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1. Win Back Sales With Abandoned Cart Emails Using
2. Win Back Sales With Abandoned Cart Emails Without
3. Win Back Sales With Abandoned Cart Emails Instead
4. Win Back Sales With Abandoned Cart Emails Across

22.Jan.2021 Poulami - Abandoned cart email, Abandoned Cart Email Template

In these dire times, when online shopping is on the rise, there’s no need to reiterate the importance of getting the abandoned cart rate under control. But, sometimes. even when everything looks under control, that might not be entirely true. So, if you think that a great targeted ad, a spick and span online store loaded with incredible products, is enough to get you enough sales.

According to Omnisend, a series of emails works 63% better than a single email for abandoned cart emails. Jordan Pritikin, a team manager for HubSpot's email and growth marketing team says, 'When you're writing an abandoned cart email, personalization is key. What was the actual product or service that was abandoned? Abandoned cart emails are sent to customers who have added products to their cart but failed to check out. It’s remarkably effective as a sales recovery tactic. According to SaleCycle, nearly half of all abandoned cart emails are opened and over a third of clicks lead to purchases back on site.

If you still need some convincing, here are some statistics that would readily help you make up your mind.

The online stores face almost 70% of the shopping carts to be abandoned, resulting in an $18 billion revenue loss annually.

This indicates that every online store is at the risk of losing 7 out of 10 customers to certain unavoidable factors. But how do you push against such terrible revenue losses?

Abandoned cart emails is the answer.

Why do you need to send Abandoned cart emails?

Well, nothing accounts more than some statistics and facts out together as an argument. So, let’s get that straight:

Newsroom research from Adobe revealed almost 71% of the smartphone/mobile purchases are influenced by abandoned cart emails.

SaleCycle suggests that about half of all the abandoned cart emails from the retailers are opened, while a third of those clicks lead to purchases.

Most importantly, SalesCycle also found that about 3% of the total e-commerce revenue is the direct result of the regular cart emails.

BigCommerce survey shows that $5.64 is made per abandoned email on average compared to other promotional emails.

Now that you’re successfully convinced why you need abandoned cart emails, the next question would be what constitutes the best abandoned cart emails?

After all, properly optimized abandoned cart emails can be effective in getting your customers to immediately pick up from where they’ve left off through a personalized link in an abandoned cart email. That’s why we are here to help you.

We at BayEngage understand the importance of crafting the right abandoned cart email and here are some best emails from various stores.

Eight Abandoned Cart Emails and Lessons to Learn

If you’re new to the abandoned cart email arena, it’s always better to follow the best practices employed by some of the best brands and steal like the best artist. So, let’s get started with the inspiration and the lessons that you learn from it. Let’s do this.

1. Kill It Like Amazon

Surprising, right? Even the world’s largest online retailer doesn’t forget to take advantage of the abandoned cart emails. And their cart email is simple and works out well for all of their stores. Amazon made sure to keep two factors in mind – frequency and timing while sending the abandoned cart emails. After all, picking up the right subject line and offering discounts are still secondary when compared to these two.

Moreover, Amazon is also the boss of cross-selling and upselling. Although they stick to simple messaging, they don’t forget to make it effective. They also include user-generated content like reviews to establish credibility by leveraging social proof. Plus, they also send other products related to the customer’s search results to build a sense of scarcity.

Example 1a:

Example 1b:

Hits:

• A simple abandoned cart email that is straightforward and is true to its message.
• The email lets you pick up from where you’ve left on the website.
• It also includes the product photo abandoned in the shopping cart to remind customers about their wishes.
• The email also includes a compelling CTA that takes the customers straight to checkout to complete their purchase.

Misses:

• If you look at the abandoned cart email’s bottom, it is an utter mess with all the links from different products. So, avoid putting too many links and keep the cart email design clean with a highlighted CTA.
• This abandoned cart email from Amazon doesn’t use any incentive to entice customers, but that approach works for Amazon. But not necessarily for your small business. So, try to put in some discount deals or other incentives when a customer completes the purchase.

