Abandoned Cart Emails In 2021: The Complete Guide (+Examples & Tips)

Excellent abandoned cart emails can turn the agony of deserted shopping carts into sales ecstasy.

If you are run an eCommerce business you know first-hand the torment of cart abandonment.

Having worked your tail off to create stellar products, get your store architecture right, market like crazy, nurture leads via email marketing, and drive paid traffic to your store, losing the sale on checkout is excruciating.

Abandoned carts cost global online retailers $4 trillion worth of goods annually. That’s because almost 70% of eCommerce sales are lost to abandoned carts. Staggering numbers, hey?

Thankfully, you can recover a sizable number of lost sales through smart email marketing. How? By crafting high-converting abandoned cart emails. 

In this in-depth guide, you will learn how to write high-performing abandoned cart emails in 2021 and beyond to win back lost sales.

Let’s jump in.

Table of Contents

What Is An Abandoned Cart?

In eCommerce, an abandoned cart is a stranded digital shopping cart with items inside left by a shopper who doesn’t complete a transaction during checkout.

What Is An Abandoned Cart Email?

An abandoned cart email is a triggered automated follow-up email sent to a shopper who abandoned a loaded cart before checking out to convince them to come back and complete the transaction.

Usually, marketers send a series of emails to increase the chances of winning back the sale.

Why Must You Send Abandoned Cart Emails?

Are abandoned cart emails worth the time and money investment?

The answer?

A resounding yes.

First, in most cases, people don’t dump their carts because they didn’t want to buy. They wanted to finish the purchase, but something cropped up. Their browser crashed, or they received an important call and the order slipped out of their minds.

Given a chance, they would finish the order. Abandoned cart emails give shoppers that opportunity. You can easily send and deploy abandonment cart emails with the assistance of Easysendy Pro.

Second, studies show that on average 79.17% of shoppers abandon their carts. Surely, as an eCommerce business owner, you must follow up on the 4 out of 5 people who almost bought your products. The number of abandoners is too high to neglect. Business common sense dictates that you must pursue that high number of lost sales.

When Should You Send Abandoned Cart Emails?

Firstly, abandoned cart email sequence timing is crucial to your success. When planning the timing of your campaign, remember these people were so interested in your product they’d added it to their cart. So contact them fast before their red-hot interest becomes ice-cold.

Email 1: within 1 hour of the purchase attempt

It’s important to reach out early while the customer still remembers you and the goods they left behind. Send a simple email within an hour of abandonment and tell the customer they left goods in their cart.

Ideally, send the first message ASAP because beyond one hour your conversions tank.

abandoned cart email series conversion rates by send time

Tell them you have reserved their cart.

Be concise. No dilly-dallying.

In fact, the first abandoned cart email in the sequence recovers 25% of lost sales. So you better get it right.

The first abandoned cart email in the sequence recovers 25% of lost sales so you better get it right.Click To Tweet

Email 2: within 24 hours of the cart abandonment

If your first email doesn’t win back the shopper, send a second email. This time, your message must be a tad stronger than the initial gentle reminder.

Show the shopper the benefits of acting at once. Add some urgency to your copy.

Email 3: within 72hours to 96 hours of the cart abandonment

Thirdly, send the last email where you pull out all the stops and pile up the incentives. Use every tactic in the book to convince the shopper to buy right away or else they’ll miss out.

The third email marks the end of your campaign. 

Some brands send an optional last-chance email after 4 to 5 days in an eleventh-hour effort to salvage the sale. 

Because these emails have good open and click-through rates (more about that in a second), you leave money on the table if you only send one email. The more emails you send, the more conversion opportunities you create.

How many emails you send and when you send them depends on your niche and audience’s preference. 

4 Abandoned Cart Email Statistics Every Ecommerce Brand Must Know

Here are 4 eye-opening studies to inspire you as you prepare for your first (or next) abandoned cart recovery email campaign:

  1. People open 48% of deserted cart emails.
  2. Recipients click on 21% of cart abandonment emails they receive.
  3. Of the total abandoners who clicked, 10.7% end up buying.
  4. Abandoned cart emails account for 28.3% of all eCommerce revenue.

