You are likely experiencing cart abandonment if you are reading this.
Emails from abandoned carts can be used to recover sales lost, so you are looking for examples to inspire your strategy.
If this is you, you are in the right place. This blog post will cover everything you need about sending abandoned cart emails.
We will be looking at abandoned cart emails by top brands and discussing best practices for using abandoned cart popups.
email from bandoned cart: What you need to know
1. What is an abandoned cart email?
2. The Best Examples of Abandoned Cart Emails
3. Best Practices for Abandoned Cart Email
What is an abandoned cart email?
An abandoned cart email is an email that a potential buyer gets after they have not completed their purchase. The coupon will be used to encourage the buyer to make their purchase. (We’ll show you in the examples that we have below why a discount is not always advisable, especially if you use abandoned cart popups.
The Best Examples of Abandoned Cart Emails
These are the top nine abandoned cart emails that we found in our email inbox
1. Warby Parker
2. Zalando
3. Mac Cosmetics
4. Vinomofo
5. Shinesty
6. AYR
7. Esqido
8. Kat Von D
9. Prose
1. Warby Parker
Ever received an email from your abandoned cart with no information or vague descriptions of what was in it? It’s frustrating, I know. Because I don’t remember what I put in my cart, I don’t click through to generic cart recovery emails.
One of the most overlooked but simple best practices is to include abandoned items from prospects in an email. Warby Parker is one of the many brands that are now aware of this. The brand contacted me after I had abandoned my card and reminded me about the item that I added.
I received an email asking me to find out more about the connection. I was greeted with a question and then a promise of similar products. Finally, I was prompted to take action to finish my purchase.
Two customer testimonials are also added by Warby Parker praising Warby Park, its prices and, perhaps most importantly, its product qualities from the perspective of a potential buyer.
The brand ends the letter with a second, slightly more formal call to action for customers to return to their checkout.
Warby Parker’s email example is an excellent example of good business practices and can be easily adapted for your company.
2. Zalando
Zalando sends reminders about abandoned carts within hours or days, while many companies wait for several days. As I discovered after abandoning my cart, timing is everything.
Zalando told me that I could now buy the items I had abandoned before.
In an email, the brand stated that “Today” was “my lucky day”, and that this was “my chance at grabbing a bargain,” provided that no one else beat me to it (“Get it fast before anyone else”)
Zalando reminded me of my cart items and provided price information. Zalando also suggested similar products that might interest me.
Since I was thinking of buying this item one day, I bought it at a lower price. I also had to check out the other suggested items.
Zalando’s method is not for everyone. Waiting for an item on sale is a good strategy to encourage prospects to make their purchases without offering discounts.
3. MAC Cosmetics
Our desire to be consistent with our past behavior is a natural part of human nature. This is called consistency in psychology and it’s something many brands, such as MAC Cosmetics, are familiar with.
MAC Cosmetics addresses a few reasons prospects might abandon their cart in an email. The most common is forgetting to checkout.
The brand will then invite you to choose from two “bestselling” options in the unlikely event that the original item isn’t suitable for you.
The brand also reminds you in the footer of the email about its free shipping option and buy now/pay later option, which will help remove any obstacles that may prevent you from completing your purchase.
Do not be afraid to address and overcome objections from your buyers to complete their order. MAC Cosmetics is a great example of how aggressive salesmanship can be used to close the deal.
4. Vinomofo
Email best practices and persuasion triggers are great for attracting buyers. However, great copywriting is what separates successful brands from those that recover lost sales through emails.
Vinomofo is one of few brands that gets “it.” According to me, the brand doesn’t waste any time and just gets down to business.
The body of the email has character copy that Rikke left behind in her cart. Writing like a bottle wine adds a unique twist to such an email. It also reflects the brand’s personality.
Its use of the phrase “you have wonderful taste” is a highlight.
Vinomofo is a great way to instill urgency, although there are not many ways. Vinomofo manages to strike a delicate balance between humor and urging people to buy.
