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Would you believe us if we told you that by simply sending abandoned cart emails you can make your worst ecommerce nightmares disappear?
Cart abandonment emails help you retrieve customers who abandoned their carts and recover lost revenue.
In this post, you’ll learn about what abandoned cart emails are, why visitors abandon their online shopping carts, and 10 strategies to recover lost customers with abandoned cart email examples.
Let’s have a look.
A cart abandonment email is a follow-up email to re-engage prospects who leave your website without completing the checkout process.
Nearly 76% of online shoppers abandon their carts before checking out.
Reminding customers of abandoned items is often just the nudge they need to complete their order.
Cart abandonment happens for all sorts of reasons.
But there’s good news!
With automatic, personalized cart recovery emails, you can bring back lost customers and encourage them to complete their purchases.
We have compiled 10 common reasons for online shopping cart abandonment.
Let’s check them out.
Every ecommerce store is different, but here are a few of the more common reasons why customers abandon their carts:
Hidden costs are the main reason your customers leave without purchasing your product.
When extra costs are added to the total, the product's price increases and take away customers' motivation to buy.
A whopping 48% of consumers said that they abandoned their cart because of unexpected shipping costs and miscellaneous fees.
No need to fret, here are some solutions to this issue:
While collecting customers’ details is undoubtedly useful, some visitors just want to buy and leave.
More than a few cart abandoners don’t complete their purchase if they’re required to create a new user account.
This is because spending more time and effort than they expected is a significant source of friction.
Here are some ideas to make your customers’ shopping experience more convenient:
Customers care a lot about shipping.
Most online shoppers are impulse buyers — if they realize that it may take weeks for a product to reach them, they’ll start shopping elsewhere.
If your business is unable to deliver its goods on time, customers are forced to abandon their shopping carts.
Customers expect more options than the usual “standard shipping”, such as:
In these cases, customers tend to be willing to pay more to speed up the process — if you need to charge more for different shipping options, do it!
The checkout process should be simple, smooth, and as quick as possible.
With a difficult process, the customer generally becomes frustrated and impatient, which leads to shopping cart abandonment.
Some factors which make a checkout page frustrating is:
These factors all contribute to a bad user experience, resulting in many customers abandoning their shopping carts.
Ways to simplify your checkout process include:
If you’re looking for a solution, systeme.io’s sales funnel builder offers built-in automation tools to create more efficient processes.
Let’s be honest, we are all afraid of phishing and other fraudulent activities.
Many online shoppers choose to end their shopping journey if they become unsure of the page’s security features.
Factors for suspicion include:
These factors make shoppers too uncomfortable to provide their banking details online.
To avoid cart abandonment and gain your customers' trust, you can:
By implementing the above, your customers will know that they are dealing with real people who care about their experience and will take care of their personal details.
Frequently, shoppers create an order to see the total cost of their potential purchase.
If they can’t see the total cost, they’re more likely to abandon their shopping cart.
The solution is pretty simple — provide the total cost upfront!
Some ideas to avoid this issue are:
It’s a win-win situation — the customer is happy and you close more sales.
Technical issues go hand-in-hand with customers’ trust in your site.
Any errors or lack of performance may cast doubts in your customers’ minds, which leads to cart abandonment.
The first thing you can do to prevent technical difficulties is to make sure your website is mobile optimized. Mobile commerce sales are expected to reach $430 billion in 2022 and $710 billion in 2025 — if your mobile site isn't up to scratch, you won't see a cent of those billions.
Unfortunately, all technology is susceptible to technical disturbances and glitches, but there are a few things you can do to ensure that your site is bug-free.
The world is moving into a mobile-first economy and ensuring that your website is compatible with mobile devices is crucial.
Up to 12% of customers abandon their carts if the return policy is unsatisfactory.
It’s common for online stores to have strict limits on their returns, such as:
To make your return policy more generous, you can:
Why not run a test for a month or two and see whether the approaches are profitable for your business?
There are several methods of payment that can be used to complete online purchases.
Many customers want to complete their purchase but are forced to abandon their carts as the online site did not provide their preferred payment method.
Ways to reduce this issue are:
Popular methods of payment include:
With systeme.io, this issue simply doesn’t exist because we are directly integrated with PayPal and Stripe.
A banking card may be declined for a variety of reasons, such as:
One way to resolve this issue is to create a pop-up to remind your potential customer to double-check their payment information to avoid disappointment.
Now that we know why carts are abandoned, we need to ask ourselves how we can avoid them.
By sending cart recovery emails!
In the next section, we introduce 10 of the most effective strategies for writing the perfect email to recover abandoned carts.
Let’s get straight to it.
Abandoned cart emails are one of the most effective methods to recover lost customers.
In this section, we’ll give you exactly what you need to write an exceptional abandoned cart email.
To make it a little easier, we’ve also added a few abandoned cart email examples.
Your abandoned cart emails’ subject line should be enticing enough to get your customer to open the email.
You can use:
The above could make your email just intriguing enough to get your potential customer to go back to their abandoned cart and complete the purchase.
In this case, less is more!
Examples of effective subject lines are:
Body & Fit might get away with this subject line, but it could use some improvement.
The information which should be included in your subject line:
Gerry’s did a good job by including almost all the information which is needed for an effective cart recovery email.
