Abandoned cart emails have become a classic in our email marketing strategies . The calculations are simple if we think about the results that this strategy can offer us, since it is used taking as its recipient a user who is already interested in your products.
To tell the truth, it may be one of the simplest tactics in online marketing , the advertising of the modern era that has changed practically everything. When you use an abandoned cart in your online store, you are more likely than with any other email to end in a purchase.
Although the concept seems simple, you must keep in mind that not anything is worth an abandoned cart email and even more so, for it to finally end in a sale.
That’s why I so wanted to write this post showing you some of the examples of abandoned cart emails that I have found on the web . I have been collecting images for some time to be able to develop this article, which I think can be of great help to you, or at least I hope so.
We will talk in passing about email marketing and retargeting, topics that we have already discussed in greater depth on this blog on other occasions, and I will show you what I consider good examples for this type of marketing strategies. For your part, I hope that you give this tactic a chance and that you do not hesitate to share other examples in the comments that you will find at the end of the post.
Abandoned cart emails, the spearhead of email marketing
Email marketing, when developed and executed properly, can be a great conversion generator for an online business . There are many companies that already use it in one way or another, although not all of them have the same success. But doing email marketing is not spamming and that is the most frequent mistake that many companies make.
Spam is annoying and what we want to achieve with a good email marketing strategy is precisely the opposite. We want to generate interest and attract a client who we will always reach out to asking for permission . Email addresses must be obtained completely clearly and, of course, freely.
But what happens if, in addition to inviting us to their email, that person shows interest in our brand or our products? The topic improves a lot.
Using a football simile, an abandoned cart email would be the final push to the ball just after hitting the post – the purchase that was about to be made – and has been left dead to push it into an empty goal; Would you let an opportunity like that slip away?
Believe it or not, there are still big brands that do not use it, no one knows why, but more and more are taking the trouble to remind their visitors of the products they left abandoned in the shopping cart. Why don’t you sign up?
The magic of retargeting
I have also recently talked to you about retargeting or remarketing; Well, abandoned cart emails still go further than retargeting itself. As you probably know, in retargeting we rely on website cookies to launch personalized ads or send emails to people who have visited our website.
When we use remarketing strategies, there is also usually a prior interest. The user takes a look at the page because for some reason they have reached it and the e-commerce – or any other type of website – is limited to reminding them of their visit through an email .
On the other hand, the emails intended to rescue an abandoned cart are even more subtle. The interest in this case is even greater, since not only is it known that you have visited the website, but there has been intentionality when purchasing a product that for whatever reason has not ended in a purchase.
Analyzing why the shopping cart is abandoned is key to improving your business. Many times it will be simply because the person who was buying has run out of time or is not convinced by the product, but many others it will be because they had not seen the shipping price, because your website has not given them confidence, because the process is complex or many other reasons that you will have to analyze.
That said, let’s look at some examples of abandoned cart emails that you can use as inspiration to create your own.
Examples of abandoned cart emails that will serve as a model
Although there are many more examples that you can find for this type of email, I have tried to bring you a selection of the most common ones. A total of 9 emails that will guide you on how to do it with your business. There are all kinds of them, although the reminder never fails in these cases; It’s like putting a post-it on your client’s refrigerator .
Of course, the best thing about this type of strategy is that imagination and originality have no limits, so the more innovative you are, the better. Grab some ideas and develop your own strategy.
The basic
A basic reminder, without more. This email from J. Crew uses the most basic strategy possible to convince its customer to resume the purchase they left pending .
Is this an effective tactic?
Without any doubt. An image of the product in question and the relevant notice, what else could be needed when the user himself is already interested in the item of clothing? An email like this for each of the customers who leave an abandoned cart, enough to multiply the number of sales. The vast majority will fall.
The « aggressive »
In this case we find an email that even sounds threatening. Obviously this format is chosen in a tone of humor that seeks to surprise and impact the recipient, a tactic that contrasts with the previous one, but is not bad at all.
