Winning Back Customers: Discover the Top 16 Abandoned Cart Emails
Reviving Sales with Effective Cart Retrieval Emails: An In-Depth Guide
If your objective is to grow your sales figures significantly, understanding and implementing well-strategized cart abandonment emails should rank high on your list. This is true regardless of whether you’re marketing to independent consumers or other businesses. In this detailed article, we present different cart retrieval email templates you can use and real-world examples to guide your own process.
The Importance of Abandoned Cart Emails
If you consider it a lost deal whenever a customer fails to click the “Check Out” button, think again. Customers often get distracted and leave their checkout process incomplete for numerous reasons, including simple bad timing. Interestingly, an effectively crafted abandoned cart email can help recapture their interest and convert a tentative prospect into a committed customer.
However, what tools should you have in your toolkit for deploying these rescue emails? Let’s consider the essentials:
Ecommerce Point-of-Sale Software
Your initial requirement would be a point-of-sale (POS) software capable of tracking when users abandon their carts. The good news is that many software tools offer this vital functionality, with some even equipped with an inbuilt emailing tool for dispatching abandoned cart emails.
Ecommerce Website Builder
If you’re a new retailer, considering a dedicated ecommerce website builder can be an advantageous move. These robust website builders often come bundled with point-of-sale software and attribution reporting capabilities, enabling the deployment of strategically timed cart recovery emails.
Email Marketing Tools
Naturally, you will also need an email marketing tool for dispatching the recovery emails to your contact database. It’s worth noting that most eCommerce POS software systems and website builders boast integrative capabilities with email marketing tools, and vice versa.
Once your toolbox is all set, you’re ready to make good use of cart abandonment email templates.
Simplified Cart Recovery Email Templates
You’ll find numerous suitable email templates within varied email marketing tools. Popular choices include website builders such as Squarespace, Wix, and HubSpot. These platforms typically offer pre-built templates to get you up and running quickly while allowing for custom message tailoring.
Consider the following outline for a basic email structure:
1. Snappy subject line
2. Introduction text
3. Cart items
4. Special offer or discount
5. Checkout CTA (call-to-action)
6. Reviews or social proof
7. Closing text
However, if you’re willing to go the extra mile in reclaiming lost customers, implementing an automated email drip campaign can be an effective strategy. With this method, your campaign could be formatted like:
1. Email 1: Cart reminder (dispatched a few hours post-cart abandonment)
2. Email 2: Follow up (delivered a couple of days later)
3. Email 3: Promotional discount (sent a few days post-email 2)
Arguably, a series of well-timed emails are far more impactful than a standalone email for cart recovery.
Jordan Pritikin, Team Manager at HubSpot, emphasizes that “when drafting an abandoned cart email, personalization is crucial. What value propositions are likely to resonate with the recipient’s individual needs/preferences? What was the exact product or service they abandoned? The more custom-tailored your recovery email, the higher its success probability.”
Now, let’s explore some of the most impactful examples of cart abandonment emails.
Top-Performing Cart Abandonment Email Examples
1.
Prose
Prose, a prominent hair care brand, utilizes catchy taglines and enticing CTAs (“Build Your Routine”) to re-attract their customers. Discounts are offered to create a sense of urgency, and the clean and attractive email design is certainly persuasive.
What We Like:
Prose maintains a unique and brand-specific CTA, offering a continually personalized customer experience.
2.
Whiskey Loot
Whiskey Loot employs engaging copywriting and a list of reasons to purchase their whiskey in their abandoned cart email. The email contains answers to frequently asked questions and a well-structured design.
What We Like:
Whiskey Loot focuses on informing the recipient, not just securing a purchase. They use their clever brand voice and create trust with their customers.
3.
Peel
Peel’s standout tactic for their abandoned cart email is free shipping. They offer incentives for customers to add more items to their carts.
What We Like:
Peel’s email is well-balanced between casual and urgent. It also includes the founders’ signatures at the bottom, providing a personal touch.
4.
Away
Away uses a short and to-the-point strategy for their abandoned cart email. They try to get their customers to focus more on completing their purchase. The email also links to categories on their website for further browsing.
What We Like:
Away provides customers several options to choose from, increasing the chances of them returning to the check-out page.
