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Abandoned cart emails are a type of automated email that is sent to a customer who has added items to their online shopping cart, but has not completed the purchase. The purpose of these emails is to recover lost sales by reminding the customer of the items left in their cart and encouraging them to complete the checkout process.
But why are abandoned cart emails so effective? And how can e-commerce businesses craft an abandoned cart email that will persuade customers to complete their purchases? In this blog post, we'll answer these questions and more as we explore the power of abandoned cart emails in e-commerce.
First, let's take a look at the numbers. According to a study by Salesforce, abandoned cart emails have an average open rate of 45% and an average click-through rate of 20%. This means that nearly half of all abandoned cart emails are opened by the recipient, and a fifth of those recipients go on to click through to the website and complete their purchase.
So, what makes abandoned cart emails so effective? One reason is their relevance and timeliness. Since the customer has already expressed interest in a specific product or products by adding them to their cart, an abandoned cart email can be tailored to their specific interests and needs. This is in contrast to abandoned browse emails, which are sent to customers who have shown interest in a product by viewing it on the website, but have not added it to their cart. While abandoned browse emails can be effective in some cases, they tend to have lower conversion rates compared to abandoned cart emails.
To craft an effective abandoned cart email, e-commerce businesses should follow best practices such as personalization, the use of persuasive language and strong calls to action, and the inclusion of urgency-inducing elements.
Abandoned Cart Email Subject Line:
“You Left Something In Your Basket – Can We Help?”
- Open rate: 54.34%
- Conversion Rate: 15.95%
- When is this email sent: 1 hour post abandonment
First and foremost, it's important to personalize the email as much as possible. This can include using the customer's name in the subject line and body of the email, as well as including details about the items left in their cart. Personalization can also include recommendations based on the customer's previous purchases or interests.
In addition to personalization, it's important to use persuasive language and strong calls to action. An abandoned cart email should clearly communicate the benefits of completing the purchase and provide a strong incentive to do so. This can include using persuasive language and strong calls to action, such as "Don't miss out on these exclusive deals!" or "Act now to get free shipping on your order!"
Finally, consider including urgency-inducing elements in your abandoned cart emails. Creating a sense of urgency can be a powerful way to persuade a customer to complete their purchase. This can include including limited time offers or highlighting limited inventory.
Now, let's look at some real-world examples of e-commerce businesses that have seen success with abandoned cart emails. Outdoor retailer REI saw a 25% increase in online sales after implementing abandoned cart emails that included personalized recommendations based on the items left in the customer's cart, as well as a strong call to action and limited time offer. Fashion retailer ASOS saw a 10% increase in conversions from abandoned cart emails that were personalized with the customer's name and included a clear call to action to "Complete your purchase." Home decor company Wayfair saw a 15% increase in conversions from abandoned cart emails that were personalized with the customer's name and included a limited time offer, as well as multiple calls to action to "Finish Your Order" and "View Your Cart."
As these examples show, abandoned cart emails can be a powerful tool for e-commerce businesses looking to recover lost sales and drive revenue. By personalizing the emails, including strong calls to action, and creating a sense of urgency, e-commerce companies can effectively persuade customers to complete their purchases.
In conclusion, if you're an e-commerce business looking to boost your sales, consider giving abandoned cart emails a try. By following the best practices outlined in this blog post, you can craft an effective abandoned cart email that will persuade your customers to complete their purchases and drive revenue for your business. So, these are the best practices for crafting abandoned cart emails.
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