Good news or the bad news first?
Well, in this case, we're going to start with the bad ones, i'm sorry!
More than 75% of people abandon their "digital" carts. In e-commerce stores, 3 out of 4 people who added something to their carts, leave without paying.
These are the bad news, the good news is that:
- You can up a lot of them (about 10% or more) and get it to buy
- You can program this once and get results without more work
But what makes a strategy of recovering abandoned carts, by email, special?
On average, e-commerce emails have an opening rate of about 15%. However, when we move on to e-commerce emails, for abandoned carts, this figure explodes to about 45%. From 1 and a half person out of 10, you move to 4 and a half people without great effort.
What is an abandoned cart email?
An abandoned cart email is a follow-up email send to visitors who left the store without paying their cart. This type of emails are usually sent to people who leave at checkout time, and we can recover about 10% of lost revenue.
If you're not yet convinced:
Of the 100 people who received a abandoned cart email, 45 opened, 21 clicked and 10 finished the purchase. After all, 10 sales are better than 0 right?
7 abandoned cart e-mail strategies
- Builds a well-crafted email subject
About 64% of people decide whether or not to open the email based on the subject. Therefore, try to use these points as much as possible:
Company name: Show them who wants to talk to them
Customer name: Email customization helps in openings
Friendly tone: Send this email as you were talking to a friend
Product name and details: Reminds them of what they left abandoned
Urgency: Create urgency for them to know that they may lose that product
Simplicity: Keep as simple as possible, the opening decision is made in segund
- Choose a call to action clear
What is the best call to action?
“Return to cart”
Try to avoid words like "purchase" or "pay" in a call to actions, this means that you want to get the person to do something that may not yet be ready.
- Creates a copy that "shines"
Try to get past the idea that your product will help you fight that need you had, but you didn't conclude.
"Have you forgotten your preciousness?"
- Show your product
It shows exactly what was left behind in the cart. Often, people no longer remember which products clicked on the "add to cart".
- Creates urgency
Here are some of the most popular ways to create urgency in emails:
- Shows what the item can be sold quickly
- Book the item for a limited time
- If it is a limited edition, stresses that there may not be a limited edition again
- Generates an alert with the number of people who already add that article to the cart
- Offers alternatives
Here are some ideas to include in the cart recovery email that will not distract from the main focus:
- Places accessories that match the main product
- Shows different colors and patterns of the same product
- If the product is on sale, it also puts other related products on sale. Here you can help achieve free shipping.
- Uses reviews and social evidence
Converts those less convinced with reviews. Search among all reviews and use the best rated reviews.
Don't you know which one you should use? Or should you use them all?