10 examples of inspiring abandoned cart emails

As you know, managing abandoned baskets is one of the main challenges for an e-merchant, along with customer acquisition and conversion. This is a particularly important issue when you consider that, on average, 70% of baskets are never finalized on an e-commerce site.

How, then, can you build an effective retention strategy and make a difference? Various solutions exist to enable you to come out on top and increase the performance of your follow-up strategy with your customers and prospects.

Let’s take a look at some good ideas, based on our customers’ abandoned basket follow-up campaigns, which you can use as inspiration to design email follow-ups that are both original and effective!

1. Offer something in return

As you may know, the total price is one of the main factors in shopping cart abandonment, along with a lack of diversity in payment methods and high delivery costs.

Various rewards are possible and can be adapted to suit your commercial strategy: an overall reduction on the amount in the basket, free delivery or even a gift.

Offering a reward allows visitors with a basket in progress to help them finalize their purchase while allowing them to treat themselves.
Note that it is also and above all a formidable asset offering you the possibility of working on your customer loyalty.

xml-ph-0000@deepl.internal Note that it is also and above all a formidable asset offering you the opportunity to work on your customer loyalty.

The Ocean Clock website, which specializes in “seaside” style clocks and decorations, has chosen to offer a gift to customers who abandon their shopping carts.

This example of a gift is an excellent idea because it will be considered a “bonus” gift by Ocean Clock’s prospects and customers. This candle, which encourages rest and relaxation, is an ideal gift to please and allow you to create a special relationship with your customers.

Finally, offering a gift that is not for sale, as is the case here with this candle, can be an opportunity to test the potential of a new product with a view to offering it for sale on a recurring basis.

If you choose to include a discount on the shopping cart total, do as Les 2 Marmottes and prioritize high visibility for your promotion! The discount must be sufficiently highlighted and identifiable at a glance.

If it is part of your brand identity, don’t hesitate to accompany it with a colorful visual that attracts attention and uses humor, as in the example above.

2. Offer additional product(s)

Restarting your abandoned baskets is obviously an essential way to increase your sales and your turnover, but why not take the opportunity to also increase your average basket?

To do this, don’t hesitate to include lists of products to restart abandoned baskets in your marketing strategy.

Several lists are available with ShopiMind.
Beyond adding a reminder of the products in the basket, you have the option of using segmentation and numerous product lists including cross-selling, complementary products adapted to the purchasing profile.
In addition to adding a reminder of the products in the basket, you can use segmentation and numerous product lists including cross-selling, complementary products adapted to your customers’ purchasing and browsing profile.

Cross-selling allows you to personalize your follow-up emails. This gives your customers the feeling that you know them well and that you take care to adapt each of your messages to their needs and expectations. This will undeniably improve your customers’ shopping experience and help you build their loyalty.

This high-performance strategy allows you to increase your average shopping cart and consequently boost your sales.

Note that depending on your strategy, you can also choose to add other product lists besides cross-selling, such as a list of your new products or your best-selling products.

Lola Jones, a website specializing in ready-to-wear fashion, has chosen to include a list of products reminiscent of the products in its customers’ shopping carts, as well as a list of complementary or similar products to those chosen by its customers. This is the strategy chosen by Sebio, a specialist in ecological, ethical and sustainable products.

This option will allow you to promote recent and still little-known products, which are likely to catch the eye and therefore encourage your customers to finalize their shopping carts.

3. Reassure your customers

Reassurance is a particularly important aspect because it affects both your customer acquisition and your customer loyalty.
Even if mistrust of online shopping is tending to decrease, it is still present and can be resolved through a solid communication strategy.
This reassurance information is a real vote of confidence that should be promoted in all your communication media, including reminders about abandoned baskets. To do this, they have opted for two different but often complementary approaches.

The Peinture Voiture website has chosen to clearly highlight the advantages of its e-commerce site throughclearly displayed reassuring icons: secure payment, fast delivery, loyalty rewarded and the assurance of a customer service available.

Poulailler Design, on the other hand, has chosen toplace customer supportat the heart of theirmessage and to remind customers that their teams are available for any assistance they may require.

Like them, be sure to specify and

Poulailler Design, on the other hand, have chosen to place customer support at the heart of their message and to emphasize the availability of their teams for any assistance needed.

Like them, remember to specify and detail the different contact methods available.

4. Create a sense of urgency

The FOMO strategy, or Fear Of Missing Out, i.e. the fear of missing out, especially when a product is only available for a limited time or at a particularly attractive price, is a proven strategy, especially for your most loyal customers.

This strategy is mainly characterized by two different forms:

• be felt by your customers and prospects following an interest in one or more given products
• being provoked by you as part of a dedicated communication campaign

This feeling of FOMO can take several forms: a sale available for a limited time, communication about limited stocks of a particular product, etc.

Note that this strategy can be used in a more general context and also applied during the year’s flagship commercial events such as the Sales or Black Friday.

An ideal technique for getting customers to finalize their baskets as quickly as possible!

The use of expressions such as “(firstname), finalize your order before it’s too late” and “In order not to let your selection slip away….” thus encourage La Pipe Rit’s customers and prospects to want to take advantage of their favorite purchases as quickly as possible and therefore to finalize their abandoned baskets.

5. Play on humor

“91% of those surveyed prefer brands that are funny,” according to cbnews.fr. This is no longer to be proven in 2022, humor and marketing often go well together, whether in TV or radio commercials or social media campaigns.

If humor is already an integral part of your brand identity, then it is essential to integrate it into all your communication media, including basket reminders.

It is an excellent way to attract attention and get closer to your target audience. A vector of good humor, it provides entertainment and can release the daily tensions that we sometimes encounter.

Hum or is also, and above all, a good technique for memorizing a message and subconsciously influences the purchasing process of your customers and prospects. This is why it is effective and increases your conversion rate.

Several elements are used to attract the attention of its customers:

• the visual illustrating a turtle, the brand’s emblem, stuck in a shopping cart, seemingly surprised to have been forgotten
• a story in the text of the reminder email explaining that the turtle is upset about having been abandoned and that there is a way to come to its rescue: finalize your shopping cart

In this email, Coco Papaya uses humor but also storytelling through a humorous and friendly tone.

It’s impossible not to fall in love with this little turtle and not finalize your basket! ????

Another example of the use of humor: the Cabaia website, which specializes in the sale of sustainable accessories.

Here, Cabaia uses a visual of Puss in Boots and his famous gaze, combining cuteness and an appeal to compassion.

It is important to point out that this visual is a GIF, which gives the email an additional dynamic appeal and thus accentuates its impact on Cabaia’s customers.

Conclusion

As we have just seen, you can use a number of marketing levers to optimize the performance of your abandoned basket reminders. The most important thing is to stay consistent with your brand identity and design reminders that reflect who you are.

Even if email remains the star channel in terms of marketing automation, don’t hesitate to use other channels to maximize the results of your scenario. In particular, consider Push Notification and Facebook Messenger, which are excellent ways to easily reach your customers and prospects.

Finally, we can’t stress this enough: test different strategies and adapt your content to your target audience! Feel free to offer different content to your prospects than to your loyal customers.

It’s your turn!