Winning customers back with abandonment emails

Ruby McKenzie
6 Min Read

Cart abandonment is something all businesses face. A considerable number of online shopping orders were abandoned in 2022.  With a 98 percent abandonment rate, websites offering cruise and ferry travel services had the greatest cart abandonment rates of any measured category.

These days, it’s too simple for consumers to navigate blindly around an eCommerce site to pass the time. Prospective online shoppers frequently close the tab without checking out or adding goods to the cart. However, concerns about low conversion rates and marketing resources squandered on window shoppers will soon be a thing of the past when you begin to utilize abandonment emails, an effective tool for recovering lost revenue.

Abandoned ship

There are several reasons why consumers might abandon their carts. The usual explanation is simply normal surfing activity. Many consumers people search around and don’t always buy on the first visit, therefore some people will always leave because they’re simply browsing and aren’t ready to make a decision.

Other reasons could be weighing up shipping costs, comparing prices with other realtors, a lack of payment options, and technical issues. Looking into these reasons for cart abandonment, especially technical issues, might help businesses lower their number of abandoned carts and aid them in creating effective long browse abandonment emails. Consumers might also simply wish to buy their items in-store instead.

Many customers will not have made it to the checkout before abandoning. Brands must also be mindful of the biggest shopping months of the year, as increased traffic and sales will have an impact on their abandonment metrics.

What is an abandonment email?

​​Customers who have placed products in their cart but have not completed the checkout process will receive an abandoned cart email. The email serves as a reminder to customers who, for whatever reason, became sidetracked and never completed their transaction. It’s a successful customer retention approach utilized by eCommerce sellers in a variety of sectors to increase revenue.

Consumer retention is a metric used by businesses to track customer loyalty over time and determine overall success. Businesses will adopt numerous techniques, including email campaigns, to reduce the number of consumers lost in a given period and improve their interactions to ensure that they remain loyal to the company.

Abandonment emails remind consumers of what they overlooked and encourage them to return and finish their purchase. To entice users to return to the checkout page, you can personalize abandoned cart emails with coupon codes, product photos, call to action (CTA) buttons, and other elements.

Cart abandonment emails can be sent by both large and small eCommerce websites to enhance conversion rates and recoup lost money. You can even streamline the process by utilizing email marketing software, so you don’t have to send each message manually.

How effective is email marketing?

Email remains as relevant as ever. Despite the rise in popularity of social media and other messaging platforms, research suggests that email remains the best medium for reaching out to consumers. In fact, email users are expected to increase substantially. Every day in 2022, around 333.2 billion emails will be sent and received. This value is predicted to rise to 347.3 billion by 2023.

Email marketing is a proven technique. It has shown to be effective and dependable and has been used by businesses for decades to communicate with customers. As a result, among other marketing tactics that can benefit your business, email marketing remains relevant. Whatever your goals are, sending your message to several individuals at once is possible with only a few clicks.

​​Although cart abandonment emails are an excellent marketing tool for retaining customers, your email does not always have to be about selling. They can and should also be used to share customer feedback, such as success stories. Another application would be to create an informational email to help individuals who do not grasp a product or service better understand it.

Creating effective abandonment emails

Most abandoned cart recovery email examples presume that the buyer just forgot to check out, rather than that they did not want the item. This gives an aspect of leverage to the email and makes action by the prospective buyer more likely.

You should always assume the user did want to finish the purchase. With content and graphics to generate urgency and motivate the customer to return and complete the transaction, your email will be more effective, resulting in more completed transactions. If there’s one thing we should understand for certain about cart recovery emails, it’s that there should be a sense of urgency in all of your messaging. Businesses should also check out email marketing templates for a springboard in executing their winning campaigns.

The bottom line

It’s possible to win customers back with effective abandonment emails. This strategy is a great way to remind customers to complete their purchases and also an excellent way to engage with customers and turn them into life-long supporters of your business.

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