Offering a discount code can tip the scales in your favor for shoppers who have abandoned their carts due to the price of the products. This approach works best when you have a high margin or if the products are discounted and you want to get rid of them.
Offer a discount
The strategy of offering a discount in the event of cart abandonment was decided to be implemented by Beauty Sleep (a company that produces innovative anti-aging skin care products that also take care of healthy sleep, which is the key to a beautiful and youthful complexion). They recorded 25% of recovered sales using a cycle of 6 abandoned cart emails. Below we present a list of emails, the time of sending them and a short description of what the recipient could find in them.
Offer something unique
You don’t need to offer a discount to encourage customers to complete their order. Instead, you can offer another incentive that will convince undecided customers – for example, you can offer free shipping or a small gift.
One of the main reasons for cart abandonment is unexpected shipping costs. That’s why something as simple as free shipping can significantly increase your conversion rate.
How about an interesting return policy? Zalando decided to take such actions, emphasizing in its messages the information about 100 days to return products. Interesting for the customer? Yes! Encouraging? Absolutely!
Prepare an interesting topic for your message
There is a lot of debate about what makes a good news topic. Many copywriters believe that a short, direct subject line works best, but according to our research and analysis of statistical data from thousands of emails sent through our platform, the results indicate that longer subject lines are more likely to be opened than short ones. We suggest that the subject line of the email clearly outlines what your email is about.
Don’t forget about the preheader
If the subject line of the message tells the reader what to expect, then the preview text is a foretaste. This is where you can tell the recipient what they find in your email. On mobile devices, it appears right below the subject line, and on desktop devices, it appears directly after the subject line.
When creating the content of an abandoned cart message, we are often distracted by pleasantries like greetings or small talk. There’s nothing wrong with trying to make your message sound polite and friendly – that effort often pays off. However, seeing the hundredth “Hi Bożena” is unlikely to make someone click. And that’s why many email marketing platforms allow you to create a special preview text.
The genius of the themes lies in their brevity. You have about 60 characters to intrigue the reader. Preview text gives you another chance (and another portion of characters) to convey relevant information.
From the customer’s perspective
If you think your audience is mostly busy people and you feel that the marketing jargon in the abandoned cart message will dissuade them from completing the order, focus on simplicity and watch your abandoned cart rate drop.
However, not every company can afford a personal approach to each customer. If you’re the one affected by this situation, the best way to communicate with your prospects is to maintain trust. If they are busy, accept that you are not a priority in their lives. You know your products and you know they’re the best, but not every one of your potential customers or subscribers will turn out to be a fan. This is perfectly fine. You can still convert them with simple reminder messages.
Encourage potential customers to contact you
Sometimes, instead of guessing and guessing the reasons, it is better to simply ask the customer why they did not complete the order. As mentioned at the beginning of this article, life is unpredictable and sometimes you can’t finish your order because, for example, your dinner burns.
If your goal is to improve your website’s performance and minimize returns, then the best strategy is to simply ask what happened. Maybe it was the shipping costs, maybe the child just came home from school, or maybe your website is missing the “Go to summary” button – just ask!
Share other customers’ opinions
Social proof is a strategy in copywriting that uses our inner, subconscious need to be part of society and trust the experiences of other members of our group. Examples of social proof include customer stories, product or service reviews, and statistics on the number of people who choose a brand.
The best aspect of proof-of-argument emails is that you can bite the subject line in a variety of ways, depending on how the recipient relates to your brand. If it’s the first time on your website, it’s worth adding a few customer ratings and reviews to inspire trust. In the case of a loyal, returning customer, you can send them the latest case studies as a reminder about the development of your brand.
Below you will find a comparison of abandoned cart reminder emails. See the difference when recipients received the feedback version. The conversion rate is much more optimistic than in the version without reviews.
Test different copywriting styles
Your business is unique. Your products, services, and branding come together to form the key elements of your online store. It’s important to consistently communicate your brand identity in a consistent way that aligns with your company’s values and engages your target audience.
You can try playing with words, and if wordplay is not your forte, you can always hire a professional copywriter, a freelance writer, or use an agency.
Engage the recipient
Our minds like puzzles. If you ask the reader a question – not necessarily a literal one, but rather something that interests them enough to know the answer – they will open your message. The rest is up to you.
An intriguing message can prove to be a decisive part of your strategy, which will ultimately allow you to easily recover lost sales opportunities.
Appeal to emotions
Ultimately, we are all driven by emotions. There are well-known emotional tricks that, if used in an honest and funny way, can strengthen the relationship between the brand and the customer.
Don’t be afraid to use the emotional aspect in your abandoned cart campaign. Be honest in the content of both the topic and the rest of the content, supplement it with appropriate graphics and gifs, make the recipient feel something, not just read another message. It is surprising, but even the most simple products, such as shovels, can be sold with emotions. You just need to remind customers why they were interested in your product.