10 examples of inspiring abandoned basket 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 finalised 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 from 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 finalise their purchase while allowing them to treat themselves.
Note that it is also and above all a formidable asset offering you the opportunity to work 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, specialising in “seaside” style clocks and decorations, has chosen to offer a gift to customers who abandon their baskets.

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 basket total, do as Les 2 Marmottes and prioritise 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 very colourful visual that attracts attention and uses humour, as in the example above.

2. Offer additional product(s)

Relaunching your abandoned baskets is obviously an essential way to increase your sales and your turnover, but why not take the opportunity to increase your average basket size as well?

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

Several lists are available with ShopiMind.
In addition to 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 customise 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 basket size and consequently boost your turnover.

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

Lola Jones, a website specialising 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 finalise their shopping baskets.

3. Reassure your customers

Reassurance is a particularly important aspect because it has an impact on both customer acquisition and 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 support at theheart of theirmessage and toemphasise the availability of their teams for any assistance needed.

Poulailler Design, on the other hand, have chosen to place customer support at the heart of their message and to emphasise the availability of their teams for any assistance that may be required.

Like them, remember to specify and detail the various 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 characterised 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 strategy

This feeling of FOMO can take on several aspects: 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 can also be applied during the year’s flagship commercial events such as the Sales or Black Friday.

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

The use of expressions such as “(firstname), finalise your order before it’s too late” and “So you don’t miss out on your selection…” encourage La Pipe Rit’s customers and prospects to take advantage of their favourite purchases as quickly as possible and thus to finalise their abandoned baskets.

5. Play on humour

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

If humour is already an integral part of your brand identity, 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 humour, it provides entertainment and can release the daily tensions that we sometimes encounter.

Hum our is also, and above all, a good technique for memorising a message and has an unconscious effect on 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 trolley, seemingly surprised to have been forgotten
• a story in the text of the reminder email explaining that the turtle is upset at having been abandoned and that there is a way to come to its rescue: finalise your basket

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

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

Another example of the use of humour: the Cabaia website, which specialises 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 optimise the performance of your abandoned basket reminders. The most important thing is to remain 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 maximise 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!