Ecommerce stores face the problem of the clients changing their mind at the very last moment on a daily basis. There are a wide range of reasons why this occurs, from high shipping costs to website crashes and failed payments.

But many businesses aren’t aware that they could pump up their revenues by sending an abandoned cart email to their customers. It only takes a little bit of creativity and a few important points to keep in mind when trying to figure out how to do this successfully, which we’ll explain here.

What Is an Abandoned Cart Email?

When people use ecommerce websites, up to 80% of shoppers end up not buying a product once they have added it to the cart – this is known as cart abandonment. It’s a challenge that companies can tackle by sending the customer a follow-up message, known as an abandoned cart email, encouraging them to return to their website and finish the buying process.

Woman buying online with credit card. Online shopping. Woman shopping online. Female hands holding credit card using laptop computer to shop online. Online shopping. Paying with credit card online.

Things to Keep in Mind When Reaching Out to Customer

Creating your abandoned cart email requires careful consideration – while you don’t want to miss out on a potential sale, you also don’t want to annoy your customers with too many messages, or even spammy emails. Keep the following things in mind when crafting your email.

Be personal

Your email should reach out to the customer directly, encouraging them to finish the process. Taking a personal approach to this will help to build a rapport with them, and can be easily done using the data your customers may have already submitted when creating an account or adding an item to their cart in the first place. For example, using their first name in the subject line is an easy and effective way to immediately grab their attention.


Only include useful details

The content of the email has to be concrete and relevant. After all, people don’t want to waste their time reading irrelevant information. Ideally, the email should reference the product the customer was initially shopping for, and maybe some similar, relevant products that could entice them to shop further.

Beautiful young woman doing online shops with a credit card Consumerism concept

Think about the time

Th follow-up email about their abandoned cart should be sent as soon as possible because as more time passes, the less relevant the product could become to them. However, it’s also not a good idea to send the email too soon, either. We suggest leaving it anywhere from a few hours to a couple of days before pressing send.

Catch their attention

The content of the email needs to be catchy and interesting, and there are a couple of tips that companies can use when creating a good abandoned cart email

  • Calls To Action (CTA): These are short, snappy, clickable messages that tell the reader what to do, like “buy now” or “shop today”. A CTA often appears in emails as a clickable button.
  • Reviews: Adding positive reviews about the product can encourage the reader to check out their cart if other shoppers have had positive reviews.
  • Fear Of Missing Out (FOMO): Mentioning limited sales or special offers, such as free shipping, can create a sense of urgency in people who won’t want to miss out on a good deal.
  • Emojis and GIFs: Make the email seem more like a conversation with a friend with these everyday conversation additions.

Avoid the spam folder

First of all, it’s very important to make sure the abandoned cart email doesn’t end up in the spam folder. A little bit of creative thinking is needed in order for the client to not see the email as spam, whether that’s addressing them directly or having them verify their email when they initially sign up.

It’s important to know the client and find out what works best. Experiment with different techniques and see which style customers respond to more.

Image Source: BigStockPhoto.com (Licensed)

 

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