Everyone is familiar with the concept of "the one that got away," and in eCommerce, this often comes in the form of customers who place items in their shopping cart but leave the site without completing the purchase.
The good news is that with abandoned cart emails, you get another shot at bringing those customers back.
That's why it's essential not just to enable abandoned cart emails but to invest some time in writing and designing messages that guide your customers back to their carts.
With customers leaving billions in potential sales at checkout, a well-crafted email can entice them to complete their purchase.
In this article, we'll explore the critical elements of a top-performing abandoned cart email, complete with real-life examples to help you maximize conversions and recover lost sales.
Why do customers abandon carts?
From unanticipated costs to having to exert too much effort at checkout, there are plenty of reasons customers might abandon their carts.
Unexpected costs
One of the biggest reasons customers abandon their carts is the sudden addition of extra fees, such as shipping or taxes. If these additional expenses aren't disclosed upfront, customers may feel misled and abandon the process altogether. Offering free shipping or being transparent about costs early on can help mitigate this issue.
Complicated checkout process
A multi-step checkout process with way too many hoops to jump through can frustrate customers. Long forms and unnecessary fields can make the process feel overwhelming, and your customers may just take the easy way out and leave your store.
Lack of payment options
Customers who can't find their preferred payment method are likely to abandon their cart. This is especially true for mobile purchases; requiring shoppers to manually enter their credit card info can be tedious on the small screen, which can result in cart abandonment.
Security concerns
If a customer feels unsure about the security of your website, they might hesitate to enter sensitive information like their credit card details. So, don't underestimate the power of trust signals. Using SSL certificates and displaying secure payment logos can go a long way in easing these concerns.
Distractions or loss of interest
Sometimes it's not you—it's the customer. You could be doing everything right on your website, but some shoppers would still abandon their carts because they got distracted—whether by a phone call, another task, or just browsing other websites.
High shipping costs or delivery times
Long delivery times or high shipping costs can be a dealbreaker for many customers, especially if they expect faster or cheaper options. Offering expedited or free shipping options on certain orders can help reduce this barrier.
No clear return policy
If your return or refund policy is unclear or nonexistent, customers might abandon their carts out of fear that they won't be able to return the item if something goes wrong. As such, highlighting a flexible return policy can encourage more customers to follow through with their purchase.
Comparison shopping
This is another one of those "it's not you, it's them" reasons. Customers may place items in their cart as a way to compare prices, shipping times, or product features between multiple retailers. While they may like what you offer, they could abandon their cart if they find a better deal elsewhere.
Key elements of a top-performing abandoned cart email
Regardless of the reason, you could bring back a chunk of customers and encourage them to check out with a compelling and well-timed prompt. Here are some of the elements of top-performing abandonment cart emails.
- A strong subject line. Grab attention with a clear, enticing subject line that piques curiosity or creates urgency, like "Don't miss out on your cart!"
- Personalization. Address the customer by name and reference the items they left behind to make the email feel more personal and relevant.
- A "can't miss it" CTA. Include a prominent call-to-action button, such as "Complete Your Purchase," that links directly to the customer's cart for easy checkout.
- Visual appeal. Use attractive images of the abandoned items and a clean design to make the email visually compelling.
- A sense of urgency. Get people to act quickly by reminding them that an item is selling out fast or giving them a limited-time offer (more on this below).
- Incentive or discount. Offer a limited-time discount or free shipping to encourage customers to complete their purchase.
When should you send abandoned cart emails?
Timing isn't necessarily everything, but it sure matters a great deal, especially when it comes to abandoned cart emails.
You should send the first abandoned cart email within 1-3 hours of cart abandonment when the customer's interest is still fresh. From there, follow up with a second email 24 hours later as a gentle reminder.
And if you really want to bring them back? A third email within 48-72 hours—potentially offering an incentive—might do the trick.
For example, if a customer leaves items in their cart at 2 p.m., send a reminder email by 5 p.m. that day. Follow up the next day around the same time and offer a discount in a final email two days later to encourage them to complete their purchase.
Always personalize your abandoned cart emails
Abandoned cart emails are already personalized by nature because they contain the specific products that the customer is shopping for. That said, you could further tailor these messages by:
- Using the customer's name. Start the email with a personalized greeting, such as "Hi [Name], you left something behind!"
- Showing how many items are left. Highlight the number of items left in your catalog, and create urgency with messages like "Only 2 left in stock!"
- Using dynamic content. Tailor the email's content based on customer behavior or preferences, like showing preferred payment options or loyalty points.
For best results, use a marketing automation platform like Marsello to track customer behavior, segment your audience, and automatically send tailored, well-timed follow-up emails based on their actions.
Abandoned cart incentives and offer ideas
If you'd like to sweeten the pot for your customers, consider implementing offers and discounts. Here are a few ideas.
