Four out of five online store visitors leave their shopping carts abandoned. That’s why communication that is triggered by this “action” is so essential – and abandoned cart emails are proven to be extremely effective in that regard, reclaiming around 8% of such lost sales on average (Fresh Relevance, June 2014).
Cart abandonment emails should be customized towards the individual customer 一 they should be straightforward and focused on getting the shoppers back to your store to complete their orders.
So, what makes an abandoned cart email compelling? A couple of things:
1. A good abandonment email has a clear subject line.
2. A good abandonment email has a clear call to action (e.g., Did you forget to purchase? or Your shopping basket is waiting).
3. A good abandonment email includes one or more of the abandoned products, as well as some related products, to make the customers think again about what they may have missed. Also, make sure that the customers can complete the checkout process by simply clicking a link in the email.
There’s one more thing we want to discuss 一 the timing of the email, which is of crucial importance. Research has shown that proper timing can significantly increase success in recovering sales. Emails sent within 20 minutes achieved, on average, 5,2% conversion rate, while those sent within 24 hours achieved, on average, 2,6% conversion rate.