5. Shinesty
Shinesty is a retailer that’s known for their unique and fun marketing strategies. One of my favorite abandoned cart emails was one I received. The subject line of the email you receive when you abandon your cart is:
This brand is not only a reference to a line that many can relate too, but it also makes one wonder what else you might have left. Shinesty continues to play off the missing angle of the email by asking for your identification of “missing” items from your cart. This is humorously placed on top of a milk carton.
The brand links to your abandoned items so that you can claim what is rightfully yours.
Shinesty replies a day later with another email with the subject “found It.” (Note: the use of the sender name as a play on words.)
Shinesty’s private detective Carter E. Covery arrives with good news. He was able “track down your Shinesty car…in a van down the river.”
Shinesty does a great job in this abandoned cart email sequence. It reminds you of your purchase and stands out from other emails in the inbox.
6. AYR
My next example will appeal to those who prefer simplicity over second-rate humor.
AYR’s abandoned cart email are a favorite because of their minimalist emails and sharp copy.
You may receive up to three emails if you abandon your cart. The first email starts with “Ooh ooh”, and then invites you to claim the item they have saved for you.
You will receive an email with a friendly subject saying, “Just lookin’ out for you :).”” if you do not comply.
AYR will send you an email inviting you to place your order.
AYR segments their audience and adjusts incentives accordingly. Rather than using discount codes for every abandoned shopper, AYR does not overuse them. If AYR is still unable to convince you, AYR sends you a third email asking for your permission to “Hit refresh.”
AYR’s final follow-up email tries to instill pride by using the headline “Don’t let anyone else walk around wearing your pants.”
The brand does not show your cart items nor use too many copy in its emails. It works astonishingly well. It fits the brand’s value proposition and provides basic pieces to women in an easy way.
You may also be a minimalist and want to simplify your abandoned cart emails, just like AYR.
7. Esqido
One of the most effective ways to convert abandoning customers is with a discount code. Marketers underestimate their influence and impact on potential buyers.
Although the AYR’s ten-percent offer may be tempting, it would be more effective if it was time-bound. Esqido’s emails do exactly that, making its incentive a limited-time offer.
The email’s first section is not very special. Scroll down to find out that the discount on one of its most sought-after items is only valid for 48 hour. You can’t say scarcity!
The brand showcases some of the most positive testimonials from customers to back up Esqido’s claims and show social proof in its emails.
The company then reminds you about its satisfaction guarantee to remove all obstacles to purchasing before driving further urgency using a countdown clock (which is a GIF you can easily reproduce for your emails).
Esqido’s abandoned-cart email may not be new, but it is still effective. The social proof. The scarcity. This is a great place to learn.
8. Kat Von D
Emails containing abandoned cart emails can be hampered by discounts. Discount codes are a great way to recover abandoned carts. They can also reduce the perceived value of your products.
A compelling alternative to discounts is free shipping. Kat Von D is very aware of this fact in its marketing.
The brand sends an email asking if you are still considering buying the product and, if so offers to sweeten it. The brand also includes product ratings and reviews to add social proof.
Kat Von D displays its bestsellers in the rest of the email to build more social proof.
Bottom line: Kat Von D tried to convert you with multiple customer-approved options, even if you weren’t convinced by the popularity and Kat Von D’s free shipping offer. This is a great strategy and worth stealing.
9. Prose
What if your products aren’t in stock for long enough? Your products won’t run out of stock. How do you recover sales lost when there is no scarcity?
Prose’s advice is to wait for the prospect to place their order.
After completing the lead quiz on Prose’s website, I received the email above. Before making a purchase, I left. Prose products are custom-made, based on your test results. It can’t guarantee that “your items will be waiting”.
It can send you a gentle reminder that they will wait until your order is ready. Prose also includes a testimonial in the email and invites you contact them with any questions.