2. Hit It Like – Asos

Some abandoned cart email templates from a few brands are just so compelling that there’s no need to beat around the bush. This abandoned email template is only one such example. Let’s get straight into what makes this simple abandoned cart email from ASOS so good.

Hits:

• One thing that definitely helps brands to keep up is brand identity. This brand ASOS had certainly nailed the brand recognition with this abandoned cart email.
• The messaging is also relevant, with some playful humor on the side, in the copy.
• This email also includes the item picture to remind the shoppers and entice them to make the purchase.
• It also includes an incentive for free delivery and easy return policies that increases the odds of growing sales.

Misses:

• Honestly, there is not one thing that we would like to change about this email.

So, this email template can work as a big-time inspiration for your next abandoned cart email.

3. Personalize It Like American Eagle

Another effective strategy is to personalize the email according to customers and products. And, nothing works the best way than incorporating personalization in your abandoned cart email. You can get hold of relevant data to put forward this in your strategy and gain valuable traction. An effective way to personalize would be to offer discount deals for a selected high-value shopping cart to showcase any product left in the cart right within the subject line! Well, American Eagle has made use of it!

Hits:

• The subject line of the email is on-point. It clearly states the product that the customer had left in their cart.
• The copy used in this abandoned cart email is crisp, effective, and creates a sense of emergency within shoppers.
• American Eagle also uses the product as the hero image to entice customers for all the right reasons.
• The highlighted CTA right at the end of the email also makes a lot of difference.

Misses:

• The email misses out on including any form of social proof to establish credibility.
• It also doesn’t showcase any other products other than the hoodie left in the cart.

4. Showcase Elegance Like No Other With TargetBay

This customized abandoned cart email template is perfect and is just an elegant touch that you would need for your ceramic/clay store. The layout of the template successfully can help you achieve some real high conversion. The email also gives the shopper to explore more before dipping their toe and making a purchase. This abandoned cart email template is all you need to succeed and rake up sales.

Hits:

• This template is elegant and straightforward, with some great visual consistency that is sure to grab eyeballs.
• The big and bold CTA, right at the center, helps the shopper to get back to their abandoned cart quickly without wasting any time.
• The tailor-made design layout is perfect to showcase your ceramic studio and walk the customers through the product-making process. These details will help you to increase the trust quotient.
• The bottom of the email also includes the item that the customer left behind to remind recipients of what they are missing out on in the first place.

Misses:

• Well, there is not a lot of space for your copy to shine. So, it’s essential that your copy is well-written to stand out with such an elegant design.

Still, many details in the email point this email out as a great marketing package. Overall, it’s a great way to leverage the power of cart abandonment email.

5. Grab Eyeballs with This BayEngage Email

This tailor-made email template is all you need to crush your cart abandonment rate. The elegant template is an excellent way to scale up your marketing game. This well-crafted and designed abandoned cart email template attracts the right customers and meets your business goals.

Hits:

• The eye-catching brand details on the cart email help you to grab customer’s attention.
• The timer used in the email template will nudge your shoppers to complete the purchase and increase sales.
• The copy is short and straightforward, with a link that takes the customers back to the place from where they had left.
• The “Take me to the cart” CTA is amusing and is a deliberate attempt to get them shopping.
• The use of a discount code in the email looks to appeal to the customers to finish shopping.

Misses:

• This template lacks social proof that would have helped you gain better traction.

Overall, there’s a sense of fun and personality, which really appeals to make it a great cart abandonment email to be used.

6. Tailor-made Abandoned Cart Email For Your Online Bag Store

No one likes to bear the burden of increased abandoned cart rates. Thus, it’s essential to have a killer abandoned cart rate on board, or else you might end up in a severe loss of sales and revenue. This custom-made abandoned cart email template pulls the right strings in a customer’s mind.

