Losing a potential customer is never easy, and it’s particularly painful when it happens to your Shopify store. Sellers invest a lot of time and money moving shoppers away from online marketplaces and directly onto a brand website, so having potential buyers stumble at the final hurdle hurts. But all is not lost.
Shopify abandoned cart emails have the power to recover lost leads and boost your conversion rates, sometimes getting shoppers to spend more than they initially intended. This article looks at why abandoned cart emails work, and a couple of Shopify examples that drive conversions and get results.
The cart abandonment problem
Online cart abandonment is a huge problem for your online store. Recent figures put the national cart abandonment rate at 69.57% – that’s 7 in every 10 visitors who fill their cart then leave without buying.
Why is this happening? A few reasons for cart abandonment include;
- High or unexpected delivery costs
- Slow shipping speeds
- A complicated checkout processes
All barriers that can be easily overcome using abandoned cart emails.
Abandoned cart emails are sent to hot leads who left your Shopify store before paying. For them to be successful, you need more than a simple “please come back” message.
Effective cart abandonment email campaigns implement numerous tactics to reengage customers, overcome conversion barriers, and get lost leads back to your website and through checkout.
Abandoned cart emails to fuel conversions
The best way to understand how Shopify abandoned cart emails work is to see for yourself. We’ve examined six different abandoned cart emails, looking at what tactics they’re using and why they’re working.
1. Supportive emails
Supportive abandoned cart emails attempt to lure customers back using the psychological power of ease and trust. The human brain likes things simple, clear, and ordered. When online shoppers become overwhelmed with product choice, shipping decisions, and multiple competitors, they may feel the need to take a break, resulting in cart abandonment. Supportive emails reassure these customers that it’s ok and you can help them back.
You can inject a supportive tone into your email by gently reminding the customer you’re still there, providing an easy way for them to pick their cart back up, and demonstrating the level of customer service they’ll receive once they convert.
Learn more about how psychology can raise eCommerce conversions
2. Incentivizing emails
Incentivizing emails reengage lost customers by offering them something of value. Consumers love value; it’s why they shop around, search for discount coupons, and will spend more to unlock free delivery. It also encourages reciprocacy; By offering customers value, you can make them subconsciously want to “give back” by purchasing.
You can offer value in your abandoned cart emails by providing a deal or discount for completing their purchase, such as 20% off, a free gift, or fast shipping.
3. Personalized emails
Personalized abandoned cart emails are tailored to the customer to attract their attention, engage their emotions, and convince them to come back to your Shopify store. They also utilize the power of visuals, which are processed 60,000 times faster by the brain, leading to impulse buying decisions.
Dynamic content is considered the most effective personalization tactic by 65% of email marketers, but it takes more than just using a customer’s first name.
- Add the products viewed
- Make product recommendations
- Tailor incentives to cart contents
4. Social proof emails
Humans are naturally averse to risk, which is why many shoppers prefer buying from big brand marketplaces as opposed to independent Shopify stores, and why 95% of online shoppers are influenced by reviews.
Social proof emails attempt to overcome the perceived risk of buying direct by showing customers they can trust you and your products.
You can produce social proof by including customer testimonials, product reviews, or even images of any local awards you’ve won.
Tip: Use rating and review software to collect and manage your cross-channel reviews.
5. Scarcity emails
Scarcity-focused abandoned cart emails target the buyer’s fight-or-flight response and natural aversion to risk by creating a sense of urgency that prompts them to act now “before it’s gone.” Some scarcity emails go as far as to include the number of items left in stock to really hit home that it’s “now or never.”
Scarcity is one of the more difficult tactics to execute, because it can easily affect your brand’s reputation if you are misleading about the volume of stock you hold. We recommend ensuring that your Shopify inventory is synced before sending out a scarcity email, to ensure there is truth behind your “nearly sold out” claims.
6. Free shipping emails
We saved the best for last: free shipping emails. Slow and costly deliveries are two of the biggest reasons for cart abandonment. Online shoppers are primarily driven by free and fast shipping, making these offers a powerful tool for your Shopify abandoned cart emails.
If you already offer free and fast shipping, use your abandonment email to highlight this shopper benefit and encourage potential customers to convert. If you don’t already offer free and fast shipping, consider offering it as a special incentive for completing a purchase.
But don’t forget…
Abandoned cart emails should be your last tactic for converting customers. First, look to reduce cart abandonment from happening in the first place, using:
- A well-optimized Shopify theme that loads quickly, has good SEO, and is mobile-friendly
- A Shopify pricing strategy that attracts customers to your products
- Free and fast shipping to increase perceived value and minimize conversion barriers
- Plenty of product reviews and customer feedback
And, when that doesn’t work, then it’s time for your abandoned cart emails to really shine. Have fun!