The most unfortunate event for any ecommerce business owner and marketer is getting out of the shopping cart. It is frustrating when a user adds products to their cart and then exits without completing the purchase. According to SalesCycle 75.6% of the carts were abandoned in 2018. This statistic is all the more worrying given that that figure was 74.5% in 2016 and 75.5% in 2017.
The silver lining of shopping cart abandonment is that you can use a shopping cart recovery email marketing program to fix lost sales. Cart exit emails have a good open rate. This is the main reason for including it in your ecommerce marketing strategy. All you have to do is set up an email workflow for the cart abandonment and the email automation tool will take care of the rest.
How do e-mails to get out of the shopping cart work?
E-mails to leave the shopping cart are automatically provided if a customer leaves the product in the shopping cart without completing the order process.
There are many reasons a customer might not make a purchase, such as:
- You just browse and compare the products on different websites.
- There may be shipping problems.
- They charge additional shipping costs.
- You had a technical breakdown.
- There is a problem with the payment gateway or the customer’s chosen payment method is not listed.
- The customer just changed his mind.
5 Tips for Designing Effective Shopping Cart Exit Emails
Now let’s look at how to design an upconverting shopping cart exit email that produces results.
1. Let your emails reflect trust and authenticity
People are hardwired to believe a co-user rather than a brand’s claims. Eighty-eight percent of consumers These ratings and reviews had an impact on their purchase decision. Hence, you need to add customer reviews and testimonials. This serves as social proof and strengthens the trust level of the car abandoner. It will alleviate any concern and encourage the customer to make the purchase.
2. Add pictures of the abandoned product
It is common for customers to search for different items on multiple websites at the same time, so they may have forgotten the product they put in their shopping cart. Including a picture of the abandoned product along with all the pricing details will help the customer remember the same thing and increase the likelihood of generating conversions.
In addition, you can send relevant product recommendations in the cart recovery email. If the customer likes these personalized recommendations, it can lead to a conversion for you.
3. Get creative with your shopping cart exit email
Instead of sending a boring email simply reminding the customer to purchase, add a touch of humor or attractive graphics to make your email stand out. Shopping cart e-mails are no longer new to customers. Make sure your cart exit email is a breath of fresh air to the subscriber’s email pile.
4. Send a series of two to four exit-cart emails
Sending a series of welcome emails, shopping cart exit emails, and reintegration emails is slowly becoming the norm in marketing. Most of your ecommerce competitors have already adopted this practice. The first email in the abandoned cart series has to give the subscriber a gentle nudge to make the purchase. If the subscriber doesn’t convert, you can use the second email to motivate them.
Additionally, you can trigger the customer’s instincts by using words like “offer only for today” or “these products won’t last long”.
The problem, however, is that some customers have already decoded this strategy. You purposely ditch the cart for some discount offers. You need to be wary of such customer gamification and make sure you do not attract discount buyers. Offer incentives and discounts without reducing your profit margins.
Check out this series of emails on how to get out of the Wayfair shopping cart. You send two emails to remind the customer of the upcoming purchase. The customer receives the first email within 1 hour and the second within 24 hours.
5. Hold down an easily noticeable CTA button
Add a CTA button that will grab the subscriber’s attention instantly. The copy can be something like “SHOP NOW”, “ADD ME TO THE BASKET”, or “MORE SHOPPING”.
If you offer discounts or free shipping, mark them just below the CTA so that the customer is more likely to buy.
A perfect C.Art cancellation email Example:
Adidas provides a perfect example. they Add a creative copy, clear picture of the product, social proof, and strategically placed CTA buttons.
These tips and tricks will definitely make it easier for you to create a successful shopping cart recovery program for your ecommerce store and achieve a higher conversion rate. Email Uplers created an infographic Cart abandonment emails if you are looking for more insight into the subject.