Hits:

• This email template very clearly showcases the exact products the customers had left behind in their cart.
• The beautiful photographs perfectly align with your brand to create brand recall.
• The positive reinforcement through the persuasive copy appeals wonderfully to the shopper’s vanity.
• Lastly, you can’t miss the prominent CTA that certainly gets the customer’s attention.

Misses:

• Well, we don’t have a lot of details to point out that needs change.

You can get hold of this template here.

7. Force, You Must Use Of Baby Yoda by TargetBay

Well, can anything ever overshadow Baby Yoda? Not really, right? So, use the force of abandoned cart emails to reap the benefits of this bonus marketing opportunity. This template has all the right elements from an amazing hero image, persuasive copy, and an eye-catching subject line. So, if you want to put a pop-culture reference and win some engagement from your customers, then this is it. After all, who doesn’t like the cuteness-overloaded Baby Yoda?

Hits:

• Pop-culture reference always works wonders, and here the inclusion of Baby Yoda makes it all the more delightful.
• The copy is cute: “don’t let me go” is sure to melt anybody’s heart.
• The underlying humor throughout the copy is encouraging enough to grab attention from readers to complete their purchases.
• Lastly, you can’t miss the highlighted CTA, right in the middle of the email.

Misses:

• This email template lacks personalization, and a little more would have made it all the more wholesome.
• You can also try to add some more relevant product lists to get the purchase rolling.
• This email template is too minimal, and little more elements would be significant.

Either way, this abandoned cart email brings in fun , reawakens your shopper’s attention for good, and rakes up sales.

8. Bark it Like Barkbox

Dogs and cuteness are all you need to pace up your abandoned cart email strategy. This real-life marketing inspiration from Barkbox is an excellent example to pick elements from that would help you stand out in a crowded inbox. Besides bringing fun to the table, this email also brings in the information that is sure to get your shopper’s attention ticking.

Hits:

• The use of an excited dog receiving the order in the form of a GIF is guaranteed to get your shopper’s attention
• This email also doesn’t fail to remind recipients of what they can expect in a typical Barkbox.
• The cute copy “show your dog some ruv” is just what you need for your emails to get all the love and attention.
• The Barkbox abandoned cart email includes two calls to action (CTAs), right at the top and bottom of the email, to make it easier for the customer to choose.
• Lastly, BarkBox also includes a cart expiry warning to trigger urgency, another old school marketing method.

Misses:

• We feel that a little personalization in the email would have made it more effective and help make better sales.

This template clearly incorporates personality into your email, which will definitely help you get close with your shoppers.

Final Thoughts

Your brand’s abandoned cart emails can make or break your sales. If you are quick to strategize and come up with an effective solution, you would be able to set your sales on fire. And, if you’re still in a dilemma, here’s a quick round up to perfect your abandoned cart emails! Check out this to get some major inspiration and learning!

Cart abandonment is a rising challenge for all retail marketers. SalesCycle reported that approximately 75.6% of carts were abandoned in 2018.
This is a shocking revelation, especially with the constant rise across the years—in 2016, the number was at 74.5%, and 75.5% in 2017.

This is why marketers usually turn towards emails to help recover these abandoned sales.

And there’s a really good reason for that: 46.1% of people open cart abandonment emails, 13.3% click inside the email, and of those clicks, more than 35% end up buying something.

That’s why cart abandonment emails are so important for eCommerce marketers. With a great eCommerce marketing automation strategy (including the timing and message), they can set it up and have it recover sales on autopilot.

But if you’ve never set up a cart abandonment email (or, as we recommend below, series of emails), or you’re not satisfied with your current results, you’re probably wondering what makes great cart abandonment emails.

That’s what we’ll be looking at today.

What are abandoned cart emails?

Cart abandonment emails are messages sent automatically whenever a shopper comes to your store and adds an item to their cart, but doesn’t buy the item.

These emails can also be triggered when the shopper abandons the checkout flow.