However, we recommend trying to implement a sense of urgency such as stating that the product is in high demand or almost sold out.
The call to action you use can make or break the impact of your shopping cart abandonment emails.
Your call to action needs to tell your customers exactly what you want them to do.
Brownie points if your call to action is:
In this example, United by Blue made sure that their call to action stood out. It’s big and bolded, and straight to the point.
Your abandoned cart email should entice customers to complete their purchases.
Avoid using words like “buy” or “pay” as it might look like you’re suggesting something the customer might not be ready to do.
When designing your abandoned cart email, you want it to showcase your brand’s personality.
You need to make sure you stand out in your customers’ inboxes.
There’s no better way to showcase your goods than placing stunning images of them in your abandoned cart email.
You want your visitors to see what they’re missing and create a sense of desire for your products.
The goal here is to make the product that was left behind the main character, so customers have to pay attention to it.
Additionally, adding images of related products can help encourage your visitor to commit.
In this abandoned cart email example, the company showcased the product that was left behind by placing it on its own.
Furthermore, they added other related products at the bottom of their email to make it more effective.
Along with the catchy call to action and personalized subject lines, a good design can also distinguish your abandoned cart email from the other emails in a customer's inbox.
Visuals help your visitors connect to your message more effectively.
Some ways to make your design spectacular are:
We all know that we want things we can’t have.
So, what’s keeping you from using that to your advantage?
The scarcity approach is such a popular tactic in email marketing.
Alerting your visitor that they might not be able to purchase the abandoned items, can bring them back to purchase them before they’re gone.
Cotopaxi did an excellent job making sure their visitor knows what they are missing out on.
Here are some more ways you can create a sense of urgency:
Social validation is proven to affect online purchasing decisions. 14.6% of shoppers read more than 10 product reviews before purchasing a product.
You can convert the unconvinced by pulling your best reviews from loyal customers and including them in your abandonment cart email.
Imagine you are shopping for a new pair of jeans. You’ve found 3 that you love, based on the pictures:
Which pair would you buy?
Judy here made the smart choice by adding customer testimonials to their abandoned cart email.
Customers tend to trust online stores and products more if they can see what others have to say about them.
Offering a discount code to cart abandoners can make the purchase seem more attractive.
However, we recommend not to offer a discount straight away — it kind of makes you seem desperate.
Offering coupons is also a risky business, and here’s why:
How to effectively make use of coupons:
Before Danner offers a discount, they remind their customer that with their intended purchase they receive free shipping.
Whisky Loot does a great job utilizing a unique and engaging abandoned cart email to entice customers to complete the checkout process.
Their abandoned cart email includes only a few elements but still does the job.
They accomplish this by including:
Dyson’s abandoned cart email includes more effective elements to recover lost customers, compared to Whisky Loot.
This abandoned cart email includes:
In general, this email includes most of the right elements, while also boasting a sleek, clean design that will potentially recover lost revenue.
This is the ultimate example of an effective abandoned cart email!
It includes every element:
This abandoned cart email even makes us want to go shop on Google’s online store.
In the following section, we have compiled and answered a few frequently asked questions, just in case you are still uncertain of a few things.
The simple answer — Yes. In fact, according to experts, you can get up to 10% of lost customers back with abandoned cart emails.
While every online store is different, most ecommerce stores tend to send 2-4 cart recovery emails.
The sole purpose of abandoned cart emails is to encourage customers to go back to their abandoned cart and complete the checkout process.
All abandoned cart emails should include a reminder of the items the customer left behind, an enticing subject line, and a call to action that’ll motivate customers to buy.
Timing matters when it comes to abandoned cart emails. When to send your cart abandonment email depends on multiple factors.
Ideally, you don’t want to wait longer than a few hours from the time your visitor abandons their cart to send your email.
With an email marketing platform, anyone can send abandoned cart emails.
You can also send a text message about abandoned carts. Here is a list of abandoned cart SMS examples you can check out
Platforms like systeme.io even offer tools to create an automated abandoned cart email sequence that triggers multiple emails to send over time so that you don’t have to do it manually.
Abandoned cart emails are GDPR compliant.
According to the European Commission’s definition of legal grounds for data processing, you’re compliant as long as you have explicit consent from the people who’ll be receiving your emails.
A good way to avoid infringing on laws is to keep to the given rules and partner with a reliable and trustworthy marketing platform.
Creating the perfect cart abandonment email is easy if you have a tool like systeme.io on your side.
Some abandoned cart email features you’ll have access to include:
Additionally, systeme.io also offers the following:
With functionality like this, you would think we’d expect you to pay an arm and a leg — luckily, with systeme.io you can keep both those limbs.
Our platform offers 4 different pricing plans to pick from, including an option that is completely free.
systeme.io’s pricing plans
Want some friendly advice?
Choose a platform that makes it convenient and easy to stay compliant with any future emails you send.
Without a doubt, there are a variety of strategies to create the perfect abandoned cart email.
We suggest A/B testing all the different approaches to see what works the best for your target audience.
An amazing abandoned cart email can create brand enthusiasts and happy customers.
With exceptional copywriting and branding, you can easily earn your customers’ trust and loyalty.
Along with systeme.io’s email marketing software, you will easily be able to create effective and outstanding abandoned cart emails.
So, what are you waiting for?
Sign up with systeme.io now for a free trial!
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