Abandoned Cart Emails: The Master Guide

A guide to abandon cart emails

As a brand or company, making sales is the name of the game. It’s how you will make your revenue and how you can continue to grow your business into an even more successful enterprise. However, we live in a fickle, fast-paced world where it can be difficult to keep up with customer demand, the changing needs of your audience as well as master the marketing strategies it takes to win your audience over again and again.

In order to get your customers to pay attention and follow through with sales, you have to stand out as well as be smart and savvy, especially when it comes to turning potential problems into unforeseen marketing opportunities. The issue we are referring to here is in the case of an “abandoned cart.” Even the term itself feels like it has a gloomy, negative connotation. The key is to not let yourself get bogged down by a situation like this and instead use marketing expertise to win your customer back. 

In this article, we will discuss the ins and outs of abandoned cart emails and explore how you can regain your customer’s interest and inspire them to follow through with the sale through the use of abandoned cart emails. 

What is an Abandoned Cart?

An abandoned cart is exactly what it sounds like. A customer abandons their cart when they start adding items to purchase in their online shopping cart, but then leave your site before finishing the purchase. 

Hey, your customers are human after all! They may have simply forgotten that they started a cart, got distracted and weren’t able to finish the purchase, or they could have been preparing the cart with the intention of actually finishing the purchase at another time. If this happened in a brick and mortar store, this would entail a customer physically putting items into their wagon and then deciding for whatever reason that they were not only leaving the cart (therefore abandoning it), they were also leaving your store!

Whatever the case is, the story ends the same way — they left your site without completing the purchase. 

So, what now? 

Transform an Abandon Cart Situation into an Opportunity with An ‘Abandoned Cart’ Email 

Did you know that according to sources, 79.17% of online shopping carts end up getting abandoned before the customer completes the purchase? 

Weirdly big percentage right? And yet, we know that companies are clearly continuing to make sales and profits and prevailing despite this statistic.

And so can you. 

So, what strategy can we use to help turn this situation around? 

Meet the abandoned cart email. 

What is an Abandoned Cart Email?

An abandoned cart email is an email that is sent out to a customer to alert or remind them that they abandoned their cart. They operate by successfully tracking customer behavior on your site, monitoring which items your potential customer was looking at, what they put into their shopping cart as well as previous purchases customers have made. 

How Can You Track Customer Behavior On Your Site? 

Ecommerce platforms such as Shopify or BigCommerce make it easy, automatically tracking user behavior on your site. Using the information it tracks, you would be able to know which users to send an abandoned cart email to. If the user is an existing customer they most likely have subscribed or signed up with their email prior, providing you with the information you need to reach them. 

The way it works is after a potential customer abandons their cart, the ecommerce platform would recognize this behavior as a lost or abandoned cart. You can then use these platforms to create automated emails that will be instantly sent to the customer, reminding them about their abandoned cart so they can finish the purchase. 

How to Master Abandoned Cart Email Strategy

There are three approaches to a strong and strategically created abandoned cart email.  The first is creating a basic reminder to your customer about their abandoned cart that provides them with the link or a CTA (call-to-action) they need to navigate back to their cart to complete the purchase. 

A second option is to create an email that calls attention to the actual items that the user left abandoned in the cart. You can bring these items to life with vibrant and bold product images that alone can help inspire the user to complete the purchase. Examples of such emails use strategies known as segmentation/ personalization that may more strongly resonate with the customer as it highlights products the potential customer already showed genuine interest in, as well as appealing to their senses. 

A third approach involves sending abandoned cart emails over the course of several days and in the last email, the user will have the opportunity to use a discount code for a limited time to save money on the items they already put in their cart. This option can be very influential in helping motivate a customer to complete their purchase as it offers financial incentive with a discount and creates urgency for the user to take advantage of the discount. 

Abandoned Email Subject Lines

Remember, the subject of an email is usually one of the most important aspects to hook your potential customs or in this case (regain or win back your customer). They can be particularly impactful in inciting the user to open the email and ultimately complete their purchase.

Examples of popular email subject lines: 

  • Hey, looks like you may have forgotten something!
  • Are you still interested in _X_? 
  • Don’t forget your cart!

One of our favorites is one that Hot Topic has used: Your cart has abandonment issues.

Great, right? And cleverly written subject lines like that may just be the way to win back your customer’s attention and inspire them to make the sale (that they may have otherwise forgotten about). 

Why not inject a little humor!

We hope you don’t abandon this article (see what we did there?) in your future marketing endeavors. 

And for even more marketing expertise, talk to us at Firon Marketing. We’ll be happy to help you up your marketing game to stand out from your competitors and bring some serious value to your audience. 

Adrian knows all there is about email marketing.