Help your customers finish what they carted with a well-timed email
Did you know that 68.3% of online shopping carts are abandoned before a purchase is completed (Baymard Institute)? And data from Salesforce confirms that while the average revenue for promotional emails is $0.02 and welcome emails is $0.18, the average revenue for abandoned cart emails is $5.64. That’s huge.
Subject line: One less lonely bag in the world
Source: Coworker's inbox
A little dose of flattery never hurt anyone, especially when you're trying to convince them to complete a purchase. Similarly, it's helpful to remind your recipient exactly what they left in their cart by including an image of the product and the price. Then, provide a large, tappable button that takes them right back to checkout.
Subject line: Where'd you go?
Tolkien fan or not, you have to admit this is an incredible email. The moral here? If you have a distinctive brand voice, use it to your advantage with copywriting that leaves a lasting impression. Also, use the CTA "Grab Your Baggins" whenever possible.
4. GOOGLE STORE
Subject line: The Google Wifi in your cart is going fast
Source: Really Good Emails
This example showcases another effective tactic for abandoned cart emails: Infuse the message with a sense of urgency. Many people abandon their carts with the thought that they'll complete checkout later, but if you take the possibility of "later" out of the equation, they'll be incentivized to finish their purchase ASAP.
Subject line: Your Peter's Sushi and Thai is waiting for you
Source: Personal Inbox
Subject line: Patagoniac, we saved your cart
Source: Coworker's Inbox
Subject line #1: Hey, forget something? Here's 20% off.
Subject line #2: Everything cool with your transaction?
Source: Really Good Emails
Bonobos is the king of cart abandonment emails, often experimenting with new tactics. In these two examples, for instance, they use completely different strategies, but they're both super effective. The first offers a discount code to convince people to complete their purchase, while the second creates a memorable brand impression and simply directs people back to the site.
Seen any great abandoned cart emails in your own inbox? Need some help setting one up for your brand? Give us a shout in the comments section!
About the Author
McKenzie Gregory is the content marketing manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.Follow on Twitter More Content by McKenzie Gregory