Where have you gone? We’ve noticed something strange in your shopping cart and just wanted to remind you that it won’t last forever. Puma sounds blunt, but it seems that its customers will have a hard time rejecting the cart they left abandoned on their website .
Direct
Hey, hey, hey! Pssst! You have left these shoes abandoned in your shopping cart, at Stuart Weitzman they have it clear as day.
What happened for something like this to happen?
If someone leaves abandoned products in their shopping cart in your e-commerce, why wait to find out the reasons? No, better to try to get the customer back so they can reconsider the purchase. Doing it bluntly is a great method, try it.
The complet
The email that I show you in this case could be defined as “the profiteer” of emails from abandoned shopping carts in electronic stores.
To tell the truth, my impression is that it is very overloaded. Leaving aside everyone’s personal opinions, what is clear is that it is not a bad idea to take advantage of the reminder to report on other matters . That if “you still have your discount” here, that if “you might also be interested in these other products” there and, of course, as a center of attention we place the products that were forgotten in the shopping cart.
Personally, I like to focus the email on 1 or at most 2 calls to action to prevent attention from being dispersed and ending up without buying anything.
The generous
At Orlebar Brown they have chosen generosity.
The brand understands and assumes – or at least that’s what they want their potential customers to see – that if you have left some pending products in your shopping cart in their store, something strange will have happened. They make you see that if something like this happens you will probably need their help and, of course, they offer it to you.
The strategy is obvious: “you have left these purchases half done and that in our store seems very strange”; That is, you must feel like a weirdo. On the other hand, they show their friendly side by helping you solve the problem that has prevented you from making the purchase. Personally it is a strategy that I like 😉
The haggler
These types of emails are very common when it comes to rescuing abandoned shopping carts, and they are clearly one of the most reliable options. If there is a customer who has been interested in your product and your brand at their usual prices and you also offer them discounts , I would dare to say that it is practically impossible to lose this sale.
Let’s look at a couple of examples, because this strategy can be treated with various approaches.
At Bonobos they disguise haggling with a discount for your first purchase as a customer .
Have you forgotten something? They ask you. And along the way, they take the opportunity to offer you a 20% discount on your purchase; And of course, what I was telling you, let’s see who says no to a product that you already liked without discounts. The strategy is also forward-looking, because what if you have found it cheaper somewhere else?
With savings you will clear up doubts.
In this case there is no disguise; Lands’ End offers the discount directly to you. One of the most common reasons for cart abandonment in online stores is usually the price , since we add the products that we like and when we go to make the transaction the final sum does not convince us.
Solution? Again the discount, that’s how this business does it and it shouldn’t be so bad for them.
Likewise, within haggling, there are other types of emails to recover abandoned carts that I find very interesting because in addition to reminding you of the product you have left in the cart, they offer you a discount for completing the purchase before X days, so we mix this type of email with the one in the next point.
How about remembering the products that the user has left behind without any type of discount and offering them a discount for their next purchase? Simple, but brilliant, you ensure a purchase and a half , if not two.
The one in the rush
The principle of scarcity has always been and continues to be fundamental in marketing. At The Body Shop they are clear about it and they are betting on the “you have left these products abandoned in your shopping cart and they will not be there waiting forever”, buy them now!
They remind you and in the process “threaten” you with their possible loss. Again, urgency is a very powerful claim.
The simple
Maybe a little « tacky », even for me who likes it simple, (just look at my emails…) but as effective as any other abandoned cart recovery email.
No images, no HTML, no flashy letters or the brand logo. Nothing. A “old-fashioned” email that reminds you that you have abandoned your purchase, tells you which products are – in case you forgot -, and leaves you the link to access the cart. Simple for the business and simple for the client , who will probably pay more attention to this email because it gives them more confidence than other overly elaborate ones. That’s why I like it and it seems like an excellent option.
