Excerpt: When a business encounters carts that don’t translate into purchases, it can be a pain point! But with the right email, you can turn the tide!
Let’s face it, we all have been looky loos at some point. We have all frequented online stores or even brick-and-mortar stores, checked out a couple of awesome products, peeked into our wallets, let out some choicest cuss words, and then casually left the webshop or store as if we never entered!
Now let’s slip into the shoes of the online store owners; not a really pretty picture, ain’t it?! The above scenario though not a bright one is a fairly common occurrence and goes by the name of cart abandonment.
Let’s delve into some statistics to get a clearer picture of the money on the table that some brands conveniently overlook. According to the results of a Baymard Institute study, the average cart abandonment rate is 69.80%. This can be attributed to a number of factors, such as technical glitches, consumer’s unwillingness to buy at that point in time, high shipping costs, etc., and can be fixed by sending out personalized, well-worded, and witty cart abandonment emails that can set the ball rolling in your favor! Need a sneak peek at the numbers? Check them out!
According to a Moosend study, out of all the cart abandonment mailers sent, nearly half (45%) of them were opened, while 21% of the viewed emails received click-throughs. Interestingly, 50% of the subscribers who engaged with the emails’ content ended up making a purchase! How cool is that?
And guess what, many brands still don’t send out these super magnets, which means that you can realize those untapped ROIs by simply sending out killer cart retention emails that not just tickle the funny bones of the subscribers but also nudge them to loosen those purse strings.
Let’s delve into what goes into the anatomy of the perfect cart abandonment email before we proceed to check out some stellar inspiring stuff from brands who have nailed their email crafting game!
Here’s what a well-written cart abandonment email should primarily contain; please feel free to get creative and add humor that will sit well with your audience and offers that won’t eat disproportionately into your profit margins.
Whether you use Mailchimp HTML templates or prefer to build your own templates, the whole idea behind creating a solid cart re-engagement email is to,
- Gain the prospective customer’s attention
- Offer them irresistible value
- Lead them back to your website so that you can cross-sell or upsell the existing products in the consumer’s cart
To achieve this, try conflating the power of great copy that’s persuasive yet not salesy, HTML designs to add the wow factor, sprinkle powerful CTAs, subject lines, reviews, social proofs, and surveys toward the end of the email to understand the reasons behind why they chose not to close the deal earlier, and if your sales budget permits either free shipping (it’s quite the attraction!) or personalized discount coupons if they make the purchase within a fixed period.
- This showstopper from the warehouse of Moschino
What we loved about this email: You have got to agree, this stellar inbox gem indeed turns up the party to eleven! Right from the black and white interplay of subtle yet eye-grabbing imagery to the reminder that you have left something awesome in your cart, the CTAs, “Return To Checkout” and “Complete My Order,” along with the visuals of the products the subscriber had added to their cart are enough to give that final nudge and bring home sartorial awesomeness!
- A touch of cheeky humor, clean design, and social proof
The cute opener, “Baby, come back to bed”, neat, easy on the eye aesthetics, the clear CTA, and of course, the social proof is an invitation enough for subscribers to complete the purchase and call in sick for work the other day! 😉
- Quirky wordplay for the win!
If you are back from a therapy session or have one scheduled, you’d probably save this tee the trauma! Ok, jokes apart, there may or may not be a cure for one’s attachment issues, but this email can and will save some abandonment, at least with its clever wordplay, the option to view a previously abandoned shopping cart, and of course the option to get your doubts cleared with an FAQ section.
- FOMO & The Play On The Principle of Scarcity
Everything about this abandonment re-engaging email is on point. Right from the subject line, which lets the subscriber know that people are eyeing their finds and the chance of a high sell-out risk, to the enticing 10% off, you know that if you don’t seal the deal soon, you might have to go for the other original artworks on display (subject to availability.)
- Of Scottish drams, whiskey trivia, and interesting CTA
This one will definitely leave you and your cart in high “spirits”; with the whiskey trivia, extremely well-worded email copy, and the “Treat Yourself” CTA, it’s literally “hard” not to stock up on your dram supply.
On that note, we hope to have served some out-of-the-box inspiration to reclaim those abandoned carts. However, if you’d rather leave it to the experts, Email Uplers can help you ace the game with awesome cart abandonment email templates replete with interactive elements and surveys that will help you realize better ROIs. Hit us up now!
Author: Kevin George is the head of marketing at Email Uplers, that specializes in crafting Professional Email Templates, PSD to Email conversion, and Mailchimp Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on email marketing blog.
Versha Gupta is a tech freak and co-founder of techzimo.com, she spends more of her time searching latest innovations in the tech world. But being a tech freak, she has the same interest in the entertainment world, she watches all the latest web series on OTT platforms and reviews them on Techzimo. Know more about her on facebook