brands (in the fashion, tech, or beauty industries) are the ones that implement abandoned cart emails in their strategy. But you can also use this strategy even if you don't fit that mold, as they help you remarket to folks and maximize conversion, as Headspace has done below.
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That's all, folks! I'll see you next month with more tips and ideas. If there is something we can do better for you, please let me know by replying to this email.
Till then, happy emailing. Jyo Email Geek @Mailmodo