- Free shipping. Offer free shipping on their next order to remove a common barrier to checkout.
- Discount on the current cart. Provide a small discount of 10-15% to incentivize them to complete their purchase.
- Limited-time offer. Create urgency with a time-sensitive discount, such as "Complete your order in the next 24 hours for 10% off."
- Loyalty points boost. Award additional loyalty points for completing the purchase and enticing repeat customers.
Abandoned cart emails: Design best practices
Strong copy is essential, but the design of your abandoned cart emails is equally important. Check out these best practices to optimize the look and feel of your messages.
- Use high-quality images. Display clear, appealing images of the abandoned products to remind customers what they left behind. Make sure product photos are consistent with the ones that shoppers viewed on your website.
- Simplify your layout. A clean, uncluttered design keeps the email easy to read and directs focus to the call to action.
- Make your emails mobile-friendly. Chances are, a significant percentage of your customers will view your message on their phones. So, design with mobile users in mind, ensuring the email looks great and functions well on any device.
- Keep your messages on-brand. Use your logo, colors, and fonts to create a cohesive brand experience.
- Use social proof and trust signals. Testimonials and star ratings can reassure customers about their purchase. Speaking of helping shoppers feel assured, add badges or logos for secure payments and free returns to build confidence in the purchase.
Examples of abandoned cart emails
Now that we've covered the fundamentals of abandoned cart emails, let's look at brands that are doing it right. Here are examples of emails that drive customers back to their cart.
Clear messaging with a touch of humor
This email from Meow Meow Tweet nails it. The playful tone and fun cat image instantly grab attention, while the subject line, "You're just a few purrs away," is inviting and on-brand. The email's colored call to action button stands out against the white background, so readers won't miss it.
Reminding shoppers about their cart—and the brand's values
This abandoned cart email from Bite leverages a clean design that puts the product front and center. We also love how Bite reinforces its eco-friendly values with trust signals like "plastic-free" and "cruelty-free."
Personalization and "easy checkout" messaging
Remember when we talked about the value of personalization? This Kizik abandoned cart email is highly specific and tailored, showcasing the exact product left behind—Men's Oslo in Lyons Blue, size 11. Plus, The line "You're one click away" emphasizes how easy it is to complete the purchase so customers feel reassured that they won't have to jump through too many hoops at checkout.
Adding relevant product recommendations
In addition to showing the items that shoppers left behind, prAna's abandoned cart email also has product recommendations. It's a smart move, as it encourages the customer to explore more, potentially turning an abandoned cart into a bigger sale.
Encourage people to find your product offline
Try this tactic if your product is also available in brick-and-mortar stores. Aura Bora encourages in-store shopping by having a "Find near you" button, allowing shoppers to locate a nearby retailer and experience the product in real life.
Emphasize your shopper-friendly shipping and returns policy
This Quince abandoned cart email is clean and straightforward, highlighting the exact item left behind, plus a clear "Return to Cart" CTA. But what really stands out is the blurb at the bottom, emphasizing "Fast, Free Shipping" and "365-Day Easy Returns." Having that blurb helps build trust and reduce friction by reminding customers that making a purchase is both easy and risk-free.
Give customers a deal
This Target abandoned cart email highlights a specific deal for an item. From the subject line ("You looked at it. Now there's a promotion for it.") to the CTA ("Save Now"), Target keeps things direct and enticing, making the email hard to resist.
Showcase customer support
This Moment abandoned cart email offers helpful customer support with the "We're here for you" section. It reassures shoppers that they can reach out to a Gear Guide expert for assistance so customers can feel more confident about their purchase.
Get feedback from customers
This Huel abandoned cart email is unique in that the brand actively seeks feedback from shoppers. Aside from the CTA that links to the customer's cart, the message also has a section titled "Tell us what we did wrong," in which Huel allows shoppers to select a reason for abandoning their cart. It's a smart move that shows Huel values customer insights. Not to mention, it helps the brand understand barriers to checkout so that Huel can make improvements.
Using flattery with a touch of urgency
By saying, "You've got great taste," this email from Sometimes Always uses flattery to grab people's attention. Then, the urgency kicks in with phrases like "very limited quantities" and "disappear fast," nudging the customer to act quickly before the items are gone.
Bringing it all together
Crafting a top-performing abandoned cart email is key to recovering lost sales. From eye-catching subject lines to personalized messages, these emails drive customers back to checkout. Our advice is to invest and test. Spend time crafting these emails and then analyze the results, adjust, and optimize your strategy for better conversions.
Want to automate your process? Marsello can help you create, personalize, and time your abandoned emails for maximum results. Get a demo and see how Marsello's marketing automation capabilities can help boost your recovery rate.