You’d think with the data showing abandoned cart emails are a proven money maker online stores would push campaign after campaign.

Surprisingly, that’s not the case. 

A recent study by SendPulse revealed a shocking 55.8% of companies don’t send even a single abandoned cart recovery email.

This is tragic because according to research by Credit Donkey, 6.5% or $260 billion of the $4 trillion abandoned shopping carts value is recoverable.

abandoned shopping cart statistics

Accordingly, don’t let potential sales go down the drain. Go after them and boost your Return On Ad Spend (ROAS).

Now that you see the potential of an abandoned cart email sequence, let’s look at how to create one.

14 Best Abandoned Cart Email Examples To Recover Sales

Here are 14 case studies of cart recovery emails to learn from. 

In each case we will look at what worked and what didn’t, so you don’t make the same mistakes. You will also get tips on how they could have improved the said email.

Before we dive in, here is a handy abandoned cart email template from Tidio. Wrap your campaign around the framework.

abandoned cart email structure

Our discussion will revolve around these elements and more.

Having a great template isn’t enough. You must also use the best email tool that suits your context for the best results.

Let’s now look at the examples of a winning campaign.

#1. Tease Users With An Enticing Subject Line

First of all, your subject line is pivotal to the success of your campaign.

Nail it and you stand a splendid chance to bring back the runaway buyer. Botch it and you blow your chances. Here are a few guidelines for writing an attractive subject line that gets clicked.

  • Simple– be clear so the reader knows the email is about an unfinished transaction. Resist the temptation to be too clever at the expense of clarity. For instance, “You Left Something In Your Basket” is better than “Follow The Trail To Your Treasure Stash”.
  • Short– be brief and direct, not winding. Try to drive the point home in 7 words or fewer since most people read email on space-starved mobile devices. If your subject line is longer, put the most important words at the beginning so they don’t get truncated. 
  • Scarcity– create a sense of urgency by showing shoppers they will miss out if they don’t act immediately.
A potent abandoned cart email subject line that gets emails opened is clear, direct, and scarcity-driven.Click To Tweet

Abandoned cart emails subject line templates

Here are some tried and tested abandoned cart email subject lines templates from Sumo to help you get started:

  • You left [Product] in your cart: only [Number] left in stock.
  • [Product] is selling fast: Complete your order now.
  • You forgot [Product] in your cart.
  • Save [Amount/Percentage] when you finish your order now.

Sierra is a marvelous example.

abandoned shopping cart email subject line example


What they did well

  • They used a direct subject line- subscribers know instantly they are being reminded about items they left in the cart.
  • The subject line includes a free shipping incentive. This makes the deal sweeter for shoppers.
  • The message opens with urgency, “get it now before it’s gone” so shoppers rush back to their carts.

What needs improvement

  • The subject line could have specified the item left by the shopper to compel them to open the email.
  • They could have made better use of the preheader to complement the subject line e.g. add an element of scarcity.
  • They could have used a brighter color for the CTA so it pops out of the page more.

#2. Reinforce The Subject Line With Powerful Preheader Text

Next, use the preheader to strengthen your subject line. 

Like the prongs of a fork, your subject line and preheader work together. What one misses the other gets or emphasizes. The biggest mistake brands make with preheaders when sending abandonment emails is leaving it ‘blank.’

Like the prongs of a fork, your subject line and preheader work together. What one misses the other gets or emphasizes.Click To Tweet

Depending on your email client, one of two things happens:

  1. They display the first few words of the email.
  2. View this email in your browser or something similar appears.

What a waste of prime territory.

Instead, use the preheader to reinforce your offer. Treat it like a second subject line. Use it to:

  • provide additional info about your offer
  • inject urgency so the reader acts without delay
  • grab attention with hot emojis
  • evoke a sense of curiosity

Complement your headline. Include the info you couldn’t include in your headline because of space limitations.

Look at how Spanx did it.


