According to the Baymard Institute, which aggregated over 40 different studies on car abandonment, 69.9% of online purchases are not completed. This high rate of failed purchases is likely no surprise to you; your website results are probably showing similar trends. There are many reasons that abandoned carts exist; people are easily distracted and leave their main browsing window, they may not feel a sense of urgency, and often they simply forget about the items they were browsing, ultimately failing to complete the purchase. In a world where online purchasing is taking over offline commerce, businesses cannot afford to overlook all of the instances where an interested web visitor fails to convert. Companies must understand that abandoned carts do not equal a lost sale, but rather an opportunity for recovery. For this reason, it’s critical that your team launch and optimize abandoned cart emails, and we’ve summed up a few tips on how to use abandoned cart emails to drive more purchases.

1. Focus on fewer cart items

A potential purchaser may have several things in their abandoned cart; however, instead of sending reminders about all of the items, it’s more effective to focus on one item at a time. Your audience gets confused when they are bombarded with a plethora of graphics and information in your emails, so direct their attention to only a couple of items at a time. By focusing on fewer things, you can also remind the email recipient of the most valuable or highest margin product in their abandoned cart, which drives more revenue for your organization.

2. Use abandoned cart emails to manage sales volume or attendance at your venue

Abandoned cart emails are an excellent method of driving sales on days with an estimated lower sales volume or attendance. You can manage attendance or sales volume with corresponding campaign timelines that will drive sales at the right times and help you reach your goals. For example, if you expect interest to peak during holidays or weekends, you can use abandoned cart emails to advertise products and showtimes during the week or after the holiday frenzy has ended. If you have a significant sale or discount coming up, it makes sense to send your abandoned cart emails around this event to optimize purchases and revenue.

3. Drive sales quickly by communicating the urgency

You want to see your customers take action as soon as possible; the best way to convey urgency to your audience is by ensuring they know that their chance of missing out increases for every extra minute they wait. These messages are short and concise, and serve to be effective in driving immediate action.
Limited-time discounting is another similar and effective strategy. By offering discount codes that expire after about 6 or 12 hours, response rates to abandoned carts go up. Additionally, you have the benefit of providing discounts to particular individuals without building a reputation for discounting across the board, which is an effective strategy for many luxury-oriented brands.

4. Develop a triggered email schedule to improve campaign effectiveness

People are turned off by too many emails and are leery of emails that arrive too quickly. For this reason, you should create a schedule that lays out when your emails will be executed. Create an email schedule using input from all parties involved in your execution. Allow enough time between your abandoned cart reminders to ensure that you don’t appear too pushy, but send them within a short enough time frame that the person is still interested. You should also aim to show that you understand your web visitors’ needs and wants, sending reminders only for items that they have put into a cart or in which they are likely to be interested.

It’s easier to track the effectiveness of your abandoned cart campaigns when you have a schedule. You can test and determine the optimal email frequency, offers, and various other elements if you control the schedule around which your abandoned cart emails are sent.

5. Share content that informs and increases interest

There are many reasons that a potential customer did not buy after they added an item to their cart. They may be comparing the product with something similar from another organization, they may be unsure that the product is right for them, or they may want to get more information on the product or service itself. You can include content to address all of these concerns in your abandoned cart emails. Include product or show reviews, either in the form of press or testimonials. If you have videos, blog posts, or other types of content that provide more information about the product, send it alongside the item in your abandoned cart email. Find ways to engage your audience and incite enthusiasm about your products or shows using content that helps to inform and educate them.

Ultimately, there’s a lot of potential to increase sales through abandonment recovery. Leverage these tips on how to use abandoned cart emails to drive sales, and you’ll see ROI on your efforts.

WineOnline.ca’s Incredible Abandonment Sales Recovery

As a leader in innovation within the international eCommerce space, WineOnline.ca worked with Canopy Labs to realize incredible sales recovery results. With a goal of further engaging customers throughout their lifecycle, WineOnline.ca was able to recover customers’ interest in items in their abandoned carts with two reminders after 90 and 120 days of inactivity. WineOnline.ca was able to achieve a 75% increase in abandonment recovery and 14x return on investment. For a comprehensive case study on how WineOnline.ca was able to accomplish these incredible results, click here.