Abandoned Cart Emails - Recover Lost Sales With Targeted Messaging
The average business loses about a third of its online sales due to cart abandonment. That’s why it’s critical to reach out to shoppers who have left items in their cart. Using email, social media, website chat, and more, brands can deliver targeted messages that make it clear to customers how they can easily recover their shopping carts and return to the checkout process.
Abandoned cart emails are triggered when a shopper adds items to their cart but does not finish the checkout process. These emails can be sent immediately or delayed up to an hour to give shoppers time to return to their cart and complete the transaction. They should be personalized with product images, call to action (CTA) buttons, and other key email elements to inspire clicks and conversions.
When designing an abandoned cart email, keep in mind that the subject line is one of the most important elements. It needs to inspire a sense of urgency—for example, with phrases like “Hurry! Low stock!”—and encourage recipients to take the next step. Providing a clear CTA with a link back to the store is also essential.
To increase the likelihood that a recipient will open your abandoned cart email, send it from a real person with an authentic sender name rather than a no-reply address. This creates trust and a perception that the email is a legitimate message from a brand they know.
The copy in your abandoned cart email should also be authentic and personal to help you build a connection with the recipient. This can be done by addressing a pain point that may have caused them to leave the cart, such as a high price tag or difficulty in finding the right size or color. Including a discount or incentive can also help overcome any initial misgivings that may have led them to abandon the cart.
Depending on the size of your company and the value of your products, you can decide how much to offer as an incentive for returning to the cart. Often, businesses can’t profitably offer incentives to every shopper who abandons their cart. Therefore, it’s best to focus on higher-value carts and try to recover a percentage of the original sale.
In addition to using targeted messaging, it’s important to use an ESP that can field the email address in a query string parameter so you can append it to the URL of your site. This will allow you to identify shopper sessions on your site and track ROI.
A well-designed, personalized abandoned cart email can help you recover lost sales and turn cart abandoners into repeat customers. By leveraging your customer data, you can create highly-segmented emails that speak to the specific goals and pain points of each individual.
By implementing these strategies, you can ensure that your abandoned cart recovery emails are effective and convert as many of your potential customers as possible.
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