eCommerce EMAIL DEEP DIVE series: Cart Abandonment (4 of 10)
Alright, added to cart, now we're in business!
You can see high intent here but don't let your guard down.
Read the Primer for info on subject lines, length, etc.
Read the VoC guide on how to research before writing your copy.
Why?
Adding to cart could either mean "I'm just window shopping" OR "I just need one nudge to buy all of these." Err on the side of the latter.
Sample Email
There are three emails in this sequence. Send the first one within 2 to 3 hours of abandoned cart (but not starting checkout). Activate sooner if you're running a sale.
Sample: D.S. & Durga, Rudy's
What makes these emails great?
Dynamic blocks
Free shipping offer
Useful copy
How to do it
Three Emails:
(Definitely use SMS if you have the option - send one before email #1).
Email #1 - Encourage reader to start checkout. Give offer with urgency. Sample: Nomad
If you're using SMS, activate the SMS first before this email.Email #2 - Send a day after Email #1. Include reviews and recommendations.
Sample: Society 6 (but include some items in the cart as a dynamic block).Email #3 - Last email with offer - X hours left (from offer in Email #2). Include other recommendations.
Sample: Homage
Make sure you show the product and use a dynamic coupon in all emails.
Subject Lines
Don't let free shipping go to waste!
Take me home
Ideally you use none of the "did you forget," "we noticed," and "your cart misses you" copy. No one forgot, of course you "noticed," and my cart doesn't miss me.