What they did well

  • Their preheader emphasizes the point made by the subject line, i.e. the shopper left something behind.
  • Their preheader also completes the subject line by talking about free shipping as an extra incentive to prompt readers to open the email.
  • They include a product image, price, and description.

What needs improvement

  • While the subject line sparks curiosity, it could have been more convincing if they specified what the shopper forgot.
  • They could have said for how long the offer was valid to push abandoners to act promptly.

#3. Personalize Your Email To Appeal To Readers

Research by Epsilon revealed 80% of consumers are more likely to buy when companies offer individualized experiences

For most marketers, personalization simply means using the recipient’s name in the subject line or salutation. Yes, that still gives you 18.30% more opens but you can do more.

For starters, use a simple, intimate conversational tone so readers feel they are talking to a friend over a cup of coffee. Complicated corporate language is hard to understand, feels distant, and impersonal.

Other personalization tips are:

  • send emails as a person, not a company
  • tailor content to recipients’ unique interests
  • tickle them with humor

From salutation to the close, be intimate and personal.

Here’s an example of this strategy in action from Sugar Bear Hair.

abandoned cart email series personalization example


What they did well

  • They personalized the email by addressing the user by name.
  • They used a casual intimate tone through phrases such as “hello beautiful, no worries.” The brand sounds near and accessible because of the friendly tone.
  • They encouraged shoppers to read reviews to sway them to complete their order. Reviews play a key role in hiking online conversions.

What needs improvement

  • They could have added FOMO into the mix to get shoppers back to their carts faster.
  • They could have mentioned left items in the subject line, so the shopper remembers them instantly.

#4. Lead With A Stunning Image Of The Product

Your cart abandonment email is all about the left product — nothing else.

So shine the spotlight on it. 

Showcase its magnificence to lure back the buyer. Make it big, bold, beautiful. Do that and shoppers cannot help themselves but check it out again.

Alongside the product image, include just enough product details to refresh the shopper’s memory:

  • color
  • size
  • price

Zoom in on your product’s beauty through a distinct product image. You’ll whet readers’ appetite for it and draw them back to your store. Use a photo editor to polish up your images.

Nanit is a wonderful illustration of how to use product photos in your campaign.


What they did well

  • The left item is the hero image. It’s instantly noticeable.
  • The headline is succinct.
  • The preheader supports the subject line by telling readers not to miss out.
  • The CTA is clear, “finish checking out.” It connects well with the shopper’s last action — the unfinished checkout.

What needs improvement

  • They could have thrown some social proof into the mix to convince readers of the product’s quality.
  • They could have attached a time limit to the offer to impel abandoners to act without delay.

#5. Use FOMO To Your Advantage

Loss aversion or the fear of missing out aka FOMO is a powerful human instinct. 

Psychologists say the pain of loss is two times stronger than the pleasure of gain. If people know they will lose their goods if they don’t act fast enough, they’ll act straight away.

Leverage this tendency in your abandoned email campaign. 

The pain of loss is two times stronger than the pleasure of gain. Leverage this tendency in your abandoned email campaign. Click To Tweet

Here are three clever ways to prompt urgency through FOMO:

  1. Display a low stock notice.

Show people how many items are left in your inventory. Then they’ll rush to buy it before stock runs out.

  1. Appeal to the bandwagon mentality.

By nature, people do what they see other people do. Latch onto this psychological bias in your email. Tell users how many people have already bought the product.

  1. Show a countdown timer.

When shoppers see the clock is ticking, they won’t drag their feet. They act fast. Nobody wants to run out of time and end up missing a good deal. 

The model for using FOMO is NYDJ.

FOMO in abandoned cart emails


What they did well

  • FOMO language dominates the message “before it’s gone, selected items are running out, before items are released to other shoppers.”
  • The subject line combines a discount incentive and the fear of missing out to compel readers to open the email.
  • The call-to-action (CTA) is clear, energetic, and discount-driven.

What needs improvement

  • Instead of repeating the offer made on the subject line, the preheader should have added a different detail.
  • Saying time is running out isn’t enough. Readers must know exactly when the deal will expire.

