Email Marketing 
Every e-commerce store owner knows that abandoned carts are a nightmare. It’s frustrating to see customers show interest in your products but not complete their purchase. However, all is not lost, as you can recover some of these sales by sending abandoned cart email sequences.
In this article, we will explore what abandoned cart email sequences are, why they matter, and how you can create an effective sequence that will help you recover lost sales.
What is an abandoned cart email sequence?
An abandoned cart email sequence is a series of emails. These emails are automatically sent to a customer who has added products to their cart but has not completed the purchase. These emails are designed to remind customers of their abandoned cart and entice them to complete the purchase. They also provide additional information about the products or services.
Why are abandoned cart email sequences important?
Abandoned carts are a common problem for e-commerce stores. According to Baymard Institute, the average cart abandonment rate is 68.63%. Abandoned cart email sequences offer a solution to this problem. They remind customers of their abandoned cart and encourage them to complete the purchase. By sending well-crafted abandoned cart emails, you can recover some of these sales and increase your store’s revenue.
How to create an effective abandoned cart email sequence
Creating an effective abandoned cart email sequence requires a strategic approach. Here are the steps to follow:
Step 1: Collect customer data
To create an effective abandoned cart email sequence, you need to collect customer data. This includes email addresses, names, and phone numbers. This information can be collected during the checkout process. You can also offer incentives such as discounts or free shipping in exchange for customers’ contact information.
Step 2: Find an email service provider
Once you have collected customer data, you need to set up your email service provider (ESP) to send abandoned cart emails. There are many ESPs to choose from, including NestSend, which offers an easy-to-use interface and customizable templates to create effective email campaigns.
With NestSend, you can recover lost sales by using personalized & segmentation to create targeted campaigns that entice customers to return to their cart and complete their purchase.
Step 3: Craft your abandoned cart email sequence
Crafting an effective abandoned cart email sequence requires careful planning and consideration. Here’s an outline of what your sequence should include:
Email 1: The Reminder Email
The first email in your abandoned cart email sequence should be a simple reminder that the customer has items in their cart. The email should include a clear CTA button. The button should take the customer back to their cart to complete the purchase.
Email 2: The Incentive Email
If the customer does not complete the purchase after the first email, you should consider sending a second email. The second email should offer an incentive to encourage them to complete the purchase. It could be a discount code or free shipping.
Pro tip: Wait a day before sending your next email.
Email 3: The Urgency Email
The third email in your abandoned cart email sequence should create a sense of urgency. This email should inform the customer that the items in their cart are in high demand or that the discount code or free shipping offer is about to expire.
Email 4: The Last Chance Email
The final email in your abandoned cart email sequence should be a last chance offer. This email should inform the customer that this is their last chance to complete the purchase and that the items in their cart will soon be sold to someone else.
Step 4: Test and optimize
Once you have created your abandoned cart email sequence, it’s important to test and optimize it. You can use A/B testing to test different email subject lines, CTAs, and incentives to see which ones are most effective.
It is important to analyze your email metrics, such as open rates, click-through rates, and conversion rates. This will help you see how well your abandoned cart email sequence is performing. Based on your analysis, you can make adjustments and optimize your sequence for better results.
Tips for creating an effective abandoned cart email sequence
Avoid lengthy emails and get straight to the point
Customers who abandon their carts are likely to receive many emails from other brands. Therefore, it’s important to keep your abandoned cart emails short and sweet. Make sure to highlight the key benefits of your products and include a clear CTA that encourages customers to complete their purchases.
Use persuasive language to entice customers to complete the purchase
Your abandoned cart emails should use persuasive language. This language will remind customers of the benefits of your products and encourage them to complete their purchases. For example, you can highlight the features of your products, offer a discount or free gift, or emphasize the scarcity of your products.
Use clear and visually appealing CTAs
Your abandoned cart emails should include a clear and visually appealing CTA that stands out from the rest of the email. Make sure to use a button or link that’s easy to click on and directs customers back to their cart.
Personalize your emails with the customer’s name and cart items
Personalizing your abandoned cart emails can help build a connection with customers and increase the chance of them returning to complete their purchases. Use the customer’s name in the email and include a list of the items they left in their cart to remind them of what they’re missing out on.
Offer a sense of urgency and scarcity
Creating a sense of urgency and scarcity can encourage customers to act quickly and complete their purchase before it’s too late. For example, you can include a limited-time offer or emphasize that the items in their cart are running low in stock.
Use social proof
Including social proof in your abandoned cart emails can help build trust with customers. You can include customer reviews, testimonials, or ratings to show that other customers have had a positive experience with your products.
FAQ(s)
How many abandoned cart emails should I send?
It’s recommended to send a series of three to five abandoned cart emails, spaced out over a few days. The exact number of emails and timing may vary depending on your audience and the products you sell.
Sending too many emails or sending them too frequently can be annoying to customers and result in unsubscribes, while sending too few emails may not be effective in recovering lost sales.
How soon should I send the first abandoned cart email?
It’s best to send the first abandoned cart email within a few hours of the cart being abandoned, while the items are still fresh in the customer’s mind. This can increase the chance of the customer returning to complete their purchase.
Subsequent emails can be spaced out over a few days, with the timing depending on the length of your sales cycle and how quickly you want to recover lost sales.
Should I offer a discount in my abandoned cart email sequence?
Offering a discount can be an effective incentive to encourage customers to complete their purchase, but it’s not always necessary. It’s important to test different incentives to see what works best for your audience. Some other incentives you can offer include free shipping, free gifts, or limited-time offers.
However, offering discounts too frequently can devalue your products and reduce your profit margins.
Can I automate my abandoned cart email sequence?
Yes, if you use an email marketing service like NestSend, their platform will allow you to automate your abandoned cart email sequence, so it’s sent automatically to customers who abandon their cart. This can save you time and ensure that every abandoned cart is followed up with an email.
Make sure to set up your automation correctly and test it thoroughly to ensure it’s working as intended.
Can abandoned cart emails annoy customers?
Abandoned cart emails can be effective without being annoying. By following best practices, such as keeping your emails concise, using persuasive language, and spacing them out appropriately, you can create a sequence that reminds customers of their abandoned cart without being intrusive.
It’s also important to give customers the option to opt-out of your abandoned cart emails if they’re not interested in receiving them.
Recover your lost sales with NestSend!
An abandoned cart email sequence is a powerful tool for recovering lost sales in eCommerce. With an average cart abandonment rate of 68.63%, abandoned cart email sequences can help you remind customers of their incomplete purchase, offer incentives, create urgency, and encourage them to complete the transaction.
Using a reliable email service provider like NestSend can make the process easier by offering personalized product recommendations and segmentation to create targeted campaigns that entice customers to return to their cart and complete their purchase.
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