Abandoned carts are one of the most serious problems faced by ecommerce stores. The cart abandonment rate in 2021 was 70%. That’s more than two-thirds of all visitors who added a product to their cart and didn’t complete the purchase. We (marketers) are bothered by one question: what can we do to get shoppers to complete their purchases? However, before we answer them, we need to consider why the customer decided to abandon the cart and leave the store in the first place. And there can be many reasons.
What is an abandoned cart?
An abandoned cart is a phenomenon found in e-commerce. This is a situation when a customer interested in the offered products/services, adds them to the cart, but then decides not to finalize the transaction and leaves the purchase process.
Abandoned carts are one of the most serious problems faced by ecommerce stores. The cart abandonment rate in 2021 was 70%. That’s more than two-thirds of all visitors who added an item to their cart and didn’t complete the purchase.*
We (marketers) are bothered by one question: what can we do to get shoppers to complete their purchases? However, before we answer them, we need to consider why the customer decided to abandon the cart and leave the store in the first place. And there can be many reasons.
What is an abandoned cart?
An abandoned cart is a phenomenon found in e-commerce. This is a situation when a customer interested in the offered products/services, adds them to the cart, but then decides not to finalize the transaction and leaves the purchase process.
Coming back to the reasons why potential customers decide not to finish shopping? In short, anything can happen – a customer is distracted by an incoming phone call, a burnt dinner or an interesting notification from an app. In such cases, sending a simple reminder about the abandoned cart will most likely suffice.
A more advanced scenario should be triggered in case the cart abandonment was caused by your store. Potential customers don’t complete orders when they come across unexpected shipping fees, hidden taxes, a lengthy buying process, or simply find a better deal.
Setting up an abandoned cart email series is one way to recover lost sales opportunities, and that’s why we’ve put together 15 examples of effective abandoned cart emails for you to help you recover lost sales and make your remarketing campaign a success! First, let’s take a look at some statistics. Thanks to them, you will be able to learn about certain buyers’ behaviors and understand what factors affect their purchasing decisions.
Send reminder
This type of abandoned cart email works best for customers who have been distracted and forgotten to complete their order.
If you design such a message properly, this type of email will be perceived as helpful and unobtrusive. It will communicate the following intention: “we know how important your time is and we don’t want to waste it. We have stored these products for you in case you forget about them. Let us know if you’re still interested.”
Suggest more options
Sometimes visitors can’t find what they were looking for and abandon their carts because the available products didn’t meet their expectations. In these cases, it’s a good idea to send them a message with alternatives they might have missed.
Predicting what a customer might like can seem complicated, and that’s where marketing automation comes in.
Personalize the message
You can no longer surprise your customers or subscribers with personalization of your messages. It is an integral part of an effective brand communication strategy that is expected of any online business.
Currently, personalization goes beyond simply using the recipient’s name in the subject line of the message – this move will not knock anyone off their feet.
Instead, you need to look at more complex details, such as your browsing history, the categories they visited, the products they were most interested in, and more.
Pay special attention to design
The appearance of your messages is very important. It takes us just over a hundredth of a second to process an image, while it takes us 0.8 to 1.6 seconds to assimilate a sentence that is eight words long. If the content of your emails is tedious, most recipients won’t even read the subject line.
The same is true for colors – using the right palette will help attract and focus the reader’s attention. The appropriate use of color increases the reader’s desire to continue reading by 80% and their interest by 82%.
Creating an email with these two metrics in mind will help you reduce cart abandonment losses simply by appealing to the visual factors that resonate with your recipients.
Choose eye-catching color combinations that match your brand and use matching graphics, photos that perfectly reflect your message and allow your products to speak for themselves.
Leverage FOMO
The fear of missing out (FOMO) is a powerful tool used by marketers, often as a key element of abandoned cart messages. By doing so, they are able to create an urgency and the illusion of scarcity. The most common way to create a rush is to put a time limit on the offers.
This is a proven technique if the customer does not feel confident with the purchase of a given product. By emphasizing that the product your recipient is interested in sells out quickly, you can increase the customer’s need for that product, which will ultimately speed up conversion times.
Other examples of FOMO emails include messages with a countdown to a specific benefit, such as a coupon or discount code, that are combined with a limited-time offer or number of items left in stock.