Any eCommerce business/ online store is vulnerable to shopping cart abandonment. This seemingly inevitable scenario causes a loss in sales and even bran fatigue over the long term. However, there are ways to win customers back and get that lost sales. This post will include one of the most popular approaches – Abandoned cart recovery email.
What Is An Abandoned Cart Recovery Email?
An abandoned cart recovery email is an email sent automatically (normally scheduled by the website owner) after a shopper abandoned their cart without completing their payment. The primary purpose of this email is to remind customers about their online shopping carts and offer them better deals (if any) in the attempt to bring them back to the purchase.
There are many reasons when the cart is abandoned, such as high shipping cost, slow-loading website, complicated checkout, etc. A high-performance recovery email should then follow exactly where the customer left off. And in order to maximize the email’s effectiveness, the payment process must always be user-friendly and perfectly optimized.
Why Should You Use It?
Recover Lost Revenue
The most obvious benefit of using an abandoned cart recovery email is to boost sales. This email gives your potential customers more reasons to come back to the website/ app and complete their purchases.
Reinforce Customer Relationship
No customer adds items in the cart and just leaves it because they want to. There must be a reason (or some reasons) for it, and sending a recovery email will help the ecommerce store owner take a closer look at the situation. And by more frequently with customers, business owners can strengthen the relationship with their subscribers.
Re-emphasize Brand Identity
Besides the positive effect in revenue and customer experience improvement, abandoned cart recovery emails are also an excellent way to repeat the brand image in the customer’s mind. These emails enhance brand exposure, trust and credibility, helping the business grow and reach out to more customers.
How To Craft Abandoned Cart Recovery Email – The 6-step Guide
Segment The Customers
Relevant content is the key to all successful cart recovery strategies. And to pack your content with relevancy, it’s important to take customer’s behaviors, locations, and demographic features into account.
Sending the same discount coupon to all customers won’t solve the problem. You will need to personalize the email to different groups of customers. Knowing whether they are newcomers, repeat abandoners, or existing users will also help you win the game.
It’s fair to say that segmentation is the sword to your cart recovery battle. Without this prep work, your email won’t reach the right people at the right time.
Write Appealing Cart Email Subject Lines
The first thing that catches customer’s eyes is the subject line, so don’t make it simple and boring. An abandoned cart email subject in the form of a question or personalized statement (with the customer’s name, if possible) is proven to have a higher recovery rate.
Spending your effort in the email body content is not enough. The abandoned cart notice must be unique and appealing from the very first impression. Never underrate the email subject, sometimes it’s everything it takes to win back your customers.
Copywrite To Stand Out From The Crowd
Your abandoned cart emails are attractive enough to be open, and that’s just the first step. When it comes to any online business, copywriting is the main pillar to engage customers and strengthen their loyalty to the brand.
The email body should be able to state out these required fields – product’s benefits, brand’s outstanding features, and why users should buy it from you but not your competitors.
Display Irresistible Product Image
An attractive photo of your product can make a huge difference. It ignites the buying desire from the customers, and at the same time, shows off your marketing effort.
A quality photo is worth a thousand words, and sometimes thousands of dollars flowing into your revenue stream. A so-so picture devalues your product, even reducing the chance of your retargeting ads.
Add Eye-Catching Call-to-Action Buttons
At the end of the day, the ultimate purpose is to close the deal. That’s why CTAs are an essential part of all abandoned cart recovery email strategies. Call-to-action buttons must always be easily recognizable and highly responsive. Otherwise, all your so-far effort will be a waste.
Most high-converting CTAs use the first-person statements, such as “I’m ready for this…”, “I want to…” to trigger the urge to finish the payment. One important note for this step: Make sure the product is still available. You don’t want to make all the way through this step, and customers still don’t get what they want.
Send Emails In a Series
One email may not come with any result; you will need to send an abandoned cart email sequence to improve the open rates and clickthrough rates. With that being said, no one wants to be bombarded with promotion emails; relevance is then still the top priority.
Sending cart recovery emails is not an easy task that you will enjoy doing manually. It’s ideal to have a tool that helps you automate the work. One of the cart email best practices on the market is Ecomfit.
Whether it is cart recovery email Shopify or any other eCommerce platform, Ecomfit can provide you with compatible features. You can either use the cart recovery email template (abandoned cart email example) or customize your own email to start your campaign.
And makes Ecomfit one of the best product recommendations is that it is built with an automatic push notification feature. It thus ensures even higher conversion rates and reduces cart abandonment more effectively. With this tool, you can send unlimited push notifications to user devices (both mobile and desktop as abandoned cart reminders to bring them back to their checkout process.
Abandoned cart recovery email is one of the principles in online marketing strategy. And it’s crucial for any eCommerce expert/ content marketer/ app builder/ eCommerce website owner to have a tool that walks them through all the steps of getting recovered sales.