Abandoned Cart Recovery: Email Strategies to Recapture Lost Sales
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- Published: Tuesday, 03 September 2024 11:35
Have you ever had a customer walk up to the register with a cart full of goodies and leave without making a purchase? In the world of e-commerce, this is far too common.
A Baymard Institute study revealed an average cart abandonment rate of 70.19%. That’s right—over 70% of potential sales are left hanging. On the contrary, if you could capture just a portion of the abandoned carts by improving your checkout flow and design, you could unlock a potential $260 billion in additional sales, according to the same study.
But is card abandonment permanent? Both yes and no.
With the right strategy, you can turn around cart abandonment into sales.
While there are many approaches to cart recovery, we will focus on email strategies to recapture lost leads in this article.
But before we proceed, let’s quickly understand why cart abandonment happens.
Why Does Cart Abandonment Happen?
The modern customer is spoilt with choices. If you’re an e-commerce brand, getting your customers' attention and making them buy your products requires the proper sales process and follow-up strategies.
A customer can leave the cart because of several factors (some may be beyond your control).
Let’s look at some of these reasons below:
a) Unexpected Costs
Have you ever liked a product and added it to your cart, only to see a hefty amount added to its MRP in the name of taxes or shipping fees? It immediately discourages you, right?
The same thing happens with your customers.
Surprise shipping fees, taxes, and other additional charges can cause customers to abandon their carts at the last minute.
Does this mean you do not add the necessary costs? No. You need to do it correctly.
While taxes are unavoidable, you can make it easier for customers by showing them tax-inclusive prices right from the beginning. You can also consider implementing free shipping or minimum purchase thresholds.
Always summarize all costs clearly before checkout - so there is complete transparency.
b) Complex Checkout Process
The modern customer loves speed and seems to have zero patience.
A lengthy or complicated checkout process can frustrate customers, prompting them to leave before completing their purchase.
You have to make purchasing products from your site more accessible for the customer.
One-click purchases or easy logins can help you speed up the process.
c) Mandatory Account Creation
Forcing your customers to create an account before purchasing can be a major turn-off.
Understanding customer psychology is essential when designing a checkout process. The harder it is to checkout, the faster the customer will lose interest in purchasing.
Consider implementing guest checkout options or simple mobile-based logins to help customers check out quickly.
If you need customers to create an account, consider incentivizing them. Offer them sign-up exclusive discounts or promos.
d) Concerns About Payment Security
If customers feel unsure about the security of their payment information, they’re likely to abandon their carts.
Your site must have an SSL certificate to protect the customer's private information.
Also, consider additional security checkpoints if you store their debit or credit card info.
Displaying trust badges and offering secure payment options can also alleviate these concerns.
e) Lack of Immediate Customer Support
Sometimes, customers have last-minute questions or issues that need addressing.
For example, a person purchasing watches online may have concerns about the size of the product.
This is more common in technical products like smartphones, laptops, TVs, etc.
Last-minute chat integration or Whatsapp support can help customers contact your team with any queries.
Without instant support, they might abandon their carts out of frustration.
f) Lead Generation Automation Gaps
Ineffective lead generation automation can result in missed opportunities to engage potential buyers.
Automating follow-up and personalized emails can remind customers of their abandoned carts and encourage them to complete their purchases.
g) Limited Payment Options
Providing a variety of payment methods can be a challenge for some customers.
Some customers prefer COD (cash on delivery) options, while others need UPI integration.
Offering multiple payment options can cater to different preferences and reduce cart abandonment.
No matter what the reason, cart abandonment is quite common, but it is reversible with the correct email strategies.
Why emails? Let’s find out.
Why Are Emails Effective For Abandoned Cart Recovery?
When recapturing lost sales, abandoned cart emails are the most effective strategy.
But why are they so successful?
According to Barilliance, cart abandonment emails have an impressive average open rate of 43.33%. Nearly half of the recipients are opening these emails, giving you a second chance to engage with potential customers.