In order to send these emails, you’ll need to have the shopper’s email address. This can be done by requiring them to enter their email address before entering the checkout flow. It will be a good idea to use an email checker to verify email addresses in real time and thus ensure only valid addresses reach your database.

Alternatively, they may already be a subscriber or have purchased from you in the past. You can send one cart recovery email, or a series of cart recovery emails in order to win back the sale.

Abandoned cart emails: some important statistics

According to SalesCycle, the number one reason (34% of respondents) why people abandon carts is that they were just browsing. The #2 reason was issues with shipping and #3 were comparing products in different stores.

This is actually not a bad thing. The two main reasons are well in your control. With #2, you can play around with different shipping options. You can charge extra for the product and less for the shipping, or offer free shipping after a certain amount.

As far as the #1 reason, it simply means they’re not ready to buy…yet. But that doesn’t mean they’re not interested.

The only thing they need is to be reminded. And that’s where cart abandonment emails come into play.

Abandoned cart email best practices

So now that we understand what’s causing shoppers to abandon carts, and how to fix that problem (i.e., cart abandonment emails), now let’s look at some best practices to ensure success. After all, stores are seeing 30-50% open and click rates on their cart abandonment emails.

In order to be successful, there are some important things you need to include in your cart abandonment emails. Let’s go through each.

#1 Get the timing right

The timing of your cart abandonment email is essential. Make sure to send your first email after an hour of abandonment.

If you wait too long, you will lose that shopping urge that caused the shopper to add the item to their cart in the first place.

You’re still at the top of their mind, so it’s important to strike while the iron’s hot.

But here at Omnisend, we’ve noticed that the eCommerce marketers that use a series of 3 cart abandonment emails have the best order rates: they’re seeing 69% more orders on average than those marketers sending only one cart abandonment email. SMS marketing best practices recommend to include SMS for abandoned automation.

#2 Use high-converting subject lines

A sleek subject line can grab the attention of the customer and increase open and click rates.

However, that doesn’t mean you need to get too fancy and complicated with your subject lines.

Offering discounts and offers such as ‘free shipping’ for customers to complete their purchase can really work in your favor. Check out these cases studies on winning back customers.

With cart abandonment emails, it’s best to get straight to the point.

#3 Include the abandoned product

A reminder of the product along with the product image, size, color, pattern, etc. within the email is a great way to remind them of what they’re missing out.

After all, they may not really remember what product they abandoned if they had a particularly busy “window shopping” day, such as on the Black Friday weekend.

It’s not enough any more to just include the name of the product. The image is a must.

And, if possible, make the image large and attractive (psst…this is pretty easy to do with Omnisend’s drag-and-drop newsletter builder). You can also try specific HTML email template builder and import Template into email marketing software.

#4 Add a big, easy-to-see CTA button

Bold and attractive CTAs can really grab the attention of the shopper and push them towards an action you want them to take.
With cart abandonment emails, the action is pretty clear: finish buying the product.

Therefore, make it easy on them. Let them know what they abandoned, show it (with a big image), then put the bold, easy-to-see, contrasting CTA right below that product image.

The button text should be something like “Continue shopping” or “Buy it now”.

#5 Use persuasive text

Besides attractive images and contrasting CTA buttons, it’s important that you have a convincing and customer-centric copy that’s ultimately pushing towards conversions.

“Short and sweet” is the mantra for cart abandonment emails, so you should get straight to the point.

#6 Provide customer support

Make sure to provide customer assistance or guidance with each cart abandonment email.

After all, it’s possible that the shopper couldn’t complete checkout because there was some technical issue.

Or, it’s even likely that they have some questions about the product (shipping times, refunds, etc.) that are better answered by a person.
Give them that opportunity.

3 abandoned cart email examples

Let’s look at some abandoned cart email examples of abandoned cart emails to help inspire you. We’ll break them down by the good and bad aspects of each email.

