It’s common for consumers to browse several sites until they are ready to proceed to a purchase. They may even add products to shopping carts, but forget to complete the order.
Cart abandonment is therefore a persistent problem for ecommerce brands, reaching a global average of 76.9% for Q2 2017. Why are consumers so hesitant to check out, to the extent that less than a quarter of them actually manage it?
According to Baymard, 61% of US online shoppers have abandoned a cart when they found out that the additional costs for their purchase were too high. 58.6% of respondents also said that they were abandoning a cart because they were not ready to buy yet.
However, the same report indicates that brands still have reason for optimism, as the conversion rate can be increased by 35.26% with an improved checkout design.
Cart abandonment emails, which notify a consumer about a shopping cart with products left in it, can be very effective in improving a brand’s conversion rate. But as with all types of email marketing, you need to get the approach just right in order to have the best chances of success.
Let’s look at 11 brands who are really nailing cart abandonment emails, and what retailers can take away from their techniques.
Net-A-Porterhave opted for agentleapproachtoremindtheirconsumersaboutincompletepurchases. Thiswaythebrandavoidsanaggressivesalesapproachthatcouldwind up putting customers off completing their purchase.
Along with some information on theproductthatwasleft inthecart, thebrandalsoprovides 6 reasonsforpeopletoshopthroughtheirsite. Thisservesasagreatreminderofwhatthesitehastoofferandhowitcanhelpitscustomers.
KateSpadeSaturday’scartabandonmentemailexcelsinbrandingandcopywritingwithitssimplicity, and also reminds customers that they won’t have to fork out for any additional costs for shipping – or for returns if the product isn’t to their liking. In other words, what do they have to lose by checking out?
It’scommonforcartabandonmentemailstoincludeadiscountorasavingcoupon, inanattempttoenticeconsumerstocompleteapurchase. Levi’ssendssimilaremailstoreducetheircartabandonmentrate, offeringadiscountforalimitedtime.
Thiscanbeaneffectivewaytoincreaseconversions, asit creates a senseofurgency, while also showingappreciationtopotentialcustomersbyofferingtheproductsatalowerprice.
ASOSwantedtofocusonsimplicitywiththeircartabandonmentstrategy, and so createdasimpleandclearemailtoremindtheircustomerstocompletethe order.
Withthevisualcontentplacedatthecenter oftheemail, theimageservesasastrongreminderoftheproduct, whilethefooterthatoffersadditionaldetailsaboutfreeshippingandeasyreturnscanhelpconsumersmovetowardsapurchase.
Moreover, thecopycreatesasenseofurgency, encouragingconsumerstopurchasetheproductwhileit’sstillavailable. ThisisacommonyeteffectivemethodinecommercetoincreasesalesandASOSseemstobeawareofthebestwaytouseit.
Bonoboscertainlyknowhowtocreateauniquecartabandonmentemail. Thebrandusestheirauthentictonetocreateanappealingemailthatgrabstheconsumer’sattentionrightfromthetitle. Moreover, thecopyfocusesonofferinghelp, whilethecall-to-actionisclearandaimstoincreaseconversionwiththedirectapproach.
Thismakesagreatcombinationofauthenticity, engagedcustomerservice, andclearCTA, astrategythatcanincreaseconversionsthroughsuchemails.
WarbyParkeraimstomaintainthebrand’stoneinthiscartabandonmentemail, remindingconsumersabouttheproductinthecartwith asoftapproach.
Moreover, aftermakingitclearthatthere’snopressureto purchase, thevisualcontenthopestocreateaconversion, byshowcasingtheproductinanappealingway.
Starbucksdecidedtorelyonvisualcontenttocreateanengagingemail, usingtheimagetocreateacleverresult. Moreover, thesuggestedproductsattheendoftheemailincreasethechancesofhavingacompletedpurchasefromeachconsumer.
Thestrategyalsotapsintotheemotionofurgency, creatinganexcellenttemplatethatstaystrue tothebrand’stoneofvoice.
NastyGaldecidedtouseacleverandappealingemailtoreminditsconsumersoftheirincompletepurchases. Thetoneofvoicereflectsthebrand, whiletheurgencyandtheclearcall-to-actionincreasesthechancesofaconversion.
In this cart abandonment email by Aeropostale, the focus is not on the product in the consumer’s cart, but on the quirky image and the limited-time free shipping offer. Notice how the pattern on the model’s T-shirt co-ordinates with and draws attention to the ‘SHIP ON US’ lettering.
The overall effect is designed to make customers smile, reinforcing the brand’s fun image – and enticing them back to complete their purchase before the free shipping runs out.
DollarShaveClubisknownforitsuniquebrandanditshumorousapproach, soexpectations arealreadyhigh. Fortunately, its witty and clever cart abandonment email more than justifies this reputation.
As Dollar Shave Club is a subscription product, the company needs to persuade customers to complete more than just a one-time purchase; they need to commit to spending money over a longer period. Dollar Shave Club achieves this by urging customers to “join the club”, making them feel like part of a bigger community – and shows off the different types of razor they can get at the same time.
Ifwehadtosummarizewhatwe’velearnedfrom these stand-out examples of cartabandonmentemails, we’dofferthefollowingtips.
Thefirststeptoacartabandonmentemailstrategyistolearnasmanythingsaspossibleabouttherecipients. Findoutaboutthelanguagetheyuse, theirhabits, thebesttimesthey’dliketoreceivesuchanemailandthebestwaytoencouragethemtocompleteanorder. Thebestwaytomaximiseconversionistothinklikeyourconsumers.
It’simportanttofindthebesttimetosendeachemail. Thefirstemailcanbesent 24 hoursafterthecustomer’sincompletepurchase, withasecondemailafter 36–48 hours. Also, it’susefultocreateacopythatisnotsales-focused, asitreducesthechancesofaconversionwithadirectpushtowardsapurchase.
It’susefultosegmentyourconsumersbycreatingdifferentemails. Thiswayyouincreasethechancesofeffectivenessbycreatingrelevantcopyforeachaudience. Personalizationcanalsooccurinthewaystoencourageanaction, fromincreasedvisualcontenttoclevercopythatmayappealtoaspecifictargetgroup.
Oneofthebestwaystoincreaseconversationratesfromcartabandonmentistooffergenuinehelpandvaluewithyouremails. Whetherit’sadiscountcode, freeshipping, oradditionalcustomersupport, consumersliketofeelimportant – so show them why you value their custom.
Themosteffectivewaytocreatesuccessfulcartabandonmentemailsistosetupanautomatedprocess. Aseriesof 2–3 emailsthathavetobesentataspecifictimeframeforeachcustomercanbetime-consuming, butautomationtechnologycanmaketheprocessfaster.
Moreover, sophisticatedtechnologycanindicatethebesttimestosendeachmail, helpingbrandsup theirconversions even further.
Automation tools are important for marketers trying to improve their productivity. Here’s how to save time and streamline your team’s efforts.
All last week, we here at ClickZ ran a series entitled 'The Future of Email Marketing' in which we took a microscope to the brands, technology and ideas underpinning the future of email. But at the same time, we really wanted to know what our readers at ClickZ thought the future had in store.
As you may already know, we have been running a series on ClickZ about the future of email marketing, featuring case studies, interviews, and insights into cutting-edge innovations taking place in the field. Here's a handy round-up of each article in the series.
The high-volume, low-cost nature of email makes it ripe for innovation. The sheer amount of data email marketers work amplifies the significance of even the smallest improvements. Buzzwords like 'personalization' and 'automation' are among the promised benefits of advanced email tech, and feature heavily in this article.