Sending generic cart recovery emails to masses of shoppers isn’t going to win you customers. Learn how to craft effective cart abandonment messages to drive sales and increase revenue with these top tips:
1. Pay attention to your email subject line
Email subject lines and preview text are sometimes an afterthought. However, a good subject line can make a huge difference to your open rate, and your conversion rate.
It is crucial that the shopper knows what the email is about from first glance. Personalization is a key part of this - for example, use the product name to draw the shopper back in.
2. Make it clear who you are
It may sound obvious, but it is important that it is easy for the customer to quickly identify who the email is from. If it is not immediately obvious that the email comes from a) a trusted sender and b) a brand they are interested in, it is unlikely that they will engage with the email. Check the email address and display name that your emails are coming from. Does it provide a clear indication of the sender, and seem trustworthy and credible?
3. For real results, email in real-time
Your email needs to be real-time. If you are sending recovery emails to abandoners days after they visited your site, your chances of winning them back are minimal.
For optimal results, aim to send your cart abandonment recovery emails around 30 minutes after the shopper visited your site.
4. Personalize, personalize, personalize
Ensure that shoppers can identify with your email, and that it reminds them of why they visited your site in the first place, by personalizing it as much as possible.
Personalization can include using pictures of products they have carted, complete with a description and links to make purchasing the item easy.
You may wish to include the whole cart of items that were abandoned or recommend alternative products in case the shopper couldn’t find what they were looking for.
Here’s an example of a personalized shopping cart recovery email:
5. Consider multi-step campaigns
You might think that sending more than one email is overkill and will annoy customers.
In fact, multi-step cart recovery campaigns are helpful for distracted customers.
On average, sending a multi-step cart abandonment program generates a sales uplift of 21% compared to a single cart email (9.2% vs. 7.6% sales uplift).
An email could be sent 30 minutes after abandonment, 24 hours later, and then after one week.
If the customer makes a purchase before the email series is complete, the program should be abandoned. Otherwise, customers will be frustrated by an irrelevant email.
6. Don’t forget browse abandonment
Browse abandonment is when a shopper visits your site, browses, and leaves without adding anything to their shopping cart or proceeding to checkout. While cart and browse abandonment are related, and there are similar techniques to combat each issue, the root causes are not identical. Also, the messaging to encourage customers to return and finish shopping is different. Learn more with our complete guide to browse abandonment.
5. Don’t offer blanket incentives
Cart abandonment incentives are a great way of encouraging consumers to return to your site to complete a purchase. However, winning shoppers through incentives isn’t always as straightforward as it seems.
It can be tempting to want to offer incentives to customers every time they abandon their shopping cart. However, this isn’t always the best way forward. First of all, incentivizing costs your brand real money, and doesn’t always yield great results.
Research conducted by us found that blanket incentivizing doesn’t offer the best return on investment. For example, serial abandoners may respond just as well to a simple reminder email. However, targeted incentive emails offered to one-time abandoners can have a real effect on the open rate of the email, as well as the number of sales.
Using incentives in a targeted fashion is also important for another reason - blanket incentivizing can devalue your brand. If consumers get an incentive offer every time they abandon their basket, they may become used to waiting for offers, and perceive buying at full price as bad value.
Read more about the pros and cons of cart recovery incentives in our eBook “Cart Recovery Incentives - Revenue Silver Bullet or Waste of Money?”