Prose makes it easy to reach out. You just need to reply to their email and they will be there for you if you have any questions.
Genius.
Bandoned Cart Email Best practices
A website popup can be triggered when a visitor leaves your checkout. This is one of the best ways you can reduce abandoned carts. Here are seven ways to send abandoned cart emails.
1. Trigger Popups Based On Basket Value
2. Get Free Shipping in 2 Different Ways
3. Get an exclusive offer to convert subscribers
4. Reward loyal customers
5. Use personalized social proof
6. Offer assistance to abandoned visitors
7. Run Personalized Giveaways
1. Trigger Popups Based On Basket Value
You’ve probably searched for “how to reduce cart abandonment” and found that the best way to do this is to offer a discount code when a buyer is about abandoning their cart.
Coupons can convert some visitors who have abandoned you into buyers. It won’t work for everyone. Discounts can also bring two problems.
This could reduce the perceived value of your products. A percentage of customers will expect discounts and abandon their carts for this reason.
There is another incentive that you can offer to customers who abandon your products, but it does not involve discontinuing them.
We found that physical products convert better than discount codes in certain cases after analysing 15 billion popups.
You might think, “But I can’t afford to give a product to every person who abandons mine cart,” Few people can afford to. We recommend that you offer different incentives depending on the basket value of your visitor.
Let me give you an example. Let’s say a visitor has multiple products that are more than a certain value in their basket. You can display a popup to inform the visitor that they are eligible for a free set of skincare products by using SiteData.
A different browser has only one product. This means they are below the target quantity. The popup can be changed to let them know that they’ll enter you into a giveaway once they make their purchase.
You can use data already stored on your website to show two visitors targeted offers. This will encourage them to place an order and not force you to offer a discount.
2. Get Free Shipping in 2 Different Ways
Free shipping is a powerful incentive to reduce cart abandonment, and sometimes, increase a buyer’s average purchase value.
Invesp reports that online shoppers find free shipping twice so appealing as discounts. Plus, free shipping is a big selling point for 93 percent of online shoppers.
What if your business can’t afford free shipping for everyone? How can small and medium businesses stop cart abandonment, when so many buyers expect free shipping from the start?
As I suggested earlier, you could offer free shipping for certain orders exceeding a certain amount. Let me give you an example. Let’s say you offer free shipping for orders over $75
You could show a campaign to inform and nudge visitors if their cart items exceed $75.
If their basket value is less than $75, you could remind them that they aren’t eligible for free shipping. Remind them that they aren’t eligible for free shipping. To qualify for free shipping, you could suggest products that they could add to their shopping cart.
You could combine the product recommendation popup with one from a specific category or price range to make it easier for visitors to make buying decisions.
3. Get an exclusive offer to convert subscribers
Recurring subscribers and first-time visitors are at different points in their journey. The first has just discovered your brand. The latter is more likely to be a repeat or first-time buyer.
You don’t have to treat them all the same if you can tailor your offers and incentives so that each segment converts into buyers. Give each segment the information they need to move down the funnel.
Let’s take an example: You might say thank you to subscribers for their loyalty, and offer a discount if they leave their cart mid-purchase.
To boost subscriber loyalty further, you could specify that the offer is “subscriber-exclusive.” You could also add a countdown timer to drive urgency. We found that adding a countdown to the popup increased conversions.
If you are a Sleeknote customer, setting up this strategy is simple. Log in and add the “Newsletter Subscriber” condition to your campaigns. Add the provided UTM to any URLs in the email.
4. Reward loyal customers
E-commerce marketers often think only about customer retention through email marketing. It’s important to remember that how you encourage and welcome returning customers can have a greater impact on revenue than you might realize.
Smile.io estimates that 40 percent of your ecommerce site’s revenues come from repeat customers. This means that customers who add products to their cart with the intention of buying are eligible to be rewarded.
You could also create a login-specific marketing campaign to only target customers if a subscription-specific campaign is too expensive.
