Written by Chintan Zalani, Content Marketing Specialist at The Ecom Academy
Welcome to our ever-evolving list of the best abandoned cart emails. There is a huge amount of opportunity for creativity (and conversion) in these sequences and we’re seeing some brands take full advantage. If you know of any that you want to add, please get in touch!
Before we dig in, if you don’t already have sequences live…you gotta get on it. Seriously. No matter how well you think you’re optimizing for first session conversions, the average documented cart abandonment rate online is 69.38%. This means you’ll most definitely have some leakage that can be plugged with even a basic sequence.
As for what you can expect in terms of performance, Barilliance analyzed 200 companies running flows and found the average conversion rate clocking in at 18%. While the best cart abandonment emails were hitting as high as 40% conversion rates.
The Best Abandoned Cart Emails:
The NYC based men’s accessories brand send you the following email when you forget completing buying from their store.
What makes this one of the best abandoned cart emails?
Ernest does a great job at addressing the top reason for cart abandonment by shoppers, which is “extra costs too high” as per Baymard research.
The American travel and lifestyle brand, Away, sends the following email if you abandon while purchasing “The Large” from their store.
What makes this one of the best abandoned cart emails?
Prescription glasses and sunglasses provider, Warby Parker, send the following email with the subject line “Louise might be the one.” I love this!
Source: Mailcharts
What makes this one of the best abandoned cart emails?
Natural loose tea seller Teakruthi sends the following email when you drop purchasing from their store.
What makes this one of the best abandoned cart emails?
Women clothing company, Madewell, use three prominent CTA buttons in their cart abandonment email below.
Source: Pinterest
What makes this one of the best abandoned cart emails?
The world’s largest retailer, Amazon, is quickly expanding its presence in India. It sends the following email if you get off without completing your purchase from their store.
What makes this one of the best abandoned cart emails?
Note: Even if you don’t have a huge number of products for selling on your site, you can experiment with sending a few similar products. In the abandonment cart email below, Nykaa, a multi-brand beauty retailer, shares four similar products alongside the products in the shopping bag. They all serve as a genuine upsell that the consumer might be interested in buying.
The golf shoemaker sends the following email to on the abandonment of cart.
Image source: Mailcharts
What makes this one of the best abandoned cart emails?
Now that we have looked at seven examples, let’s discuss how to create an abandoned cart email strategy for your brand. However, first, here’s an example of sending a cart message on Facebook.
When you consider the DNA of what makes the very best abandoned cart emails, it’s not just about the content, but also maximising the change that someone sees the message. Luxury bedding provider, Brooklinen, sends an abandonment cart message on Facebook instead of mailing its users. Here’s how it looks like:
Facebook Messenger has over 1.2 billion monthly users and creating chatbots is a great automated way of reaching them. Indeed, Recart found that the open rates, response rate, click rate, and recovered revenue are all higher in Messenger.
You can give Messenger marketing a shot by using a tool like Recart (it integrates with stores created on Shopify and WooCommerce).
Now that we’ve looked at a few examples let’s begin with the creation of a strategy. Here are five ways to recover lost sales from your store.
Even if your prospects don’t check out, you can solicit their emails using email optins. Exit-intent pop-ups might be the most effective kind, but they will also likely be annoying for your audience. You can explore the possible email collection options here.
35% of recipients open emails solely based on the subject lines. Your goal is to be specific by reminding the recipient of the product they abandoned. Simultaneously, you need to pique the curiosity of the hesitant customers so that they open your email.
Remember how Warby Parker used a colorful picture of the item abandoned from their store and was playful in their email copy? That’s how you want to approach your email body. Being humorous (if it goes well with your brand) will help you stand out in an otherwise boring cart reminder message.
90% of Ecommerce leads turn cold in an hour. Or do they?
Well, It makes sense to send an email to a shopper when the product is fresh in their minds (preferably, the first 24 hours). However, the ticket value of your product also matters. If you’re selling a laptop, then the consumer decision-making process is more intricate and can take time as compared to selling a T-shirt.
As I have told in the direct to consumer article, consumers are increasingly demanding a personalized experience. Do more than addressing the prospect by their name and sending an automated message. Make your recipient feel like they are communicating with a friend.
You can’t stop those casual browsers from dropping shopping carts on your site. They might find your shipping fees higher or your checkout process complicated. However, you can get a decent number of these prospects back to your store and persuade them to buy.
I showed you examples of a few retailers that reassured the prospect with discounts, free shipping, and other techniques. Hopefully, these abandoned cart email examples have inspired you to optimize your re-engagement campaigns.
Finally, it’s also worth experimenting with abandoned cart messages on Facebook as the consumer attention shifts towards social media.
I would love to hear how your cart abandonment emails stack up. How much revenue have you been recovering? And how you plan to use the above examples? Let’s discuss in the comments below.
Do you think you’ve got one of the best abandoned cart emails? We’d love to check them out. Please get in touch.