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Are you spending lots of hard-earned money on driving shoppers to your website, yet not seeing the increase of revenue? If that sounds like you, fret not as you’re not alone.
According to SaleCycle data, one of the biggest leakages for most eCommerce businesses in their sales and marketing funnel is a mind-numbing of 75.6% shoppers who added products into their cart but then abandon it without completing purchase.
That’s a lot of potential revenue lost, but it doesn’t mean you have to throw in the towel yet. Even though we can’t eliminate cart abandonment entirely, we can actually minimize the likelihood of it happening via abandoned cart email.
What is abandoned cart email?
As the name might suggest, an abandoned cart email is a follow-up reminder sent to someone who has added products in their cart and then left the website without purchasing. By sending it, you’re actually enticing your customers to come back to purchase what they are already have intent to bring it home.
But, what are the emails supposed to look like? We’ve compiled the best examples of abandoned cart emails we could find. Sneak peak below!
1. Away – keep it specific and simple
Never overload your customers with information. Instead, you should focus on what’s necessary encourage the customers return to their cart and complete their abandoned order. The best is to show people their forgotten item in cart and remind them of what they’re potentially missing out on if they don’t act fast.
You can mention some basic info for those abandoned items and even illustrate it with images. The best example is Away as they also included tracking in the links to direct customers back to their online store.
Source: Away
2. Fabletics – use low commitment calls-to-action
Using a great calls-to-action has a big impact on your email’s effectiveness to convert shoppers into customers. However, asking a customer to buy from you is one of the highest levels of commitment that might scare them away from your brand.
Hence, instead of using words like “buy,” “pay,” or “checkout” for your email CTAs, you could reduce the scope of commitment by rephrasing to “Visit Your Cart”, “Return to Cart” or “See Your Favorites Again” for your CTAs as Fabletics do.
Source: Fabletics
3. Casper – include customer reviews and testimonial
Nowadays, shoppers not only demand specific details from sellers, but feedback from people like them as well. The transparency established by customer’s reviews even exceeded the importance of the family/friend recommendations or whether or not there was free shipping.
It’s a fact that if you’re in doubt when completing your purchase, a little nudge with customer reviews or testimonials might do the trick. And Casper, an e-commerce that sells mattresses and bed linen, knows this very well!
4. Ralph Lauran – insert product recommendation
Sometimes, offering alternatives to abandoned cart items can help recover a missed sales opportunity. It is due to shoppers might not fully satisfied with the items they added in their cart, that’s why they abandoned it at the end. However, they might be interested in similar items that they didn’t notice on your website.
Fret not as insert similar items doesn’t turn the focus away from the abandoned cart items. Ralph Lauran could be a great example as they included similar items in their abandoned cart email to encourage purchase.
Source: Ralph Lauren
5. Levis – offer a discount
It’s a fact that everyone like discounts! With that in mind, you can actually offer an incentive that is exclusive for those who leave your website without done the purchasing. Maybe your products are more expensive than they originally thought, or they were surprised by shipping charges added at the end of the order.
To avoid all the efforts down the drain, you can offer a discount in abandoned cart email, it could be the final push to make the sales back to you again. Bear in mind that, you shouldn’t give away discount too much, too often, as people might hold off on buying items at full price as they come to expect it.
Below is how Levis uses a discount as an incentive in their abandoned cart email.
Source: Levis
6. Brooklinen – leverage the fear of missing out
Using the fear of missing out (FOMO) is an effective psychological trigger for any marketing message, and your abandoned cart email is no exception. With this, you’re sending a message to remind your customers that they’re almost missing out on items in their cart, and invites them to come back and complete the order.
A New York-based sheet company – Brooklinen has well-placed FOMO in their abandoned cart email with the giant “We’ve reserved your cart for the next 72 hours” statement. Let’s admin it: this kind of message are able to draw you back in and make the purchase decision within short period as we all fear of not getting the deal.
Source: Brooklinen
Too many eCommerce businesses leave serious money on the table because they don’t send people a gentle reminder that they left something behind. We hope that these examples have brought you closer to creating an awesome abandoned cart email that works for your brand. Try to jog your customer’s memory with abandoned cart email today and share us your experience!