#6. Encourage Clicks With A Strong CTA

You might craft a well-designed brilliant email that renders perfectly, but without a strong call to action, it’s all in vain.

If readers don’t click on your CTA and go back to your store to complete the aborted transaction, you’ve failed. So write the CTA with great care so it moves readers to act.

Realize it’s a call to action. Use forceful words that provoke action.

Also, your CTA must have five elements. It must be:

  1. Clear enough to be understood.
  2. Direct enough to be followed.
  3. Big enough to be easily seen.
  4. Different enough to stand out.
  5. Alluring enough to grab attention.

And make sure you include a CTA above the fold for people lazy to scroll. A recent Nielsen Norman Group study showed people scroll more than they used to. But they still spend 57% of their viewing time above the fold. 

email viewing time above and below the fold

Increase your click-through rates by including a CTA above the fold because concentration levels dip below the fold. 

Also, repeat the CTA so readers don’t have to search for it. 

For instance, luxury bedding brand Crane & Canopy.

CTA example of Crane and Canopy abandoned cart email


What they did well

  • They included big easy-to-see multiple CTAs. Shoppers can also click a CTA that’s above the fold without scrolling.
  • They use active verbs in all three CTA copy “shop now, complete your order, make it mine.” This pushes consumers to act.
  • The email design is like their website structure. Readers feel at home because of a familiar environment.

What needs improvement

  • The color of the CTAs should have differed from the rest of the email, so the CTAs stand out more. 
  • Recommended products took too much space. The focus should have been on the left item, the product image is too small.
  • The shop by category section underneath distracts from the main goal- to convince the shopper to complete their aborted purchase. Instead, shoppers may browse afresh when they’d already picked some items.

#7. Make Your Email Mobile-friendly

Mobile shopping rules.

By 2021, 72.9% of all retail ecommerce sales will come via mobile devices. Either you optimize your email for mobile commerce or lose bucketloads of sales.

Give readers a smooth, pleasurable mobile experience to entice them to go back for their goods.

Here’s how in three simple steps:

  1. Get the foundation right.

To please users in a mobile-first world, you must have a mobile-responsive theme that loads fast. Then whenever a person on a mobile device views your content, the system automatically resizes it to fit the smaller screens.

  1. Adapt your content for mobile.

Having a mobile-responsive site is a start, but it’s not enough. Tweak your content so it suits mobile users. Use short words, headlines, sentences, and paragraphs. Bullets also make content bite-sized and enjoyable on space-limited mobile devices.

  1. Optimize your images for mobile

Enormous images slow down your site. That’s a conversion killer because people leave immediately if your site loads slowly. Compress product image sizes so they load faster. 

  1. Make your navigation simple

Interacting with content on mobile can be difficult. Strip down your navigation down to the bare essentials so it’s easy for users to move around and click on your CTAs.

Take for example Withings.

mobile friendly abandoned cart email


What they did well

  • The design is simple and uncluttered — perfect for mobile users who hate crowded hard-to-navigate elements.
  • They put the left item front and center of the email. This grabs the recipient’s attention right away.
  • They use short easy-to-read sentences throughout, ideal for readers on space-starved mobile devices.
  • At the bottom they overcome customer objections through a 1-year warranty, 30-day returns, and free shipping offer.

What needs improvement

  • They should have shown the product price next to the item.

#8. Offer Discount Coupons Wisely

Discounts are a common incentive in ecommerce. 

It’s no surprise entrepreneurs use them as bait when they send cart recovery emails.

Many stores offer discount coupons straightaway in the first email.

That’s a mistake.

While discounts are great in the short term, they erode your profits in the long-run. Many customers are happy to pay the original price. After all, that’s the price they saw when they put the item into their shopping cart. Therefore, stick to the original price in the first email. 

To maximize earnings, stick to the original price in the first cart abandonment email because many customers are happy to pay it. Offer discounts in the second and third emails.Click To Tweet

Only offer discount coupons in the second and third emails as the last push to win back the sale. 

If you want to take it a step further, you can only offer discounts for goods at a certain price threshold or reserve coupons for loyal customers.