A customer-specific campaign can help you identify when a user logs in to your site. This is done by using brand loyalty programs. You then show them specific popups.
This is an example of what such a popup might look like.
Sometimes all it takes to let customers know they are appreciated is an unexpected message. While brands know this, few people take advantage of it. This is especially true if popups are used for email collection.
5. Use personalized social proof
There are many reasons why shoppers might abandon their carts.
Complex checkout proceduresUnexpected shipping costsInadequate payments
Visitors abandoning carts are often due to their doubts about the product’s quality.
Social proof is a principle that when we are uncertain about something, we look at the behavior of others to help us decide what action to take. People who behave similarly to us must be able to know something we don’t.
It’s one thing to hear a seller praise their products. But it’s quite another to read glowing testimonials from customers.
Testimonials not only make your product’s positive features more credible but also provide the strongest form social proof because they are from people like you.
A popup with testimonials is a great way to abandon carts. Personalizing your popups based on your prospects’ interests can help to enhance them.
You could, for example, show a visitor a popup that includes a testimonial from a particular category if they have a hair product in their cart.
You could also show them a similar campaign if they have any wellness products in their cart.
A website popup can provide the right social proof to the right prospect at just the right time to convert even the most skeptical buyers.
6. Offer assistance to abandoned visitors
Unexpected shipping costs are a reason why many prospects abandon their carts. Some customers couldn’t find the coupon code they needed or were concerned about payment security.
However, a small number of people will still have questions about your products. This is especially true if the products are complex or expensive. It’s important to connect with them as soon as possible.
A website popup is a great way to achieve this. However, there is a catch to using them. You should only offer assistance to people who really need it. Visitors will wonder when you’ll reply, otherwise
It is a good idea to create two popups, and schedule them in advance according to the time of day. You can also display a popup during work inviting visitors to contact you, as in the example below.
You can also ask your visitors to leave their contact information outside of business hours so they can be contacted when you reopen. If you have an emergency number, you could include it.
Website popups are a great way to communicate with prospects and help them make more informed buying decisions. Even better, you can convert visitors who have already left your site and never returned.
7. Run Personalized Giveaway
Marketers love giveaways. Giveaways help businesses expand their reach and gain new followers. Followers can also win prizes that they may not otherwise have access to.
The problem with many ecommerce giveaways is that they are often not able to be used for their intended purpose.
Giveaways don’t often offer prizes that are relevant to all customers. Timing can sometimes be an issue.
Giveaways can result in an assortment of unrelated, freebie-seeking subscribers to your email list.
You wouldn’t go to a store to purchase an electric guitar. But, you might be lured to enter a giveaway for a toy for children.
You need to do these things in order to get the most from your giveaways on-site
Make sure prizes are relevant to visitors and let them join when they are due.
This means that you must identify which category your shoppers abandon and give them a prize. If a visitor has purchased items in an electronic category, they could see a popup similar to this:
You could also show them a popup if they are interested in products from the apparel category:
You will not only grab the visitor’s attention by offering a prize of interest but also increase their likelihood of completing their order and becoming a customer. Win. Win.
Conclusion
Emails to abandoned carts are an essential part of any email marketing strategy. Writing good emails, which convert prospects into buyers or recover lost transactions, is not something that happens overnight.
It’s not a constant process of building, refining and improving. The right tone. You should pitch a more relevant and better offer. This is how to write a winning cart recovery emails.
Take the advice from the previous, be patient and you will soon have an email sequence or emails that helps you close even the most difficult sales.
Sleeknote’s first article, 9 abandoned cart emails to win back customers in 2022, appeared first on Sleeknote.
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By: Seray Keskin
Title: 9 Abandoned Cart Emails to Win Back Customers in 2022
Sourced From: sleeknote.com/blog/abandoned-cart-emails
Published Date: Wed, 26 Jan 2022 11:06:21 +0000
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