Nailing your cart abandonment emails
The online shopping experience is constantly developing with people often choosing to shop around before committing to a purchase. Therefore, having a great abandoned basket email to catch those extra sales is key!
The majority of those who visit your website will leave without making a purchase. The number one reason why visitors add products to their basket but don’t purchase is that they were ‘just looking’ and simply not ready to buy (which makes sense as I do this ALL the time).
According to Salecycle’s 2018 Ecommerce Stats Report, the average cart abandonment rate is 75.6% across all sectors but they do differ; Travel stands the highest at 81.1% and Fashion is the lowest at 69.1%.
This is typical of the type and nature of purchases - Fashion and Retail purchases don’t require as much time and thought (and usually money) as booking a holiday or insurance.
These figures clearly show that there is a HUGE opportunity to make more money via your marketing efforts. All good email marketers should have abandoned basket emails on their list of priorities - it seems mad to miss out on potentially £000s of additional revenue!
The main aim of abandoned basket emails is to recover lost sales, offering shoppers a timely reminder of the item they were considering while it’s still fresh in their mind. Getting the timing right is key and in doing so you’ll see excellent response rates - we’re talking an open rate of around 40% and conversion rates of 3%!
Here's some great things to include:
- Reference the items which have been abandoned
- Additional discount or free postage
- Use personalization to acknowledge your recipient
- Feature additional recommended products
- Product reviews and ratings
- Fast route to check out to complete their order
Let’s take a look at some brands who are nailing their cart abandonment emails….
- Virgin Holidays
The Travel sector has one of the highest cart abandonment rates across all industries. This is mainly down to two reasons; typically the online experience is more complex and the pre-purchase research takes longer.
Virgin Holidays highly personalize their cart abandonment email with their content customised to the recipient based on destination of holiday:
- The hero image of this email is a very enticing photo of the destination you were browsing.
- Name personalization - straight away getting personal and capturing the attention of the recipient (incase the image was not enough)
- Intro copy personalized to holiday destination including enticing location characteristics & things to do.
- Direct reference to the holiday which has been abandoned - including departure airports, dates selected and room type.
2. The Body Shop
The Retail industry has an average cart abandonment rate of 75.6%. Usually the purchasing process is more impulsive and simper than the Travel industry so this makes sense. An easier one than Travel (plus it’s much easier to return a pair of shoes than a holiday to NYC).
The Body Shop does cart abandonment very well:
- They feature a heartfelt message in their hero image (however there is always room for improvement and a first name personalized image would have gone down a treat!)
- They feature the items which have been abandoned with a great purchase CTA.
- They offer additional product recommendations to add further temptation.
Our final example of abandoned basket email is Giff Gaff for numerous reasons:
- The first thing you see is an urgency-driving countdown timer combined with a free next day delivery postage offer.
- In their copy they address the recipient personally and the purchasing journey.
- Using the opportunity to upsell and a final reminder to the customer why they should choose them as their mobile provider.