Houzz knows how to offer a coupon discount on left items.

What they did well

  • The subject line is ultra-specific. The shopper knows exactly what they left in the cart because it’s described accurately. They have a reason to read the message.
  • They infused urgency into the subject line. They tell the shopper they’ve slashed the price. This moves the recipient to open the email.
  • They included a quality picture of the left product. Plus, they put in coupon details and how much the shopper will save. This motivates the buyer to go back for the item.

What needs improvement

  • While the subject line is specific, it’s too long. The message gets cut off in inboxes before it’s fully communicated. A shorter version like ‘Price Drop on Pamina Chandelier You Left In Your Shopping Cart’ would have been better. The user can always get the finer details inside the email.
  • It’s good they included a CTA above the fold. But most readers would miss it because their logo is the anchor text. Clear verbs that urge the shopper to complete the purchase would have been enough.
  • The product image could have been bigger. A sizable image would have grabbed more attention.

#9. Preempt Customer Objections

Some shoppers don’t go through with the purchase because they have objections.

Address these concerns in your emails to get them back to your store.

Be proactive. Expect them. Allay their fears before they verbalize them.

Customers could be thinking:

  • you will ask them to create an account.
  • shipping costs will be too high.
  • the checkout process is complicated.
  • calculating the total order upfront is impossible.
  • there will be unexpected costs.
  • payment methods exclude theirs.
  • their info won’t be safe.

If you address these, and other worries, they’ll gladly give the transaction another go. 

The case in point is this email from Surf Stitch.

overcoming customer objections in abandoned cart emails


What they did well

  • They tell customers they can buy now and pay later through their 8-week payment plan in case they’re hesitating because they don’t have enough money to pay the entire amount.
  • They tell customers shipping is free for orders of $50 and above. This assures people concerned about high shipping costs.
  • For customers asking themselves if they can exchange their items or get a refund, they’re covered by a free 100-day return policy.
  • In case the shopper gets stuck during checkout or wants to ask questions, there’s a toll-free number they can call.

What needs improvement

  • Some people don’t enjoy calling. So a live chat option would have been an impressive addition. 
  • They could also have made life easier for shoppers by urging them to reply to the email if they have questions.

#10. Dazzle With Thoughtful Design

Good email design matters.

Without sound design, your message chokes and dies. But excellent design allows your campaign’s message to shine through. Importantly, clever design makes content consumption smooth and enjoyable.

Outstanding design is: 

  1. Concise

Very good design is precise, not wasteful. Remove any extraneous element that distracts from the brilliance of the copy.

  1. Consistent

Humans love familiarity. Your site structure and email form must be similar and stick to your brand’s primary colors.

  1. Complementary 

The design supports and enhances your email’s copy. Copy needs excellent design to back and shape it so it sparkles and becomes more appealing.

  1. Cell phone-sensitive

These days, most people read email messages on mobile devices. So, your design has to be mobile-friendly to accommodate mobile shoppers.

Outstanding email design is concise, consistent, complementary, and cell phone-sensitive. Master these 4 Cs so your message shines

Outstanding email design is concise, consistent, complementary, and cell phone-sensitive. Master these 4 Cs so your message shines.Click To Tweet

Lumin used a well-designed campaign.

well designed abandoned cart email example


What they did well

  • The design is simple and clear. All the elements have enough room to breathe so the reader doesn’t feel overwhelmed.
  • The left item takes center stage, and the product image is of prime quality. The nicer the image, the higher the chances for shoppers to go back for it.
  • There is an unsubscribe button for those not interested in the offer to opt-out. 

What needs improvement

  • No further details related to the shopping experience to jog the shopper’s memory: product name, price, or order total.
  • The offer is open-ended. Without a time limit attached to the offer, abandoners see no reason to return to their carts immediately.

#11. Leverage The Power Of Social Proof

People act the same way as the bigger group of people around them. 

Psychologists call this the herd or mob mentality.

In marketing, it’s called social proof. According to the Spiegel Research Center, 95% of consumers look at reviews before buying. The same study showed displaying reviews can increase conversions by 270%.