#1 Where’d you go? by Black Milk Clothing

The good:

• The image is captivating. Anytime you can use a sad puppy or kitten, do it. It will definitely grab their attention and give your emails a good sense of humor.
• The copy is good and continuous the humor set in the puppy image.
• The subject line is nice and short and, again, sets the tone for the humor that can be found in the email.

The bad:

• No image of what is being left behind. Chances are that your shoppers don’t really remember the names of the items they abandoned, so it’s best to show them rather than just name it.
• Plain email. Sometimes it works, sometimes it doesn’t. Here, it doesn’t work that well, and although I like the email image and body, I’m not really inclined to recover my cart.
• No bold CTA. The CTA is just a plain ol’ link, rather than a great contrasting button.
• No customer support info. There are many reasons why shoppers abandon carts. They may have extra questions and it’s a good idea to include your support contact info.

#2 You left items in your cart by FiftyThree

The good:

• Big, bold, catchy headline. The copy of the headline may not be very compelling, but it’s styled impressively and is definitely catchy.
• The body is short and sweet. A quick question plus a thank you is great.
• I see the item that I abandoned. This is great, so I know exactly what I abandoned, and it will give me a second chance to think about it (and think about buying it).
• The CTA is bright and bold. This is important, and easy for me to click and complete my order.

The bad:

• The product image is a bit small. I’d like to see a bit more emphasis on the item being left behind. The image could easily be twice as large.
• No customer support. What we’re missing, again, is the email address or phone number for customers that may have additional questions. (Yes, even for small, low-priced items like this.)
• As a small bad: the title is a bit too straightforward. This isn’t a big criticism, but it’d be great to add a bit more personality to your emails. After all, every interaction with your subscribers or customers should help with brand-building.

#3 [Name], you want to make a deal? by Nomad

The good:

• Great subject line. There’s the shopper’s name, plus an intriguing question.
• Good casual humor in the body text. This is important to make your shoppers understand your brand style and keep their attention.
• Use of discount code. This will help push the shopper towards a sale, seeing as there’s a limited-time offer on the table.
• A distinct CTA. The first link seen is the one that sends the shopper, Dan, back to his cart. That’s good positioning and makes it clear what the next steps should be.
• Customer support. Here, they’ve included the email address that the shopper can reply to if they have any questions. Great.

The bad:

• No interesting design. This email is a text-book text email. As I said before, it works sometimes and doesn’t work other times. This email could use some color and interest.
• No product images. Again, your customers may not remember what they abandoned. And even if they do remember, images are much more influential than text.
• No big, bold CTA button. The CTA here is a link, and while it’s distinct, it isn’t as imperative as a good-contrasting, big button.

Win Back Sales With Abandoned Cart Emails Using

5 best abandoned cart email subject lines

We analyzed more than 95,000 email campaigns from e-commerce marketers for 2017-2018 to see what the best-performing metrics are.
When it comes to abandoned cart email subject lines, we noticed one important thing: keep it short and sweet.

We also saw this same messaging with the actual text in the email. Don’t keep your subscribers reading or guessing.

Tell them what they want to know, and tell them quickly.
Without further ado, here are the top 5 cart abandon subject lines based on open rates:

#1 abandoned cart email subject line: “15% Off purchase”

• Open rate: 48%%

#2 abandoned cart email subject line: “Cart left”

• Open rate: 45%

#3 abandoned cart email subject line: “$20 Off cart”

• Open rate: 44.5%

#4 abandoned cart email subject line: “Items left”

Win Back Sales With Abandoned Cart Emails Without

• Open rate: 40%

Win Back Sales With Abandoned Cart Emails Instead

#5 abandoned cart email subject line: “Still shopping?”

Win Back Sales With Abandoned Cart Emails Across

• Open rate: 39%

As I mentioned: short and sweet (and straight to the point).
These are some important things to know when it comes to abandoned cart emails.

That’s why we went ahead and placed it in one beautiful infographic to allow you to save it and take it with you when you create your abandoned cart strategy.

Further Reading: