Abandoned cart emails are a powerful tool. But too often, brands only use them to do one thing: put pressure on someone to buy.
- “You left something behind.”
- “Still thinking about it?”
- “Here’s 10% off if you come back now.”
The assumption is that an abandoned cart means someone needs a reminder, a little urgency or a discount. But someone putting something in their cart and leaving is behaviour worth understanding. The best abandoned cart emails don’t just try harder to close the sale but rather they respond to what might actually be stopping the customer.
Here are a few examples of brands that do exactly that.
Zalando’s Cleverly Timed Reminder
Zalando uses a more sophisticated abandoned cart strategy by reminding abandoned cart users about their cart when a product goes on sale.
That matters because many brands build discounts into their abandoned-cart strategy by default. But discounting isn’t always necessary. Intent gap new research shows that 83% of online shoppers have used a discount code even when they were ready to pay full price.
Zalando’s approach is different. Rather than creating a discount to persuade someone to complete their purchase, it uses a sale that’s already happening as a reason to re-engage someone who has already shown interest.
Liquor Loot’s Clever Use Of FAQ’s
Liquor Loot’s abandoned cart email includes a checklist of whisky-use ideas before closing with an FAQ section and a CTA button.
Image source: Really Good Emails
Remind Them Why Buying Is Easy
Baymard research found that 40% of shoppers who abandoned checkout cited extra costs such as shipping, taxes and fees as a reason. Poetry makes one of the most useful pieces of information impossible to miss: free shipping. For a customer who is already considering a purchase, making shipping costs clear upfront can remove one more question from the buying decision.
Remove the Risk of Getting It Wrong
Moment’s abandoned cart email is a masterclass in how to send a great abandoned cart email. It gives the user an easy way to ask a question, then addresses two reasons you might still be hesitating: the 12-month warranty and the case upgrade guarantee.
Float Is Here to Help
Float is redefining the way the world pays with credit. We enable merchants to give their shoppers more time to pay, using the credit they already have with no added risk to the business. And we’re here to support merchants who want to build better businesses and grow. If you found this article helpful, check out our guides on increasing online conversion rates and Black Friday Strategies.
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