Abandoned cart email best practices
Getting emails right can be tough, especially if you’re trying to convince shoppers to come back and finish making a purchase. Understanding best practices and looking at abandoned cart email examples can help you write more effective emails without being too pushy.
Write a catchy subject line
When it comes to effective email marketing, subject lines are one of the most important things to focus on. Before readers even open your email, they’re going to look at the subject line. For many people, the subject line is a determining factor in whether an email is important enough to read or not. If your subject line grabs readers’ attention, they’re a lot more likely to read your email.
While the actual abandoned cart copy is important, the subject line is what sets the reader up for that copy. In addition to grabbing attention and getting readers to open your emails, your subject line should also set the reader up for the rest of the email. Make sure you tell people why you’re emailing them and how they can take action (by completing their purchase).
Know your audience
Knowing your audience is crucial no matter what type of email you’re writing, but it’s especially important if you want to write the best abandoned cart emails. You don’t want to be too pushy, so you need to know what kind of customers you’re dealing with. Are you emailing customers who have made purchases with you in the past, or are these first-time customers? Is it unusual for your customers to abandon their carts, or does it happen from time to time? Answering these simple questions can help you write a better abandoned cart email.
The better you know your audience, the better you can write for them. That being said, it’s still important to look at abandoned cart email examples and follow all the best practices if you want your emails to be as effective as possible.
Say what’s in the cart
If you’re trying to let shoppers know they’ve forgotten items in their cart, make sure you let them know what’s actually in their cart. Online shopping has become a popular activity for many, so your customers may not even remember what they were thinking about buying from you. Gently reminding shoppers that they have items in their carts and telling them what those items are can help guide them back to your website.
Keep in mind that there are several ways to show people what they left in their cart. While a list of items will work, most retailers use a sort of preview of the cart, which includes images of products, links to products, and more. A well-crafted section that shows what’s in users’ carts can give your abandoned shopping cart emails a big boost.
End with a call to action
Once you’ve figured out your subject line and all the body content, it’s time to wrap up your email. Every good marketing email should end with a call to action that lets the reader know what they can do if they want to take action. With abandoned cart emails, you can use your call to action to let people know where they can go to complete their purchases. If you want to give people an incentive to finish their purchase, you can offer a small discount or a bonus item upon checkout.
While a call to action is used to let readers know what to do after reading an email, you need to be careful about using pushy or sales-y language. Simply letting readers know they can visit your website and log in to complete their purchase is an effective way to end abandoned cart emails.