5.
Dyson
Dyson’s email is effective because it has clear text, images of the product, a sense of urgency, and two CTAs.
What We Like:
Dyson sympathizes with customers who might be fearful of losing the contents of their carts and forgetting the products they originally intended.
6.
Virgin Atlantic
Virgin Atlantic’s email is unique due to its level of personalization, including the outbound and inbound locations of the flight.
What We Like:
Virgin Atlantic’s email includes an image of the destination, inadvertently increasing the customer’s desire to complete their booking.
7.
Ugmonk
Ugmonk’s abandoned cart email focuses entirely on personalization, making the email seem like a direct message from the owner and designer.
What We Like:
The email feels more personal and less “salesy.” This approach is more effective for small or niche products.
8.
Drop
Drop’s email creates an urgency without being too pushy. It includes images of various products to entice potential customers.
What We Like:
Drop provides additional items for the customer to consider, creating more purchasing options.
9.
Google uses a strong copywriting strategy in their email, clearing indicating to customers the urgency to make a purchase. Google also provides a CTA to subscribe for updates.
What We Like:
Google figures out a way to get the customer to not miss out on anything which is crucial.
10.
Target
Target’s strategy is to offer a discount on the items in the customer’s cart. The email also lists similar items to prompt more browsing and shopping.
What We Like:
Target has designed its cart abandonment email to feel exactly like the user experience on the Target website.
11.
Casper
Casper uses social proof in its abandoned cart email. Seeing positive reviews about a product can be a deciding factor for many customers.
What We Like:
Casper’s short and effective email includes two CTAs: One to continue shopping and another to read more reviews.
12.
Dote
Dote uses humorous emails to get the customers to complete their purchase. Their interesting text showcases their brand’s personality.
What We Like:
Unlike other brands, Dote uses a unique CTA, “View my order,” which feels personal and is effective.
13.
Moschino
Moschino’s email provides information on secure payments and easy returns. This information is crucial for customers to feel more comfortable in making a purchase.
What We Like:
Moschino’s email stays true to their brand colours, font and imagery. They help bolster the customer’s confidence in purchasing expensive goods.
14.
Haoma
Haoma, a luxury skincare brand, sends an email that prompts users to ask for help if required before completing an order. This approach can be useful if the customer had only browsed the website or removed the item from their cart before checking out.
What We Like:
Haoma extends an opportunity for customers to learn more about their potential purchase instead of the typical “Buy Now” CTA.
15.
Luno
Luno’s cart recovery email carefully leverages useful selling points. It includes reminders of enjoyable consumer activities, such as camping, provides benefits (“You’re one step away from camping in comfort”), and creates a gentle sense of urgency (“We’ll save the gear you left behind for 24 hours.”).
What We Like:
Luno’s strategic copywriting contributes towards making its cart recovery emails more effective.
16.
Le Puzz
Le Puzz’s email is cheerful and enticing. Its CTA, “Shop Puzzles,” offers the customer the possibility of exploring more puzzle options.
What We Like:
Le Puzz’s email delivers the enjoyable experience of completing one of its puzzles. The product experience is brought to the forefront through clever copy.
Abandoned Cart Email Best Practices
When setting out on your cart recovery email journey, consider the following best practices:
1. Timely Deployment
To recapture your customer’s attention and lead them to complete their purchase, aim to send your cart abandonment email within a few hours of the abandonment. However, it’s crucial to identify and test the best times for your specific audience.
2. Leverage Personalization
Make sure your cart recovery emails are personalized to the recipient. This could include their name, the items they left in their cart, product images, and pricing.
3. Incorporate a Call to Action
Include a CTA in your email, such as “Buy Now” or “Resume Your Order.” Make it as straightforward as possible for your customer to complete their purchase.
4. Fine-Tune Your Copywriting
The language used in your emails should be concise, compelling, and easily digestible. Great copywriting can significantly entice someone to go ahead with their purchase.
5. Engage With an Enticing Subject Line
The subject line of your email should be captivating enough to make readers want to open the email. Methods to consider include using discounts, humor, or posing questions.
6. Utilize Social Proof
Social proof, including testimonials, reviews, endorsements, or
