Sending abandoned cart emails is a common practice, and the high number of purchases left behind is a constant concern for those working in e-commerce.

A study carried out by the Yampi platform in the first half of 2024 reports an alarming rate: around 70% of customers abandon products in the cart.

Among the main reasons for abandonment are the length of time it takes to deliver the products, the cost of shipping, complicated registration and, believe me, indecision.

You can tell from this that the checkout pages are not good. This means that entrepreneurs need to keep an eye on the approaches used at the final moment of purchase.

Good copywriting, a well-placed CTA and efficient layout can form an effective checkout and avoid customer indecision. The registration screen should also be brief and to the point.

However, once the cart has been abandoned, there is no alternative but to program an email sequence capable of reversing this situation.

However, for an email communication strategy to generate results, it is important to ensure that your messages are sent to the right contacts, using an email verification tool.

This is because unverified contact lists can contain invalid emails which, in addition to not being delivered correctly, can also cause the recipient’s provider to block them.

In other words, a well-managed contact list with valid email addresses has a much better chance of reaching inboxes.

Structuring the communication of an abandoned cart email

Each customer who makes the decision to stop buying has a different reason.

Segmenting consumers based on their behavior is the first step to increasing the effectiveness of abandoned cart email communication.

In principle, separate groups based on the frequency of purchases. Analyze previous interactions (how many and which people engage with your emails).

Once you’ve looked at these points, it’s time to design your follow-up email communication.

The recommendation is to use exclusive discounts or personalized promotions to encourage the customer to complete the purchase, even if the ticket is lower than the value of the purchase that wasn’t made.

After all, when communicating with a customer who has given up on the purchase, you can stimulate action through some kind of gift, so that they rethink the purchase. Free shipping, for example, is also an incentive that can make a difference.

By offering a reward for completing the purchase, you show the customer that your company values their preferences and is willing to go the extra mile to meet their needs.

How an abandoned cart email can recover a sale

Recovering an abandoned cart is a difficult task, since the communication already starts from a customer’s negative: giving up.

However, appropriate persuasion techniques increase the possibility of converting the customer.

Start with the subject line, which should be direct, showing the reward right before you open the email. Here are some examples:

• Don’t give up now! Checkout with X% discount!
• Last chance to secure your products with free shipping!
• Your cart is about to expire. Take advantage of the discount!
• [customer name], checkout and receive a surprise gift!

Personalizing the message according to the customer’s preference is a stimulus for closing, as well as being able to increase the ticket of the total value of the sale. Here’s how you can do it:

In the body of the email, suggest complementary products to the one being recalled (cross-selling technique).

When it comes to customers with a browsing and purchasing history, personalization is even easier, as you already know their interests.

The CTA is extremely important. That’s why you should be careful with the text and the layout, so that the buttons are visually appealing and easy to spot.

And finally, review the checkout page, checking all the elements. If your customer had given up due to indecision, you can now design a more persuasive page, with testimonials and more information about the products, for example.

The right time to send an abandoned cart email

Delivery time can make all the difference between a customer who returns to complete the purchase and one who ignores the message. Let’s explore the best practices for determining the right time to send these emails.

In this case, the drip strategy, which requires the creation of an automated flow, is the most effective.

The first abandoned cart email should be sent shortly after the customer leaves the checkout page.

The aim of this email is to sound a reminder, while the intention to buy is still fresh in the customer’s mind. The ideal timing for this first contact is usually between 1 and 3 hours after cart abandonment.

If the first email doesn’t result in a conversion, it’s important to follow up with subsequent emails.

The key is to find a balance between persistence and avoiding being invasive. A common approach is to send a second email 24 to 48 hours after the first. If there is still no conversion, send a third and final email, 72 hours after the second.

Just to give you a better example:

1st email: 1-3 hours after abandonment. If no conversion:

2nd email: 24-48 hours after the first email. If no conversion:

3rd and final email: 72 hours after the second email.

The use of triggers

Some triggers work well in the communication strategy of an abandoned cart email.

Earlier, we saw some examples of subject lines with a sense of urgency. And this tactic is very effective in increasing the open rate of this type of email.

But there are other triggers that generate very good results, generally used more in the body of the email. Social proof is one of them.

Including reviews from other consumers and testimonials is an important ally in winning the trust of undecided customers.

It’s worth remembering that indecision is among the main reasons for cart abandonment, according to a study by the Yampi platform (as we said at the beginning of this article).

The reciprocity trigger is also effective for recovering lost cart sales.

By offering discounts, exclusive coupons, free shipping and other valuable items, the customer feels inclined to return the favor. And the recovery of the purchase signals the expected return.

Monitoring and analyzing results

By implementing a data-driven approach, your e-commerce will be better positioned to turn abandoned carts into concrete sales opportunities.

KPI analysis is therefore necessary to optimize the results of your abandoned cart email campaign.

The open rate is an indicator of the success or failure of the subject line.

The conversion rate signals whether the email content and design are persuasive enough to convert. This is the most direct indicator of the campaign’s success.

The cart recovery rate is the confirmation of the conversion rate, since this KPI reveals the percentage of abandoned carts that were recovered after the email was sent.

The unsubscribe rate is the number of recipients who have opted out of receiving further emails. This is a red flag that indicates that the entire campaign should be reviewed.

And the revenue generated: this is the total value of sales generated from abandoned cart emails. This is also a strong indicator of the campaign’s success.

Conclusion

Recovering sales through abandoned cart emails is a powerful strategy that requires a well-thought-out approach and meticulous execution.

Understanding customer behavior, personalizing the message, offering attractive incentives and constantly monitoring the results are key steps to success.

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