Anatomy of the Perfect Cart Abandonment Email

With cart abandonment rates hovering at almost 70%, your ecommerce store needs to be jumping on every opportunity to get shoppers to complete their purchase. One of the easiest, and arguably most underutilized, tactics to recovering those abandoned carts is sending a well-timed and relevant email after a cart has been abandoned.

Recovering even a fraction of the revenue potential of those abandoned carts can be a big win. Interestingly, well-timed emails can have a conversion rate of up to 6% and recovered purchases often have a higher average order value (AOV) than normal making them well worth the effort.

Essentials of a Cart Abandonment Email

But because people were close to buying before they were interrupted, many purchases can be recovered with a cart abandonment email. The best performing emails that recover the most revenue tend to have these 5 key elements.

1. The Right Subject Line

Source: Shopify

This email from Grove does a great job personalizing the email subject line and body of the email. Grove also deserves bonus points for creating a sense of urgency by mentioning that the shopper’s cart will expire in 3 days.

Apart from having the highest performing open rates, emails which included the customer’s name in the subject line also tend to se the highest conversion rates.

2. Sending at the Right Time

If your cart abandonment emails are sent more than 24 hours after the cart is abandoned then you’re losing out even more. Only 1.74% of carts are recovered at that point.

3. Include the Product Left Behind makes it clear which products were in the cart and the multiple, bright CTA buttons make it easy to return to their website.

4. Have a Clear Call to Action

  • “Complete checkout”
  • “Check out now”
  • “View your cart”
  • “Complete my order”

Source: Pinterest

Under Armour does a good job including multiple CTAs with one prominently displayed in an already eye-catching header image and another directly below a large image of the product. Both buttons are large, hard to miss and located in logical places within the email.

5. Give an Extra Push

This email from NOMAD below makes it clear right from the beginning that they’re willing to be flexible on price with their personalized subject line. The 15% off coupon they do offer is also a large enough discount to be enticing and, at the bottom of their email, they highlight their free shipping policy.

Source: Shopify

Quickly, NOMAD has taken care of the two biggest pain points cart abandoners have and greatly increase their chances of winning back that business in the process.

Don’t Miss Out on Revenue

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Originally published at on September 21, 2017.

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