When it comes to ecommerce, abandoned carts are without a doubt one of the most important email series, which is why we’ve written about them at length. More then 50% of shopping carts are abandoned, so if you’re in the ecommerce industry and you’re not sending an abandoned cart series, you’re leaving money on the table. You really are. As an example, one of our clients who was not sending abandoned cart emails is now recovering an extra $70,000 a month. Got your attention yet? We thought so.
1) Send your first email between 30 minutes and 4 hours after a shopper abandons his or her cart.
It pays to act fast — but not too fast, otherwise you risk irritating shoppers. Why not send an abandoned cart email right away? Well, you don’t want to accidentally email customers who have every intention of making a purchase but are just taking their time checking out. Maybe they needed to get their wallet out of the car. Maybe they decided to have a snack first. Whatever the reason, you can come off overly aggressive if you email them immediately.
In your first abandoned cart email, we recommend to simply send a regular text email. Stay away from using a fancy HTML formatted and stylized email here to show personalized one-on-one customer service.
2) Send more then one email.
Send the second email 24 hours later. Sending a reminder email a day later is soon enough after that the abandoned items will still be top-of-mind, but not so soon that it will feel pushy. We generally recommend sending three to five emails in your abandoned cart series.
3) Show shoppers what they are missing.
This is a no-brainer, especially since people might not even remember what they added to their cart in the first place. Remind them that they’re missing out on something tangible.
4) Send a brand awareness email inside the abandoned cart email series.
If you’ve sent two abandoned cart emails in a row and the customer is still on the fence think about incorporating some customer testimonials in the next email or showcase some recent press. This will subtly remind them of your company as well as give them a sense of confidence regarding your brand and products.
5) Turn up the heat.
As a potential customer progresses down your abandoned cart series start to include a sense of urgency in the emails. It’s important to use urgency to get shoppers to act fast. Try using language like “your cart is about to expire” or “these items are selling out fast!” to nudge them towards making a purchase.
If you decide to send more than one email, save your sense of urgency for the final couple of emails. Coming in with a sense of urgency at the beginning of a 4-email series can make you sound like the boy who cried wolf.
6) Sweeten the deal.
Another good tactic to convince people to buy if you’re running a multiple-email abandoned cart series is to include some type of incentive to encourage shoppers to complete their purchase.
These incentives can range from 10-15% off their purchase to free shipping. These offers are a great way to get people to buy, but you should consider only offering them to first-time buyers. Otherwise, your customers can become accustomed to receiving discounts and purposely abandon carts to reap the benefits.
7) Last but not least, test.
It’s always a good idea to test subject lines and copy to see what works best for you. If you’d like to introduce a new idea — a new sense of urgency or incentive, for example, — try testing it against your current model to see how it performs.