6 Abandoned Cart Email Best Practices in 2021 to Increase Conversion Rates

6 Abandoned Cart Email Best Practices in 2021 to Increase Conversion Rates heading image

eCommerce businesses know the frustration of abandoned carts. The hard work that goes into creating stellar products, building a good site, and marketing feel discouraging when the abandoned cart rate starts to climb. 

Globally, abandoned carts cost online retailers $4 trillion in sales annually. Email marketing is one of the most effective solutions to recover abandoned cart sales. 

A Series of Emails Triggered by an Abandoned Cart

Abandoned cart emails are usually an automated follow-up email sent to a shopper who abandoned a cart in a temptation to convince them to return and finish the transaction. A series of emails is often the best way to create a friendly reminder to customers. 

Email #1: Within an hour of the customer abandoning the cart

The timing of an email sequence following up on an abandoned cart is crucial to your email campaign’s success. It is simple marketing logic. The shopper was interested enough to visit your online shopping platform, browse featured items, and load a cart. If they were distracted by a phone call or needed to run an errand, you want to contact them while they are still interested. 

The one hour window is crucial because conversion rates decline after that. The first email needs a simple design to serve as a reminder of what items they left in their cart and inviting them back to complete their purchase. 

Email #2: The first 24-hour window

If the first email doesn’t result in a completed sale, you need to send a second email. Beef up your attempts in this email and create a sense of urgency for making the purchase. You can create urgency by reminding the customer that sale prices will expire or that there are limited numbers of a product in stock. 

Email#3: 76-hours after a cart is abandoned

This email marks your last attempt to drive a conversion. Incentives are a great way to drive shoppers back to an abandoned cart. Free shipping, a discount on a promotional item, or a one-time discount on the items in the cart are the proverbial carrots used to lure customers back to complete their purchase. 

The Six Best Abandoned Cart Email Practices

Crafting the right email solutions can boost conversion rates and drive up sales by convincing customers to make a purchase. Read on for six of the best strategies for creating the perfect abandoned cart emails. 

1. Craft an Enticing Subject Line

Craft an Enticing Subject Line abandonment cart email best practice

The subject line is your one chance to entice a customer to open your email. The subject line should clearly explain the purpose of the email while still creating a sense of urgency that tells customers they will miss an opportunity if they don’t act quickly. Remember, most people view emails on their mobile devices, so strive for a subject line that is seven words or less. 

2. Use the Preheader to Strengthen the Subject Line

Use the Preheader to Strengthen the Subject Line abandoned cart email best practices

The subject line and the preheader should work together. Leaving the preheader blank is missing an excellent opportunity to emphasize important information. The preheader is the perfect space to reinforce your offer, inject urgency, or grab attention with emojis or other graphics. 

You can also use the space to create a sense of curiosity, but one word of caution in doing so. Building curiosity to entice readers to open and read the email is a positive marketing tactic, but you need to make sure you deliver on what you promise. If you tease a “special offer,” then a ten-percent discount fulfills your promise. If you tease “mind-blowing savings,” then customers may feel deceived when your enticement is five percent off one item. 

3. Use Product Images

use product images abandoned cart email best practices

You want to draw customers back to the products they left behind in their online cart. Put the products in the spotlight by creating a stunning visual to lure the buyer. Include product details such as the:

  • Color
  • Size
  • Price 
  • Promotional Value

Use a photo editor, like Adobe, to polish the image and add visual appeal. Higher-quality images convey the message that yours is a trusted service for online shopping.  

4. Personalize Each Email

Personalize Each Email abandoned cart email best practices

Technology has built an expectation of personalized experiences. According to Forbes, 71% of shoppers are frustrated when a shopping experience is not personalized. Using the recipient’s name in the subject line or salutation is a good start, but today’s consumers expect more. 

Use a conversational tone and avoid corporate language or formal writing, which can feel distant and impersonal. Tailor content to the unique interest of the recipient and do not be afraid to inject light humor. 

5. Use the Fear of Missing Out (FOMO) to Your Advantage

Use the Fear of Missing Out abandoned cart email best practices

The most powerful way to utilize FOMO is by creating a sense of urgency that subtly tells the consumer that they must act fast or risk missing out on an opportunity. To use this to your advantage:

  • Create a limited-time sales promotion
  • Offer a give-away
  • Display a low-stock notice
  • Provide a countdown timer to the end of the promotion

6. Use a Strong Call To Action (CTA)

Use a Strong Call To Action abandoned cart email best practices

Your email campaign’s entire goal is to have readers click the link and return to complete their purchase. The CTA is crucial for closing the deal and sending shoppers back to enter their payment details and make a purchase. 

Use forceful words and clear language to drive consumers to your eCommerce store to recover their abandoned carts. Keep your CTA above the fold, making it easy for customers to click without having to scroll. Keeping things straightforward and making it as simple as possible is the best way to see results from your email abandoned cart recovery efforts.

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