abandoned their carts using an abandoned cart campaign powered by email marketing. Then, we’ll share the email marketing tools you need to set up such a campaign for yourself.
Contents hide
1 What is an abandoned cart email?
2 Best Abandoned Cart Email Examples
2.1 Casper
2.2 Rudy
2.3 Whiskey Loot
2.4 Nomad
2.5 Dollar Shave Club
3 Best Practices for Sending Abandoned Cart Emails
3.1 A reminder of what they gave up
3.2 Excellent email copy
3.3 Include a Call to Action (CTA) button
4 Abandoned Cart Email Strategy Tips
4.1 Consider the deadlines
4.2 Suggest a discount code
4.3 Include social proof
4.4 Reserving items in the basket
4.5 Testing abandoned cart copy
5 How to Start Sending Abandoned Cart Emails?
6 Increase sales in your online store
7 Frequently Asked Questions About Abandoned Cart Emails
7.1 Related publications:
What is an abandoned cart email?
An abandoned cart email is an email sent to customers who have added items to their cart but have not completed their checkout. This email acts as a friendly reminder to shoppers who may have gotten distracted and not completed their order. It’s a highly effective customer retention tactic that eCommerce stores use to increase revenue. In fact, a recent report from Klaviyo shows that businesses using cart recovery emails recover between 3% and 14% of lost sales, with the average revenue per recipient being $5.81. On its own, that number doesn’t seem like a huge deal. But when you multiply that number by the thousands of carts abandoned each year, it’s clear that abandoned cart emails can bring in more revenue for you. These emails remind shoppers of what they left behind and encourage them to return and complete their purchase. You can customize emails with coupon codes, product images, call-to-action ( CTA ) buttons, etc. to bring people back to the checkout page.
According to Statista , the average cart abandonment rate is 88.1% and varies by industry:
Infant and child: 94.4%
Luxury: 94.4%
Airlines: 90.9%
Fashion: 90.7%
Cosmetics: 85.7%
Retail: 84.5%
E-commerce sites large and small can send abandoned cart emails to boost conversions and recoup lost revenue. Using email marketing software , you can even automate this process so you don't have to send each message manually.
Best Abandoned Cart Email Examples
Now that you know what an abandoned cart email is, let's look at some of the best examples to get inspired by.
Casper
Casper sends abandoned cart emails after you leave something on their site. The subject line, “Did you forget something?” piques your interest and makes you click. Once the email is opened , it uses a playful and catchy headline, “COME BACK TO BED ,” to draw you in.
Casper keeps its emails clean and easy to read, with a clear CTA button that directs people back to the checkout process. The brand also includes testimonials in its emails to show that its products are worth the investment, and gives readers the option to view more reviews if they want.
Rudy
Rudy's sends a fun follow-up email as part of their cart abandonment campaign. The headline, "Don't Put It Off Like a Software Update," is spot on. Most shoppers know that if they don't update their software, it can break. The idea is that you don't want something bad to happen if you miss out on your shopping cart. Rudy's also includes images of abandoned items and offers free shipping as a last ditch effort to entice shoppers to complete their purchase.
Whiskey Loot
Whisky Loot’s cart reminder is one of the more comical examples of abandoned cart emails. When a customer abandons one of their subscription boxes, they receive an email with the subject line “Your Cart Is Sobering.” It’s witty and unusual, which can increase open rates and conversions , illustrating how humor can play an unexpected role in your abandoned cart email strategy . The email opens with a question, then lists all the things you can do with the whiskey in the box. All the items are humorous, making viewers laugh and imagine using the items in humorous ways. Whisky Loot ends with an FAQ section and a CTA that says “Treat Yourself.”
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Nomad
Nomad’s abandoned cart email is another great example . The subject line evokes fear of missing out ( FOMO ) in viewers to get them to click. The imagery is on-brand, supported by playful copy, but also explains how viewers can recover their cart. The email also addresses a common problem . Under the “Afraid to Take the Leap?” section, the copy reassures readers by explaining Nomad’s return policy and two-year warranty. This sentence also adds credibility to the email by showing that the brand stands behind its products.
Dollar Shave Club
Dollar Shave Club is known for its clever and personalized marketing campaigns, and the abandoned cart email series is no different. The subject line is short and gives readers a reason to read further. Once the email is opened, the blank line copy makes it easy to read and lists the reasons why Dollar Shave Club razors are good. The images show exactly what you’ll get in the brand’s monthly box. Dollar Shave Club also offers a 100% money-back guarantee to allay any doubts and entice readers to take advantage.
