On average, 70 percent of all carts are abandoned by online shoppers before they complete their purchases. This means that if stores can improve abandoned cart email conversions by even a small margin, there are substantial profits to be made.
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While stores can use several different strategies to improve shopping cart conversions, an abandoned cart email series remains one of the most effective options. By reaching out via email to customers who have abandoned their carts, online stores can recapture many lost sales.
To help you optimize your abandoned cart emails for maximum conversions, we'll go over some abandoned cart email examples and tips for crafting effective email copy. If you'd like to start convincing more customers to take that final, all-important step of completing their purchases, here are the abandoned cart email best practices you need to learn.
Why Abandoned Cart Emails Matter
Customers who abandon their carts are some of the most qualified leads that an eCommerce business can hope for. These buyers were so close to making a purchase but, for whatever reason, didn't follow through. In many cases, it doesn't take a lot of convincing to get them to finish these transactions.
With an abandoned cart email series fine-tuned through eCommerce email conversion rate optimization, you can give customers who abandon carts the nudge they need to complete their purchases, helping you generate more sales.
Key Strategies to Improve Conversion Rates
If you want to convince as many shoppers as possible to return to their carts, eCommerce email conversion rate optimization is key. Here are a few abandoned cart email best practices to help you improve your abandoned cart email conversion rate:
- Timing: It's best to send the first email in your abandoned cart series no more than one hour after a customer leaves their cart. Typically, you'll want to send a maximum of two additional messages in subsequent days.
- Personalization: Using customer data to personalize your emails with things like the customer's name and product data will make your messages a lot more engaging and effective.
- Appealing Subject Lines: Subject lines convince people to open email messages more than anything else, so make sure that yours are compelling and attention-grabbing.
- Strong Call-to-Action (CTA): Effective CTAs are key to driving conversions, so be sure to include a clear and prominent CTA that directs customers back to their carts.
- Incentives: Offering an incentive like a discount or free shipping in later emails can help convince customers who are on the fence to complete their orders.
Sample Abandoned Cart Email Sequence
The most effective way to recover neglected carts is to create an abandoned cart email sequence of two to three emails. Here are some abandoned cart email examples of what this process might look like:
- Email 1 - Reminder: The first message should provide a friendly, straightforward reminder about the items that a customer has abandoned.
- Email 2 - Urgency: The second email can be sent within 24 hours and should be designed to create urgency. It could use phrases like "Almost gone!"
- Email 3 - Incentive: This is an optional message that can be used to offer a small discount, free shipping, or another incentive that encourages buying.
Optimize the content and subject lines of these emails to create a series that will improve abandoned cart email conversions for your brand.
Additional Tips
There's a lot that goes into writing effective promotional messages. Here are some more tips you can use to increase your abandoned cart email conversion rate:
- A/B Testing: Use A/B testing to optimize the subject lines and content of your emails to continually improve abandoned cart email conversions. Our email marketing services can help optimize messages through analytics and automation.
- Metrics: Using your email platform to monitor open rates, click-through rates, and conversions will help you evaluate how well your messages perform.
- Customization: Tailor your emails with personalized product recommendations, location-specific details, and other dynamic content to create a more compelling and relevant experience for your customers.
For specific examples of how we helped Thrifty White Health Essentials improve its email marketing results and recover more abandoned carts, see our case study.
Conclusion
It’s shocking for many eCommerce store owners to discover that more shoppers abandon online carts than actually complete their purchases. But the good news is that all of these abandoned carts present an excellent opportunity to drive conversions. With a well-planned abandoned cart email strategy, you can start recapturing lost sales by convincing customers to return and finish their purchases.
Would you like to further improve your abandoned cart email conversion rate through expert guidance and optimization? If so, be sure to contact Groove Commerce today for a consultation! We also offer free website audits that can help identify ways to boost your conversion rate.