Coax users to return to their shopping carts by taking advantage of social proof in your campaigns. 

You can do it easily in 3 ways.

  1. Testimonials

A testimonial is when a satisfied customer asserts the performance or quality of a product or service. 

  1. Reviews

When your customers give a written opinion of a product.

  1. Ratings

A rating is when customers give a product a score using a predetermined scale from 1 to 5 with 1 being the worst and 5 being the best.

Wanderer Bracelets nailed it.

social proof in cart recovery email


What they did well

  • They included a testimonial with a 5-star rating to make shoppers see the product is the real deal.
  • They personalized the message. Using the recipient’s name makes them warm up to the message.
  • The product photo included. This always gets attention. 

What needs improvement

  • The campaign doesn’t state how long the items will be available. So buyers relax because they think they have all the time in the world to get them.

#12. Provide Stellar Customer Support

Sometimes customers get stuck during checkout. 

They may try one or two things to solve the problem. If they fail, they get frustrated and leave. Or they may have unanswered questions.

Such shoppers need technical support. 

How can they reach you for help? 

Through email, phone, social media, or live chat? 

Spell it out so they pick the channel they are comfortable with. The more channels you provide, the better. In one sense, the cart abandonment email sequence is a customer service campaign. Let shoppers know you are there to help them finish what they started.

In one sense, the cart abandonment email sequence is a customer service campaign. Let shoppers know you are there to help them finish what they started.Click To Tweet

Fit Bark did excellently in that regard.

customer support in abandoned cart email copy


What they did well

  • From the subject line “Do you need help with your Fit Bark order” down to the last paragraph “just hit reply and let me know”, they geared the campaign to help the customer finish their purchase.
  • The customer can reach out immediately by replying to the email. Because of this convenience, more shoppers can contact support and thus the company can close more sales.
  • The email comes from Sarah, an individual within the company. This personal touch humanizes the brand and makes them feel close and accessible to customers.

What needs improvement

  • The product image is tiny. They should have moved it to the top, a more spacious, prominent position.

#13. Tickle With Irresistible Humor 

I’m sure you’ve heard the popular mantra:

People do business with people they know, like, and trust.

There’s no better way to make shoppers like you than humor. Nothing connects two strangers faster than humor. 

Psychology Today research revealed, “funny people receive positive attention and admiration.” Sprinkle doses of humor in your abandoned cart follow up email to gain the recipient’s attention.

But make sure the humor you use is:

  • consistent with your brand
  • polite, not offensive
  • useful, not just decorative

Polar Feet is a blueprint on using humor in campaigns.

humorous cart abandonment email example


What they did well

  • From “uh-oh” subject line to “laughing at the cold” in the body down to the ‘comebackkid18’ coupon code at the end, the message is chatty and fun.
  • The cute kid emphasizes the light-hearted tone as does the emoji. Imagery is important in communicating your message. It reawakens interest in the shopping cart by reinforcing the verbal message.
  • They have a discount to motivate buyers to return to their carts.

What needs improvement 

  • A shipping incentive would have been great.
  • Using the person’s name would have been a delicate, personalization touch.

#14. Persuade Through Hypnotic Content

Unlike SEO content whose goal is to rank in search engines, the abandoned cart email copy has one goal - to get users shopping again, fast.

The quality of your copy is crucial to your campaign’s success. Outsource writing to a smart freelance SEO copywriter or learn copywriting if you are not confident about your writing skills or don’t have time for it.

Create content that:

  1. Persuades

Your copy must convince the reader to take action - click on your CTA, return to their cart, and finish the transaction.

  1. Entertains

Not only must you persuade, but you must also entertain the reader. When you thrill readers, they are more likely to do what you ask them to do.

  1. Resonates

Craft copy relevant to your shoppers’ needs. Relevance leads to resonance in the hearts of runaway customers.

  1. Reflects

Your copy must be on-brand. You must use a consistent style and tone that truly represents your brand identity.

Above all, keep things casual.

Holy Crap is a superb model of sticky content.

