Abandoned Cart Email Best Practices

Did you know that over three-quarters of online shoppers that place items in a shopping cart go on to abandon that cart before making a purchase? An estimated $4 trillion of merchandise was expected to languish unpurchased in abandoned carts in 2017 alone — that’s a lot of money to leave on the table. People abandon carts for a variety of reasons. 64% were scared off by expensive shipping, while close to half had no intention of making a purchase in the first place — they were just browsing or doing research.

Whatever the reason for cart abandonment, it has been shown that retargeting potential customers via triggered email is one of the most effective forms of email marketing. Studies reveal that 48% of abandoned cart emails are opened and one in three openers go on to make a purchase. That’s a compelling success rate, yet many retailers fail to retarget potential customers who abandon their carts. There’s no reason to make the same mistake.

Abandoned cart-triggered email applications are available on all the major e-commerce platforms including Magento and Shopify. They make it easy to retarget potential customers. No matter what platform you use, if you’re an e-commerce store owner, you should be putting abandoned cart emails to work for you.

Here are six abandoned cart email best practices to ensure that you are making the very most of this powerful marketing tool:

Personalization of email

In this era of overstuffed email inboxes, personalization is one way of standing out from the crowd. Even one of the simplest forms of personalization—including the recipient’s name in the subject line—has a dramatic effect.

Emails with a personalized subject line are up to 26% more likely to be opened than those without. They are also more than 6 times more likely to result in a transaction according to a study by Experian.

This alone provides a compelling case for personalization, but look at taking it one step further.

Given the high open rates associated with abandoned cart emails look at this as a golden opportunity to market additional products based on items that have been browsed or already added to an abandoned cart.

Use bespoke content to create cross-selling opportunities. Look at it as an excellent opportunity to deliver further branded content to customers who have already engaged with your site.

Segmentation of your email list

Segmentation goes hand-in-hand with personalization. Segmenting your email database and aiming to deliver…