The same study found that these emails boast an 18% conversion rate. This translates directly into sales, demonstrating the power of a well-crafted reminder email in persuading customers to complete their purchases.
Abandoned cart emails allow for a high degree of personalization. You can address customers by their name, remind them of the specific items they left behind, and even offer tailored discounts or incentives to entice them back.
These emails can be triggered automatically and sent soon after the cart is abandoned, keeping your brand fresh in the customer’s mind and increasing the likelihood of conversion.
Additionally, implementing abandoned cart email campaigns is relatively low-cost compared to other marketing strategies. With lead generation automation tools, you can seamlessly integrate these emails into your marketing efforts without significant additional investment.
When To Send Cart Abandonment Emails?
Send the first email 30 Minutes after abandonment.
Sending your first abandoned cart recovery email approximately 30 minutes after the cart is abandoned is generally considered best.
At this point, the customer is likely still engaged and may have simply been interrupted or delayed. A timely reminder can capitalize on this fresh intent to purchase.
Send the second email 24 Hours after abandonment.
If the customer has not responded to the first email, a follow-up email sent 24 hours after the initial abandonment can be helpful.
This email can include additional incentives, like a discount or free shipping, to entice customers to return and complete their purchases.
Send the third email 3-4 days after abandonment.
Sending a final reminder 3-4 days after the abandonment can help recover additional sales.
This email can be less urgent and more focused on highlighting the product's benefits or offering a final discount.
Abandoned Cart Recovery Email Strategies
Abandoned cart recovery emails can significantly boost your conversion rates when executed effectively.
Here are some key strategies to craft compelling and successful recovery emails:
1. Build a Well-Crafted Subject Line
Your subject line is the first thing a customer sees, so make it count.
Use personalization by including the customer's name or referencing the items left behind.
Phrases like “Don’t Forget Your Items!” or “Your Cart is Waiting!” can capture attention and prompt opens.
The goal is to be clear, concise, and intriguing.
2. Optimize for Mobile
Given that a significant portion of emails are opened on mobile devices, it's essential to ensure that your abandoned cart emails are optimized for mobile viewing.
Use responsive design, easy-to-read fonts, and clear, tappable buttons.
This ensures that your email looks great and functions well on any device.
3. Create a Sense of Urgency
Encourage customers to complete their purchases by creating a sense of urgency.
Phrases like “Limited Stock Available!” or “Complete Your Purchase Before It’s Too Late!” can prompt immediate action.
Highlighting time-sensitive discounts or limited availability can also spur quick responses.
4. Personalize the Content
Tailor your email content to the individual customer.
Mention the items they left behind, and use images to remind them of the products.
Personalized recommendations based on browsing history or similar products can entice them to return and complete their purchase.
5. Keep Things Simple with a Single Call to Action
Avoid overwhelming the customer with multiple calls to action.
Keep your email focused with a clear call to action that directs them back to their cart.
Use contrasting colors and prominent placement to make the call to action stand out.
6. Offer a Coupon, but Get the Timing Right
Discounts and coupons can be powerful motivators, but timing is critical.
Consider sending a follow-up email with a discount offer if the initial recovery email doesn’t prompt a purchase.
This can help nudge hesitant customers towards completing their orders without immediately devaluing your products.
7. Leverage Social Proof
Include customer reviews or testimonials about the abandoned products to build trust and validate the purchase decision.
Seeing positive feedback from other customers can reassure hesitant buyers and encourage them to complete their purchase.
Winding-up
Cart abandonment is a big challenge for brands. But it is not irreversible.
Addressing cart abandonment effectively requires a multi-faceted approach that combines transparency, personalization, and timely follow-ups.
With the right tools and strategies, you can turn abandonment into conversion. Email can be the easiest and most cost-effective way to reclaim lost sales.
However, you must implement the email strategies discussed in this article to get the most out of it.