Chapter 3: The Abandoned Cart Series
Okay, let’s talk statistics for a second. There’s a really good chance you have lots of people coming to your site, adding items to their carts, and then exiting your site without making a purchase. How do I know this? Because experts put the rate of cart abandonment anywhere from 69-85%! This is a big problem. Or, a big opportunity, depending on whether or not you’re utilizing an abandoned cart campaign.
Anyone who creates a cart and leaves your site without making a purchase.
Email 1: You forgot something!
The element of surprise is on your side here. People likely aren’t expecting an email reminding them of their abandoned cart. Here are some examples:
- Uh oh. Did you forget something?
- Oops, you left something behind
This is a fun place to utilize some marketing psychology by playing to your customer’s sense of FOMO (fear of missing out). Here are some examples:
- We saved your cart for you, but we cant hold the door forever
There are two really important components to an abandoned cart campaign.
First, you need to give people a link that will return them to their cart so they can complete the purchase. Drip gives you this option in the form of a premade content block.
Second, you need to include the products your customers left in their carts in the email so they remember what they were shopping for.
This email is a simple reminder to bring the abandoned cart back to the top of your customers inboxes. Utilize the power of scarcity and limited time in your copy.
Email 2: Your Cart Misses You
Subject Line and Preheader:
Whatever you did in your previous email, play off of it here.
This email is a secondary reminder about what your customers left in their carts. Don’t overthink it - just play off of what you had in your first email.
Remember to include the products they abandoned and a link to take them back to their cart so they can finish the purchase.
Email 3: Last Chance (for real)
Subject line and Preheader:
This is the final email in the series, make it known here by utilizing more of that scarcity or limited-time copy. Here are some examples:
- Your cart just can’t wait any longer
- Last chance to recover your lost cart
This is a good spot to drop in an offer, if you want. Even if it’s free shipping or a free gift, it can still be effective and close the deal.
As with the other two emails, make sure you’re including what was in the carts and a link to return to the purchase.