Holy Crap entertaining abandoned cart email copy


What they did well

  • They use a colorful emoji on the subject line. This makes their email stand out from the rest in flooded inboxes.
  • They lead with a warm, disarming question “did you skip breakfast?” to draw the reader in.
  • “Holy crap! Did you forget something?” is a delightful wordplay on their brand name.

What needs improvement

  • Adding a sense of urgency and scarcity would have boosted the campaign.

I hope these abandonment cart emails inspired you.

3 Abandoned Cart Email Best Practices To Follow

These days brands are doing their best to tempt shoppers to revisit their carts and finish their aborted shopping journeys. They are experimenting with new tactics. 

Here are three emerging email innovations to consider.

#1. A Move Towards Longer Sequences

Most abandoned cart campaigns used to have 3 emails at most.

Not anymore.

Now brands go beyond that. They do up to 7-part campaigns to make more money. The idea is not to leave a penny on the table.

abandoned cart emails performance by number of emails


Understandably, the more emails you send the more conversions fall. So if you want to do a longer campaign, watch your unsubscribe and click-through rates closely. If the unsubscribe rate rises sharply or your click-through rates nosedive, reduce the number of emails.

Ultimately, it’s a tradeoff between revenue per recipient and tiring your subscribers.

It’s a delicate balancing act.

But one thing is certain.

Sending more emails allows you to include more incentives. More incentives give you more chances to increase conversions and win back more lost sales.

#2. Emojis Are Now A Big Hit 🤣🔥😃

Undoubtedly, the use of emojis in email campaigns has exploded.

A decade ago, people frowned upon using emojis in email communication.

Now, the question isn’t whether it’s okay to use emojis but how you use them. So comfortable are people and brands with emojis that Emojipedia lookups shot to an all-time-high 50 million pages of emoji information in April 2020.

Brands that use emoji in their subject lines boost open rates by up to 56%.

Here are 6 questions to guide your emoji usage in campaigns:

  1. Does the emoji fit your brand’s style or industry?
  2. Have you tested on a small sample before rolling out to all subscribers?
  3. Are they rendering properly in people’s inboxes?
  4. Have you spied on competitors to see how they are using them?
  5. Do they suit the context and tone of the message?
  6. Aren’t you using the same emojis again and again?

The bottom line?

Try out emojis in your abandoned cart email subject lines and body.  Test, and stick with what works.

#3. Segmentation And Hyper-targeting Are On The Rise

Gone are the days of blanket campaigns. 

Without a doubt, one-size-fits-all marketing is dead. Today’s agile email service providers allow you to target customers with laser precision. 

Gone are the days of blanket campaigns. One-size-fits-all marketing is dead. Today's agile email service providers allow you to target customers with laser precision. Click To Tweet

More and more savvy brands now segment abandoned carts emails for better-targeted campaigns. 

Instead of sending all cart abandoners the same email sequence, segment them intelligently to maximize cart recoveries. Have different campaigns for unique groups with disparate needs. Segment customer data according to three filters:

  • Demographics
  • Transaction
  • Behavior

Here’s how things can play out.

  1. You can filter out buyers from countries you don’t ship to. Why waste precious time sending messages when you won’t fulfill the order? 
  2. Set different discounts for different customers. You could give repeat buyers a higher discount than first-time buyers.
  3. Give discounts only to buyers who reach a certain price threshold. For instance, you could trigger a discount only for orders above $100.

Here is an example of segmentation filters using Get Response.

GetResponse abandoned cart segmentation

Basically, segmentation makes your campaigns more relevant and personalized. As a result, you increase your sales.

Resurrect Dead Sales With Creative Abandoned Cart Emails

In summary, don’t let consumers forget their abandoned carts.

Cart abandoners are your hottest leads. They’ve shown the highest level of intent to buy, only to trip up at the last second. 

Don’t let them dismiss their deserted items. 

Use the above tips to create captivating abandoned cart emails. Persuade them to return and push their loaded trolley all the way to the finish line of the virtual till. 

This time around you will hear the delightful ka-ching sound as your digital cash register rings.


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