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.
From unanticipated costs to having to exert too much effort at checkout, there are plenty of reasons customers might abandon their carts.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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:
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.
If you'd like to sweeten the pot for your customers, consider implementing offers and discounts. Here are a few ideas.
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.
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.
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.
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."
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.
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.
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.
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.
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.
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.
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.
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.
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.