Do too many potential buyers make it all the way to checkout on your e-comm only to abandon their carts without completing the purchase? It’s no secret that a cart abandon email can salvage a small percentage of sales, but if that percentage is too small (or if you aren’t getting any responses), we think you should really keep reading.
As an established copywriting company, we field client requests for email copy of all conceivable descriptions. The success of any email campaign is contingent upon achieving a specific open or conversion rate (or any other target metric you might be following). The following 10 items reflect the ones I think amount to the real make-or-break elements, and they all relate to the copy. Which are you implementing efficiently, and which could use a little more attention?
1. Use the Right Subject Line
This is a rather simplistic directive about a complex marketing issue. The subject line of an email is the most important part of the copy. If the subject line is subpar, it doesn’t make any difference how good the body of the email is. Not enough people will ever see it for it to even matter. Here are a few examples of effective cart abandon subject lines:
• Hey, [name], did you forget something?
• Still interested in [item name]?
• Good news, [name]: We saved your cart!
Those examples have elements to them that we will discuss in more depth in a few minutes.
2. Pull Out the Call to Action Immediately
Calls to action (CTAs) are an integral part of successful email campaigns, mostly because they fall in lock step with the first rule of sales: If you want the sale, you have to ask for it. Calls to action help drive more click-throughs and conversions, so use one – and only one – specific CTA in your cart abandons.
It isn’t even necessary to ask for the sale as a call to action. A friendly invitation back to your store could be all it takes to salvage that sale.
3. Keep It Short
The most effective cart abandon emails are under 100 words long. Too much verbosity and people probably won’t read the message anyway. That word count doesn’t count anything in form data, but even if it did, about 70-80 words should be more than enough. What needs to be included in those 80 words, though? I’m getting there …
4. Lead with the Names of the Abandoned Items
Remind potential buyers why they visited your site in the first place. It’s also a good idea to link to positive product reviews. Don’t put that part on autopilot; know what reviews you’re sending in your email.
5. Use the Reader’s Name
This is where that form data comes into play (one of the places, anyway). The most effective emails are the ones that address the potential buyer directly. If they see it in the subject line, even better.
6. Jab the Pain Points
If you sell a large number of products, this one might be a little harder to manage, but smaller stores with tighter product niches could benefit from it. Use the space in your email message to remind the reader why they put Item X in their cart.
Don’t forget to include a CTA to return there and complete the purchase when you’re done jabbing. Yes, it’s two things in one CTA (something I literally just advised against), but when the two actions are so closely related, it can actually work in your favor.
7. Utilize Autoresponder Sequences as a Follow-Up
This one reaches a bit beyond just cart abandons, but it can still salvage a few sales. If the potential buyer is on your list, consider developing a cart abandon sequence to give him (or her) a few days/chances to make a buying decision. The 4-Day Cash Machine is a good example of this.
You can also use autoresponders as a lead nurturing and customer loyalty tool. Email sequences can motivate fence-sitters to convert and also encourage previous buyers to become repeat customers. Consider using them as part of your cart abandon marketing strategy.
8. Segment Your List(s)
Cart abandons and autoresponders are very audience-specific. One way to get to know your audience better is to segment your list(s) by specific demographics and see who on your list responds best to specific email marketing strategies. Once you’ve identified a few patterns, you can start developing content particularly suited for specific segments of list members.
Some readers will click to read based on the subject. Others will open it just because it came from you. Others will perform other actions based on the content of the message. Analyze the patterns and start sending customized cart abandons to each list segment according to whatever leads to the most conversions.
9. One-Click Return to Cart
Make it as easy as possible for people to get back to their carts and pay. If you can accomplish this in one click, great. Make the link obvious and, if possible, have some supporting visuals. Try not to come across as desperate but definitely mention the product enough times that the reader remembers why he or she visited your store in the first place.
10. Split Test Different Versions, List Segmenting Strategies, and Subjects
While all of those things come across like online marketing 101, I feel compelled to mention it because too many marketers neglect split testing or don’t really go by the data when creating emails and email sequences. Always observe what the market wants and how they respond to campaigns that cater to those wants. That’s how you increase opens, click-throughs, and conversions.
The Power of Email – It’s Still a Thing
Successful cart abandons are a testimonial to the power that email still possesses to make or break any marketing strategy. This is why you should never place email content creation in inexperienced hands. At BeezContent, we work with clients across every conceivable industry or niche. We know email marketing and can help you make your next email campaign a success. Need some ideas for cart abandon emails to split test? Contact us now to discuss your project.
